Category: Microsoft Advertising

Get More From Microsoft Advertising With AI Signals
When I see Microsoft Advertising campaigns struggle to scale, the issue is often not the platform itself. It is usually that the account is being treated as a copy of a strategy built somewhere else.

Importing campaigns can get me live quickly, but it is only the beginning. Real performance comes when I add human judgment, Microsoft-specific structure, clean measurement, business-specific controls, and enough creative assets to help AI understand what I am actually selling.

The strongest accounts I see have a shared pattern: import is the starting point, visual creative opens more demand, and AI works best when I give it the right structure, signals, measurement, and guardrails.

Here is how I approach Microsoft Advertising when I want more than a simple campaign import.

Note: I’m a Microsoft employee, and I have written this as objectively as possible. I have also included community-sourced hidden gems where they help highlight useful features.

1. I start with import, but I do not stop there

Import is useful because it removes friction. It can bring over campaign structure, assets, and settings from Google, Meta, or Pinterest so I can launch faster. The mistake is assuming that a successful import means the Microsoft Advertising strategy is finished.

Imported campaigns often preserve yesterday’s assumptions. I still need to make Microsoft-specific decisions about budget, bidding, audiences, creative, measurement, reporting, and AI-powered opportunities.

Decide whether sync helps or holds the account back

One of the first choices I review is whether future changes from the source platform should keep syncing into Microsoft Advertising. If I only want to mirror another platform, automatic sync can reduce maintenance. If I want to build a Microsoft-specific strategy, automatic sync can quietly overwrite the optimizations I make after launch.

To see the full list of import settings, I go to Manual import > Advanced settings. From there, I review which settings should stay, which should change, and which Microsoft-specific opportunities were never part of the original structure.

Review budgets, bids, currency, and Microsoft-only options

Imported budgets may not match the opportunity or efficiency available in Microsoft Advertising, especially when I can consolidate campaigns and use ad-group-level controls instead.

Imported bids can also carry assumptions from another platform. I want Microsoft Advertising to have room to optimize for its own auction dynamics, audiences, and conversion data.

A PPC expert highlights LinkedIn Profile Targeting as a Microsoft Advertising hidden gem, especially for B2B campaigns that need to reach senior decision influencers.

Review Microsoft-specific settings after import

Import cannot choose Microsoft-specific opportunities for me. After launch, I review the settings that can materially change performance.
- LinkedIn profile targeting: I can bid up or down, observe performance, and use LinkedIn profile data as a Performance Max audience signal across Company, Industry, Job Function, and Seniority.
- Ad-group-level scheduling and location targeting: I can override campaign-level schedules and location targets at the ad group level, including whether ads serve in the user’s time zone or the account’s time zone.
- Impression-based remarketing: I can target, exclude, or adjust bids based on someone seeing my ad. It does not require an existing email list or pixel, and members can remain on the list for up to 30 days after a single impression.
- Multimedia ads: These visual-heavy ads have their own auction, can appear on the same SERP as my text ad, and may also serve in Copilot.
- Cross-account portfolio bidding: If I need to launch a new account for the same brand, I can let it benefit from conversion data in an existing account.
- Microsoft Clarity: I can use this free behavioral analytics tool to understand how people and AI engage with my site, where landing pages create friction, and which grounding queries may connect AI systems to my content.
- Creative and editorial considerations: Microsoft has stricter advertising policies than many platforms, but it also allows useful capabilities such as exclamation points in headlines and disclaimers of up to 500 characters that do not take up ad space. If I enable disclaimers, my ads will only serve when the disclaimers can appear alongside them.
2. I build the signal foundation before optimizing

Account-level settings can look overly technical, but I treat them as the foundation for AI performance. They determine whether automation learns from clean data or from messy, misleading signals. Settings such as business attributes also help me communicate why customers should choose the business.

Verify conversion tracking and attribution before changing bids

Even the best bidding strategy cannot make up for incomplete conversion data. Before I blame bids, keywords, audiences, or creative, I verify that conversion and attribution data are flowing correctly.
- Microsoft Click ID (MSCLID): This helps connect ad clicks to conversion activity.
- View-through conversions: These help me understand the role visual creative plays before a conversion happens.
- Simplified conversion setup: This enables intelligent conversion action creation.
Without verified tracking, it is easy to diagnose the wrong problem. What looks like a bidding issue may actually be incomplete or inconsistent conversion data.

If the organization relies heavily on UTM parameters, I also validate how auto-tagging and manual tagging interact. My goal is clean reporting, not duplicated parameters or attribution confusion caused by mislabeling.

Treat creative inputs as signals

When enabled, Microsoft Advertising can use images from landing pages to create more relevant ad experiences. If the site has strong, brand-safe, well-maintained imagery, this can improve creative coverage without forcing me to manually build every variation for every campaign type.

