Why it’s important: Microsoft’s Performance Max has new features to make marketers’ work easier. It saves time and helps them reach new audiences. Working directly with Microsoft on Performance Max campaigns gives advertisers more information about how their ads are doing.
How to start: To create a campaign with Microsoft Performance Max, follow these five steps:
- Set up Microsoft conversion tracking: If you’re already using Performance Max on Google, make sure to set up conversion tracking with Microsoft too. This is important for your campaign’s success.
- Set budget and bid strategy: You can set goals for conversions and ad spending to get the most out of your campaign.
- Final URL expansion: Turn this setting on to guide consumers to the right landing page. It also helps Microsoft create more effective ads based on what works well.
- Add assets: Include text and images for your ads and set up your brand’s store with Microsoft if you’re using the Merchant Center.
- Audience signals: This helps Microsoft target the right people for your ads, so they reach the right audience.
Timeline: Microsoft has been working on Performance Max since the fall of the previous year:
- September 2022: Imported Google PMAX campaigns using Merchant Center.
- October 2022: Imported Google PMAX campaigns as DSA campaigns.
- May 2023: Closed beta launch of Microsoft’s Performance Max.
- July 2023: Open beta launch of Microsoft’s Performance Max.
Next steps: Microsoft plans to make Performance Max available to everyone and add more features, such as API support, Microsoft Advertising Editor support, and better reporting.
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Remember, Microsoft Performance Max is a tool to help advertisers show their ads to the right people and get better results.