Throughout the year 2020, Microsoft and Amazon advertising have worked hard to improve their platforms with new features and updates to give an enhanced experience to his customers. We have collected some of the important updates from these platforms and put them in writing in this blog post.
Announcements From Amazon Advertising
Sponsored Products & Brands: New Features to Drive Engagement with Brand and Products
Sponsored Products and Sponsored Brands are cost per click ads that promotes your brand and products on Amazon and help customers to find your brand among the products like yours. In 2020, Amazon has released many new features to enhance the reach.
On many Amazon sites, shoppers are able to select the default language for their shopping and browsing experience. A new translation feature helps advertisers to easily create and manage multi-language content on Amazon. A new history feature for Sponsored Products and Sponsored Brands allows viewing a detailed summary of all changes made to your campaign settings in the past 90 days.
Ad Creative Editing feature lets you edit the ad creatives like changing the products, headline, and logos in your live ad creative. Amazon has increased the height of Sponsored Brands ads on mobile to provide a better experience for shoppers and to help drive engagement with their brand and products.
Working to Make The Platform & Products More Useful
Amazon has updated its advertising website into a single global website. So no matter where you advertise, you can learn about their solutions, find educational resources about the products, and sign in or register for advertising all in the same location.
A new customized feature has been introduced to Sponsored Display where advertisers can personalize their Sponsored Display product targeting ad creatives with custom headlines and brand logos. It will help to create more engaging ad creatives to convey your brand message.
With new Product Targeting capabilities for Sponsored Display, one can promote product discovery with ads, access more campaign controls, and reporting metrics to make your performance advertising strategy work more efficiently. This feature is for US sellers.
Introducing Manager Account which can help advertisers and their agencies to link multiple advertising accounts so that they can manage users, handle billing, and view account-level alerts, insights, and performance metrics in a single dashboard.
Announcements From Microsoft Advertising
Extensions: A Powerful Way to Stand Out on the Search Results
The announcement of Promotion Extensions for all advertisers in the United States has made the text ads more powerful. It allows you to highlight a special offer or a special deal in your text ad which helps to stick out on the search result.
The way promotion extension gives you more visibility, Multi-Image Extension can increase attention to your existing text ads by displaying a carousel of up to five images. This extension is available for all advertisers in the US.
Ways to Help Advertisers Enhancing Their Reach & Campaign Performances
Microsoft Advertising platform has updated its automatic bidding strategies with Target ROAS (return on ad spend) which automatically sets bids at auction time to help get more revenue or conversion value for the ROAS target you set. It is available globally for Search and Shopping campaigns.
During the holiday season in 2020, companies have shifted to digital marketing, trying hard to reach the right customer. This is the reason Microsoft Advertising announced the release of three audience targeting features Dynamic Remarketing lists and In-market Audiences in France & Germany for search campaigns, and LinkedIn Profile targeting for both search and audience campaigns.
Earlier this year, Microsoft Advertising has made Responsive Search Ads available to all Microsoft Advertising customers, and since then they are putting continuous effort to make RSAs work for its customers. Keeping this in mind, Microsoft Advertising has announced the release of Asset performance ratings which will help you understand which of your headlines and descriptions are working well, and which are not.
After announcing the rollout of campaign experiments for all users globally in July last year, Microsoft Advertising has made it even more powerful by adding a new option called cookie-based split option. The beauty of this option is, when individual customers search, ads will be shown from either your experiment or your original campaign, and a cookie will ensure that going forward, they’ll only see ads from this campaign.
To improve performance for search campaigns, Microsoft Advertising has announced the global availability of IF functions for all advertisers. With this, advertisers can customize a single expanded text ad with messages based on their customer’s device or a specific audience segment.
In the month of February 2020, Microsoft Advertising has announced new Product Group Capabilities for shopping campaigns which will save you time when managing your Shopping Campaigns, give you enhanced visibility into account performance when making Product Group changes, and make it easy to automate bid changes.