Microsoft Advertising campaign settings

Search: Shows text ads on the search network.

Shopping Network: Shows product ads — for your products in your Microsoft Merchant Center product catalog — on the shopping network.

Audience: Shows native/display ads on the Microsoft Audience Network. You can either a) automatically generate feed-based ads by linking the campaign to a merchant center store in the Shopping Settings section or b) create responsive ads with text assets and uploaded images. Both options require you to create ad groups with user targeting.

Shopping Campaigns for Brands: Promotes your products through linked retailers across the search and audience networks. You can create child ad groups and product groups (apps to promote), and optional product ads for the campaign; Microsoft Advertising automatically creates ads for the product groups. For shopping campaigns for brands, use the bid strategy Manual CPC; for shopping promotions for brands, use the bid strategy Cost per Sale.

Microsoft Store Ads Campaign: Promotes your apps and games that are available in the Microsoft Store. You can create child ad groups, product groups, and optional product ads for the campaign; Microsoft Advertising automatically creates ads for the product groups.

Audience CTV Video: Shows connected TV (CTV) video ads on the audience network.

Audience Video: Shows standard video ads on the audience network.

Performance Max: Shows multiple ad types across all networks using Microsoft Advertising smart bidding. Within the campaign settings, you must specify one or more asset groups, which include images, logos, headlines, descriptions, an optional call to action, and audience signals. The ad network automatically combines the assets to serve ads based on the channel.

Distributed: To spread your ad impressions evenly throughout the day.

Accelerated: To display your ads as quickly as possible until your budget is reached. As a result, your ads might not appear later in the day. Note: For Google Ads search and shopping campaigns, this option was deprecated in October 2019.

Cost per Sale: (Shopping campaigns only) The ad network — not Search, Social, & Commerce — optimizes bids based on the Target CPS (cost per sale). You pay only when a click on your product ad results in a sale within 24 hours. Note: Don’t include campaigns with this bid strategy in portfolios. Search, Social, & Commerce optimization isn’t available for campaigns with this bid strategy.

Once you save a shopping campaign for brands with this bid strategy, you can’t change the bid strategy. For other shopping campaign types, this strategy is available only for new campaigns.

CPV (Audience CTV video campaigns only) Uses the cost-per-view (CPV) model. Search, Social, & Commerce doesn’t provide optimization for campaigns with this bid strategy that are included in portfolios.

Enhanced CPC: (Campaigns on the audience, search, and shopping networks) Uses the ad network’s enhanced cost-per-click (eCPC) model, which allows the ad network to automatically change the cost-per-click (CPC) bid for each auction in an attempt to maximize conversions, using conversions specified within the ad network (not in Search, Social, & Commerce), while trying to keep your average CPC below your maximum CPC.

When you add a campaign with eCPC to an optimized Search, Social, & Commerce portfolio, Search, Social, & Commerce optimizes the base bids and — when the “Auto adjust campaign budget limits” option is enabled — the campaign budget. The ad network optimizes all bid adjustments and may change the Search, Social, & Commerce-generated bids at the time of the user query based on proprietary data and insights. Caution: Use eCPC campaigns in portfolios only when the total conversions tracked on the ad network align with the portfolio objective.

Manual CPC: (Shopping campaigns for brands; Microsoft Store Ads campaigns; deprecated for other campaign types) Uses the cost-per-click (CPC) model. For some ad types, you can optionally allow the ad network to change bids for the campaign:

• Enable Enhanced CPC (disabled by default): This option is the same as using the “Enhanced CPC” option.

Manual CPA: (Microsoft Store Ads campaigns) Uses the cost per acquisition (CPA) model.

Manual CPM (Audience campaigns and audience video campaigns only) Uses the cost-per-thousand-impressions (CPM) model, for which you specify what you want to spend per 1,000 viewed impressions. Campaigns with this bid strategy aren’t optimized when they’re included in portfolios.

