osoft launches predictive targeting for all advertisers

Microsoft Audience Network now offers predictive targeting in its general availability.

After a successful test, advertisers can now use this feature for their campaigns.

Why it matters:Predictive Targeting can help advertisers find audiences they might not have considered before. The audience is not only relevant but also more likely to convert if they are seen by bots. This could lead to a higher return on investment for marketers.

Successful Trial. Microsoft’s trial of this tool has lasted for 10 months. Some marketers, like Sembot have reported a 1550% increase in ad spending, while others, such Trivago have seen a 20% rise in conversion rates.

How it works Microsoft bots analyze ads and landing pages, then use audience intelligence signals to match the content with the right audiences. Bots are designed to help deliver the right message to the right audience at the right moment to improve performance.

How it is set up. To integrate predictive targeting in your marketing campaign you must toggle an ad-group setting within the audience campaigns. This can be done in two ways:

• Option B: Predictive targeting is now the default option when setting up a campaign for an audience. If you wish to use predictive targetting, leave all settings unchanged.
• Option A: To expand your reach, you can apply a marketing audience or an in-market group. For this, toggle predictive targeting on and the Microsoft bot serves to your targeted audiences while simultaneously using predictive targetting to find users who are outside that audience but still relevant.

Is it the exact same as targeted targeting? This tool is similar to optimized targeting in that it can help marketers reach the ideal audience without much input. This tool was created specifically for marketers who use the Microsoft Audience Network. It combines existing advertiser assets with Microsoft Audience Intelligence.

Microsoft shares its best practices. It has identified the best practices that will help marketers get better results.

• Microsoft bases its algorithms and decisions on the ad content as well as landing page.
  • Ad copy should be descriptive and clear.
  • Be sure that your landing page offers a positive user experience.

• Automated bidding and predictive targeting are both effective ways to target your campaigns.
  • In terms of automated bid strategies, we will be launching a pilot CPA target and a maximum conversion target in the summer. Microsoft recommends using it in conjunction with enhanced CPC for the time being.

• Use predictive targeting in all your campaigns and see the results.
  • You’ll have a reporting item on the campaign grid and audiences tab that shows you what your predictive targeting has delivered for your campaigns.
  • Microsoft said, “Don’t just target audiences and then forget about them.” Microsoft says to “report, review, and adjust as needed, keeping an eye out on budgets, and making sure that you are competitive.”

A deeper dive: For more information about Microsoft’s predictive target feature, please read the complete guide.

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