Microsoft Advertising has launched a new remarketing approach that allows advertisers to reach audiences without users needing to click first. This impression-based remarketing marks a significant shift in digital advertising strategies.
New method builds audience based on visibility
Microsoft's impression-based remarketing works differently from traditional remarketing. Instead of waiting for someone to visit a website, advertisers can now build remarketing lists from users who have seen their ads on Bing, Copilot, or other Microsoft platforms.
This feature allows advertisers to define up to 20 campaigns or ad groups as sources. Users can remain on a remarketing list for between 1 and 30 days, with seven days often providing the optimal balance between recency and volume. The new approach works with all Microsoft campaign types as sources, although not all types can be targeted directly.
Business impact greater due to privacy developments
This development comes at a time when traditional remarketing is under pressure. Due to cookie deprecation and stricter privacy regulations, reliable, click-based remarketing audiences are increasingly disappearing. Impression-based tracking is stored server-side, making it less dependent on user consent.
Moreover, AI-driven searches are changing user behavior. Users are increasingly receiving answers without visiting websites, which means that companies need to reach people before they click. For B2B companies, this presents opportunities to tailor different messages to decision-makers versus influencers within organizations.
Recommendations for Implementation
Advertisers looking to leverage this feature must map out their customer journey and develop different creatives for each stage. New viewers require different messages than warm leads. The budget should be aligned with the audience size necessary for significant performance.
Microsoft advises advertisers to target broadly but be selective with sources. Measuring success is shifting from click-through rates to brand awareness and sentiment. This approach can be particularly valuable for placements that were previously considered 'low-quality' but are effective for brand recognition.