There is a new product on the horizon in the world of digital marketing: Microsoft's Performance Max, now available in open beta. Imagine having access to full inventory and being able to serve ads over Microsoft's network.
With the introduction of Performance Max, Microsoft promises to help marketers simplify their workload and spend more time on creativity while reaching untapped audiences. The ability to work directly with Microsoft on Performance Max campaigns will also give advertisers more transparency and level of detail in reporting. To convert Bing ads, we have written a short guide.
Setting up a campaign with Microsoft Performance Max involves five steps: setting up Microsoft conversion tracking, determining budget and bidding strategy, expanding the final URL, adding assets and deploying audience signals. All of these features are designed to help you reach your target audience effectively.
Lauren Tallody, Sr. Product Marketing Manager and Automation Lead for Microsoft, highlighted Microsoft's careful consideration in developing this product and indicated that the journey is far from over. Since the launch of Google's Performance Max product in 2021, Microsoft has taken the time to understand advertisers' needs and where they could differentiate.
In recent months, Microsoft has achieved impressive results in the development of Performance Max, from importing Google PMAX campaigns to the successful closed beta launch in May 2023. With the open beta launch in July 2023, Microsoft is poised to make Performance Max generally available and continues to develop more features.
Future enhancements to Performance Max include API support, support for Microsoft Advertising Editor, more comprehensive reporting such as search term and domain reports, and an upgrade tool for smart shopping campaigns. With this powerful new tool on the horizon, it's an exciting time to be a digital marketer.
Source: Microsoft