Microsoft expands enhanced conversions and targeting capabilities

by | Feb 6, 2024 | Digital Marketing, Microsoft, Paid social, PPC

Microsoft is introducing enhanced conversions in all markets across America and Europe in the upcoming weeks. This latest update includes new ad-targeting capabilities to help brands better reach high-value consumers. These enhancements have the potential to significantly improve campaign performance by refining conversion measurement and optimizing campaigns to reach consumers more likely to convert, ultimately boosting ROI.

Enhanced conversions utilize privacy-safe first-party customer data, such as email and phone numbers, to improve the accuracy of conversion measurement, track cross-device conversions, and comply with regulations by utilizing hashed and privacy-safe user information.

To use enhanced conversions, advertisers must have online or offline conversion tracking set up to receive conversions. For online conversions, users should follow the UI instructions to copy and paste a code snippet into their website. For offline conversions, users should follow the instructions on the help page to format and hash the user’s first-party data before uploading it to the UI. The feature is currently in beta and will be available to all customers in the upcoming weeks.

In addition to enhanced conversions, Microsoft’s ad-targeting capabilities now include in-market audiences based on company size and job titles, allowing advertisers to target potential customers by their titles and the size of their companies using information sourced from LinkedIn profiles. This feature is available in the U.S. and Canada and applicable across display, native, and connected TV.

Microsoft has also announced several additional updates this month, including easier campaign creation, a pause in the deprecation of Hotel Center subaccounts, and an update to responsive search ad (RSA) reporting.

For more details on Microsoft’s updates, you can read the full announcement. These updates demonstrate Microsoft’s continued commitment to providing advertisers with tools and features to improve campaign performance and reach high-value consumers.

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