Microsoft, one of the world’s leading technology companies and another direct competitor to Google Ads, has released a report detailing new product updates for Microsoft Ads in 2023. These include:
This article will delve into each update and launch, as well as provide basic tips for usage. For marketers looking for new marketing channels, this is a must-read. If you’re ready, let’s dive in.
Expand Reach Through Microsoft Store Ads
Since last year, Microsoft has been testing advertising systems on the Microsoft Store. This means that many users, especially those using the Windows operating system, have likely had the opportunity to search for apps to download and have seen ads for other apps pop up occasionally.
Most recently, Microsoft has officially launched Microsoft Store Ads, allowing those who want to promote their apps to advertise directly on the Microsoft Store. These ads will be labeled with the word “Ad” so users know they are advertisements. This advertising will only be displayed on desktop devices supporting Windows 10 and 11.
Furthermore, Microsoft confirms that these types of ads will be beneficial for:
- Helping users access new apps more easily
- Easy-to-use ad campaigns that can be installed through the Microsft Ads platform
- Ability to add UET Tags
Increase In-Market Audience
Microsoft Ads has updated In-Market Audience (groups of people likely to buy products or services) to improve targeting for various campaigns. This update expands to new markets in the Middle East and Africa, covering a total of 71 groups:
Middle East Region
- Saudi Arabia
- Yemen
- Algeria
- Azerbaijan
- Bahrain
- Egypt
- Iraq
- Israel
- Libya
- Moldova
- Oman
- Qatar
- Tajikistan
- United Arab Emirates
- Armenia
- Georgia
- Kyrgyzstan
African Region
- Ethiopia
- Malawi
- Tanzania
- Zimbabwe
- Lesotho
- Mauritania
- Namibia
- Reunion Island
- Seychelles
- Gambia
- Congo
- Guinea
- Madagascar
- Togo
- Nigeria
Responsive Ads Replace Text Ads Completely
A reminder to marketers using Microsoft Ads: January 31st is the Last Day for creating or editing Expanded Text Ad campaigns. Starting February 1st, Search Ads will only be available as Responsive Search Ads, which automatically adjust based on context.
For those who aren’t aware, it’s time to prepare. Although existing campaigns using Expanded Text Ads won’t be deleted, they won’t be able to be created or edited after January 31st.
What to Expect on Microsoft Ads This Year
Beyond the updates and launches, Microsoft has also revealed several key highlights about what to expect in 2023, focusing on areas such as:
- Local Search Ads
- Marquee Ads
- Vertical Ads improvements
Conclusion
It’s interesting to see how Microsoft’s updates and new feature launches demonstrate its readiness to remain a key competitor to Google Ads, which remains the market leader in the Marketing Ads platform. However, as marketers, we welcome the intense competition between the two platforms. Let’s see what Microsoft has to offer in the next Product Update on February 7th.
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