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OCTOBER 2025
Brand kit
With a brand kit, you can manage your brand identity for your ads in one place. Choose the elements that best represent your brand, such as colors, fonts, images, and logos. Once created, your brand kit will be available for you to use in your campaigns. To learn more, see About Ads Studio.
Display templates
You can create visually appealing display assets from predefined templates to save time during campaign creation. Choose from our set of templates and tailor its assets to suit your campaign. Then, you can seamlessly create Display ads using your templates. To learn more, see About Ads Studio.
JULY 2025
Impression-based remarketing
Target potential customers who have previously viewed your ads with impression-based remarketing. Simply choose up to 20 eligible campaigns or ad groups in your account and we'll use them to automatically generate your list. Then, you can share your impression-based remarketing list across any account under your manager account. The list will continuously and automatically update as more people view your ads. To learn more, see Impression-based remarketing: Reach people who have viewed your ads.
Lifetime budgets
Lifetime budgets allow you to tell us the amount you want to spend on your entire campaign. This is ideal if you have a certain amount of money you want to spend per campaign and want to set it up front without having to calculate a daily budget.
Note
The option to set a lifetime budget is only available for Audience campaigns. To learn more, see Discover your budget options.
MAY 2025
- Report Builder
Report Builder provides you with more control over how you view ad performance, uncover insights, and share results. You can create customized reports with specific breakdowns, filters, and metrics according to your advertising requirements. To learn more about Report Builder, see Understanding the Report Builder.
MARCH 2025
Ads Studio
Ads Studio is a convenient account-level shared library that makes it easy to create, edit, manage, and search for your creative assets across campaigns. You can fine-tune your existing assets to create compelling ads, or add new assets by finding Shutterstock images, leveraging AI, pulling assets from your website, or uploading from your computer. With AI, you can create high-quality imagery and generate new backgrounds for your images. To learn more about Ads Studio, see About Ads Studio.
Copilot in Microsoft Advertising Platform
Copilot in Microsoft Advertising Platform is your AI assistant for advertising. It provides quick, relevant answers about how to use Microsoft Advertising's features, and can also help answer specific questions about your account and campaign or diagnose issues. This helps ensure that your campaigns are running optimally. Take advantage of Copilot in Microsoft Advertising Platform to set up your campaigns for success, whether it's diagnosing issues or finding relevant answers for your Microsoft Advertising questions. To learn more, see Using generative AI to improve campaigns and find the answers you need.
DECEMBER 2024
Content exclusions
You can apply content exclusions at the account level to prevent your ads from appearing with sensitive content categories that are unsuitable for your brand. You can choose which sensitive content categories you want to prevent your ads from appearing alongside. For a complete list of categories and more information about getting started with content exclusions, see About content suitability.
Multi-ad format Audience campaigns
Multi-ad format Audience campaigns help you save time by allowing you to create a combination of ad types (Display, Native, and/or Video) in a single campaign with ease. If you choose to combine multiple ad types in the same campaign, your ads will share budget and targeting settings. To learn more about creating Audience campaigns, see How do I create an Audience campaign?
Pinned call extensions for Vertical ads
Pinned call extensions for Vertical ads provide a way you can add a direct call option on your ads, in the form of a phone number (on phones) or QR code (on computers). Using pinned call extensions will drive more leads and help you better reach your target audience. Learn more about pinned call extensions for Vertical ads.
OCTOBER 2024
- Impression-based remarketing
You can reach people who have previously viewed your ads with impression-based remarketing. Impression-based remarketing is an audience list made up of people who have seen your ads on the Microsoft Advertising Network. This audience list continuously and automatically updates as more people view your ads. With impression-based remarketing, you can easily connect the customer journey and enhance brand visibility. All you need to do is choose any campaign or ad group in your account and we'll use it to automatically generate your audience list. Then, you can associate your list with other eligible campaigns to remarket to people who have seen your ads.
JULY 2024
- Introducing Property Center
We've enhanced Hotel Center to Property Center, which is the environment in Microsoft Advertising where you can directly upload and manage all of your assets for Lodging campaigns. In addition to hotels, Property Center allows you to advertise vacation rentals, so anyone from hoteliers, rental property owners, integration partners, and online travel agencies can advertise their properties. Within Property Center, you can assign bids and access both share of voice and booking reports. Learn more about Property Center.
MAY 2024
AI-generated creatives for Display ads
Add relevant, eye-catching creatives to your Display ads with ease. Our AI pulls text and images from your Final URL to automatically provide you with Recommended creatives to choose from. Once you choose a creative, you can select the display placements where you want it to serve and have the option to edit it. You can edit the text, call to action, and image of your creatives at any time. You can also replace the image by choosing from our Recommended images or adding an image from the Asset library. This allows you to fine-tune your creatives to meet your advertising needs.
New Microsoft Advertising navigation experience
We've updated the Microsoft Advertising navigation experience to help you maximize efficiency while you're managing your accounts. Learn more about our new look.
MARCH 2024
Performance Max campaigns
Performance Max enables advertisers to easily create and manage campaigns, optimize ads to reach the right audience at the right time, and drive performance to meet advertising goals—across the entire Microsoft Advertising Network. Instead of manually creating ads, all you need to do is add assets, such as text and images, to your asset groups. Then, Microsoft AI will determine the most optimal assets and audiences for your ads so you can capture the attention of customers who are ready to buy your product or service. For information on creating a Performance Max campaign, please see Create a Performance Max campaign.
