Right now the Microsoft Advertising ecosystem has over 1,500 publishers. Windows PC operating system is 73% of the market and that starts 1 billion users.
They have growing and robust premium video and CTV network partners like Netflix, MAXS, and Roku, and are redefining retail media and search advertising partners in the retail media space like Kohl’s and Sephora. For search, they have partnerships across the internet from SNAP to Baidu to DuckDuckGo.
Microsoft Copilot
Copilot is already implemented into many Microsoft products, bringing new AI-powered capabilities. Microsoft calls it “your everyday AI companion that helps you to be more productive, more creative, and more connected to the people and things around you”.
Generative AI in Microsoft Advertising can help you with:
- Performance, efficiency, and augmented creativity → amplify your capacity and capability
- More engaging consumer experiences → connect with consumers in meaningful ways
- New and expanded surface areas → reach more high-quality audiences
AI in Action for Advertising
Microsoft has been doing research in the AI field for three decades and is currently bringing a plethora of changes to online advertising. For example, AI already influences algorithms to achieve the goals of online campaigns like ROAS or conversions or a CPA.
The Copilot AI is already able to make a Visual search of pictures. It will analyze the image (left side of the screen) and identify its key features, such as color, shape, and style. It then uses this information to find similar dresses available for purchase online (right side of the screen).
What does this mean for advertisers?
- Increased sales by offering similar products that are trending
- Efficient inventory display, which can lead to better visibility of products and potentially increased sales.
Deterministic data points
Microsoft combined search activity from Bing search, interest from the Microsoft ecosystem, profile data from LinkedIn, purchase history, demographics, and much more. They took all of these billions of permission-first data points and combined them in a privacy-compliant way. After that, they apply machine learning so that you can develop new audience segments, and use those to reach the right user, which means better targeting for your ads, stronger relevancy, and ROI.
Drive results with Performance Max on Microsoft Advertising
Using Microsoft AI and automation, including Copilot can help you break free of the keywords, reduce that guesswork, and target your ideal audience based on their internet.
How do I optimize my advertising for Copilot?
When you optimize your content for search engine results pages (SERPs), you are also optimizing for Microsoft’s Copilot at the same time. Copilot also accepts various types of ads, including text ads, feed-based ads (like shopping campaigns, travel, cruise, and credit card ads), and multimedia ads.
Copilot and Performance Max
To optimize your Performance Max (PMAX) campaigns, group your assets by a common theme or goal. Running multiple smaller PMAX campaigns can give you better control over budgets and bids for different products. If you use Google Ads, you can easily import your PMAX campaigns to another platform if you have conversion tracking set up. This makes the transition smooth and efficient.
Summarize
Microsoft’s Advertising ecosystem is growing and evolving with AI and strategic partnerships. They’ve got a huge reach, connecting with over 1,500 publishers, and since Windows PCs cover 73% of the market, they touch around 1 billion users. They’re partnered with big names like Netflix MAXS, Roku, Kohl’s, Sephora, SNAP, Baidu, and DuckDuckGo.
Microsoft Copilot is a game-changer, using AI to boost productivity and creativity across their products. It helps improve performance, engage consumers, and reach a broader audience. One cool feature is Copilot’s visual search, which analyzes images to find similar products, helping advertisers increase sales and visibility.
Microsoft also combines data from search activities, LinkedIn profiles, purchase histories, and demographics. They use this data with machine learning to create better-targeted ads. Performance Max campaigns benefit from this AI-driven approach by optimizing targeting and reducing guesswork. Plus, if you’re using Google Ads, you can easily integrate them. Optimizing search engine results pages (SERPs) also works for Copilot, enhancing ad relevance and ROI. Overall, Copilot and similar AI tools make managing campaigns and engaging users much more effective.
