Microsoft Advertising Product Roadmap by Elmira Nik

1. Microsoft Advertising product roadmap
Elmira Nik
Strategic Account Manager

2. Helping you achieve business results
Right audience
 Understand and target your
audiences at the right moment
 Expand your reach to
high-value supply
Right message
 Personalize the message
through ad experiences
 Acquire content at scale for
vertical experiences
Right technology
 Be familiar
 Scale account control
and performance
 Get automation and actionable
insights where you need it

3. What’s new in Microsoft Advertising
Helping you achieve business results
English language-ads in other markets
Target and reach more people by serving English-
language ads in additional markets.
IT, ES, NL, SE, CH release, October 2019
Learn more | Help
Postal code targeting
Get additional control over your location targeting
and help improve ROI with the ability to target
specific postal codes.
CA, UK, AU, FR, DE release, October 2019
Learn more | Help

4. Shopping Campaigns
Product Ads allow you to showcase your products in an impactful
ad format that includes custom images, pricing and your
company name.
Product Ads benefits:
Visually engaging ad format
You can stand out from the crowd and attract attention by
sharing images, product ratings and promotions of the
products you’re selling.
More real estate
Product Ads enable you to highlight more than one product
on the same search results page and can appear next to your
text ads.
Easy setup
If you’re already running Google Shopping Campaigns, it’s easy to
import them directly into your Microsoft Advertising account.
NL phased release, July 2019; previously released in US, CA, UK, AU, IN, FR, DE. Learn more | Help
Put the searcher closer to a purchase decision

5. What’s new in Microsoft Advertising
Helping you achieve business results
Shopping Tab
Provide more product details in your product feed to display
your ads in this exclusive shopping experience and increase
traffic to your Shopping Campaigns.
FR, DE​ release, September 2019;
already released in US and UK
Learn more | Help

6. What’s new in Microsoft Advertising
Helping you achieve business results
Accelerated budget deprecation
The Accelerated budget strategy has been deprecated for
search campaigns, Dynamic Search Ads campaigns and
Shopping Campaigns. As of November 1, campaigns will
serve as Standard. Migrate your budget strategy to
Standard to help with reporting.
Global release, November 2019
Learn more | Blog, Help
Microsoft Advertising Editor refresh
Get a refreshed look and feel when using Editor.
No changes are being made to the navigation
and functionality.
Global release, November 2019
Learn more | Help

7. What’s new in Microsoft Advertising
Helping you achieve business results
API v12 sunset
With the release of API v13 earlier this year, API v12 has
now been deprecated. Migrate to API v13 as soon as
possible.
Global release, October 2019
Learn more | API
Close variant reporting for exact match and phrase
match
You can now see close variants for both exact match and
phrase match types in search term reports. Close variants
allow keywords to match to searches that are similar, but
not identical, to the targeted keyword.
US, CA, UK, AU, FR, DE, IT, ES, NL, SE, CH release,
October 2019
Learn more | Help

8. What’s new in Microsoft Advertising
Helping you achieve business results
Expanded Dynamic Search Ads in Microsoft
Advertising Editor
Add two 90-character descriptions and get a longer,
dynamically generated ad title of up to 90 characters in
your Dynamic Search Ads.
US, CA, UK, AU, FR, DE release, October 2019
Learn more | Blog | Help
Final URL suffix: phase 2
Create parameters to attach to the final URL to ensure
that relevant tracking values are available on your
website, even when redirection tracking happens in
parallel. This phase provides support for Expanded Text
Ads, Dynamic Search Ads, product groups, Microsoft
Audience Ads, Responsive Search Ads, App Install Ads
and extensions.
Global release, October 2019
Learn more | Blog, Help

9. What’s new in Microsoft Advertising
Helping you achieve business results
Google Import for campaign-level associations
Import your campaign-level associations for In-market
Audiences from Google Ads.
US, CA, UK, AU, FR, DE release, October 2019
Learn more | Help
Target CPA and Maximize Conversions for DSA
Let Microsoft Advertising automatically set your bids to
help you attain your average target CPA and get as
many conversions as possible with Dynamic Search
Ads (DSA) campaigns.
US, CA, UK, AU, FR, DE release, October 2019
Learn more | Help

10. What’s new in Microsoft Advertising
Helping you achieve business results
Shopping Campaigns – product negative keyword
conflicts report
See which of your Product Ads are being blocked by
negative keywords. This report is a separate but
analogous report to the negative keyword conflicts
report for text ads.
NL phased release, September 2019; released in US,
CA, UK, AU, IN, FR, DE in August
Learn more | Blog, Help
Microsoft Advertising App for Shopify
Bring your Shopify catalog online to Microsoft Merchant
Center, where you can set up Shopping Campaigns and
promote your products.
US and CA release, September 2019
Learn more | Shopify

11. What’s coming in the future
Right technology
SHORTER TERM (<2 MONTHS)
 Maximize Clicks for Shopping
Campaigns – Let Automatically set
your bids in your Shopping
Campaigns to get as many clicks as
possible. Currently in pilot.
LONGER TERM (>2 MONTHS)
 Google Import for Audience
Campaigns – Manage audience
campaigns across ad platforms
more efficiently. Currently in pilot.
Right audience
LONGER TERM (>2 MONTHS)
 LinkedIn Profile Targeting – Target
LinkedIn users by industry, company
and job function. Boost bids for the
selected values within those three
dimensions. Currently in pilot.
 Microsoft Audience Ads: audience
campaigns – Manage your
audience budget, campaigns and
optimization separately from your
Microsoft Advertising search
campaigns. Currently in pilot.
Right message
LONGER TERM (>2 MONTHS)
 Responsive Search Ads – Supply up
to 15 ad titles and four ad
descriptions, and Microsoft
Advertising will automatically
choose the right ad variation that
matches what the user is search for.
Currently in pilot.
 Multi-Image Extensions – Make
your text ad stand out visually by
enhancing it with multiple images.
Currently in pilot.

