What’s new

Date

Feature

Description

For More Information

20 January 2024

Campaigns, Optimization

(Microsoft Advertising campaigns) For your campaigns on the audience network, you can now select the “Maximize Conversions” auto-bidding strategy within campaign settings, with an optional “Target CPA” value. Campaigns with this bid strategy are available for optimization in hybrid portfolios.

See “Microsoft Advertising campaign settings.”

17 November 2023

Recommendations & Publisher Insights

More Google Ads recommendations are now available from Insights > Reports > Recommendations & Publisher Insights, where you can apply and dismiss them:

• Automated campaigns:

• • DSA to performance max migration: Migrate dynamic search ads to performance max campaigns.
  • Dynamic image extension opt in: Enable dynamic image extensions for the account, which allows Google Ads machine learning to automatically append the most relevant images from your ad’s landing page to your ad.
  • Improve performance max ad strength: Improve the asset group strength of a performance max campaign so that it has an “Excellent” rating.
  • Performance max opt in: Opt in to performance max campaigns.

  Bidding and budgets

  • Target CPA raising: Raise the Target CPA based on Google Ads predictions, which are calculated from past conversions.
  • Target ROAS lowering: Lower the Target ROAS based on Google Ads predictions, which are calculated from past conversions.

See “About publisher recommendations and insights support” and “View your publisher recommendations and performance insights.”

8 November 2023

Asset Library

(Open beta feature; Microsoft® Advertising accounts) In Campaigns > Asset Library, you can create reusable image and video assets and upload them to your Microsoft® Advertising account-level asset library. You can add your uploaded assets to applicable campaign types within the Microsoft® Advertising editor.

See “About the Asset Library” and “Create and upload assets.”

Campaigns, Optimization, Reports, Import Campaigns

(Open beta feature; Microsoft® Advertising accounts) The following support is available for Microsoft® Advertising performance max campaigns:

• Search, Social, & Commerce syncs performance max campaigns for reporting within campaign management views and offline reports. Performance max campaigns can be included in hybrid portfolios only for optimization, and bid strategy targets are set at the campaign level, along with campaign budgets.
• You can create and edit performance max campaigns from Campaigns > Campaigns using the Campaign Type “Performance Max.” Only required settings are available; available bid strategies include Maximize Conversions, with an optional target cost per acquisition, and Maximize Conversion Value, with an optional target return on ad spend. For optional settings, log in to the Microsoft® Advertising editor. You can upload ad assets separately to Campaigns > Asset Library and add them to campaigns within the Microsoft® Advertising editor.
• You can replicate Google Ads performance max campaigns as Microsoft® Advertising performance max campaigns from Tools > Import Campaigns. Previously, Google Ads performance max campaigns were replicated as smart shopping campaigns.

See “Supported inventory,” “Microsoft® Advertising campaign settings,” and “Replicate Google Ads campaigns in Microsoft® Advertising.”

Campaigns, Optimization, Reports

(Open beta feature; Microsoft® Advertising accounts) The following support is available for Microsoft® Advertising shopping campaigns for brands, which promote your products through linked retailers across the Microsoft® search and audience networks:

• Search, Social, & Commerce syncs your existing shopping campaigns for brands, which have the campaign type “Shopping Brands.”
• You can create and manage campaigns with the Manual CPC bid strategy, ad groups, product groups, and optional product ads from the Campaigns views. Microsoft® Advertising automatically creates ads based on the product groups.
• Optimization is available.
• Product group-level data is available within campaign management views and offline reports. Advertisers with an Adobe Analytics integration see product group-level data in Analytics.

See “Supported inventory” and “Microsoft® Advertising campaign settings.”

Campaigns, Optimization, Reports

(Open beta feature; Microsoft® Advertising accounts) The following support is available for Microsoft® Store ad campaigns, which promote your apps and games that are available in the Microsoft® Store:

• Search, Social, & Commerce syncs your existing Microsoft® Store Ad campaigns.
• You can create and manage Store Ad campaigns, ad groups, product groups (apps and games to promote), and optional product ads from the Campaigns views. Microsoft® Advertising automatically creates ads for the promoted apps and games. Campaign bid strategies include Manual CPC and Manual CPA.
• Optimization is available for campaigns with the Manual CPC bid strategy only.
• Product group-level data is available within campaign management views and offline reports. Advertisers with an Adobe Analytics integration see product group-level data in Analytics.