AI-optimized creative works best when the site already gives it good material. If the pages include images I would not want in ads, or if the imagery is sparse, text-heavy, or poorly matched to the offer, I upload the assets I want the system to use. Auto-retrieved images reduce friction, but they do not replace creative strategy.

Use account-level negatives carefully

Account-level negatives can eliminate unwanted traffic patterns across the account. Microsoft supports phrase and exact match negatives. If I need to remove a root problem, phrase match is often the better option. If I need to block a specific search term, exact match may work better. Neither negative match type accounts for close variants.

I only use account-level negatives for terms I am confident should not serve anywhere in the account. More nuanced exclusions belong at the campaign or ad group level.

3. I use structure and controls to help AI perform

Microsoft Advertising gives me useful controls, but my goal is not to micromanage every lever. I want to give AI cleaner inputs, stronger guardrails, and fewer structural problems to solve.

Microsoft reports a 20% reduction in low-quality Search Partner Network impressions, crediting earlier invalid activity detection, stronger quality signals, and tougher enforcement.

Concentrate signals instead of fragmenting them

Ad-group-level location and ad schedule settings can reduce the need to create duplicate campaigns or split budgets across multiple accounts.

I have seen advertisers create separate campaigns only to support different geographies or schedules. In many cases, I can manage those settings at the ad group level, simplify the structure, and concentrate conversion volume.

That matters because automated bidding usually performs better with stronger, more consistent signals. When possible, I aim for at least 30 conversions in 30 days. That level of signal gives automated bidding a better chance to make stable decisions than a fragmented structure with thin conversion volume.

Use scheduling, location, and disclaimers as guardrails

I always review location targeting. Microsoft Advertising supports geographic targets, radius targeting, and exclusions, but city-, county-, metro-, or DMA-level strategies may be more practical than forcing ZIP codes.

If Microsoft does not support a specific location target, it defaults to the next-highest level, such as ZIP code to city or city to DMA. If I need narrow targeting, I look closely at exclusions.

Avoid unnecessary learning volatility

Large bid or budget changes can create volatility while the system adjusts. As a general rule, I try to keep bid or budget changes below 15% over a 14-day period when I want to avoid unnecessary learning disruption. Larger changes may still be necessary, but I make them intentionally.

Seasonality adjustments help when I expect a temporary conversion rate change because of a sale, event, promotion, or other short-term spike. Data exclusions help when conversion tracking breaks or reports misleading data that I do not want automated bidding to learn from. These tools are not bidding hacks. They protect automation from learning the wrong lesson.

Use conversion value rules whenever possible

The cleanest way I can communicate value to the bidding algorithm is through conversion value rules grounded in accurate conversion tracking. These rules let me create if/then logic for devices, audiences, and locations, then add a monetary amount or multiply conversion value.

Microsoft supports bid adjustments across audiences, devices, demographics, locations, and time. Multiple adjustments can compound. If a user qualifies for several categories at once, the bid may become more aggressive than I intended.

Before I add another layer, I ask whether I truly want to spend more to reach that audience, in that location, on that device, at that time. If I want the algorithm to understand value, meaningful conversion values and conversion value rules are usually stronger signals. If values are not reliable, CPA-oriented bidding with carefully chosen adjustments can still work.

Microsoft Advertising reports network-level gains, with indexed conversion rates up 45% and indexed cost per conversion down 1.5%, tied to cleaner traffic quality.

4. I use audiences, inventory, and creative to shape demand

Microsoft’s differentiated audiences, inventory, and creative formats can help me generate and shape new demand instead of only capturing demand that already exists.

Use LinkedIn profile targeting intentionally

LinkedIn profile targeting is still one of the most distinctive audience capabilities in Microsoft Advertising. I can apply bid adjustments based on company, industry, job function, and seniority.

Multiple targets within the same LinkedIn profile category act as “or” statements, while targeting across categories narrows the signal. A company target plus a seniority target is more restrictive than two company targets. That can be powerful when intentional and expensive when accidental because bid adjustments compound.

For B2B advertisers, this can be especially useful, but it is not limited to enterprise brands. Any business selling to specific professional audiences can use these signals to prioritize valuable traffic.

For example, if I am trying to reach someone traveling for work with local experiences or travel gear, I might bid up on a “Business development” job function in an industry with a conference happening in the next two to three weeks.

Build audiences from exposure, not just site visits

Traditional remarketing depends on someone visiting my website. Impression-based remarketing gives me another option: building audiences from people who have been exposed to my advertising.

A prospect may not click the first time they see the brand, especially in formats such as Audience ads, Premium Streaming, or Multimedia ads. Impression-based remarketing lets me continue the conversation later instead of treating the first exposure as a failed interaction. An impression can become the starting point for an audience strategy.

Reevaluate search partners and exclusions

Many advertisers disable search partners because they assume the inventory behaves like display network expansion on other platforms. I do not start with that assumption. Search partner inventory is still search inventory, and Microsoft provides publisher visibility, so I can evaluate it directly.

