Disclaimers can be added to Audience ads with native ads. We currently do not support disclaimers for display, online video or connected TV. Support for disclaimers in Performance Max is expected to release in the coming months, and we’ll keep advertisers updated on developments.
Other updates for Audience ads this month include:
- Longer video ads and support for more video sizes: Advertisers can now upload 9:16 (vertical) video creatives to serve in more placements across the Microsoft Advertising Network when running online video ads and Premium Streaming. This is a great opportunity to leverage any existing social assets you might have to enhance your video strategy on Microsoft Advertising.
- Support for 90-second video creatives: Advertisers can now upload video assets that are up to 90 seconds in duration for online Video ads and Premium Streaming. This is particularly useful for clients in sensitive verticals like pharma.
- Longer short headlines: When creating Audience ads, advertisers can now input 40 characters for short headlines (increased from 30 characters) to provide more information directly within your ads. This update also makes it easier to copy campaigns from other platforms using Google import.
New unique signals for Performance Max and other updates
Continuing from our last product roundup update covering how we’re providing advertisers more tools for Performance Max, here are the latest updates:
- LinkedIn profile targeting as an audience signal is now generally available to advertisers in all markets where LinkedIn Profile targeting is available! This includes markets such as U.S., Canada, UK, Australia, France, Germany, and many more. See the full list of markets here, and start including those as an audience signal in our Performance Max campaign.
- Audience insight reports and asset-level conversion metrics are now generally available to advertisers using Performance Max campaign, so you can get the confidence that your campaigns are working and make adjustments to your audiences and assets on an ongoing basis. We recommend refreshing your creative every 4-6 weeks for optimal performance.
- Conversion value rules and new customer acquisition goal strategy are still in pilot, and we encourage advertisers to hand raise for these pilots and start using them. Additional hand raisers for the latter pilot are expected to be added in mid-to-late April.
Finally, two other updates to know with Performance Max:
- Starting this week, we’ll be initiating a clean-up for certain final URLs to improve the ability to crawl websites and auto-generate assets for PMax campaigns imported from Google. This will prevent validation errors and improve campaign performance. No action is required from advertisers.
- Also starting this week, we’ll be refreshing our ad preview and available aspect ratios to better reflect the available placements for Microsoft Advertising. This means adding four new aspect ratios (2.01:1, 1.69:1, 1.53:1, and 1.24:1) and removing three aspect ratios (1.78:1, 1.33:1, 1.5:1). No action is required, however we encourage advertisers to go into Performance Max asset groups and select Include to utilize the newly supported aspect ratios. More information on creative specs are here.
Raising bids to the minimum for all imported campaigns
Since March 25, 2025 (UTC), Microsoft Advertising has automatically raised bids to the minimum for imported campaigns to ensure that campaigns can be imported smoothly. The bid raise is minimal, and users cannot opt out of this bid raise. Users can check the minimum bids and budgets in our help content for more details.
Deprecating Optimization Score in Microsoft Advertising Platform
Starting April 8, 2025 (UTC), Microsoft Advertising will begin deprecating Optimization Score on the Microsoft Advertising Platform. This deprecation will roll out to advertisers incrementally. Optimization Score has helped advertisers understand their account optimization status and potential, providing a score from 0% to 100% with targeted optimization recommendations.
While Optimization Score has provided valuable guidance to millions of advertisers, with the rapid transformation of the digital advertising ecosystem, a new, more advanced Digital Maturity Score will be introduced onto the Microsoft Advertising Platform in May 2025. Driven by AI, the Digital Maturity Score will provide clear optimization paths and substantial ROI improvements with an easy-to-use interface. Advertisers can quickly identify and address key issues, optimize their accounts step-by-step, and track ROI improvements with confidence. Please stay tuned for our May product announcement.
Conclusion
That’s all for this month’s roundup blog. We’ll see you back here on May 6 with another recap of what else is to come in Microsoft Advertising. Take care!
Help us improve Microsoft Advertising
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