Microsoft Ads has introduced Impression-Based Remarketing, leveraging first-party cookies to target potential customers who have previously viewed ads. This feature creates an audience list from people who have seen your ads on the Microsoft Advertising Network.
Key Features
- Automatic Audience List Generation: Choose any eligible campaign or ad group, and Microsoft Ads will generate and continuously update your audience list as more people view your ads.
- Cross-Account Sharing: Share your impression-based remarketing lists across any account under your manager account.
- Historical Data Utilization: Specify how far back in time Microsoft Advertising should look for ad impressions to create your list.
Example Use Case
An advertiser aiming to build brand awareness can run an Online Video Ad campaign and then remarket to viewers of those ads. The impression-based remarketing list will automatically generate based on unique impressions and can be associated with other campaigns to drive clicks, conversions, and enhance customer engagement.
Availability
- Currently, not all users have access to this feature, but it will be available soon.
- Applicable to Performance Max, Search, Shopping, and Native ad-only Audience campaigns.
Benefits
- Increased Clicks and Conversions: Reach audiences who have previously viewed your ads and are more likely to engage.
- Improved Bids and Targeting: Set up campaign or ad group targeting and apply bid adjustments to optimize ad exposure.
- Simple Setup: No need for UET tags. Lists are generated using ad impressions alone.
- Privacy-Protected Data: Uses first-party data associated with your ads and campaigns, ensuring privacy protection without relying on third-party data.
This new feature aims to maximize brand awareness and customer engagement by effectively remarketing to users who have already shown interest in your ads.
