Microsoft Advertising has announced several significant updates and new features for February 2025, focusing on enhanced targeting capabilities and improved campaign performance tools.
Major Performance Max Updates
Microsoft has introduced new pilot features for Performance Max campaigns, expanding advertisers' capabilities across their network. The key updates include:
LinkedIn Profile Targeting Integration
Microsoft launched LinkedIn Profile targeting as an audience signal for advertisers in six major markets - the United States, Canada, United Kingdom, Australia, France, and Germany. This integration enables access to LinkedIn's professional targeting data, including company, industry, and job function signals, complementing existing in-market audiences.
Enhanced Reporting Capabilities
The platform now offers improved reporting features that allow advertisers to:
- Analyze performance by audience segments
- Track individual asset performance
- Access deeper insights into campaign effectiveness
New Conversion Tools
Microsoft implemented new conversion value rules enabling real-time value adjustments based on business-specific factors such as location and device usage. This enhancement applies across all campaign types, making automated bidding more precise.
Platform-Wide Enhancements
Bulk Location Targeting
Microsoft introduced bulk location targeting for new search campaigns, streamlining the campaign creation process. This feature is currently limited to newly created search campaigns during the initial setup phase.
Global Impression-Based Remarketing
The platform's unique impression-based remarketing solution has expanded globally, including China. This feature is now supported in Microsoft Ads Editor for bulk management capabilities.
Multi-Format Campaign Management
Microsoft launched a new multi-format campaign feature for Audience ads, allowing advertisers to:
- Create unified campaigns combining native, display, and online video formats
- Manage advertising budgets across different ad formats within one campaign
- Maintain flexibility in campaign organization
Impression Tracking Expansion
Microsoft extended support for impression trackers to display and video ads, complementing existing native ad capabilities. This enhancement enables better third-party performance measurement across all ad formats.
Smart Shopping Migration
As of January 2025, Microsoft completed the migration of all remaining smart shopping campaigns to Performance Max, following full support implementation from their tool partners. The platform reported an average 24% increase in conversions at similar CPA or ROAS levels for upgraded Dynamic Search ads campaigns.
