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Tag: Microsoft

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
Unlocking Insights: Microsoft Clarity’s New Citations Dashboard

I’m thrilled to share that Microsoft has unveiled the Citations dashboard within Microsoft Clarity, their powerful analytics tool. This exciting update means you can now see how your content is being referenced in AI-generated responses across various AI platforms.

The introduction of this feature moves Citations in Microsoft Clarity into general availability, complete with all the refinements users have come to expect. With this, you’ll have clearer visibility into how your pages are performing in AI-driven experiences.

Citations Dashboard. With the Citations dashboard, I can monitor how my content is referenced in AI-generated answers by summarizing and aggregating citation activities. This is crucial because it covers essential areas such as:

Page Citations: This displays the frequency of page references from my domain in AI-generated answers during a specified period, even if multiple citations occur within the same answer.

Share of Authority: Here’s where I get a competitive view of how many citations my domain receives compared to others during the same set of queries.

AI Referral Traffic: This metric shows the percentage of my site’s sessions that originated from AI assistants in the chosen timeframe, calculated by dividing AI-referred sessions by total sessions.

Queries: Understanding the queries AI systems use to evaluate and retrieve my content gives me insight into AI’s interpretation of user intent.

My Cited Pages: I can view which URLs from my domain AI systems often cite, complete with citation counts and corresponding grounding queries.

Trendlines: These help me track changes in citation activity over time as content and AI query patterns evolve.

Microsoft also improved Clarity by enhancing the reporting model, query views, filtering, and pagination, making it more robust and efficient for analyzing larger datasets over extended periods.

To check out Citations, navigate to Dashboards, then select AI Visibility, and finally Citations. For additional details, you can visit this help document.

What it looks like. Here’s a glimpse of the Citations dashboard in Microsoft Clarity:

Why we care. As AI search continues to gain traction, understanding how users discover our content and websites through AI is invaluable. Clarity’s new Citations report equips us with the necessary tools to navigate this landscape effectively.

Similarly, Google Analytics has also introduced AI assistant traffic reporting to enhance our understanding of AI-driven traffic.

Expect these reporting tools to evolve and improve over time, providing even more robust insights.

Inspired by this post on Search Engine Land.

May 15, 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.

Inspired by this post on Search Engine Land.
May 14, 2026
How AI is Revolutionizing Microsoft’s Search Indexing

I recently came across an intriguing blog post by Microsoft Bing that delves into how AI is transforming the traditional concept of search indexing into something far more sophisticated. Bing has been focusing on enhancing factual accuracy, attribution, and confidence levels before AI-driven answers are generated.

The transition from page ranking to supporting AI-generated answers is reshaping how search engines operate. According to Bing’s latest insights, AI requires a more complex indexing system compared to the conventional web searches we’re used to.

Traditional Search vs. Grounding Systems

Microsoft highlighted a key difference: while traditional searches allow users the opportunity to self-correct, AI systems must derive more substantial evidence since they generate definitive answers.

Grounding systems focus on verifiable facts with transparent sourcing, crafting combined answers where errors could compound through different reasoning steps.

They shared this illustrative table:

What Sets Them Apart

Traditional algorithms optimize for relevance. In contrast, AI grounding evaluates whether information is correct, recent, well-sourced, and comprehensive enough to support an answer. It also considers whether the essence of a page endures through transformations and chunking.

Stale Content Concerns

Microsoft pointed out that outdated content poses a unique risk to AI-generated answers. Unlike traditional ranking, outdated information can lead to inaccurate AI results.

Handling Contradictions

In traditional search, a hierarchy can be established by ranking sources for users to choose trusted information. Grounding systems, however, must identify conflicting data and deliberate their consolidation into a singular response.

The Complexity of Retrieval

Unlike a one-time query in traditional search, AI systems might fetch information multiple times, refining previous results, and re-evaluating confidence before shaping an answer.

Measuring Indexing Quality

While the quality of conventional search indexes centers on ranking performance, grounding systems require assessment of factual accuracy, source integrity, freshness, and conflict recognition. Microsoft notes the ongoing journey in refining these measurements.

Complementing, Not Replacing Search

Grounding isn’t intended to replace search. Rather, it supplements existing systems with a focus on evidence quality and attribution, determining if AI should refrain from responding when necessary.

