Microsoft Advertising Unveils Major Updates and Expands Professional Service Ads Globally

Substantial changes to broad match modifier, global availability of professional service ads, and more in Microsoft Advertising's April newsletter

April 4, 2023, 07:47 EDT

In its April newsletter, Microsoft Advertising announced a series of significant changes, including the global expansion of professional service ads, alterations to the broad match modifier, and numerous other updates. As the advertising landscape continues to evolve, these adjustments are expected to benefit advertisers and streamline their advertising efforts.

Professional Service Ads Now Available Worldwide

A New Ad Solution to Connect Professionals and Consumers

Microsoft Advertising’s professional service ads, initially launched as a beta about a year ago, are now accessible to users across the globe. According to Microsoft, these ads were developed to “help champion these professionals and better connect them to consumers with engaging ad experiences.” The goal of Professional Service Ads is to make connections between professionals and potential clients more efficient and effective than ever before.

Broad Match Modifier Changes Rolled Out

Broad Match Modifier Deprecated in 2021

Microsoft Advertising deprecated the broad match modifier in 2021. The company has now announced that “all broad match modifier keywords for search ads now serve as broad match keywords instead of phrase match.” This change will be rolling out gradually over the next several weeks.

Microsoft assures advertisers that “no action is required from you on this, as we expect this change to be beneficial to advertisers’ conversions and cost per acquisition (CPA) overall. There won’t be any impacts to bidding strategies or third-party bidding.”

Enhanced Asset Library Functionality

Bulk Operations for Better Asset Organization

Advertisers can now take advantage of bulk operations in Microsoft Advertising’s Asset Library. This new feature allows users to bulk delete folders and assets, as well as move multiple items in bulk to target folders or subfolders. These updates will make asset organization more efficient and user-friendly.

Target Bid Value Updates

Improved Access to Current Target Bid Values

Within Target CPA, Target return on ad spend (ROAS), or Target Impression Share bid strategies, Microsoft has announced that users can now view and edit the current target bid value directly in the campaign grid in Microsoft Advertising online. This applies to both standalone bid strategies and portfolio bidding. To access this new column, users can use the “modify column” command in Microsoft Advertising online.

Why These Changes Matter

As advertising continues to evolve, particularly in search and display markets, it is crucial to stay informed about the latest changes and updates. By subscribing to our newsletter and visiting our site regularly, you can ensure you remain up-to-date on the most recent developments in the world of advertising. These new features and adjustments from Microsoft Advertising aim to enhance the overall advertising experience, making it more efficient and effective for advertisers around the world.

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