Maximize Clicks: (Search and shopping campaigns) The ad network — not Search, Social, & Commerce — optimizes bids to maximize clicks. Optionally, enter a Max CPC (cost per click) to ensure that the ad network doesn’t pay more than a specific amount for each click. Caution: When you add a campaign with this strategy to a portfolio, the click weight (not the portfolio objective) drives bids.

Maximize Conversion Value: (Search and shopping/smart shopping networks, performance max campaigns) The ad network — not Search, Social, & Commerce — optimizes bids to maximize conversion value. Optionally enter a Target Return on Ad Spend (ROAS) as a percent. Note: Use this option for campaigns in hybrid portfolios but not standard portfolios. In hybrid portfolios, Search, Social, & Commerce optimizes the Target ROAS.

Maximize Conversions: (Performance max campaigns and campaigns on the search network or audience network (but not audience videos or connected TV)) The ad network — not Search, Social, & Commerce — optimizes bids to maximize conversions. Optionally enter a Target CPC (cost per click). For audience campaigns, you can also enter an optional Target CPA (cost per acquisition). Note: Use this option for campaigns in hybrid portfolios but not standard portfolios. In hybrid portfolios, Search, Social, & Commerce optimizes the Target CPA.

Target CPA: (Campaigns on the search network) The ad network — not Search, Social, & Commerce — optimizes bids based on an optional Target CPA (cost per acquisition), which is the 30-day average amount you want to pay for an acquisition (conversion). Note: Use this option for campaigns in hybrid portfolios (but not standard portfolios) with any spend strategy except Weekly or Google Target CPA. In hybrid portfolios, Search, Social, & Commerce optimizes the Target CPA.

Average position and CPC bid data aren’t available for campaigns with this bid strategy.

Target Impression Share: (Campaigns on the search network) The ad network — not Search, Social, & Commerce — optimizes bids to achieve a target impression share and ad position. Optionally, enter a Target Impression Share as a percent, the Target Ad Position, and a Max CPC (cost per click). Note: This option isn’t supported in hybrid portfolios.

Target Return on Ad Spend: (Campaigns on the search and shopping networks) The ad network — not Search, Social, & Commerce — optimizes bids based on your Target ROAS (return on ad spend), specified as a percentage. Optionally, enter a Max CPC (cost per click) to ensure that the ad network doesn’t pay more than a specific amount for each click. Note: Use this option for campaigns in hybrid portfolios (but not standard portfolios) with any spend strategy except Weekly or Google Target ROAS. In hybrid portfolios, Search, Social, & Commerce optimizes the Target ROAS.

Average position and CPC bid data aren’t available for campaigns with this bid strategy.

To target all locations, don’t select any locations.

To include a location and its child locations, click the adjacent circle once so that a blue checkmark ( ) appears. You can optionally increase or decrease bids by a specified percentage for each location targeted.

To exclude a location, click the adjacent circle twice so that a red checkmark ( ) appears.

To expand a location into its subcomponents (such as the states, prefectures, regions, or cities), click the location name.

To search for a location, enter or paste at least the first three characters of the location in the input field.

For supported parameters to embed the final URL, see the Microsoft Advertising documentation on parameters to indicate the final URL.

You can optionally include URL parameters and any custom parameters defined for the campaign, separated by ampersands (&), such as {lpurl}?matchtype={matchtype}&device={device}.

You can optionally add third-party redirects and tracking.

This field isn’t updated by the Auto Upload tracking setting.

Landing page suffixes at lower levels override the account-level suffix. For easier maintenance, use only the account-level suffix unless different tracking for individual account components is necessary. To configure a suffix at the ad group level or lower, use the ad network’s editor.

Expanded dynamic search ads target website content, rather than keywords.

Your domain must be indexed by the ad network’s organic search index to be targeted.

If you don’t specify a domain, then you must create dynamic search targets, which target either all of your website pages or a subset of pages, for each ad group.

EF Redirect (the default): For clients who want to use the Adobe Advertising conversion tracking service. This method generates unique click-tracking IDs and redirects users to the Adobe Advertising server for tracking purposes before sending them to the client’s landing page.

