Microsoft Ads will soon roll out four major updates to Performance Max, significantly expanding your ability to target, measure, and optimize your campaigns.
These updates will give advertisers more granular control over their automated campaigns while introducing LinkedIn’s professional targeting data — a unique advantage over competing platforms.
What’s new. Here are the four new features:
- LinkedIn integration. Advertisers in six major markets (U.S., Canada, UK, Australia, France, and Germany) will be able to tap into LinkedIn’s professional targeting data, including company, industry, and job function signals.
- Reporting gets granular. Advertisers will be able to analyze performance by audience segments and track individual asset performance, providing clearer insights into what’s working.
- Smart conversion tracking. New conversion value rules will let advertisers adjust values in real-time based on business-specific factors like location and device usage, making automated bidding more precise.
- New customer focus. You will be able to enable specific targeting of new customers, with options to either increase bids for new customers or focus exclusively on acquiring them.
Why we care. Should these long awaited changes fully roll out, it should give you more precise control over automated campaigns while providing better measurement tools and access to professional audience data. For B2B marketers especially, the LinkedIn targeting integration across represents a significant competitive advantage with these new sophisticated audience targeting opportunities.
What’s next. These features are in pilot, suggesting Microsoft is gathering feedback before a broader rollout.
Bottom line. Microsoft is positioning Performance Max as a more sophisticated alternative to competing automated ad platforms by leveraging its unique access to LinkedIn’s professional network data.
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About the author
Anu Adegbola has been Paid Media Editor of Search Engine Land since 2024. She covers paid search, paid social, retail media, video and more.
In 2008, Anu’s career started with
delivering digital marketing campaigns (mostly but not exclusively Paid Search) by building strategies, maximising ROI, automating repetitive processes and bringing efficiency from every part of marketing departments through inspiring leadership both on agency, client and marketing tech side.
Outside editing Search Engine Land article she is the founder of PPC networking event – PPC Live and host of weekly podcast PPCChat Roundup.
She is also an international speaker with some of the stages she has presented on being SMX (US), SMX (Munich), Friends of Search (Amsterdam), brightonSEO, The Marketing Meetup, HeroConf (PPC Hero), SearchLove, BiddableWorld, SESLondon, PPC Chat Live, AdWorld Experience (Bologna) and more.
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