New Microsoft Advertising account creation experience
We've updated our account creation experience to help you easily and seamlessly sign up for a Microsoft Advertising account. You have the option to create your first Performance Max campaign along with your new account. With Performance Max, you can efficiently create and manage your campaigns, optimize ads to reach the right audience at the right time, and drive performance to meet advertising goals across the entire Microsoft Advertising Network. This is a helpful way for most advertisers to get started.
Note
You have access to a streamlined version of Performance Max during account creation. However, after creating your account and campaign, you'll have access to the full range of Performance Max features.
Frequency limit for Audience campaigns
You have the option to set a frequency limit for your Audience campaigns (Connected TV, Display, Native, and Video ad campaigns) to control how often a potential customer sees your ad. You can choose to limit how many times a customer sees your ad per hour, day, and/or week. To set a frequency limit, turn on the Frequency limit toggle below Default bid during campaign creation or in your campaign settings.
FEBRUARY 2024
New enhanced consolidated billing experience is now live
With enhanced consolidated billing, you can:
- Associate accounts that bill to you with created billing groups, so that you can receive a consolidated monthly invoice.
- Create and customize billing groups for multiple invoices.
- Get consolidated monthly invoices for managed billing groups.
- Split original consolidated monthly invoice as desired.
New campaign creation experience
Microsoft Advertising has a redesigned layout for creating campaigns that’s easy-to-use and streamlined to help you get your ad campaigns up and running. Simply choose the right goal for your desired campaign and ad types, tailor your settings to meet your advertising needs, and start serving your ads on the Microsoft Advertising Network.
Display ads
Display ads captivate your target audience and showcase your brand with eye-catching, customized image ads. These ads offer a variety of cross-device display placements for you to choose from, including banner, billboard, and half-page. You can fine-tune exactly how you want your images to appear in these placements, offering you more creative control over how your brand is presented. Display ads serve in Audience campaigns to help you reach your ideal audience and deliver results.
Third-party measurement for online Video ads
Microsoft Advertising partners with Integral Ad Science (IAS), a third-party measurement provider that collects metrics on online Video ads (such as viewability, brand safety, and invalid traffic rates) and reports them to you. After connecting third-party measurement to your ads, you have access to their metrics. Please note that Microsoft Advertising automatically collects metrics and reports for all ads. You always have access to these, regardless of whether you choose to connect to third-party measurement. For more information about setting up IAS for online Video ads, see Connecting to third-party measurement partners.
NOVEMBER 2023
- Video ads and Connected TV (CTV) ads
Video ads and Connected TV (CTV) ads are designed to drive brand awareness and help you engage your target audience, expanding your reach and views. With each ad type, you can showcase your videos to your target audience while they're streaming media. Video ads serve on websites across computer, tablet, and mobile devices and may appear in outstream and instream placements on the Microsoft Advertising Network. CTV ads appear in shows and/or channels and can be targeted by genre.
APRIL 2023
- Professional Services ads
Professional Services ads are part of our Vertical ads—engaging, feed-based ads that increase awareness and drive conversions. Professional Services ads include: Doctor & clinic ads, Insurance service ads (global), Tax service ads, Real estate service (global), and Home service ads (global). See the market-level restrictions and check back in, because we'll be adding more ad types.
MARCH 2023
- The Microsoft Ads and Listings module on PrestaShop
Microsoft Advertising has partnered with PrestaShop to create the Microsoft Ads and Listings module. The module allows you to easily synchronize your full e-commerce product catalog directly to the Microsoft Merchant Center. Products are then showcased automatically for free across Microsoft Bing and Microsoft Start placements. You can also create a Smart Shopping campaign, view your paid marketing performance, and leverage these insights to increase reach across the Microsoft Advertising Network.
FEBRUARY 2023
- Create custom domains for your business with Smart Pages
Custom domains allow you fine-tuned control over how your business appears to potential customers. By creating a unique custom domain, you allow customers to share your URL more easily. Learn more about custom domains.
JANUARY 2023
- The Microsoft Ads and Listings app on BigCommerce
Microsoft Advertising and BigCommerce have partnered to create the Microsoft Ads and Listings app. The app allows you to easily synchronize your full e-commerce product catalog directly to the Microsoft Merchant Center. Products are then showcased automatically for free across Microsoft Bing and Microsoft Start placements and/or in paid Smart Shopping campaigns. The app also provides you the opportunity to view your marketing performance and insights to increase reach across the Microsoft Advertising Network.
OCTOBER 2022
- Globally available Vertical ads: Automotive ads, Credit Card ads, Cruise ads, and Tours and Activities ads
Vertical ads are engaging, feed-based ads that increase awareness and drive conversions. Our matching algorithm will do all the work to find the optimal queries to show your ad on a product-by-product basis while you sit back and enjoy the increased ROI (return on investment). Now, no matter where you are, you can advertise with Automotive ads, Credit Card ads, Cruise ads, and Tours and Activities ads.
SEPTEMBER 2022
- Add image extensions to your Responsive Search ads
As you create your Responsive Search ads, you can now display image extensions to make your ads stand out. You can easily add images from your website to your ads or choose from existing uploaded images and stock images. Learn more about adding image extensions to your Responsive Search ads.
AUGUST 2022
- Add dynamic ad targets for specific pages on your website
As you create Dynamic Search ads, you can now add dynamic ad targets for specific pages (i.e., subdomains) on your website. Adding dynamic ad targets for subdomains on your website is a good idea if you want to set different bids for different parts of your website. They also help ensure you're not targeting parts of your website that aren't relevant to your campaign goal. Learn more about subdomains for Dynamic Search ads.