Recent Microsoft studies have shown a 45% improvement in conversion rates and a 20% reduction in low-quality impressions tied specifically to Search Partner inventory, independent of advertiser optimization.

If specific publishers are not performing, I use the available controls. I can manage unlimited exclusion lists at the MCC account level, and each list can exclude up to 2,500 URLs. If I need to protect a campaign’s ability to target a placement, such as when Performance Max and Audience ads run together, I exclude domains surgically instead of cutting off useful inventory.

A PPC strategist highlights a practical Microsoft Advertising tactic: run multimedia ads separately from branded search to expand visibility without self-competition.

Use Multimedia ads to expand SERP presence

Multimedia ads participate in their own auction and can appear in prominent visual placements on the search results page. A traditional search ad and a Multimedia ad can both appear for the same brand, increasing my presence on the SERP.

I can enable Multimedia ads at the campaign level and then use ad-group-level decisions to direct budget toward or away from the format.

They matter because they can amplify visual presence, serve as ads in Copilot, and qualify for impression-based remarketing. Their value is not limited to direct-click performance. They can connect search visibility, visual storytelling, and remarketing strategy.

Use Audience ads to expand reach

I use Audience ads, including display, native, and video, as a controlled way to expand reach, support full-funnel strategy, and build remarketing inputs that inform other parts of the account.

Audience ads support audience strategies, placement preferences, content category controls, and creative preview before launch. For organizations that require legal, brand, product, or executive approval, preview capability can make review much easier.

Use creative and editorial details to reduce friction

Microsoft Advertising has editorial policies I need to understand instead of assuming every platform evaluates ads the same way. Claims such as “best,” “number one,” or other superiority language need clear landing page support.

Microsoft Advertising also allows some emphasis I might not expect, such as one exclamation point in headlines, but that flexibility does not remove the need for substantiated claims and clean final URLs.

Editorial issues are often misdiagnosed as platform friction. In many cases, the issue is one specific asset rather than the entire ad. Final URL problems are more fundamental and can prevent an ad from serving at all.

Extensions and visual assets can help brands communicate more value before users reach the landing page, especially in competitive categories where plain text may not provide enough differentiation.

5. I treat PMax, AI Max, and Copilot as AI opportunities with guardrails

I find Microsoft’s approach to AI most useful when I view it as augmentation rather than replacement. Human-centered AI should help me scale thoughtfully while preserving consent, transparency, and trust.

A marketer highlights how Microsoft Clarity surfaces real user friction, from mobile testing gaps to visitors tapping images they mistake for links, offering useful context for ad and landing page optimization.

Know what Performance Max is designed to enable

Performance Max can be powerful, but it requires a different mindset from traditional campaign structures. Asset groups are not ad groups. There is no asset-group-level equivalent to ad-group negatives, and I cannot force one asset group to take priority over another.

Performance Max is built for AI-driven allocation. If strict control is the priority, traditional Search, Shopping, and Audience campaigns may provide clearer governance. When I want to influence Performance Max, I focus on the inputs that matter most.
- Strong audience signals: I include impression-based remarketing and LinkedIn profile targeting, which are unique to Microsoft.
- Relevant creative: Copilot can pull creative from the landing page and adapt existing creative with tonal shifts, rewrites, or formatting improvements.
- Thoughtful search themes: I avoid duplicating exact match keywords as search themes because exact match keywords take priority in the auction.
- Meaningful conversion tracking: I make sure conversion tracking and conversion values are accurate because Performance Max needs conversions to perform effectively.
- Clear landing pages: The landing page must communicate the offer clearly. If it does not, the algorithm may struggle to match the right queries, and people may struggle to do business with me.
If I run the same search theme as an exact match keyword, there is a strong chance the exact match keyword will serve instead of the Performance Max campaign. I prefer to use search themes as testing grounds rather than duplicates.

Performance Max website URL reporting gives me URL-level visibility into spend, clicks, impressions, and conversions. That gives me more to work with than impression-only reporting and can make automated campaign testing easier to justify.

Separate campaigns when budget separation matters

If budget separation matters, I create distinct campaigns instead of forcing multiple business objectives into one Performance Max campaign. Microsoft’s capacity of 300 Performance Max campaigns, compared with Google’s 100, can be useful when budget priorities genuinely need separation.

For example, if I have two equally important products with drastically different tROAS goals, I would not want them to share budgets because I cannot specify which asset group or product should take priority. Separate campaigns with distinct budgets and tROAS goals are usually a cleaner fit.

My rule is simple: if related assets and audiences can share a budget, I consolidate Performance Max campaigns to strengthen conversion volume. If budget separation matters, I build that control at the campaign level instead of trying to force it through asset groups.

Evaluate AI Max and Copilot for new opportunities

AI Max now addresses many of the use cases that once made Dynamic Search ads valuable. If my goal is to let Microsoft AI better match queries, creative, and landing pages, AI Max may be the better place to test.