This method has default tracking options that you optionally can customize, and you also can specify parameters to append to each URL.

No EF Redirect: For clients who want to use only their own click-tracking codes. Search, Social, & Commerce doesn’t provide click-tracking IDs or redirect codes. For accounts with destination URLs, each destination URL is the same as the base URL.

Notes:

• Only agency account manager, Adobe account manager, and administrator users can change this value.
• If you change the tracking method, you must regenerate tracking URLs for the account.
• Campaign-level tracking options override account-level settings.

Standard: To just redirect the end user to the specified URL.

Token: To redirect the end user to the URL and also record the Search, Social, & Commerce ID for the click (ef_id) as a query string parameter, which is used as a token. Choose this option if you will report offline transactions, want Search, Social, & Commerce to exchange data with Adobe Analytics, or want to track all conversions that occur within Apple Safari browsers.

On (the default): To show character encoding in URLs.

Off: To show unencoded URLs.

Keyword: To track data at only the keyword level.

Ad: To track data at only the ad level.

Note: Changing an existing campaign to this setting deletes any existing keyword tracking IDs. Also, if you want to perform multivariate testing by using multiple landing pages for an ad, then create a bulksheet file and edit it for the required components.

Keyword and Ad: To track data at both the keyword and ad levels.

Changes to append parameters aren’t controlled by the Auto Upload option. If you change the append parameters for existing base URLs, then new URLs aren’t generated automatically. Add the new parameters by downloading a bulksheet file for the account or campaign, updating the Base URL/Final URL fields, and then uploading and posting the bulksheet.

(Ad networks with parallel tracking) Avoid using macros, which aren’t substituted for clicks from sources that enable parallel tracking. If the advertiser must use macros, then the Adobe Account Team should work with Customer Support or the implementation team to add them.

(Advertisers with an Adobe Advertising-Adobe Analytics integration) To include an AMO ID parameter to send Search, Social, & Commerce data to Analytics, see the ad network-specific formats. It’s not necessary to manually add the parameter for Google Ads and Microsoft Advertising accounts with a server-side AMO ID implementation.

To upload images:

1. On the Upload from Device tab, click + and select images from your device or network.

2. For each image:

   1. Select the aspect ratio.

   2. Drag and position the crop box as necessary to select the viewable part of the image, and resize the viewable part of the image as necessary when possible.

   3. (Optional) Select additional aspect ratios, and optionally reposition and resize the image as necessary for each selected aspect ratio.

      One asset is created for each selected aspect ratio.

   4. Click Proceed.

3. When you’re finished specifying images, click Upload.

To select images from your Asset Library, click Asset Library and select the images.

To upload images:

1. On the Upload from Device tab, click + and select images from your device or network.

2. For each image:

   1. Select the aspect ratio.

   2. Drag and position the crop box as necessary to select the viewable part of the image, and resize the viewable part of the image as necessary when possible.

   3. (Optional) Select additional aspect ratios, and optionally reposition and resize the image as necessary for each selected aspect ratio.

      One asset is created for each selected aspect ratio.

   4. Click Proceed.

3. When you’re finished specifying images, click Upload.

To select images from your Asset Library, click Asset Library and select the images.

To enter text:

1. On the Enter Text tab, enter the text.

2. (Optional) To add another text string, click + Add and enter the string.

To select assets from your Asset Library, click Asset Library and select the assets.

To enter text:

1. On the Enter Text tab, enter the text.

2. (Optional) To add another text string, click + Add and enter the string.

To select assets from your Asset Library, click Asset Library and select the assets.

To enter text:

1. On the Enter Text tab, enter the text.

2. (Optional) To add another text string, click + Add and enter the string.

To select assets from your Asset Library, click Asset Library and select the assets.

Google Ads: {CUSTOMIZER.AdCustomizerName:Default text}, such as {CUSTOMIZER.Discount:10%}

Microsoft Advertising: {CUSTOMIZER.Attribute name:Default text}, such as {CUSTOMIZER.Discount:10%}