In the dynamic world of digital marketing, keeping pace with the changes is essential. Microsoft Advertising recognizes this and has introduced a game-changing campaign type: Microsoft Ads Performance Max. Let’s dive into what this campaign type is all about and how it can supercharge your advertising efforts. Bing Ads PMAX is now available in open beta.
Table of Contents
What Is Microsoft Ads Performance Max?
Performance Max is a campaign type geared towards enhancing your advertising efforts across the Microsoft Advertising Network. It streamlines the process of creating and managing campaigns while targeting the right audience and optimizing performance to achieve your advertising objectives. Instead of manually crafting individual ads, you can save time by consolidating assets like text and images into asset groups, allowing us to handle the rest.
Using Microsoft AI, Microsoft Ads will analyze your campaign and asset group preferences to determine the most suitable assets and audiences for your ads. This ensures that your ads feature the best asset combinations to attract potential customers who are primed to engage with your product or service.
Bing Ads Performance Max is part of Microsoft Advertising’s suite of automated bidding solutions, offering advertisers a hands-off approach to bid management while leveraging the power of machine learning to drive better results.
Key Benefits of Bing Ads Performance Max
Save time
Providing assets in your asset groups, and they’ll automatically fine-tune your ads for optimal performance.
Leverage real-time automation to maximize your ROAS
Performance Max campaigns utilize AI to keep up with consumer trends, selecting the most effective asset combinations for your ads. These ads are then continuously updated in real-time to boost conversion value and achieve your campaign objectives.
Effortlessly oversee your campaign
With Performance Max’s campaign optimization, you can alleviate the manual burden of managing multiple campaigns. You can promote your products and services through a single, easy-to-manage campaign, while their automation ensures that your ads drive performance.
Opt for Microsoft Ads Performance Max if you aim to:
- Achieve defined performance targets, such as boosting sales and directing prospective customers to your site.
- Amplify your ad spend’s effectiveness and extend your reach across the entirety of the Microsoft Advertising Network.
- Present your ads throughout the Microsoft Advertising Network via a unified campaign.
- Broaden your ad’s reach and elevate conversion value by deploying search, audience, and product ads.
Microsoft Ads Performance Max vs Google Performance Max?
Probably, you’ve already heard of Google Performance Max. Microsoft Performance Max operates similarly, with many parallels but a few distinct differences. Here is an in-depth comparison.
| Feature | Microsoft Ads Performance Max | Google Performance Max |
|---|---|---|
| Platform | Microsoft Advertising Network (Bing, AOL, Yahoo) | Google Ads (Search, YouTube, Display, etc.) |
| Objective | Optimize campaign performance through automation and machine learning | Optimize campaign performance through automation and machine learning |
| Features | Automated bidding, real-time optimization, audience targeting, campaign management | Automated bidding, real-time optimization, audience targeting, campaign management |
| Reach | Reaches millions of users through Bing and partner networks | Reaches a larger audience through Google Search, Display, YouTube, and other properties |
| Integration | Offers integration with Microsoft Advertising ecosystem, including Microsoft Audience Network, LinkedIn Profile Targeting, etc. | Expected to offer seamless integration with Google Ads ecosystem, including Google Analytics, Google Tag Manager, etc. |
| Target Audience | Advertisers looking to target users across Bing, Yahoo, AOL, and Microsoft Audience Network | Advertisers seeking to reach users across Google Search, Display, YouTube, and other Google properties |
| Optimization Strategy | Utilizes Microsoft AI algorithms to optimize bids and ad placements in real-time based on campaign objectives and audience data | Expected to leverage Google’s advanced machine learning capabilities to optimize bids and ad placements for maximum performance |
| Ad Formats | Supports various ad formats including search ads, display ads, shopping ads, and more | Expected to support multiple ad formats including search ads, display ads, video ads, and more |
Key Benefits of Bing Ads Performance Max
Save time
Providing assets in your asset groups, and they’ll automatically fine-tune your ads for optimal performance.
Leverage real-time automation to maximize your ROAS
Performance Max campaigns utilize AI to keep up with consumer trends, selecting the most effective asset combinations for your ads. These ads are then continuously updated in real-time to boost conversion value and achieve your campaign objectives.
Effortlessly oversee your campaign
With Performance Max’s campaign optimization, you can alleviate the manual burden of managing multiple campaigns. You can promote your products and services through a single, easy-to-manage campaign, while their automation ensures that your ads drive performance.
Opt for Microsoft Ads Performance Max if you aim to:
- Achieve defined performance targets, such as boosting sales and directing prospective customers to your site.
- Amplify your ad spend’s effectiveness and extend your reach across the entirety of the Microsoft Advertising Network.
- Present your ads throughout the Microsoft Advertising Network via a unified campaign.
- Broaden your ad’s reach and elevate conversion value by deploying search, audience, and product ads.
Items necessary for creating a PMAX campaign
- Conversion objectives are established through the Universal Event Tracking (UET) tag and/or offline conversion tracking. Enabling revenue tracking is essential when employing the Maximize Conversion Value bid strategy.
- For those configuring Product Ads, a store within the Microsoft Merchant Center is necessary. This store can be established directly within Microsoft Advertising online or imported from the Google Merchant Center. Additionally, an active feed is imperative once the store is established.
How to set up a Microsoft Ads PMAX campaign
There are two primary ways to set up Performance Max (PMax) in Microsoft Advertising:
- Import PMax from Google Ads: This feature is available, but Microsoft recommends verifying the imported data for accuracy, especially regarding conversion settings.
- Create a new Microsoft Ads campaign: Alternatively, you can start a PMax campaign from scratch within the Microsoft Advertising platform.