That does not mean I abandon existing high-performing campaigns. It means I stay intentional about whether I am investing in legacy dynamic functionality or AI-powered capabilities built on Microsoft’s latest technology.

Ads can appear in relevant Copilot experiences when Microsoft determines there is clear commercial intent and the ad may help the user. Ads have served in Copilot since 2024. The goal is not to force ads into AI answers. It is to preserve a useful experience for the user.

A glowing Google search bar cuts through streams of digital data, capturing the fast-moving world of search, shopping visibility, and SEO innovation.

Copilot is not a separate campaign type I manually opt into. Performance Max, AI Max, exact, phrase, and broad match search campaigns, Multimedia ads, and Shopping ads are all eligible to serve in Copilot. Performance Max and AI Max have the easiest time serving there because they can adapt to AI-driven experiences.

Use generative AI as a creative workflow and diagnostic tool

Copilot can help me brainstorm, rewrite, refine, and adapt creative across Performance Max, responsive search ads, Multimedia ads, Audience ads, and other campaign types. It does not replace the marketer. It reduces friction between strategy and iteration.

Ad Studio can generate new creative assets and make adjustments such as background modifications, seasonal refinements, location-specific tailoring, and additional aspect ratios. I see its best use as accelerating iteration once the creative strategy is already clear.

AI-generated assets can also help me diagnose how clearly the site communicates. If the outputs accurately represent the business, the site is probably sending clearer signals. If they repeatedly miss the mark, the landing pages, messaging, or content structure may be confusing both AI systems and people. The Performance Max campaign generator can be a useful diagnostic shortcut for the same reason.

6. I use reporting and Clarity before blaming the auction

No amount of AI, bidding nuance, or audience strategy can compensate for poor measurement. Microsoft Advertising provides strong reporting visibility, and I use it before making media-only decisions.

Use transparent reporting to make better decisions

Microsoft provides visibility into every search term that generates a click as part of its transparency approach. I use that visibility to understand what is really happening behind performance changes.
- Genuinely wasteful: There may be no business case for targeting that search.
- An AI-driven match: The query may look questionable until I examine the customer journey with behavioral analytics.
- A landing page issue disguised as a traffic problem: Before I add a negative keyword, I evaluate post-click behavior to see whether the landing page or conversion tracking is the real issue.
Use Microsoft Clarity before making campaign changes

Microsoft Clarity answers one of the most important questions in campaign diagnostics: what happens after the click? It can show whether users engage with the page, get confused, abandon forms, run into technical issues, or complete actions that are not being tracked correctly.

I want Clarity in the diagnostic process before I make major campaign changes.
- If people arrive and get stuck, the issue may be the landing page experience.
- If they complete the desired action but conversions do not appear in Microsoft Advertising, the issue may be tracking.
- If they arrive and immediately disengage, the issue may be creative alignment, traffic quality, or the offer itself.
Clarity can also help me understand how AI systems interact with my content, including the grounding queries that led AI systems to cite the domain and recommendations for improving citation opportunities.

If AI systems cite the domain as relevant, that can validate the content strategy. If they do not, or if the queries reveal mismatches, that may point to gaps in how the content communicates value.

I apply Microsoft-specific optimizations deliberately

I can import existing campaign structures and assets while still taking advantage of Microsoft-specific capabilities. AI can play a central role, act as an occasional assist, or be used selectively, but scaling becomes harder without some level of AI adoption.

Testing Microsoft Advertising does not require a massive investment. It does require getting the fundamentals right: conversion tracking, bid-to-budget ratios, and creative that reflects the channel’s visual nature.

When I get those fundamentals right, Microsoft Advertising gives me search term transparency, GDPR-compliant impression-based audiences, and opportunities to reach people across the surfaces where they work, live, and play.

Inspired by this post on Search Engine Land.
July 7, 2026
Microsoft PMax Experiments: Smarter Testing Arrives

I’m seeing Microsoft bring experimentation into Performance Max campaigns, giving advertisers a more practical way to test campaign changes and measure incremental impact without disrupting live performance.

What’s new: Microsoft is adding two Performance Max experiment types designed to help advertisers understand whether their campaigns are truly driving better results.

Uplift experiments help me measure the incremental impact of Performance Max campaigns by comparing results against a control group.

Upgrade experiments give me a way to compare an existing campaign with an upgraded Performance Max version before I fully roll out the change.

For eligible accounts, both experiment types are available under Campaigns > Experiments.

Why I care: Until now, Microsoft Ads experiments were limited to Search campaigns. Bringing testing into Performance Max gives advertisers a safer path to validate changes, improve performance, and make more data-driven decisions before committing budget.

Between the lines: As Microsoft expands experimentation, it has also renamed its existing experiment offering to Search optimization experiments. That distinction helps separate traditional Search testing from the new Performance Max testing capabilities.

I see this as part of Microsoft’s broader push to give advertisers more advanced optimization tools across automated campaign formats.

