November 13, 2019
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Microsoft Advertising Quarterly API Webcast – October 2019



>>HELLO, MICROSOFT ADVERTISING ‘
AND API COMMUNITY. ‘
THANK YOU FOR JOINING OUR ‘
WEBCAST TODAY. ‘
WE’LL USE THIS TIME TO SHARE ‘
WHAT’S NEW AND UPCOMING IN OUR ‘
PRODUCT ROADMAP. ‘
OUR TWO PRIMARY GOALS ARE THAT ‘
YOU WALK AWAY WITH A CLEAR ‘
UNDERSTANDING OF THE BENEFIT OF ‘
NEWLY-RELEASED FEATURES AND TO ‘
PROVIDE YOU WITH RESOURCES TO ‘
SUPPORT ADOPTION. ‘
I’LL BRIEFLY REVIEW THE WEBSITE ‘
CONSOLE. ‘
THE WEBCAST CONSOLE THAT YOU SEE ‘
IS CUSTOMIZABLE ON YOUR SIDE, ‘
WHERE YOU CAN CLICK THE CONTENT ‘
WIDGETS YOU SEE ON YOUR SCREEN ‘
AND MOVE THEM AROUND OR SIZE ‘
THEM FOR YOUR SCREEN. ‘
YOU CAN EXPAND THE SLIDE AREA BY ‘
CLICKING THE MAXIMIZED ICON ON ‘
THE TOP RIGHT OF THE SLIDE AREA, ‘
OR BY DRAGGING THE BOTTOM RIGHT ‘
CORNER. ‘
WE RECOMMEND, IF YOU CAN, TO ‘
LEAVE THE WIDGETS AS THEY ARE, ‘
SO YOU HAVE THE ABILITY TO SEE ‘
ALL THE GREAT RESOURCES AT THE ‘
SAME TIME. ‘
WE ARE PROVIDING LIVE ‘
CAPTIONING. ‘
YOU CAN SEE THE WORDS SCROLLING ‘
IN WHITE ON BLACK BACKGROUND ‘
BELOW. ‘
FOR Q&A, PLEASE FEEL FREE TO PUT ‘
YOUR QUESTIONS IN THE WIDGET AS ‘
YOU HAVE THEM, AND WE’LL ANSWER ‘
AS MANY OF THEM AS WE CAN AT THE ‘
END OF OUR WEBCAST. ‘
YOU’LL ALSO SEE A RESOURCE LIST ‘
ON THE BOTTOM OF THE SCREEN. ‘
THERE IS ALREADY A PRESENTATION ‘
DECK FOR DOWNLOAD AS WELL AS ‘
LINKS ON TOPICS THAT YOU MIGHT ‘
FIND HELPFUL RELATED TO TOPICS ‘
AND FEATURES OUR SPEAKERS WILL ‘
BRING UP TODAY OR WE FEEL WOULD ‘
BE USEFUL. ‘
THIS LIVE RECORDED WEBCAST WILL ‘
ALSO BE ON DEMAND AND CAN BE ‘
ACCESSED FROM THE SAME LINK YOU ‘
REGISTERED WITH. ‘
SO IF YOUR COLLEAGUES OR FRIENDS ‘
COULDN’T MAKE THIS TIME, NOT TO ‘
WORRY; THEY CAN STILL CLICK THE ‘
INVITE LINK AND THEY WILL BE ‘
TAKEN TO THE REGISTRATION PAGE ‘
FOR THE ON DEMAND VERSION. ‘
THE ON DEMAND VERSION WILL HAVE ‘
CLOSED CAPTIONING AS WELL. ‘
LAST HOUSEKEEPING ITEM, WE WOULD ‘
LOVE YOUR PARTICIPATION IN OUR ‘
SURVEY AT THE END OF THE WEBCAST ‘
SO THAT WE CAN IMPROVE IN ANY ‘
WAY POSSIBLE. ‘
MY NAME IS JENN COCKRELL, AND I ‘
WILL BE THE HOST, I’M AN ‘
OPERATIONS PROGRAM MANAGER ‘
WORKING ON THE MICROSOFT ‘
ADVERTISING TECHNOLOGY PARTNERS ‘
TEAM. ‘
WE’LL ALSO HAVE OUR TECHNICAL ‘
ACCOUNT MANAGERS IN THE ROOM, ‘
