What’s new

The following support is now available for Microsoft Advertising enhanced conversions for offline conversions, which you can use for conversion events without click IDs, such as telephone sales that result from website leads.

• Search, Social, & Commerce syncs your existing enhanced conversions goals for offline conversions so you can use them for reporting and optimization. The data is synced daily at 05:00 in the advertiser’s time zone.
• You can upload your first-party, offline conversion data mapped to your existing enhanced conversions goals.

Create the enhanced conversion goals for leads within Microsoft Advertising.

The following support is now available for Google Ads enhanced conversions for leads, which you can use for offline conversion events for which click IDs (gclid values) are unavailable, such as to track telephone sales that result from website leads.

• Search, Social, & Commerce syncs your existing enhanced conversions for leads so you can use them for reporting and optimization. The data is synced daily at 05:00 in the advertiser’s time zone.
• You can create conversion actions for enhanced conversions for leads.
• You can upload your first-party, offline conversion data mapped to your enhanced conversions for leads.

You must create and implement a conversion tag for enhanced conversions for leads separately within Google.

(Google Ads performance max campaigns) New features provide information and data for asset groups:

• Two read-only information fields are available in the settings for existing asset groups in each performance max campaign:

  • Primary Status: Why the asset group is or isn’t serving at full capacity. It takes into account the asset group status as well as other signals, such as policy and quality approvals.
  • Primary Status Reason: Additional details about the asset group’s primary status.

• A new specialty report, Google Asset Group Performance Report, gives performance data for asset groups in performance max campaigns within a specified account. The report includes the primary status and status reasons for each included asset group.

Five new Google Ads recommendations are available:

• Automated campaigns:

  • Performance max final URL opt in: Turn on final URL expansion for your performance max campaigns

• Bidding and budget:

  • Forecasting set Target CPA: Set a target CPA for campaigns without one before a seasonal event that’s forecasted to increase traffic
  • Maximize conversion value opt in: Change to the Maximize Conversion Value bidding strategy
  • Set Target CPA: Set a target CPA for campaigns without one
  • Set Target ROAS: Set a target ROAS for campaigns without one

(Open beta feature; Microsoft Advertising accounts) Additional support is available for Microsoft Advertising performance max campaigns:

• You can now configure campaign start and end dates and campaign-level language and location targets.
• You can add, edit, and remove asset groups. For each asset group, you can use existing audience groups as audience signals.

(Open beta feature; Microsoft Advertising accounts)The following support is available for Microsoft Advertising shopping promotions for brands, which have the campaign type “Shopping Campaigns for Brands” (listed as “Brand Shopping” in the Campaigns view and reports) and use the bid strategy “Cost per Sale.”

• View your existing sponsored promotions for brands.
• From the Campaigns view, create and manage Shopping Campaigns for Brands campaigns with the Cost per Sale bid strategy, for which you set a target cost per sale. You pay only when a click on your product ad results in a sale within 24 hours. You can also create child ad groups and product groups. Microsoft Advertising automatically creates ads based on the product groups.
• * See product group-level data within campaign management views and offline reports and (advertisers with Adobe Analytics for Advertising) in Adobe Analytics.

You can also use the Cost per Sale bid strategy for any other type of new Microsoft shopping campaign. You can’t use it for existing shopping campaigns.

Portfolio optimization isn’t available for campaigns with the Cost per Sale bid strategy.

More Google Ads recommendations are now available from Insights > Reports > Recommendations & Publisher Insights, where you can apply and dismiss them:

• Automated campaigns:

• • DSA to performance max migration: Migrate dynamic search ads to performance max campaigns.
  • Dynamic image extension opt in: Enable dynamic image extensions for the account, which allows Google Ads machine learning to automatically append the most relevant images from your ad’s landing page to your ad.
  • Improve performance max ad strength: Improve the asset group strength of a performance max campaign so that it has an “Excellent” rating.
  • Performance max opt in: Opt in to performance max campaigns.

  Bidding and budgets

  • Target CPA raising: Raise the Target CPA based on Google Ads predictions, which are calculated from past conversions.
  • Target ROAS lowering: Lower the Target ROAS based on Google Ads predictions, which are calculated from past conversions.

(Open beta feature; Microsoft Advertising accounts) The following support is available for Microsoft Advertising performance max campaigns:

• Search, Social, & Commerce syncs performance max campaigns for reporting within campaign management views and offline reports. Performance max campaigns can be included in hybrid portfolios only for optimization, and bid strategy targets are set at the campaign level, along with campaign budgets.
• You can create and edit performance max campaigns from Campaigns > Campaigns using the Campaign Type “Performance Max.” Only required settings are available; available bid strategies include Maximize Conversions, with an optional target cost per acquisition, and Maximize Conversion Value, with an optional target return on ad spend. For optional settings, log in to the Microsoft Advertising editor. You can upload ad assets separately to Campaigns > Asset Library and add them to campaigns within the Microsoft Advertising editor.
• You can replicate Google Ads performance max campaigns as Microsoft Advertising performance max campaigns from Tools > Import Campaigns. Previously, Google Ads performance max campaigns were replicated as smart shopping campaigns.