Note: Microsoft® Store automatically tracks conversions on ads using Microsoft®® Advertising universal event tracking (UET) tags. No user action is needed.

See “Supported inventory” and “Microsoft® Advertising campaign settings.”

Campaigns, Reports

(Open beta feature; Microsoft® Advertising accounts) The following support is available for Microsoft® Advertising video campaigns on the audience network:

• Search, Social, & Commerce syncs your existing video campaigns on the audience network, which have the campaign types Audience Video and Audience CTV Video.
• You can create and manage video campaigns and child ad groups from the Campaigns view. Campaigns can include one of the following a) regular online video ad assets in Audience Video campaigns with the bid strategy vCPM (viewable cost per 1000) or b) connected TV (CTV) ad assets in (Audience CTV Video campaigns) with the bid strategy CPV (cost per completed video). You can set bids and targeting at the ad group level.
• You can create and manage ads from the Campaigns view only. Ads have the ad type Responsive Ad.
• Ad group-level data is available within campaign management views and offline reports. Advertisers with an Adobe Analytics integration see ad group-level data in Analytics.

Optimization isn’t available for video campaigns on the audience network.

See “Supported inventory” and “Microsoft® Advertising campaign settings.”

7 October 2023

Campaigns, Optimization, Reports

Two new specialty reports for Microsoft® Advertising accounts show campaign-level performance by ad distribution (search or audience) and/or network (such as Microsoft® sites and select traffic or audience):

• MSA Network Performance Report: Includes basic traffic metrics (cost, clicks, impressions), conversions, and revenue.
• MSA Network Impression Share Report: Includes impression share metrics and basic traffic metrics (cost, clicks, impressions).

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14 September 2023

Campaigns

(Google Ads performance max campaigns) In a campaign’s asset groups, you can now select from existing text assets in your Asset Library. You can also still upload new text assets.

See “Google Ads campaign settings.”

5 September 2023

Campaigns

(Google Ads campaigns) For all available campaign types, you can now choose existing conversion goals, or create new ones, within campaign settings.

See “Google Ads campaign settings.”

Campaigns

(Google Ads performance max campaigns) New features allow you to:

• Choose existing conversion goals or create new ones for a campaign, as mentioned above.
• Select from the existing assets in your Asset Library for images, logos, and videos within performance max campaign settings. You can still also upload new assets.
• (Optional) Provide audience signals for your performance max asset groups by selecting Google Ads audiences. Google Ads machine learning models use the audiences to find similar web surfers to target and may also show ads to audiences that aren’t specified as signals to help you meet your performance goals. Note: Audience signals are different from campaign-level and ad group-level audience targets.

See “Google Ads campaign settings.”

15 August 2023

Conversion metrics

Admin > Transaction Properties now includes a “Source” column, which indicates the source of each metric, such as Adobe Advertising, Adobe Analytics, Google Ads, or Custom Feed.

See “View the conversion metrics tracked for an advertiser.”

9 August 2023

Conversion metrics

Admin > Transaction Properties was renamed Conversions.

See “About managing an advertiser’s conversion metrics.”

Google conversion tracking tags

An updated screen to create Google conversion tracking tags is available from Admin > Conversions. The legacy screen at Tools > Google Ads Conversion Tags will be removed in the future.

See “Create a conversion tag for Google Ads.”

Google conversion tracking tags

When you create a Google conversion tracking tag, you can now specify a conversion category to track.

See “Create a conversion tag for Google Ads.”