Option 1: Import from Google Ads
If you’re running Performance Max campaigns on Google Ads, you might be interested in whether you can transfer them to Microsoft Advertising. In brief, the answer is yes, you can!
The first question to consider is:
Are you employing a Google Merchant Center feed alongside your Performance Max campaigns on Google Ads?
Therefore, although you won’t be able to directly import a traditional Performance Max campaign into Microsoft Advertising, you will still obtain fully operational campaigns that have the potential to perform exceptionally well, swiftly and effortlessly.
For those who haven’t imported into Microsoft Advertising previously, the process is simple. Just click on the “Import Now” button located in the top navigation section, then select “Import from Google Ads” if you’re using the Microsoft Ads interface.
You’ll be prompted to log in to your Google account. From there, you can select the Performance Max campaign (or campaigns) you wish to import. You have the option to configure the campaign to import changes on a scheduled basis from Google Ads or perform a one-time import only.
Option 2: Create from scratch
Step 1: Establish conversion tracking
It’s crucial to have properly configured conversion tracking, achievable through UET or offline conversion objectives. Microsoft strongly recommends completing this initial step before proceeding further.
>>> Read more: A Microsoft (Bing) Ads Conversion Tracking Set Up Guide
Step 2: Define a budget and bidding strategy
Choose between “Maximize Conversion Value” to enhance campaign profitability, or “Max Conversions” to maximize conversions within your budget. Alternatively, set targets for tROAS or tCPA.
- Maximize Conversion Value
This bidding approach is centered on optimizing high-value conversions and the overall sales value of your campaign. We’ll automatically adjust your bids in real-time to maximize the total conversion value within your allocated budget. If you have particular return on investment (ROI) targets, you can opt to include a Target ROAS (return on ad spend). For further details on Target ROAS, please refer to the “Let Microsoft Advertising manage your bids with bid strategies” section.
- Maximize Conversions
With this bidding strategy, Microsoft Advertising automatically fine-tunes your bids in real-time to secure as many conversions as possible within your budget constraints. If you have specific ROI objectives, you can choose to integrate a Target CPA (cost per acquisition). To learn more about Target CPA, please consult the “Let Microsoft Advertising manage your bids with bid strategies” section.
Step 3: Expand the final URL
Enabling this feature, as suggested by Microsoft, directs consumers to the most relevant landing page. It also enables the system to generate additional insights based on successful landing page elements.
Step 4: Incorporate assets
You’ll then add text and images, ensuring the correct display of product feeds if using PMax for product sales.
Images
You have the option to select an image from your current collection, website images, stock images, social media, or upload your own image.
Note: You can incorporate a maximum of 20 images. Ensure you include one image with a 1.91:1 aspect ratio and another with a 1:1 aspect ratio.
Follow these image best practices:
- Opt for high-resolution .JPG or .PNG formats to maintain clarity and quality across various screens.
- Prior to uploading, ensure your images adhere to the imagery guidelines.
| Aspect ratio | Image dimensions (pixels) |
|---|---|
| Required | |
| 1.91 : 1 | Minimum: 703 x 368 Recommended: 1200 x 628 |
| 1 : 1 | Minimum: 300 x 300 Recommended: 1200 x 1200 |
| Additional aspect ratios (highly recommended) | |
| 1 : 2 | Minimum: 470 x 940 Recommended: 600 x 1200 |
| 4 : 1 | Minimum: 608 x 152 Recommended: 1200 x 300 |
| 1.5 : 1 | Minimum: 300 x 200 Recommended: 1200 x 800 |
| 1.33 : 1 | Minimum: 100 x 75 Recommended: 1200 x 900 |
| 1.78 : 1 | Minimum: 624 x 350 Recommended: 1200 x 674 |
Headlines
Input a maximum of 15 Short headlines and up to five Long headlines, both of which are necessary for display versatility. Short headlines should not exceed 30 characters, while Long headlines should not exceed 90 characters.
Description
Enter up to five ad descriptions. Descriptions must be 90 characters or fewer. This is the most visible text of the ad and allows for more character space to engage with potential customers.
Step 5: Leverage audience signals
Utilizing audience signals aids the system in refining targeting and learning, facilitating better engagement with your desired audience.
Frequently Asked Questions
What is the learning phase duration for Performance Max campaigns, and how long does it typically take for them to become active?
Performance Max campaigns are typically scheduled to go live within ten days after setup. The average learning phase, following optimizations and the addition of new assets, usually spans one to two weeks. If you encounter extended durations beyond this timeframe, it’s advisable to escalate the issue to your Microsoft Account team or contact support promptly.
Is it necessary to generate keywords for my Performance Max campaigns?
You are not required to generate and oversee keyword lists for Performance Max campaigns, as they do not rely on keywords. Nevertheless, you have the option to incorporate negative keywords at the account level using negative keyword lists to avoid displaying your ads in response to specific search queries. For further details on negative keyword lists, please refer to “How to add keywords that won’t trigger my ads (negative keywords)”.
What effect do Performance Max campaigns have on my current search campaigns and keywords?
Performance Max campaigns are designed to supplement existing search campaigns and will not affect your keyword targeting.
In instances where a search query aligns with a search keyword linked to your account, your search campaign ads will be prioritized over your Performance Max ads in ad delivery.
However, if a search query does not align with any search keyword associated with your account, the ad with the highest relevance and performance will be displayed during ad delivery.
Wrap up
In conclusion, Microsoft Ads Performance Max represents a significant advancement in automated bidding strategies, offering advertisers powerful tools to maximize their campaign performance across the Microsoft Advertising Network. With its focus on optimizing conversions, enhancing return on ad spend, and simplifying campaign management, Performance Max streamlines the advertising process while delivering tangible results.
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