(Open beta feature; Microsoft Advertising accounts) The following support is available for Microsoft Advertising shopping campaigns for brands, which promote your products through linked retailers across the Microsoft search and audience networks:

• Search, Social, & Commerce syncs your existing shopping campaigns for brands, which have the campaign type “Brand Shopping.”
• You can create and manage campaigns with the Manual CPC bid strategy, ad groups, product groups, and optional product ads from the Campaigns views. Microsoft Advertising automatically creates ads based on the product groups.
• Optimization is available.
• Product group-level data is available within campaign management views and offline reports. Advertisers with an Adobe Analytics integration see product group-level data in Analytics.

(Open beta feature; Microsoft Advertising accounts) The following support is available for Microsoft Store ad campaigns, which promote your apps and games that are available in the Microsoft Store:

• Search, Social, & Commerce syncs your existing Microsoft Store Ad campaigns, which have the campaign type “Store Ad.”
• You can create and manage Store Ad campaigns, ad groups, product groups (apps and games to promote), and optional product ads from the Campaigns views. Microsoft Advertising automatically creates ads for the promoted apps and games. Campaign bid strategies include Manual CPC and Manual CPA.
• Optimization is available for campaigns with the Manual CPC bid strategy only.
• Product group-level data is available within campaign management views and offline reports. Advertisers with an Adobe Analytics integration see product group-level data in Analytics.

Note: Microsoft Store automatically tracks conversions on ads using Microsoft Advertising universal event tracking (UET) tags. No user action is needed.

(Open beta feature; Microsoft Advertising accounts) The following support is available for Microsoft Advertising video campaigns on the audience network:

• Search, Social, & Commerce syncs your existing video campaigns on the audience network, which have the campaign types Audience Video and Audience CTV Video.
• You can create and manage video campaigns and child ad groups from the Campaigns view. Campaigns can include one of the following a) regular online video ad assets in Audience Video campaigns with the bid strategy vCPM (viewable cost per 1000) or b) connected TV (CTV) ad assets in (Audience CTV Video campaigns) with the bid strategy CPV (cost per completed video). You can set bids and targeting at the ad group level.
• You can create and manage ads from the Campaigns view only. Ads have the ad type Responsive Ad.
• Ad group-level data is available within campaign management views and offline reports. Advertisers with an Adobe Analytics integration see ad group-level data in Analytics.

Optimization isn’t available for video campaigns on the audience network.

Two new specialty reports for Microsoft Advertising accounts show campaign-level performance by ad distribution (search or audience) and/or network (such as Microsoft sites and select traffic or audience):

• MSA Network Performance Report: Includes basic traffic metrics (cost, clicks, impressions), conversions, and revenue.
• MSA Network Impression Share Report: Includes impression share metrics and basic traffic metrics (cost, clicks, impressions).

(Google Ads performance max campaigns) New features allow you to:

• Choose existing conversion goals or create new ones for a campaign, as mentioned above.
• Select from the existing assets in your Asset Library for images, logos, and videos within performance max campaign settings. You can still also upload new assets.
• (Optional) Provide audience signals for your performance max asset groups by selecting Google Ads audiences. Google Ads machine learning models use the audiences to find similar web surfers to target and may also show ads to audiences that aren’t specified as signals to help you meet your performance goals. Note: Audience signals are different from campaign-level and ad group-level audience targets.

New columns reflect new naming conventions:

• “Objective Value” has the same value as the existing “Weighted Revenue” column. It’s included:

  • by default in the Portfolios > Portfolios, Portfolios > Campaigns, Portfolios > Bid Units, and Portfolio Spotlight > Performance > Campaigns views
  • automatically in custom simulations
  • by default in on-screen weekly simulations; the legacy column is still optional but will be removed in the future
  • by default in the Campaigns > Campaigns and Campaigns > Keywords views
  • by default in the Portfolio Report, Campaign Report, and Keyword Report

• “Objective Value Calculation,” which is the calculation used to derive the Objective Value, is included by default in the Portfolio Report, Campaign Report, and Keyword Report.

• “Marginal Cost-to-Objective Value” has the same value as the existing “Marginal Cost-to-Revenue” column. It’s included:

  • automatically in custom simulations
  • by default in on-screen weekly simulations; the legacy column is still optional but will be removed in the future

Six new (Google Ads recommendations are available from Insights & Reports > Recommendations:

• Responsive search improve ad strength: Suggestions to improve ad strength for a responsive search ad
• Upgrade local campaign to performance max: Upgrade a legacy local campaign to a performance max campaign
• Upgrade smart shopping campaign to performance max: Upgrade a legacy smart shopping campaign to a performance max campaign
• Forecasting set Target ROAS: Raise the budget before a seasonal event that is forecasted to increase traffic, and change the bidding strategy from Maximize Conversion Value to Target ROAS
• Raise Target CPA bid too low: Raise the Target CPA by a recommended amount when it’s too low and there are few or no conversions
• Display expansion opt in: Expand reach by updating a campaign to use display expansion

Adding and removing assets, changing campaign types, and changing budgets and bid strategies can affect performance. Discuss the pros and cons of each recommendation with your Adobe Account Team so that you can make an informed decision.