Microsoft Announces Store Ads and Other Updates

Microsoft rolled out its latest advertising product update today.

One of the top updates is the launch of Microsoft Store Ads on desktop devices.

Updates to our advertising products include:

• Microsoft store ads
• Grow your in-market audience
• Updating responsive search ads

Let’s dig into each update And how to leverage each as a marketer.

Expand your reach with Microsoft Store ads

If you are in the app or games industry, this update is for you.

this new format Ads appear in Microsoft Store apps on Windows 10 and 11 desktop devices.

Specifically, the store’s[アプリ]tab and[ゲーム]Ads appear on tabs.

Here’s an example of what a Microsoft Store ad might look like:

Image Credit: Microsoft Ads Blog, January 2023

Benefits of the new Microsoft Store ads include:

• Expanding app and game discovery on additional devices
• Easy campaign setup and management within the Microsoft Ads platform
• Compatibility with current UET tags for tracking behavior

To get started with Microsoft Store advertising, you must submit your brand and linked store products to your Microsoft Advertising account. Once approved, you will be able to use this format immediately.

Market audience expands internationally

This next Microsoft Advertising update is for international advertisers.

Just announced, the in-market audience segment has expanded into new markets in the Middle East and Africa.

With this expansion, 71 in-market audiences are now available in the following Middle East and Africa markets:

Middle East

• Saudi Arabia
• Yemen
• Algeria
• Azerbaijan
• bahrain
• Egypt
• Iraq
• Israel
• Libya
• moldova
• Oman
• Qatar
• Tajikistan
• United Arab Emirates
• Armenia
• Georgia
• Kyrgyzstan

Africa region

• Ethiopia
• Malawi
• Tanzania
• Zimbabwe
• Lesotho
• Mauritania
• Mauritius
• Namibia
• reunion island
• Seychelles
• gambia
• Congo
• Guinea
• Madagascar
• Togo
• Nigeria

Final Call for Expanded Text Ads

While not a new update, Microsoft reminded marketers that January 31st is the last day to create or edit expanded text ads.

Starting February 1st, the only new search ads you can create are responsive search ads.

If you have existing expanded text ads in your account, they will continue to serve. However, ETAs cannot be created or edited after the January 31st deadline.

This makes sense if you’re running Microsoft Search campaigns side-by-side with Google Search campaigns. Google is the first company to officially retire the ETA on June 30, 2022.

What to expect from Microsoft Ads in 2023

At the end of January’s product updates, Microsoft hinted at some highlights of what’s coming next year.

According to the official announcement, Microsoft continues to differentiate its advertising platform from Google with a focus on:

• local search ads
• marquee advertising
• additional vertical ads

Not sure vertical advertising Officially debuting in September 2021 from Microsoft Ads. Vertical advertising is currently available for the following products:

• car
• credit card
• cruise
• Health insurance
• Professional service
• tours and activities

It will be interesting to hear what areas Microsoft will prioritize in 2023.

Stay tuned for Microsoft’s next product update scheduled for February 7th.

Featured Image: Monticello/Shutterstock