Microsoft Ads is working on four key updates for Performance Max, which will give advertisers more control over their automated campaigns. The most notable? The integration of LinkedIn data, allowing you to target based on company, industry, and job function. This feature is currently being tested in six markets, including the US, Canada, and Germany. A unique opportunity, especially for B2B marketers.
What’s new?
These updates, currently in the testing phase, promise more opportunities to optimize campaigns and measure performance:
LinkedIn integration: Currently being tested in six major markets. This allows you to target professionals based on their industry, role, or employer.
Detailed reporting: Analyze results by audience segment and evaluate individual assets to better understand what works.
Smart conversion tracking: Adjust conversion values in real-time based on factors such as location or device usage, refining automated bidding.
Focus on new customers: Set up to acquire only new customers or increase bids for this target group.
The impact on businesses
As these updates are rolled out globally, they provide companies with greater precision and control over their campaigns. Especially for B2B marketers, the LinkedIn integration can make a significant difference. Target audiences can be approached more specifically, leading to higher relevance and better results. Additionally, the ability to dynamically adjust conversion values makes campaigns more flexible and efficient.
What can you expect?
The new features are currently in the pilot phase. Microsoft is gathering feedback from advertisers to further refine the tools before they become more widely available. This means that there may still be adjustments, and a global rollout may take some time.
Conclusion
Microsoft is taking an important step in automated advertising with these developments. The integration of LinkedIn data offers a clear added value, especially for companies looking to grow in the B2B segment. Although the new features are still in the testing phase, it is wise to keep an eye on these developments and prepare for the rollout.