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With Audience campaigns, you have the option to create a campaign that serves one ad type or multiple ad types. Audience campaigns can 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. This drives flexibility for advertisers who want to use a single budget for a campaign that serves multiple Audience ad types, or those who'd like to use a separate budget for a campaign that serves one ad type. If you choose to combine multiple ad types in the same campaign, then your ads will share budget and targeting settings. All audience targeting and Audience campaign settings are available for each ad type.
See Troubleshooting Audience campaign issues for information on troubleshooting Audience campaign issues.
Create an Audience campaign
1. Create your campaign and choose the ad type
- From the navigation menu on the left, select Create.
- Choose Build brand awareness, Drive conversions, or Generate leads as your campaign goal. If you don't have a goal in mind, you can select Skip.
- Select Audience as your campaign type.
- Below Political advertising declaration, you need to declare whether your campaign is intended for political advertising. If your campaign isn't intended for political advertising, select the checkbox next to By selecting Continue, I confirm that this campaign is not intended for political advertising. Learn more about how we define political advertising.
- Select Continue.
- Choose Display ad, Native ad, or Video ad as your first ad type.
- The campaign creation wizard will then walk you through the process.
2. Add your creative assets
The creative assets available during ad creation depend on whether you're creating a Display ad, Native ad, or Video ad:
Add your creative assets to Display ads
Enter your Final URL. This is your landing page URL—in other words, the URL of the page that displays after a customer selects your ad.
(Optional) Below AI-generated creatives, you can choose to add our autogenerated Recommended creatives to your display ads.
If you chose to add Recommended creatives:
- Once you select a creative, you can choose the display placements where you want it to serve. Select the arrows on either side of the Ad preview area to scroll through the different possible placements.
- Select the pencil icon to edit your creatives. When editing your creatives, you can adjust the Text, Call to action, and Image. You can also replace the image by choosing from the Recommended images or adding an image from the Ads Studio.
- Select Apply when you're finished editing the creative.
If you don't choose to use our AI-generated creatives, you can add a Creative from the Asset library. If you're enabled for HTML5, you can add an HTML5 ZIP file instead. Learn more about HTML5.
From the dropdown, choose which display placement you'd like your ad to serve in.
(Optional) Enter your Tag URL under Third-party measurement and select Save.
Select Create another ad.
Choose Display ad, Native ad, or Video ad.
Follow the steps provided by the campaign wizard.
When you're finished creating your ads, select Save & go to next step.
Add your creative assets to Native ads
Enter your Final URL. This is your landing page URL—in other words, the URL of the page that displays after a customer selects your ad.
Below Images, add the images you want to appear in your ad.
Choose whether to use an image from your Website images, pick one of our available Stock images, or upload an image.
Note
You cannot upload more than 5,000 images to a Microsoft Advertising account.
When you've found the right image, select it.
You'll see how we have cropped the image for the possible aspect ratios for native ads. If you want to change the imagery for any specific aspect ratio, select its pencil icon and select either Re-crop or Replace.
(Optional) Select Add logos. Adding logos to your ads allows you to better showcase your brand and reach potential customers.
Logo dimensionsNote
You can add up to 5 logos. Your logos can use both 4:1 and 1:1 aspect ratios. You can choose which aspect ratios you want when adding your logos. We will crop your logos in your chosen aspect ratios. Your selected logos will appear in the thumbnail list below Logos.
To re-crop your logos, select the pencil icon below your logo in the thumbnail list.
Your logos must meet the minimum dimensions in pixels for the following aspect ratios:
Aspect ratio Minimum dimensions (pixels) 1 : 1 128 x 128 4 : 1 512 x 128 Enter your Short headlines (up to 15), Long headlines (up to five), and Descriptions (up to five). You need a minimum of one Short headline, one Long headline, and one Description per ad. These are required for display flexibility. Short headlines must be 40 characters or fewer; long headlines and descriptions must be 90 characters or fewer. Depending on your native ad's placement, the Description will appear below or adjacent to your ad's long or short headline.
Enter your Business name. Depending on your native ad's placement, your business name may appear in your native ad.
(Optional) Under advanced settings, enter your Mobile URL. This is the webpage where people go to after selecting your ad on a mobile device.
(Optional) Choose a Call to action from the predefined list. This will provide potential customers with a brief, compelling reason for them to select your ad right now.