The bottom line: Microsoft is closing an important gap in its Performance Max offering. With dedicated uplift and upgrade experiments, advertisers can test with more confidence and get a clearer view of the real impact of automated campaigns.

First spotted: The help docs were spotted by PPC News Feed founder Hana Kobzová.

Dig deeper: Microsoft’s help docs include details on the Uplift experiment for Performance Max and the Upgrade experiment for Performance Max.

Inspired by this post on Search Engine Land.

July 3, 2026
Medical PPC Ads: My Guide to Safer, Stronger Results

PPC advertising for medical and mental health services comes with more restrictions than many other industries, but I still see it as one of the most effective ways to keep a steady flow of new patients and clients coming into a practice.

Whether I am managing campaigns for a client, promoting my own practice, or building a campaign from scratch, I focus on the same fundamentals: the right keywords, compliant messaging, clear landing pages, and lead-quality tracking.

Choosing keywords for medical and mental health advertising

When I choose keywords for medical or mental health advertising, I start by thinking about how real patients search. In most cases, their searches fall into three main groups.

First, some people search by symptoms or treatment options. They may not know which professional they need yet, so they search for phrases like “treatment options for depression” or “why does my ankle hurt when I run.” I do not ignore these searches, because they can still turn into new patients or clients.

Second, people often search for what they think the service is called. They may use simplified or incorrect terms, such as “therapist to manage bipolar medications” or “foot pain doctor.” These searches still show intent, even if the language is not medically precise.

Third, some searchers use the correct term because they already know what they need and are ready to contact a professional. They may search for “psychiatrist” or “endodontist near me.” Even then, I watch for confusion between similar roles, such as therapist, psychologist, and counselor.

Most of my budget usually goes toward the second and third groups, where searchers are closer to taking action and starting treatment.

If I have a larger budget, I may also test broader symptom-based or informational searches that could convert later. These can work, but I treat them carefully because informational searchers may or may not be ready to book.

I also rely heavily on negative keywords. They help me block searches for services the practice does not provide, which protects the budget and improves lead quality.

Dig deeper: A guide to Google Ads for regulated and sensitive categories

Staying compliant with ad copy

With medical and mental health ad copy, I have to be careful. I need the ad to make it clear that help is available, but I cannot write in a way that feels too direct, too personal, or too aggressive.

I expect some trial and error. An ad rejection does not automatically mean an account is in trouble. It usually means the ad was not approved, so I adjust the wording or request a manual review when appropriate.

Blunt language is often where problems happen. Instead of making strong claims, I test softer, more compliant language that still communicates the value of the service.

To stand out from competitors, I focus on practical benefits such as accepted insurance, payment options, specialized treatments, or distinctions like being family-owned, local, award-winning, certified, or licensed.

I avoid terms like “cure” and other language that implies guaranteed results. Google and Meta both have ad policies that restrict how medical, mental health, and wellness services can be promoted.

When an ad gets rejected, I rewrite it so it still explains the value of the practice without crossing policy lines.

For some psychiatrists, doctors, and other medical service providers, Google Ads may also require a LegitScript.com listing, especially for addiction treatment services.

Google Ads support or its documentation will explain whether that requirement applies to a specific practice.

Building effective landing pages

When I build landing or service pages, I start with the information the front office already gives to patients. That is often the clearest and most useful material available.

I pull details from pamphlets, office materials, and common intake conversations. Then I highlight key points such as accepted insurance, cash payment options, payment plans, financing, and specialized treatments.

I also answer the questions patients regularly ask in person or over the phone. A strong landing page should keep improving as new questions come up.

Those questions might include whether the practice works with children, accepts Medicare, offers phone or virtual sessions, or provides a specific treatment.

I make the next step obvious. That may mean booking an appointment, scheduling an initial consultation, requesting a free phone consultation, filling out a form or questionnaire, submitting a contact request, or calling with questions.

I avoid vague forms and generic phone numbers with no instructions. Instead, I explain the process clearly from pre-treatment to treatment to post-treatment.

I also like to include a FAQ section that answers questions such as “what is the process?” and “how does treatment work?” The more uncertainty I remove, the easier it is for a patient or client to take action.

Choosing the best campaign types

For medical and mental health services, I usually build the strategy around Search campaigns.

Automated or audience-based campaign types, including Performance Max and Demand Gen, can run into privacy and targeting limits. Depending on the service, the ads may not be approved.

Remarketing is typically restricted for the same reason. Video campaigns may be possible, but targeting limits often make them better suited for local branding than direct response.

Search campaigns work well because people are actively looking for answers, treatment, or a specific type of provider. They are typing in the exact services they need.

Many providers also use directories like Psychology Today or ZocDoc for lead generation. I still like supplementing those channels with Google or Microsoft Search campaigns because they send traffic directly to the practice’s own site and give more control over patient or client flow.

