Article summary:
Microsoft Audience Network has moved its predictive targeting feature to general availability. Following a successful 10-month pilot, all advertisers can now use the feature in their campaigns. The tool helps marketers easily find new audiences that they may not have previously considered targeting. Microsoft bots examine ads and their associated landing pages to match content with relevant audiences. To integrate predictive targeting into a campaign, marketers can either leave the settings as they are or toggle on predictive targeting and an in-market audience. Microsoft also shares best practices to help marketers achieve the best results.
Key points:
What is Predictive Targeting?
- Predictive targeting helps advertisers easily find new audiences that they may not have previously considered targeting.
- Microsoft bots examine ads along with the landing pages associated with them, before using its audience intelligence signals to match that content with relevant audiences.
- The bots have been designed to help marketers deliver the right message at the right time to drive better performance.
- When setting up an audience campaign, predictive targeting will now be the default targeting option.
- Marketers can choose to apply a marketing list or an in-market audience by toggling on predictive targeting.
- Microsoft bases its decisions and algorithms on ad content and landing page.
- Use clear and descriptive ad copy.
- Make sure your landing page provides a good user experience.
- Use predictive targeting in combination with automated bidding across all campaigns.
- Apply predictive targeting to all of your campaigns to see how it performs.
Topics:
Predictive TargetingMicrosoft Audience NetworkAudience IntelligenceAd ContentLanding Page