osoft Performance Max now available in Open Beta //
Microsoft Performance Max has now entered open beta. Select marketers can access the full inventory of Microsoft’s network and serve ads.
Why we care. Microsoft’s Performance Max has new features that simplify the workload of marketers, give them more time to concentrate on creative work and reach untapped audiences. Working directly with Microsoft to create Performance Max campaigns gives advertisers greater transparency and more detail in reporting.
Get started. Create a campaign using Microsoft Performance Max in five easy steps.
- Setup Microsoft conversion tracking. While Google import can be a good way to start if you are already using Performance Max, it is mandatory that you also set up conversion tracking with Microsoft. You can do this via UET, or offline conversion goals. Microsoft recommends that this should be your first goal and you set it up correctly.
- Set bid and budget strategy With the option to maximize conversions with a target CPA goal, you are able to set and maximize conversions.
- Final URL Expansion Microsoft recommends that this setting be enabled because it will help consumers find the most relevant landing pages. Microsoft can also create new assets based upon what works well for landing pages.
- Add assets Next, you will need to add images, text and make sure that the Microsoft Merchant Center is configured with your brand.
- Audience Signals: This can be used by Microsoft to predict your audience and help you reach them.
What has Microsoft said about the situation? Lauren Tallody, Sr. Microsoft’s Product Marketing Manager and Automation lead, Lauren Tallody, told Search Engine Land that:
- “Since Google released their Performance Max product 2021, it took us some time to determine if advertisers needed this type of product from our side.
- We wanted to know your needs and see where we can differentiate ourselves. This will be a long road.
Timeline. Microsoft has been developing its Performance Max program, which has seen some positive results already, since the fall last year.
- Import Google PMAX Campaigns using Merchant Center. Microsoft wanted to meet the demand for a similar experience, so it began importing Google Max campaign as smart shopping ads or local inventory advertisements.
- October 20, 2022: Import Google PMAX campaign without using Merchant Center. Microsoft has changed its approach by importing Google Max as DSA campaigns.
- May 20, 2023:Closed Beta Launch of Microsoft Performance Max. Microsoft was encouraged by the positive results to continue developing the product, and import the campaigns.
- July 20, 2023: Launch of the open beta version – Microsoft Performance Max entered into an official beta phase a few weeks ago.
Next steps Microsoft will now look to make its Performance Max product available to the general public and continue to develop more features. This includes:
- API Support.
- Microsoft Advertising Editor Support
- Reports can be expanded to include search terms and domains.
- Smart shopping campaign upgrade tool.
The Microsoft Performance Max now available in Open Beta first appeared on Search Engine Land.