12. Intelligent audience timeline: Microsoft Advertising search campaigns
• Age buckets
• Gender
• Location
• Device
• Remarketing lists
• In-market Audiences1 (US)
• Google Import for In-market Audiences (US,
CA, UK, AU)
• Custom Audiences (Global except European
Union, NO and CH)
• Campaign-level associations for audience
targeting (Global release, July 2019)
• Google Import for campaign-level
associations (US, AU, CA, UK, FR, DE release,
Oct 2019)
• In-market Audiences1
(AU, CA, open beta, Nov 2018)
(UK, open beta, Dec 2018)
FR, DE, open beta, May 2019)
• LinkedIn Profile Targeting2
(US, open beta, Oct 2018)
(CA, UK, AU, FR, DE, open beta, Feb 2019)
• Product Audiences
(US, open beta, Jan 2019)
(CA, UK, AU, IN, FR, DE, open beta, Aug 2019)
• Similar Audiences
(US, open beta, July 2019)
 Customer Match (email match)
(US, closed beta, Oct 2019)
(CA, AU, IN, closed beta, Nov 2019)
 Custom Combinations (“or” “and”) (US,
closed beta, Q3FY20)
1. We're always working to expand In-market Audiences to additional markets and segments; currently, there are more than 500 segments available in the US.
2. Additional LinkedIn Profile Targeting dimension to come (beyond company, industry, job function).
PILOTS FUTUREAVAILABLE NOW

13. Merchant Promotions
Display special offers on specific products or sitewide sales within Product Ads
Available in US, CA, UK,
AU, IN, FR and DE*
Learn more | Blog, Help
*For the CA, UK, AU, IN, FR and DE markets, Merchant Promotions are available on PC/tablet but not on mobile. We’ve started flights on mobile for the UK, and we’ll be enabling the other markets on
mobile soon.

14. Driving engagement through extensions
*For the CA, UK, AU, IN, FR and DE markets, the extensions are available on PC/tablet but not on mobile. We’ve started flights on mobile for the UK, and we’ll be enabling the other markets on mobile soon.
Elite Merchant Badge
Display only for merchants with
high ratings.
Available in US, CA, UK, AU, IN, FR and DE*
Learn more | Help
Price Drop Alerts
Automatically detected by price changes
in feeds.
Available in US, CA, UK, AU, IN, FR and DE*
Learn more | Help
Product Ratings
Ratings from customer’s site and trusted
third parties.
Available in US, CA and UK*
Coming soon to AU, FR and DE

15. Free Shipping extension
Display “Free Shipping” in your Product Ads
Available in US, CA, UK, AU,
IN, FR and DE*
Learn more | Help
*For the CA, UK, AU, IN, FR and DE markets, Free Shipping extension is available on PC/tablet but not on mobile. We’ve started flights on mobile for the UK, and we’ll be enabling the other markets on
mobile soon.

16. Local Inventory Ads
Promote products available in store only or available both online and in store
Available in US; coming soon to UK
Learn more | Blog, Help
Promote products available in store only or available both online and in store
Page 2

17. Use the right technology
Accounts and billing improvements

18. Multi-account management
Effectively manage your book of business
Acquiring
accounts
with ease
Maintaining
accounts simply
and securely
Managing
budgets and
billing with
peace of mind
Acting on insights
across accounts
without friction

19. Multi-account management
Multi-Linking – launched
• Link accounts to any customer, without the need to
“become an agency.”
• Seamlessly transition business when linking to a new
customer’s account.
• Control how many customers are linked to your
account (up to five simultaneously).
• Run reports and manage billing information all form
one customer shell.
• Take over billing at any time.
Acquiring accounts with ease

20. Multi-account management
Multi-user access – launched
• Manage one email address and
password for all accounts.
• Switch between customers with
ease, all from one email address
and password.
• Add customers at any time.
Maintaining accounts simply and securely

21. Multi-account management
Shared Budgets – launched
• Reduce the amount of budget left
unused.
• Reduce the effort to calculate budget
distribution among a large number of
campaigns.
• Optimize budgets for campaigns that
are performing better than others.
• Import your shared budgets from
Google AdWords.
Managing budgets and billing with peace of mind

22. Multi-account management
Invoice mailing address – launched
• Receive all billing information at a separate specific
mailing address.
• Invoice mailing address can be anywhere you’d like,
including a different country than your business
address.
User notification preferences – launched
• Opt to receive particular notifications.
• Within a particular notification category, select which
specific accounts you want to get those alerts.
• Control preferences for other users.
Acting on insights across accounts without friction

23. Product
Parity
Transactional
Client
Solution
Differentiating
Transformational
Partnership
Past… Present…
Helping you achieve business results

24. microsoftadvertising.ai