Note
“Automated” is the default option for your Call to action. If you don't choose a Call to action from the predefined list, then it will be automated by default during ad delivery. This means that we'll automatically choose your Call to action and the language it serves in.
(Optional) Select Advanced URL options to include tracking templates or URL parameters in your final URL.
(Optional) Set up your Impression tracking URLs.
(Optional) Enter your Tag URL under Third-party measurement and select Save.
Select Create another ad.
Choose Display ad, Native ad, or Video ad.
Follow the steps provided by the campaign wizard.
When you're finished creating your ads, select Save & go to next step.
Add your creative assets to Video ads
Enter your Final URL. This is your landing page URL—in other words, the URL of the page that displays after a customer selects your ad.
Select Add video. You can choose from Existing videos or Upload a new video from your PC or from a URL where the video file can be directly downloaded. You may also choose to add our Recommended videos in the step below.
(Optional) Below Recommended videos, you can choose to add our autogenerated videos to your ads.
If you chose to add Recommended videos:
- As you add videos, the Ad preview area on the right side of the page will update to give you an idea of what your Video ads could look like. Select the arrows on either side of the Ad preview area to scroll through the different possible placements.
- Select the pencil icon to edit your videos. When editing your videos, you can adjust the scene's Business name, Logo, Text, and Image.
- Select Apply when you're finished editing your videos.
Choose from the list of Third-party partners below Third-party measurement if you want to connect third-party measurement to your Video ad.
Enter your Tag URL if you chose to connect third-party measurement to your ad.
Select Create another ad.
Choose Display ad, Native ad, or Video ad.
Follow the steps provided by the campaign wizard.
When you're finished creating your ads, select Save & go to next step.
3. Choose your audience and targeting
Create an ad group for this campaign and choose the audiences you want the ads in the ad group to target. Manual targeting is available in the existing campaign creation experience. In the new campaign creation experience, you have the option to use Copilot to target your audience, and it'll help choose audience settings based on your prompt.
Use Copilot to target your audience
Note
Not everyone has this feature yet. If you don't, don't worry—it's coming soon!
- Below Targeting, select Add prompt next to Use Copilot to target the right audience.
- Describe your ideal customers for your campaign.
- Select Generate.
- Below Audience generation, review your settings.
- If you want to make changes, select Edit prompt. Otherwise, select Apply to save them to your campaign.
Use manual targeting
You can choose any combination of the possible target criteria:
FAQ
In-market audiences
Learn more about in-market audiences
Location
United States and Canada
All available countries/regions
Selected countries/regions and states/provinces
Selected counties within the United States
Selected cities, metro areas, and postal codes* within Australia, Canada, France, Germany, United Kingdom, United States
Note
- Not all postal codes are supported for targeting exactly within their boundaries. If you target an unsupported postal code, it will be converted into a radius target (see below).
- For Canadian and UK postal codes, only the first segment (for Canada, the first 3 characters; for UK, the first 2-to-4-character segment) is recognized. If you enter the second segment, you will only be able to use radius targeting.
- The boundaries of some postal codes in Australia, Canada, France, Germany, and United Kingdom do not appear accurately on the map you see in Microsoft Advertising, but targeting within them will still function accurately.
A specified radius around a postal code, coordinates*, landmark, or area. (Note: You cannot exclude using radius targeting.)
*Coordinates can be searched for in the format "[latitude], [longitude]" with the degrees in decimal form — for example, "44.590,-104.716".
Age
Gender
Audience
With audience targeting, you can reach curated groups of customers to help get your ads in front of the right people when they're ready to take action and make purchase. You can also exclude audiences if you don't want them to see your ads. Learn more about your options for audiences
To target an audience:
- Under Ad group targeting select Add targets and then select which type of audience you want to target.
- Search or browse for an existing audience, and then select it in the left pane to move it into the Selected pane on the right.
- If you want to create a new audience, select the link at the bottom of the area. For example, Create remarketing list.
To exclude an audience, follow the same process under Ad group exclusions.
Company
- Search for a company by name.
- You will see relevant companies, along with the approximate number of employees each company has (according to LinkedIn).
- For the appropriate company, select Target or Exclude.
Note
You cannot target more than 1,000 companies in a single ad group.
Company lists
Note
Not everyone has this feature yet. If you don't, don't worry—it's coming soon!
create your lists
Tools
Audiences
Company lists
To associate lists with your ad group:
- Search for your company lists by name.
- Select the checkbox next to your desired lists.
Industry
- Search or browse for a type of industry.
