Performance Max (PMAX) campaigns, globally available to all advertisers since early 2024, have become the flagship campaign type in Microsoft Advertising. These campaigns leverage multi-format, cross-channel optimization and generative AI capabilities to drive results across the vast Microsoft Advertising Network.
Microsoft has now introduced several new features to enhance PMAX campaigns, offering advertisers more control and insights. These updates aim to improve campaign management and effectiveness while utilizing Microsoft's advanced automation.
1. Brand Exclusions
- Now in pilot for all markets
- Allows advertisers to specify branded search queries they don't want their ads to appear on
- Available in Microsoft Advertising online, coming soon to Microsoft Ads Editor
2. Campaign-Level Auto-Generated Asset Settings
- Provides more control over content created in PMAX campaigns
- Allows management of asset types used in campaigns
3. Individual Auto-Generated Text Asset Blocking
- Enables blocking of specific auto-generated text assets
- Offers greater control over ad content
4. Search Themes and Search Term Insights Reporting
- Introduces search themes to enhance PMAX campaign effectiveness
- Provides search term insights reporting for deeper performance analysis
- Both features rolling out to all advertisers later this month
5. Video Asset Support
- Currently in development for PMAX campaigns
- Release date to be announced
6. SA360 Support for Performance Max
- In development, timelines to be shared when available
The updates respond to advertisers' needs for greater control while maintaining the benefits of AI-driven optimization.
