Microsoft Audience Network Introduces Facebook Import & Video Ads

Microsoft Audience Network Introduces Facebook Import & Video Ads

Microsoft Audience Network, Microsoft Advertising’s native advertising platform, will soon support Facebook campaign import functionality and video ads.

What should advertisers know? We have you covered here.

Microsoft also announced at the 2021 Elevate Partner Summit that the Microsoft Audience Network is expanding into new markets.

Read on for all the details, Plus an exclusive marketing O’Clock interview with Microsoft Lee Microsoft Advertising.

Import Facebook Advertising Campaigns Directly Into Microsoft Advertising

Many are very familiar with the Google Ads Import feature, which advertisers will soon be able to import campaigns from Facebook Advertising to Microsoft Advertising.

This new feature, currently in open beta in select markets, saves advertisers time, as well as allowing them to edit settings such as bids, budgets, targeting, and campaign names.

What advertisers should know

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At launch, the Facebook import feature will be able to import campaigns with a single-image format. Currently carousel and video ads are not supported.

Settings and Targeting

While location, demographics, and ad schedules can lead to Microsoft Audience Network campaigns, campaigns imported into Microsoft Advertising will not be able to use the interest-based or behavioral targeting that they use on Facebook ads.

Advertisers should implement in-market targeting, affinity targeting, remarketing, or LinkedIn profile targeting in their campaigns after importing their ads to show them to the right audience.

When imported, all campaigns will be set to manual bidding.

How import will work

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The import process itself will be familiar to advertisers who use Google Ads Import.

With the import functionality in Microsoft Advertising, you will click on the Facebook option and be prompted to sign in to your Facebook account.

Before importing, you will be able to update bids, budget, targeting and other settings. Then, you can select either a one-time import or a recurring import schedule.

10,000 advertisements and ad groups can be imported from Microsoft Advertising per Microsoft Advertising account.

Microsoft Audience Network Introduces Facebook Import & # 038;  Video advertising

Facebook import best practice

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While many advertisers will be excited to test this time-saving new feature, it is important to take the time to double-check campaign settings and creative post-import.

Advertisers are advised to review their image guidelines before viewing Facebook guidelines and going live on the Microsoft Audience Network.

Double-check your settings to make sure they fit the campaign goals.

Lee discussed this feature in her interview here.

New support for video ads on the Microsoft Audience Network

For the first time, advertisers will be able to run video ads within Microsoft Audience Network campaigns.

Creatives can be uploaded to Microsoft advertising platforms to run directly on Microsoft Audience Network sites on both desktop and mobile.

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The new facility is currently being tested as a pilot in the United States, with an open beta coming soon.

Microsoft Audience Network Introduces Facebook Import & # 038;  Video advertising

What advertisers should know

Video ads can be up to 120 seconds and Microsoft Advertising is accepting all standard video formats including MP4, MOV, MPEG2, and more.

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Unlike some other platforms, advertisers will be able to bid on a CPC or CPM basis.

Video creatives can be combined with intro text copy and headlines to create the final advertisement.

New metrics (eg, views, CPV, video completion rate) can be added to the report to measure performance.

Microsoft Audience Network Introduces Facebook Import & # 038;  Video advertising

Video Advertising Best Practices:

Microsoft Advertising recommends experimenting with different video lengths and creative options, but to quickly see product or brand messages make sure people see them.

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You should also assume that many of your viewers will watch your video ad with a sound like other external products.

Lee discusses the video commercials during our interview here.

Microsoft Audience Network Expansion

The Microsoft audience network is expanding into new markets and will soon be available to all advertisers in the following areas:

  • New Zealand
  • Australia.
  • Canada.

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In addition to the US and the UK, where it is already available, Microsoft is currently pending testing for the Microsoft Audience Network in France and Germany with an official launch date.

Lee talks about the detail in our interview here.

John Lee of Marketing O’Clock Interview Microsoft Advertising

In this special episode of Marketing O’Clock, the agency’s expert sits with John Lee of Microsoft Advertising as he talks about these new features coming to the Microsoft Advertising Network, Microsoft Advertising’s native advertising platform.

Join us on your favorite podcast player as we ask Lee about updates and discuss use-cases for these exciting new features!

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Or, catch the video version of the episode on YouTube:

Join us on the show:

  • John leeHead of Evangelism in Microsoft Advertising.
  • Amanda Farley, Accounting Manager and Partner in SSDM.
  • Greg fin, Partner in Cypress North and marketing O’Clock host.

For more information about Marketing O’Clock or to subscribe to the show, visit the Marketing O’Clock site. Or, visit the Microsoft advertising site for more information about all the updates announced at the 2021 Elevate Advertising Partner Summit.

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Image credit

Feature Image: Samantha Hanson, Cypress Answer
Screenshot: Microsoft Advertising