- For the appropriate industry, select Target or Exclude.
Job function
- Search or browse for a type of job function.
- For the appropriate job function, select Target or Exclude.
Job seniority
Note
Not everyone has this feature yet. If you don't, don't worry—it's coming soon!
To add job seniority targets to your ad group, select the checkbox next to one or more levels of seniority.
Placements
Note
Not everyone has this feature yet. If you don't, don't worry—it's coming soon!
Microsoft sites
- Microsoft Edge browsers: Native ad placements on Microsoft Edge's new tab page
- Productivity: Outlook (Native and Display ad placements)
- Gaming: Native, Display, and Video ad placements on Microsoft Casual Games and King Games (e.g., Candy Crush)
- MSN: Native, Display, and Video ad placements on MSN (serving with all available MSN content)
- MSN - Health: Native, Display, and Video ad placements serving exclusively with MSN health-related content
- MSN - Money: Native, Display, and Video ad placements serving exclusively with MSN money-related content
Topics
Note
Not everyone has this feature yet. If you don't, don't worry—it's coming soon!
- Search for topics.
- Select the checkbox next to each topic you want to add.
Predictive targeting
Predictive targeting
Once you submit your criteria, select Save & go to next step.
Important
- As you add and edit targets, pay attention to the Possible monthly impressions meter on the right side of the page. This will estimate how many people would be eligible to see your ads based on your targeting criteria.
- If your targeting becomes too narrow, you won't be able to save your campaign.
4. Set up your budgets and bids
Enter your Campaign name.
Note
A campaign name cannot contain scripts, HTML, or other markup language.
Under Budget and bid strategy, choose your budget type and amount. You can choose to set a Daily budget, Lifetime budget, or apply a shared budget. Learn more about your budget options
Note
You cannot switch from a standard budget (Daily budget or Shared budget) to a Lifetime budget after you save your Audience campaign. Similarly, you cannot switch from a Lifetime budget to a standard budget after saving your campaign.
Choose your Bid strategy:
With Manual CPM, you set the actual cost you want to pay per 1,000 viewed impressions, with the option to turn on the Frequency limit toggle to limit 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 week.
Note
You can view reports for your frequency limit. To create a report: From the navigation menu on the left, select Reporting > Templates. Then, select Performance > Campaign, Ad group, or Ad. Select the modify columns icon in the top right. Below Performance Statistics, add the columns Unique reach, Avg. impression frequency per user, and Avg. impression frequency per user (7 days) for the previous seven days.
With Enhanced CPC, you set your ad group bids, and Microsoft Advertising automatically adjusts your bids in real time to increase your chances for a conversion. You have the option to set a Max. CPC.
With Maximize conversions, Microsoft Advertising automatically sets your bids in real time to get as many conversions as possible within your budget. You have the option to set a CPA (cost per acquisition) and Max. CPC.
Below Date management, choose whether you want to set the Start date and End date for your ads at the Campaign level or Ad group level. For campaigns that have a Daily budget, you can choose either Campaign level or Ad group level for your date management setting. However, if your campaign uses a Lifetime budget, you must manage these dates at the Campaign level.
Note
After you create your campaign, you cannot change this setting.
(Optional) Choose your Start date and End date for when you want your campaign or ad group to run.
Note
Campaigns that use a Lifetime budget must have an End date.
Under Conversions, choose which conversions are included in the Conversion columns for this campaign and used for optimizing your bid strategy.
Set a Default bid as a starting point for this campaign's bids.
(Optional) Add a Disclaimer to show in your Native ads for this campaign.
(Optional) Select Ad schedule if you want to show your ads only on certain days or certain times of day.
(Optional) Select Bid adjustment and tell Microsoft Advertising how much to increase or decrease your default bid on each of the target criteria you set in the ad group creation process.
Select Save & go to the next step.
Review the Summary page to ensure that the information is correct.
When you're finished, select Save & go live or Save & don't go live.
Note
- After you select Save & go live, your ads will begin appearing on the Microsoft Advertising Network shortly, unless there is an error with your account.
- To further optimize your Audience campaign, use the audience network planner to experiment with different audiences and combinations of audiences.
Troubleshooting Audience campaign issues
Your uploaded images are generating errors (i.e., errors with the image's height or width): Please check to ensure that your images are meeting Microsoft Advertising's Image guidelines and policies. Please also review Best practices for Audience ad images to make sure that your images for Audience ads are meeting the required specifications and dimensions. Then, re-upload an image that meets all the requirements. If the issue is with your image dimensions, you can also crop your original image to meet the required dimensions.