My usual approach is to target very specific terms for people who are ready to hire a professional, then test broader symptom or research-related terms when the budget allows.

Meta Ads can also be useful, but privacy laws limit targeting. I also have to be careful with ad copy, images, and landing pages so the campaign stays compliant.

I review Meta’s ad policies before launching campaigns to reduce avoidable disapprovals. Meta can support larger budgets, but for most medical and mental health marketing, Google Search remains the most reliable starting point.

Dig deeper: How to prevent Meta Ads restrictions on health and wellness campaigns

Tracking lead quality

With any online advertising, and especially with medical and mental health services, I need to know more than how many leads came in. I need to know which leads became real patients or clients.

A simple CRM, whether generic or built for the industry, can track incoming leads and show which ones converted.

Google Ads, Microsoft Ads, and Meta Ads all offer built-in CRM connections. I can also use a tool like Zapier to connect systems without needing a programmer.

Beyond website form submissions, I also track inbound calls generated by marketing campaigns. Phone calls often represent high-intent leads, so leaving them out can distort ROI.

Call tracking tools such as CallTrackingMetrics, CallRail, and WhatConverts can integrate with CRMs and major ad platforms to measure lead quality.

They also offer call recording and are HIPAA-compliant, which matters when tracking performance in healthcare-related campaigns.

Keeping medical and mental health ads effective

To keep medical and mental health ads effective, I focus on four things: targeting the right searches, writing compliant ads, improving landing pages, and tracking lead quality.

When those pieces work together, I can build campaigns that attract the right patients and clients more consistently.

A steady, well-structured approach is what helps a practice maintain or expand its patient flow without creating unnecessary compliance risk.

Inspired by this post on Search Engine Land.

July 3, 2026
Discover Microsoft’s Product Explorer for Enhanced Ad Performance

I’m excited to share Microsoft Ads’ latest tool—Product Explorer. It’s a remarkable addition that helps advertisers like us quickly spot catalog issues that might be hindering ad performance.

The introduction of Product Explorer represents Microsoft’s effort to create a central hub where advertisers can effortlessly monitor product catalog health and performance. Navah Hopkins, the Microsoft Product Liaison, highlighted its potential to revolutionize how we handle large product feeds.

Managing these expansive feeds often means struggling to pinpoint which items are ready to serve, which are capturing impressions, or which are missing vital data. Product Explorer steps in to make this task significantly more manageable.

What’s new? Now, I can explore my entire product catalog through a searchable interface. This tool allows for filtering by SKU, title, GTIN, and product ID, helping to quickly identify active products that are delivering performance results.

What it does. Product Explorer is designed to highlight eligibility issues and metadata gaps, along with other elements that might prevent products from serving. Plus, it offers recommended actions and the option to export filtered product lists for deeper analysis.

Why we care. As advertisers, having diagnostics and performance reporting combined in one interface means we can move more products into a servable state while identifying underperforming inventory more efficiently.

From searchable catalog reporting to gaining product-level performance insights covering the last 30 days, this tool offers issue detection and actionable recommendations to enhance feed quality.

The big picture. As retail advertising becomes more automated, focusing on feed quality is increasingly essential. Accurate visibility into catalog issues can significantly impact the reach and performance of our campaigns.

Availability. According to Navah Hopkins, the tool is live and ready for use in our accounts.

Inspired by this post on Search Engine Land.

June 12, 2026
Microsoft Unlocks New Opportunities for Crypto Ads

I’ve been following Microsoft’s latest moves in the advertising world closely, and there’s some exciting news for those in the crypto space. Microsoft is now offering more premium ad inventory to cryptocurrency advertisers, all while ensuring compliance with existing requirements.

Now, if you’re in the crypto exchange business, this move could open up new doors for you. Essentially, Microsoft has decided to expand the reach of Audience Ads for cryptocurrency exchanges in markets where crypto advertising is already allowed, which could mean greater visibility and reach.

The big picture: This update is about more than just new ad spots. It’s about giving eligible exchanges a shot at being seen across a wider network via Microsoft’s Audience Ads inventory, moving beyond the confines of traditional search placements.

You might be wondering what exactly is changing. Well, Microsoft’s ad policies have been updated, and now cryptocurrency exchanges that meet the necessary compliance checks can use Audience Ads across all approved crypto advertising markets.

The catch? This expansion is strictly for those advertisers who adhere to Microsoft’s Cryptocurrency and Related Products policies, along with any local laws and regulations that might apply.

Why we care. In the world of advertising, Audience Ads provide a valuable opportunity. They let me, as an advertiser, reach users effectively across Microsoft’s native advertising network. This includes placements on various content, news, and partner sites, providing a broader canvas to engage with potential customers.

For those of us in the cryptocurrency exchange field, this means a chance to boost awareness and connect with potential users beyond the intentions guided by search. It’s an opportunity to deeply engage and build relationships.