Why This Matters

For decades, search indexes have guided users to relevant web pages. Today, AI grounding is about ensuring the data it uses stands the test of reliability. This evolution demands that brands and publishers focus on creating data AI can leverage with greater certainty.

For More Insights read the detailed blog post, Evolving Role of the Index: From Ranking Pages to Supporting Answers.

Inspired by this post on Search Engine Land.

May 6, 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.

Inspired by this post on Search Engine Land.

April 1, 2026
Bing Enhances AI Query Links to Cited Pages for SEO Insight
Recently, I’ve noticed something exciting happening on Bing. Now, when I use Bing Webmaster Tools, I can click a query to view its cited pages or select a page to see its grounding queries. It feels like a new level of connectivity where multiple queries and pages are seamlessly linked together.

Microsoft has introduced query-to-page mapping within its AI Performance report on Bing Webmaster Tools. I find this feature incredibly helpful because it lets me directly connect AI-generated queries to cited URLs. This makes my SEO strategies more precise.

Why it matters to us. Before this update, Bing’s dashboard presented queries and pages separately, which limited our optimization efforts. Now, I can align specific AI-triggering queries with the exact pages they reference, focusing my updates on real AI-driven demand rather than guesswork.

Here’s the scoop. The Grounding Query–Page Mapping feature is a game-changer in the AI Performance dashboard:
- With a click on a grounding query, I can see which pages are cited.
- I can also click a page to find out which grounding queries are driving its citations.
- The mapping system is many-to-many, meaning one query can be linked to multiple pages and vice versa.
Catch up with Bing. Back in February, Microsoft launched the AI Performance report in Bing Webmaster Tools, marking its initial GEO-focused dashboard. This tool keeps track of where and how often my content gets cited in AI answers across platforms like Bing, Copilot, and more.
- It tracks the grounding queries, cited URLs, and visibility trends over time, providing an insightful view into citation visibility.
The buzz. According to Microsoft, this update came about due to “strong positive customer feedback and numerous requests,” and I can see why it’s so well-received.

The announcement. The unveiling of the query-to-page mapping feature was detailed in a Microsoft Advertising blog post: The AI Performance dashboard: Your view into where your brand appears across the AI web

Inspired by this post on Search Engine Land.
March 24, 2026
Streamline Your Ads with Microsoft’s New Automated Bidding

I’m excited to share that Microsoft is making a significant update that simplifies the way we set up automated bidding in Microsoft Advertising.

By consolidating performance targets, Microsoft aims to reduce complexity, making bidding more streamlined without sacrificing the control over critical performance metrics.

What’s happening: The platform is integrating common targets like Target CPA and Target ROAS into broader automated strategies. This means these targets will now form part of a more comprehensive bidding approach instead of standing alone.

From now on, I’ll be choosing between two main strategies: Maximize Conversions or Maximize Conversion Value, with optional performance targets that can be added as needed.

Credit – Hana Kobzova of PPC News Feed

How it works: For campaigns focused on conversions, I’ll select Maximize Conversions and may set a target CPA if desired. For campaigns aiming at maximizing value, I’ll choose Maximize Conversion Value with the option of setting a target ROAS.

Microsoft reassures that this update doesn’t change the fundamental bidding behavior — it simply makes the setup more user-friendly.

Why we care: This change enhances accessibility to Microsoft Advertising’s tools, making automated bidding more straightforward and efficient, which is especially beneficial when managing large-scale campaigns.

For us advertisers, this means faster setup times, more consistent optimization across accounts, and fewer complexities when managing campaigns focused on conversion or value.

What’s staying the same: Existing campaigns using Target CPA or Target ROAS will continue seamlessly, requiring no updates. Portfolio bid strategies are unaffected as well.

The bigger picture: This move is part of Microsoft’s larger effort to simplify automated bidding while ensuring performance control remains intact.

Bottom line: Microsoft is refining bidding options to make them more accessible without losing our ability to fine-tune performance through familiar controls.

Inspired by this post on Search Engine Land.

March 19, 2026
Empower Your Ad Strategy: New Self-Serve Negative Keywords in Microsoft Ads
As an advertiser using Microsoft Advertising, I’m thrilled to share that we now have the freedom to create and manage negative keyword lists on our own! This long-awaited feature allows us to take greater control without needing to involve support tickets.