Your ad group is not delivering or has the “Pending” delivery status: To help resolve this issue, please follow these steps:
- Check the delivery status of your ads: From the navigation menu on the left, hover over Campaigns and select Ads & extensions > Ads.
- Review the Status column for the appropriate ads. If the status says Disapproved or Approved limited, then follow the guidelines on this help page: Fix a Disapproved or Approved Limited status
- Check the delivery status column for your ad group: From the navigation menu on the left, hover over Campaigns and select Ad groups.
- Review the Status column for the appropriate ad group. If the status says Targeting too narrow, see Troubleshooting the “Targeting too narrow” ad group delivery status for additional troubleshooting steps. If narrow targeting isn't the issue, then you may have recently added an audience list (such as a remarketing list or custom audience list) within the past 48 hours. There's a 48-hour delivery delay between adding a new list and delivery. However, if it's been longer than 48 hours since you last added an audience list to your campaign, please contact Support for assistance.
Your headlines are being shortened/cut off when reviewing your Audience ads in the Ad preview area: Depending on placement, the actual ad shown may appear differently; for example, some text may be shortened. Headlines may be truncated based on the way various publishers show them. You can ensure that your headlines will be shown on all publisher sites by making them as short and concise as possible. Use the fewest number of words to get your message across.
Your ad group delivery status says “Targeting too narrow”: See Troubleshooting the “Targeting too narrow” ad group delivery status for additional troubleshooting steps.
Troubleshooting the “Targeting too narrow” ad group delivery status
The Targeting too narrow delivery status means that the ad group is not eligible to serve because the targeting criteria are too narrowly defined, and your ads won't get enough impressions. See Choose your audience and targeting above for examples of targeting criteria.
If you have this status, you need to update your targeting criteria and/or audience lists to broaden the audience and increase the estimated number of ad impressions. Here are the steps you can take to review and update your targeting criteria:
Review your ad group settings
Ensure that your ad group targets at least one gender, age group, and device:
- From the navigation menu on the left, hover over Campaigns and select Ad groups.
- Select the appropriate ad group.
- Select Settings.
- Below Ad group targets, make sure you've selected at least one Gender, Age, and Device to target.
- Select Save if you make any updates.
Note
It's preferred to select all possible targets for gender, age, and device because this results in the highest number of possible impressions. Excluding targets can severely limit the possible number of possible number of impressions based on the size of that target group.
Review your campaign's location targeting settings
Ensure you're targeting locations that are available where Microsoft Advertising shows your ads.
Review your Targeting setting for Bid only versus Target and bid
When editing ad group targets, under Targeting setting, check to see whether you've selected Bid only or Target and bid. Follow these steps:
From the navigation menu on the left, hover over Campaigns and select Ad groups.
Select the appropriate ad group.
Select Settings.
Below Ad group targets, as you're editing your targets, check to see whether you've selected Bid only or Target and bid for your Targeting setting.
- If you've selected Target and bid: Make sure the targets associated are large enough to satisfy the minimum possible impressions of 1,000. Because it's rare to receive the Targeting too narrow delivery status when using Bid only, it's recommended that you use the Bid only setting whenever in doubt of audience size.
- If you've selected Bid only: This means that you are not limiting the number of possible ad impressions. It's rare to receive the Targeting too narrow delivery status when using Bid only. However, if this happens to you, this might mean that you're excluding a large target group. Instead, it's recommended that you include the group in your targeting but decrease the bid adjustment by 90%.
Review your audience associations
If your ad group has any audience associations, check for the following:
- If your audience list is advertiser-generated (such as a remarketing list): From the navigation menu on the left, select Tools > Audiences. Check that the status for the associated audience is Ready and the UET tracking status is Tag active. If you don't see either or both statuses, this is the cause for your targeting being too narrow and your audience doesn't have the required number of possible impressions needed for a well-performing ad group. To resolve the issue, you can re-associate your ad group with an audience that is large enough to satisfy the minimum possible impressions of 1,000.
- If your audience list is Microsoft Advertising-generated: From the navigation menu on the left, select Tools > Audiences. Check that the status for the associated audience is Ready. If it's not ready, please contact Support for assistance. If the status is Ready but you're still seeing Targeting too narrow for the ad group, then please follow the steps for Reviewing your ad group status.