The fine print. Though this sounds promising, Microsoft hasn’t relaxed its stringent requirements for cryptocurrency advertising. Advertisers still need to meet all eligibility criteria, sticking to Microsoft’s policies for Cryptocurrency and Related Products, which vary depending on the market and regulatory landscape.

What to watch. I’ll be keeping a close eye on how this expanded inventory is adopted by cryptocurrency exchanges. Will this lead to more widespread use of Audience Ads? Also, I’ll be curious to see if Microsoft will eventually broaden its crypto advertising reach into additional markets. Stay tuned!

Inspired by this post on Search Engine Land.

June 5, 2026
Revolutionizing Ad Campaigns: Microsoft’s AI Bidding and Reporting

When I hear about Microsoft rolling out its latest AI-powered features for advertisers, I can’t help but feel excited about the potential ease it could bring to multi-platform ad campaigns.

The unveiling of the new Import Center really caught my attention. It’s designed to streamline the way we can transfer campaigns from Google Ads and Meta Ads into Microsoft Advertising.

This impressive hub offers me the ability to search and filter campaign imports, edit or pause them as needed, access those imported campaigns with ease, view troubleshooting guidance, and even get performance recommendations once the imports are done.

Microsoft assures that this is all about minimizing the hassle of manual troubleshooting and simplifying how we manage campaigns across different platforms.

I find the expansion of AI-powered bidding capabilities particularly appealing as it includes cross-account portfolio bidding for both Search and Shopping campaigns. This addition allows me to handle portfolio bid strategies efficiently across various accounts, optimizing my budget by pooling significant signals.

The enhanced bid strategy reporting metrics such as Avg. Target ROAS, Avg. Target CPA, and Avg. Target impression share are promising tools that let me comprehend bid performances better and adjust targets from within the UI.

Reporting has become even more flexible thanks to the new custom column capabilities. This expansion gives me access to all conversion metrics in custom columns, allows segment reports by goal name, and lets me dive into additional metrics like CPA and ROAS, enhancing transparency and optimization insights.

In my perspective, these updates make campaign management far more seamless across all platforms, including Google, Meta, and Microsoft Ads, while expanding AI-powered bidding and automation.

I’m also catching up with two previously announced updates from Microsoft that are now widely available: seasonality adjustments for portfolio bidding and shared budgets, and the data-driven attribution for automated bid strategies.

By assigning conversion credit across the customer’s journey in campaigns that use Maximize Conversions, Maximize Conversion Value, and Enhanced CPC bidding strategies, these features could be transformative.

In conclusion, Microsoft is progressively adopting AI-assisted campaign management with an aim to reduce operational friction for advertisers juggling campaigns across the Google, Meta, and Microsoft platforms.

Inspired by this post on Search Engine Land.

May 20, 2026
Unlock Professional Reach: LinkedIn Targeting on Microsoft CTV
I was excited to hear that Microsoft Advertising is now expanding LinkedIn profile targeting to connected TV campaigns. This update offers advertisers like me a fresh opportunity to engage professional audiences by integrating LinkedIn data with streaming inventory.

Navah Hopkins, the Product Liaison, unveiled this development at the SEM Stories event on May 14. It’s a game-changer for us in the advertising space.

Why I care. Microsoft stands out by offering unique access to LinkedIn audience data. Extending these capabilities to connected TV formats that previously lacked such precise professional targeting is a big deal in an expanding digital advertising landscape.

For B2B advertisers like myself, this integration bridges the critical gap between brand exposure and measurable performance.

What’s new. According to Hopkins, we can now target CTV audiences by leveraging LinkedIn profile attributes that reflect users’ professional roles, which is a fantastic addition.

This means I can engage with viewers based on:
- Industry
- Job function
- Company category
- Professional identity signals
Hopkins framed this feature as an avenue to create meaningful audience lists, moving beyond mere click-based intent signals.

The bigger picture. This announcement aligns with Microsoft’s broader goal to offer AI-driven, audience-centric advertising experiences.

Hopkins emphasized the merging of brand and performance marketing, noting how AI is reshaping traditional marketing funnels.

Connected TV is at the core of this evolving conversation. Historically a branding-heavy channel, CTV often lacked the attribution robustness of search or shopping campaigns. LinkedIn-based targeting could make such campaigns more strategic for those of us who prioritize performance while requiring precise audience control.

This update also bolsters Microsoft’s standing against competitors in both the streaming and B2B advertising sectors.

What to watch. There are still questions regarding market availability, measurement capabilities, the granularity of LinkedIn audience segmentation in CTV, and privacy or compliance considerations for professional audience targeting.

Nonetheless, this advancement offers Microsoft a new edge in the crowded CTV market, allowing advertisers like me to achieve increased audience precision without compromising on scale.

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May 14, 2026
Unlock More with Microsoft’s Customizable Conversion Metrics

As someone exploring the ins and outs of Microsoft Advertising, I’ve discovered an update that’s sure to enhance our campaign analysis. Microsoft is now allowing us to customize columns with all conversion metrics, providing us with deeper insights and aligning reports with our unique business goals.

