Microsoft Advertising introduced several key updates this month, focusing on enhanced reporting, Performance Max campaign improvements, import tool capabilities, and expanded options for Shopify merchants.
Reporting Enhancements
The Reporting homepage has been redesigned to provide quicker access to important reports and recommended templates, making performance tracking easier. The new Custom Report Builder allows users to create tailored reports by selecting metrics, applying filters, adding breakdowns like device or audience, and scheduling reports for future use. This update offers faster, more flexible data analysis.
Performance Max Updates
A significant change in auction dynamics now prioritizes campaigns based on Ad Rank rather than automatically favoring Performance Max over Standard Shopping campaigns targeting the same products. This change, effective since May, offers greater flexibility and is expected to have a neutral or positive impact on overall account performance. Advertisers are advised to adjust budgets and targets as needed and follow best practices for Performance Max campaigns.
Performance Max remains a sophisticated AI-driven product, with data showing a 39% increase in user conversion rates compared to Standard Shopping campaigns (US data, Feb-Apr 2025). New features include support for scripts, automated rules, asset group copy-pasting, and pilot customer acquisition goals. Additional conversion diagnostic tiles have been added to help identify issues, such as mismatched UET tags causing no conversions.
Import Tool Improvements
Google Import and Meta Import tools now support importing the first image of carousel ads as native ads within Microsoft Audience ads, streamlining campaign launches. Starting in June, import tools will also provide quick fix recommendations for import issues, offering actionable insights to resolve problems promptly. These enhancements help maintain campaign performance and brand consistency across platforms.
Shopify Integration Expansion
Shopify merchants can now advertise on Microsoft Advertising in more markets beyond the US and Canada, including France, Germany, Italy, Spain, Netherlands, Japan, Australia, and the UK, via the updated Microsoft Channel app. Merchants can connect their Microsoft Advertising accounts directly within Shopify, sync product catalogs for automatic listing on Bing and MSN Shopping pages, and create Performance Max campaigns from the Shopify store. Real-time campaign performance reports are accessible through the Microsoft Advertising platform.
Conclusion
These updates collectively improve reporting flexibility, campaign management, import efficiency, and e-commerce advertising reach for Microsoft Advertising users. Further updates will be shared after the Independence Day holiday.