24 July 2023

Campaigns, Reports, Portfolios

New columns reflect new naming conventions:

• “Objective Value” has the same value as the existing “Weighted Revenue” column. It’s included:

  • by default in the Portfolios > Portfolios, Portfolios > Campaigns, Portfolios > Bid Units, and Portfolio Spotlight > Performance > Campaigns views
  • automatically in custom simulations
  • by default in on-screen weekly simulations; the legacy column is still optional but will be removed in the future
  • by default in the Campaigns > Campaigns and Campaigns > Keywords views
  • by default in the Portfolio Report, Campaign Report, and Keyword Report

• “Objective Value Calculation,” which is the calculation used to derive the Objective Value, is included by default in the Portfolio Report, Campaign Report, and Keyword Report.

• “Marginal Cost-to-Objective Value” has the same value as the existing “Marginal Cost-to-Revenue” column. It’s included:

  • automatically in custom simulations
  • by default in on-screen weekly simulations; the legacy column is still optional but will be removed in the future

See “Glossary.”

See also “Report columns for basic and advanced reports.”

30 June 2023

Asset Library

(Open beta feature; Google Ads accounts) In Campaigns > Asset Library, you can create reusable image, video, and text assets and upload them to your Google Ads account-level asset library. You can use your assets for ads when you create or edit campaigns within the Google Ads editor.

See “Create and upload assets.”

Google Import

You can now generate your own import credential ID from Microsoft®® Advertising when you configure a campaign import job for Google Ads. Previously, Adobe technical support or your Adobe Account Team provided the ID.

See “Replicate Google Ads campaigns in Microsoft® Advertising.”

27 June 2023

Campaigns

(Beta feature; Microsoft®® Advertising accounts) You can now specify campaign-level conversion goals within Microsoft®® Advertising campaign settings. Previously when you created a campaign in Search, Social, & Commerce, the account-level goals were used.

See “Microsoft® Advertising campaign settings.”

10 June 2023

Recommendations and Publisher Insights

(Open beta) Microsoft®® Advertising performance insights and recommendations suggested in the last 30 days are available in Optimization > Recommendations and Publisher Insights.

Note: While recommendations help you improve campaign performance, some may not align with your broader goals. As a result, it’s best to consult with your Adobe Account Team before implementing any recommendation.

See “About publisher recommendations and insights support.”

30 May 2023

Campaigns, Objectives, Reports

(Open beta) Conversions tracked by the Microsoft®® Advertising universal event tracking (UET) tag are now available in campaign management views and reports. You can also optimize for these conversions by including them in objectives for portfolios that contain Microsoft®® Advertising campaigns.

See “Microsoft® Advertising conversion data in Search, Social, & Commerce.”

Reports

(Open beta) Three new specialty reports include data for Microsoft®® Advertising ad extensions: MSA Ad Extension Detail Report, MSA Ad Extension by Ad Report, and MSA Ad Extension by Keyword Report.

See “The MSA Ad Extension by Ad Report,” “The MSA Ad Extension by Keyword Report,” and “The MSA Ad Extension Detail Report.”

See also “Generate a specialty report” and “Report columns for specialty reports.”

15 April 2023

Campaigns

(Microsoft®® Advertising audience campaigns) Audience campaigns can now use the “Manual CPM” bid strategy. You can set bids within the child ad group settings.

Optimization support isn’t available for CPM campaigns.

See “Microsoft® Advertising campaign settings.”

Recommendations

Six new (Google Ads recommendations are available from Insights & Reports > Recommendations:

• Responsive search improve ad strength: Suggestions to improve ad strength for a responsive search ad
• Upgrade local campaign to performance max: Upgrade a legacy local campaign to a performance max campaign
• Upgrade smart shopping campaign to performance max: Upgrade a legacy smart shopping campaign to a performance max campaign
• Forecasting set Target ROAS: Raise the budget before a seasonal event that is forecasted to increase traffic, and change the bidding strategy from Maximize Conversion Value to Target ROAS
• Raise Target CPA bid too low: Raise the Target CPA by a recommended amount when it’s too low and there are few or no conversions
• Display expansion opt in: Expand reach by updating a campaign to use display expansion

Adding and removing assets, changing campaign types, and changing budgets and bid strategies can affect performance. Discuss the pros and cons of each recommendation with your Adobe Account Team so that you can make an informed decision.

See “About publisher recommendations and insights support.”