What does this mean for us? Well, according to Navah Hopkins, our go-to expert at Microsoft, we can now build custom metrics by leveraging the full spectrum of conversion data available in the platform. This means we can track all conversions and primary conversions, enabling us to tailor our reporting to meet our specific objectives more closely.

Please note the new image showcasing Microsoft’s enhanced custom columns feature. It’s a visual reminder of how these updates can transform our analytical capabilities.

Why am I excited about this? Because the standard reporting often doesn’t mirror how we truly measure success. By giving us the tools to expand custom columns, Microsoft allows us to define metrics that truly matter—be they lead quality, revenue, or a combination of conversion actions.

This flexibility is crucial for managing a variety of conversion types or navigating complex marketing funnels. Now, I can create custom columns, using ratios and metric combinations such as cost per qualified lead or conversion rates focused on primary goals.

Moreover, I appreciate that the revenue and ROAS calculations will now reflect the values that align with my conversion goals, providing more accurate insights directly linked to business outcomes.

What does this change imply for us in a broader sense? It represents a shift toward a more flexible and advertiser-defined measurement approach, instead of relying solely on standardized platform metrics.

This update highlights the ongoing demand for improved reporting customization as campaigns become increasingly automated and intricate.

So, what should we keep an eye on? I’ll be observing how advertisers like us utilize these custom metrics to guide optimization decisions, whether consistency in reporting improves across teams, and if similar flexibilities will roll out in other areas of the platform.

Bottom line? With Microsoft giving us more control over how we measure success, custom columns are evolving into a vital asset for campaign analysis. Read more about this update here.

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May 7, 2026
Unlocking Insights: Microsoft Ads Enhances Performance Max Reports
I’m thrilled to share some exciting news from Microsoft Advertising. They’ve made a significant leap in Performance Max reporting by adding conversion and spend data to PMax placement reports. This means I now have a much clearer understanding of how my ad placements are performing, which is fantastic for optimizing my campaigns.

What’s happening. According to Microsoft Ads Product liaison Navah Hopkins, the PMax Website Publisher URL report now includes conversion and spend metrics. This update takes us beyond just seeing where our ads appear; it lets us see actual performance data in action.

This new visibility allows me to pinpoint exactly which placements are driving meaningful results, not just impressions or clicks. It’s a game-changer for understanding what really works.

Why we care. Having this level of detail means I can make smarter decisions about where to allocate my budget. It helps me scale successful inventory and eliminate waste, providing a stronger foundation to trust Performance Max’s capabilities with tangible data rather than estimates.

How advertisers can use it. This update opens several practical doors. I can leverage high-performing placements to shape my Audience Ads strategies, like building remarketing campaigns or targeting audiences based on successful inventory.

At the same time, I can spot placements that aren’t a good fit and exclude them using account-level URL exclusion lists. This not only protects brand safety but also boosts efficiency.

Between the lines. This development further enhances the transparency of automated campaigns. It’s evident that while automation handles much of the heavy lifting, platforms are keen on giving us advertisers clearer insights into what’s effective and where we need to intervene.

What to watch:
- Will this transparency extend even further in PMax reporting?
- How will advertisers balance the power of automation with manual tweaks?
- Could similar reporting features be rolled out across other platforms?
Bottom line. With access to precise conversion and spend data, Microsoft is transforming Performance Max from a black box into an actionable tool, inviting us to make informed decisions and achieve better results.

Inspired by this post on Search Engine Land.
May 1, 2026
Bing’s Expanded Product Carousel Boosts Advertiser Visibility

I’ve noticed that Bing is testing a double-rowed sponsored product carousel in its shopping results. As someone who keeps an eye on these updates, this change could offer substantial visibility boosts for Microsoft Shopping advertisers.

The test, first spotted by Digital Marketer Sachin Patel, caught my attention when he noticed the broader layout while searching for cushions on Bing. This new format combines a significant double-rowed sponsored carousel, prominently paired with organic results below.

Why this matters to me: If Bing decides to roll out this format broadly, I foresee a significant increase in screen space dedicated to sponsored products. This extra visibility typically translates to higher click-through rates, especially for those running Microsoft Shopping campaigns. The visually appealing double-row carousel puts Bing’s shopping ads on par with similar offerings by Google Shopping.

Here’s the catch: The test seems to be in its early stages, as not all users, including seasoned industry experts like Mordy Oberstein, are seeing this expanded format. When I checked myself, I noticed a more compact layout, hinting at Bing’s ongoing experimentation.

The takeaway: Bing often experiments with its search engine results pages without officially rolling them out. As a retailer using Microsoft Shopping, it’s crucial for me to stay alert for any increase in product impressions if the format becomes more widespread.

Initially discovered. This testing phase was initially spotted by Sachin Paten, who shared his insights and a screenshot on X.

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April 1, 2026