Responsive Search Ads, Similar Audience & Product Audience
In a recent development, Microsoft Advertising came up with 3 new beta versions for advertisers to try out in their ad accounts in select regions.
The first one is Responsive Search Ads. Microsoft opened the Responsive Search Ads (RSAs) to all advertisers to use in their respective accounts. RASs was first launched by Google in the beginning of last year where the advertiser has the option of providing multiple ad headlines & descriptions and the system chooses the one to show in the ad copy. Now, Microsoft also launched the same product exactly the same way that is there in Google Ads.
Like in Google Ads, here in Microsoft platform, the advertisers will be having an option to input up to 15 headlines and 4 descriptions within a single ad copy through the web interface or the offline editor tool. The advertisers will also have an option to import the existing ads from Google Ads platform as well. Now it depends on the Microsoft Advertising’s algorithm as to which 3 (up to) headlines and 2 descriptions it will choose to show in the ad copy.
Though the system accepts up to 15 headlines for a single ad copy, Microsoft recommends having at least 8 to 10 unique headlines and 2 unique descriptions for the system to have enough inventory to choose from. So that it can play around with the combination in order to find out the best combination which can help in improving the campaign performance.
Also, adding multiple headlines and description is actually a very critical thing for the advertisers. Since the order of the headline and description would be random so the advertisers need to make sure that they choose it wisely so that any combination would actually make sense as an ad copy.
However, Microsoft has come up with the “Pin to Priority” option where the platform recommends the advertisers to at least pin position 1 & 2 headline and 1 description so that the 3rd headline and 2nd description don’t look odd with the ad copy.
The platform also recommends the advertisers to have a periodical check on the performance of the RSAs in the combination report and tweak anything if necessary.
With both the renowned platforms, Google and Microsoft, promoting the RSAs quite extensively, seems like Machine Learning is the focus for both the players in the market and the advertisers should better be ready to accept that in the near future.
The other two beta that Microsoft launched recently are – i) Product Audience & ii) Similar Audience
GM of Microsoft Advertising, Mr. Steve Sirich, was quoted saying “Our offerings have evolved from keyword attribution to more audience attribution as we develop our AI work and Microsoft graph.” He also mentioned that both the audience solutions are now in open beta. The idea behind the Product audience is to convert the past store visitors and the similar audience is to assist advertisers to reach more potential customers.
Product audience is nothing but a remarketing list of a specific product of the store. It provides access for the advertisers to easily retarget the visitors of a specific product visitors and try and convert them. According to Microsoft, the early results of this new audience list impressive as it has helped the advertisers to reduce the CAC by 40% whereas the CVR has increased by 100%.
The Similar audience, could also be called as lookalike audience, would help the advertisers to find out audiences similar to a specific category depending on the advertisers what they are actually looking for. This is mainly to help the businesses to find more and more potential audience from the existing traffic they have to their stores.
As per the early results shared by Microsoft, the advertisers who have opted for this audience list into their campaigns have observed an uplift of up to 70% in the number of conversions.
Now it is to be seen how soon the advertisers form different regions adapt to these new betas that Microsoft Advertising has to offer to its clients.
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