What’s happening? Now, we can directly build and handle shared negative keyword lists in the User Interface. These lists can hold up to 5,000 keywords, with one keyword per line, and can be applied at either the campaign or account level. The match types work just as they do in Performance Max and traditional Search campaigns.
- Lists can be edited, exported as CSV files, or removed from campaigns whenever necessary.
- Microsoft highlights the need for proper match type formatting using brackets for exact matches and quotation marks for phrase matches—not hyphens.
Why is this important to us? Negative keywords are vital for filtering out irrelevant traffic and protecting our budgets. This new self-serve capability streamlines our workflow, minimizes dependency on support tickets, and gives us faster control over search query exclusions.

The bottom line? Microsoft is handing more control back to us, eliminating friction in one of the most critical areas for improving campaign efficiency.

Dig deeper. Learn how to add keywords that won’t trigger my ads (negative keywords).

Inspired by this post on Search Engine Land.
February 27, 2026
Embracing AI and Visuals: The Future of PPC Advertising

In today’s ever-evolving digital landscape, I’ve witnessed the transformation of PPC from its traditional search roots to a more dynamic form. By leveraging new ad formats, creative strategies, and sophisticated AI, I’ve realized that we can truly gain a competitive edge.

I had the opportunity to chat with Ginny Marvin from Google and Navah Hopkins from Microsoft about the direction PPC is heading. This discussion was a highlight for me during the SMX Next keynote. Here’s a recap of our conversation.

When we explored emerging ad formats and channels beyond search, Ginny and Navah shared their excitement for AI-driven ad innovations. Navah pointed out Microsoft’s strides in AI-first formats, highlighting showroom ads as a standout feature:

“Showroom ads allow users to interact directly with content provided by advertisers, and with tools like Copilot for brand security, it’s a game-changer.”

As a gamer myself, Navah’s insights into gaming as an evolving ad channel resonated with me. We’re all familiar with the frustration of intrusive ads, but more engaging, intelligent formats are on the horizon.

Ginny agreed, emphasizing how conversational AI and visual discovery tools are reshaping user intent. These elements make conversion journeys far more dynamic than our standard keyword-to-click pathways.

For me, it was clear that embracing this new landscape means recognizing that traditional search is just one of many opportunities for advertising.

I was particularly struck by the discussion on the ever-growing importance of visual content. Navah summarized it well for me with:

“Most people are visual learners, and visual content belongs in every stage of the funnel.”

This really encouraged me to rethink how I view visual content within marketing strategies—not just at the top of the funnel or in remarketing, but throughout the entire process.

Ginny also touched on how brand-forward visuals are becoming indispensable. She mentioned that successful marketers will need to consistently reflect their brand’s essence through curated creative libraries across various channels.

We also delved into some common myths regarding AI and creative processes. I related to Navah’s caution against overly depending on AI for creativity:

“AI is not a substitute for our creativity. Don’t delegate your entire creative process to AI.”

In my experience, the real power lies in using AI to enhance our creative strengths. Even solitary elements like a headline or image need to resonate individually.

Ginny’s reinforcement of the need for diverse visual assets was enlightening. Campaigns that span multiple channels benefit from a broad range of creative assets, crucial for optimal performance and storytelling.

The conversation naturally progressed to the strategic use of assets. Ginny’s point on AI systems evaluating individual performance was eye-opening for me:

“Swap out underperforming assets, and let niche high-performers reveal audience insights.”

This approach helps me maintain relevance and reduce AI chaos moments, as Navah aptly called them, where asset overlap hampers clarity. Streamlining through distinct creative assets is crucial.

Finally, as we wrapped up, Ginny and Navah shared insights on partnering with AI for measurement. Navah outlined the foundational inputs AI depends on:

“First-party data, creative assets, ad copy, website content, goals, budgets – these guide AI toward achieving our desired outcomes.”

She emphasized incrementality, urging us to grasp the additional value our campaigns generate, now more crucial than ever.

Ginny acknowledged the transition from granular metrics to broader, privacy-focused analytics. She encouraged us to focus on understanding audience themes rather than individual queries.

Inspired by this post on Search Engine Land.

February 20, 2026

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