Why Microsoft’s Multi-Format Campaigns Are the Future of Advertising

Microsoft continues to lead the charge by evolving its advertising platform to meet the demands of modern advertisers. One of its latest innovations is the introduction of multi-format campaigns for Audience ads. This revolutionary update simplifies campaign management by allowing advertisers to integrate native, display, and video ads within a single campaign. Let’s discuss the details of this feature and how it benefits businesses aiming to maximise their advertising efficiency.

What Are Multi-Format Campaigns for Audience Ads?

Multi-format campaigns are Microsoft’s response to the growing demand for streamlined and efficient advertising strategies. Following the path paved by Google’s Performance Max campaigns, Microsoft Ads launched this feature to offer advertisers a unified solution for managing multiple ad formats.

This means that instead of creating separate campaigns for native, display, and video ads, advertisers can now handle all three formats within one cohesive campaign. This innovative approach not only saves time but also ensures consistency in messaging across different platforms.

Key Benefits of Multi-Format Campaigns

The introduction of multi-format campaigns brings a plethora of benefits to advertisers. Below are some of the most significant advantages:

Simplified Campaign Management

Managing multiple campaigns for different ad formats can be a daunting task, especially for smaller teams or businesses with limited resources. Multi-format campaigns eliminate this complexity by combining native, display, and video ads into one campaign. This ensures a seamless workflow and reduces the time spent on campaign setup and management.

Streamlined Budget Allocation

With multi-format campaigns, advertisers can allocate and optimise budgets across different ad formats within a single campaign. This holistic approach allows for better budget utilisation and ensures that funds are directed toward the most effective formats.

Flexibility in Campaign Structure

While multi-format campaigns offer a unified solution, Microsoft Ads retains the flexibility to create separate campaigns for each ad format. This ensures that advertisers can tailor their strategies based on specific goals or preferences.

Improved Audience Reach

Combining multiple ad formats within one campaign ensures a broader reach. Native ads can engage audiences on content-rich platforms, display ads can capture attention with visuals, and video ads can deliver impactful storytelling. Together, these formats create a comprehensive strategy to target diverse audience segments.

Cost Efficiency for Smaller Budgets

For businesses with smaller advertising budgets, setting up three different campaigns for native, display, and video ads can be financially burdensome. Multi-format campaigns solve this problem by allowing advertisers to leverage all three formats within a single budget.

How to Set Up Multi-Format Campaigns in Microsoft Ads

Setting up a multi-format campaign in Microsoft Ads is designed to be user-friendly and intuitive. Here’s a step-by-step guide to help you get started:

Step 1: Choose a Campaign Objective

The first step in creating a multi-format campaign is selecting a clear objective. Microsoft Ads offers the following options:

• Drive conversions: Focus on actions like purchases or sign-ups.
• Generate leads: Capture potential customer information.
• Build brand awareness: Increase visibility and recognition.

Step 2: Select “Audience” as the Campaign Type

Once you’ve chosen your objective, select “Audience” as the campaign type. This option ensures that your campaign is optimised for audience targeting across different formats.

Step 3: Choose Your Ad Formats

During the setup process, you’ll have the option to select the ad formats you want to include in your campaign. Depending on your assets and goals, you can choose one or all three formats:

• Native Ads: Blend seamlessly into the content on websites.
• Display Ads: Visual banners that stand out on web pages.
• Video Ads: Engage audiences with dynamic and impactful storytelling.

Step 4: Create and Manage Ad Formats

After selecting your ad formats, you can start creating ads. Microsoft Ads allows you to:

• Build one ad format at a time.
• Save and create additional ad formats.
• Customise each format according to your goals.

Step 5: Define Campaign Parameters

The final steps involve configuring the following settings:

• Targets and Locations: Define your audience demographics and geographical focus.
• Budgets and Bid Strategies: Allocate your budget and choose the bidding strategy that aligns with your goals.
• Ad Group Settings: Organise your ads into groups for better management and reporting.

Best Practices for Multi-Format Campaigns

To make the most of multi-format campaigns, consider these best practices:

Align Ad Formats with Campaign Objectives

Choose ad formats that align with your primary goals. For instance:

• Use native ads to build trust and engagement.
• Use display ads to capture attention with compelling visuals.
• Use video ads for storytelling and emotional connection.

Test and Optimise Regularly

Monitor the performance of each ad format and make data-driven decisions to optimise your campaign. Test different creatives, headlines, and calls-to-action (CTAs) to identify what works best.

Use Audience Targeting

Take advantage of Microsoft Ads’ advanced audience targeting features. Use data insights to segment your audience and deliver personalised messages.

Maintain Cohesive Messaging

Ensure that your messaging is consistent across all ad formats. A cohesive message strengthens brand recall and enhances the overall impact of your campaign.

Analyse Results Holistically

Since multi-format campaigns combine different ad types, analyse the performance of each format individually and as a whole. This will help you understand the contribution of each format to your campaign’s success.

Who Can Benefit from Multi-Format Campaigns?

Multi-format campaigns are ideal for:

• Small Businesses: With limited budgets and resources, small businesses can benefit from the cost efficiency and simplicity of managing one campaign for multiple ad formats.
• Marketing Teams: For teams juggling multiple campaigns, this feature streamlines operations and saves time.
• Advertisers with Diverse Goals: Whether you want to drive conversions, generate leads, or build brand awareness, multi-format campaigns provide a flexible solution.

What This Means for the Future of Advertising

Microsoft’s introduction of multi-format campaigns signals a significant shift in the advertising landscape. By offering a unified platform for native, display, and video ads, Microsoft Ads is empowering advertisers to create more cohesive and impactful campaigns.

This development also highlights the growing importance of integrated advertising strategies. As consumers interact with brands across multiple touchpoints, having a consistent presence across formats is crucial for success.

Conclusion: Why Multi-Format Campaigns Are a Game-Changer

Microsoft’s multi-format campaigns for Audience ads are a game-changer for advertisers looking to simplify their strategies and maximise their impact. By combining native, display, and video ads within a single campaign, this feature offers unparalleled convenience, flexibility, and efficiency.

For businesses with smaller budgets, the ability to use all three formats without creating separate campaigns is a cost-effective solution. Meanwhile, for larger organisations, multi-format campaigns provide a streamlined approach to managing complex advertising efforts.

As we step into 2025, multi-format campaigns will undoubtedly become a key tool for advertisers worldwide. Whether you’re a small business owner or part of a large marketing team, embracing this innovation can help you deliver cohesive messaging and achieve your advertising goals.

So, will you be trying Microsoft’s multi-format campaigns in the coming year? The future of advertising awaits!