Microsoft Game Changing Ads

Plus, 🎯 Google Ads: Video Action Campaigns to Demand Gen by 2025

September 05, 2024


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MICROSOFT ADS

🚀 Microsoft Ads: Game-Changing September Updates
Insights from Microsoft

Microsoft Advertising continues to enhance its platform with innovative updates aimed at improving the effectiveness of ads across various formats. From new bidding strategies and creative options to expanded support for Connected TV (CTV), these updates are designed to make advertising more efficient and engaging for businesses of all sizes.

The Scoop:

  • Display and Video Ads: Microsoft has introduced new bidding strategies, targeting options, and conversion tracking to provide more flexibility in customizing display and video ads. These features enable businesses to optimize their campaigns across the funnel.

  • Native Ads with Enhanced Features: Advertisers can now add business logos and call-to-action buttons to native ads, improving engagement. Automated call-to-action options can be set, or businesses can import them directly from Google Ads.

  • IAS Verification: Advertisers can use IAS verification for brand safety and viewability across all ad formats, including video, display, and native ads, ensuring their ads are seen by real audiences.

  • Connected TV Ads: Microsoft has made CTV more accessible by supporting longer video formats (45 and 75 seconds) and integrating AI-powered creative recommendations. These tools allow businesses to create dynamic, video-ready ads.

  • Performance Max Campaigns: Microsoft has refined its Performance Max campaigns, now fully supporting imports from Google and introducing search term insights and search themes to optimize campaigns.

These updates are designed to give advertisers more control and creativity while enhancing engagement. By leveraging AI-driven tools, expanded CTV access, and enhanced verification features, businesses can reach the right audience, maximize conversions, and protect their brand across multiple platforms.

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GOOGLE ADS

🎯 Google Ads: Video Action Campaigns to Demand Gen by 2025
Insights from Search Engine Land

Google Ads is set to upgrade its Video Action Campaigns (VAC) to Demand Gen campaigns, with the transition beginning in Q2 2025. This strategic shift aims to offer advertisers greater flexibility and reach by combining video and image ads, enhancing ad performance across multiple platforms.

The Scoop:

  • Multi-Format Campaigns: Demand Gen campaigns will allow advertisers to use both video and image assets within a single campaign, optimizing engagement.

  • Expanded Reach: The new format will extend ad placements beyond YouTube to platforms like Discover and Gmail, reaching up to 3 billion monthly users.

  • Improved Audience Targeting: Lookalike segments will enable advertisers to reach new audiences similar to their existing customer base, improving targeting precision.

  • Performance Boost: Early data suggests Demand Gen campaigns can increase conversions by 20%, with brands like DoorDash reporting a 15x higher conversion rate and 50% more efficient cost per action compared to VAC.

Advertisers are encouraged to start experimenting with Demand Gen campaigns ahead of the automatic upgrades in 2025. By exploring these advanced features now, businesses can gain a competitive edge, enhance campaign performance, and streamline their ad strategy for greater success.

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đź“ąVideo trends in 2024 are showing a shift towards extended short-form content, with YouTube seeing a 39% rise in uploads over 30 seconds and TikTok experiencing increased engagement with 1-2 minute clips. 

📄Google is introducing a new “Masthead format requirements” page, launching on October 3, 2024. This consolidated resource will centralize and streamline all guidelines for masthead ads on YouTube and Google TV into one location.


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