Microsoft Advertising responsive (audience) ad settings

The responsive ad format is available for image-based, video-based, and connected TV video-based audience ads on the Microsoft Audience Network. The ad network dynamically assembles responsive ads using the most effective combinations of ad elements.

Ad Settings (for video ads) and Audience CTV Video Ad Details

Videos: The URL of one video ad.

Status: The ad status.

Responsive Ad Details (for image ads)

The ad network automatically creates ads for audience campaigns that are linked to a merchant center store using the store’s product information and ad group-level user targeting. You don’t need to manually create ads.

Images: Up to 15 JPEG or PNG images for the ad. Include at least one image with a 1.91:1 aspect ratio. See the permitted aspect rations and dimensions for audience ad images.

For audience ads, Microsoft Advertising automatically crops this image for all possible aspect ratios.

To upload images:

  1. For each image:

    1. Click + and select an image from your device or network.
    2. Select the aspect ratio.
    3. Drag and position the crop box as needed to select the viewable part of the image, and then click Proceed.
  2. When you’re finished specifying images, click Upload.

Business Name: The business name, with a maximum of 25 characters. It may be used in call-only ad formats.

Short Headlines: At least three, and up to 15, short headlines with at least one word and a maximum of 30 characters each.

Long Headlines: At least three, and up to five, long headlines with a maximum of 90 characters each.

Ad Text: At least two, and up to four, descriptions with at least one word and a maximum of 90 characters each.

Tracking URLs

Base URL: The landing page URL to which search engine users are taken when they click your ad. Include any parameters that determine the content of the page. Base URLs at the keyword level and sitelink level override those at the ad level.

Once you save the record, the base URL includes any append parameters that are configured for the campaign or account.

Tracking Template: (Optional; not available for all entities) The tracking template or tracking URL, which specifies all off-landing domain redirects and tracking parameters and also embeds the final/landing page URL in a parameter. Example: {lpurl}?source={network}&id=5 or{lpurl}?source={network}&id=5 to include a redirect.

For Adobe Advertising conversion tracking, which is applied when the campaign settings include “EF Redirect” and “Auto Upload,” Search, Social, & Commerce automatically prefixes its own redirect and tracking code when you save the record.

  • The tracking template at the most granular level overrides the values at all higher levels. For example, if both the account settings and the keyword settings include a value, then the keyword value is applied.
  • You can update your tracking templates at any level without resubmitting your ads for approval.