AND THEY WILL BE ANSWERING YOUR ‘
QUESTIONS LIVE VIA THE CHAT ‘
WINDOW THROUGHOUT THE CALL, SO ‘
BE SURE TO SUBMIT THOSE. ‘
BUT, AGAIN THERE WILL ALSO BE ‘
TIME AT THE END FOR Q&A. ‘
PLEASE NOTE THAT MANY OF THE ‘
FEATURES DISCUSSED IN TODAY’S ‘
CALL ARE EITHER IN EARLY ‘
PLANNING OR PILOT PHASES; DATES ‘
AND INFORMATION ARE SUBJECT TO ‘
CHANGE. ‘
WITH THAT, LET’S LOOK AT OUR ‘
AGENDA. ‘
TODAY WE’LL REVIEW AUDIENCE ‘
FEATURES, ROADMAPS, UPDATES, ‘
DEPRECATION OF ACCELERATED ‘
BUDGETS AND WHAT TO EXPECT, IF ‘
FUNCTIONS, VIEW-THROUGH ‘
CONVERSIONS, AND CUSTOMER ‘
HIERARCHIES AND SHARED ‘
LIBRARIES. ‘
WE’LL TALK ABOUT AD CUSTOMIZERS ‘
AND THE MICROSOFT IDENTITY ‘
PLATFORM ENDPOINT; WE’LL HAVE A ‘
FEW REMINDERS ABOUT ADOPTING ‘
EXPANDED TEXT ADS, AND FINAL ‘
URLs AND PARALLEL TRACKING, ‘
AND WE’LL CLOSE WITH A REMINDER ‘
TO MIGRATE TO THE BING ADS API ‘
VERSION 13. ‘
WITH THAT, I WILL HAND IT OVER ‘
TO ASWATH, WHO WILL GET US ‘
STARTED WITH THE AUDIENCE ‘
FEATURES ROADMAP UPDATE. ‘
>>GREAT. ‘
THANKS, JENN. ‘
I’M ASWATH; I’M A PM WORKING ON ‘
THE AUDIENCE PLATFORM. ‘
THE GOAL OF OUR AUDIENCE ‘
PLATFORM IS TO MAKE SURE THAT ‘
YOU CAN REACH YOUR BEST ‘
CUSTOMERS AND ALSO FIND NEW ‘
CUSTOMERS THAT WILL HELP YOU ‘
GROW YOUR BUSINESS. ‘
TO DO THAT, WE HAVE A RICH SET ‘
OF FEATURES THAT ARE PART OF ‘
WHAT WE OFFER ON THE AUDIENCE ‘
PLATFORM. ‘
WE HAVE DEMOGRAPHIC BUCKETS LIKE ‘
AGE AND GENDER, LOCATION, ‘
DEVICE, BUT BEYOND THAT, WE ARE ‘
ALLOWING YOU TO TARGET YOUR OWN ‘
CUSTOMERS THROUGH REMARKETING ‘
LISTS AND CUSTOM AUDIENCES THAT ‘
YOU CAN ONBOARD. ‘
WE ARE ALSO PROVIDING IN-MARKET ‘
AUDIENCES THAT LET YOU FIND NEW ‘
USERS THAT ARE IN-MARKET FOR THE ‘
PRODUCTS AND SERVICES THAT YOU ‘
OFFER. ‘
NOW, I’LL SPEND MORE TIME TODAY ‘
TALKING ABOUT THE PILOTS AND ‘
UPCOMING FEATURES, SO WE’LL TALK ‘
ABOUT PRODUCT AUDIENCES, WHICH ‘
IS ABOUT FINDING USERS WHO ARE ‘
SPECIFICALLY SEEING SPECIFIC ‘
PRODUCTS ON YOUR SITE; WE’LL ‘
TALK ABOUT SIMILAR AUDIENCES ‘
WHICH ARE MODELED BASED ON YOUR ‘
BEST USERS ON THE REMARKETING ‘
LIST; AND WE’LL ALSO TALK ABOUT ‘
CUSTOMER MATCH, A NEW FEATURE ‘
WE’RE LAUNCHING THIS QUARTER. ‘
LET’S START WITH PRODUCT ‘
AUDIENCES; IT’S IN PILOT NOW. ‘
IT’S A WAY FOR YOU TO REACH ‘
HIGHLY RELEVANT AUDIENCES, THOSE ‘
WHO HAVE SEEN SPECIFIC PRODUCTS ‘
ON YOUR WEBSITE. ‘
IT HAS TREMENDOUS PERFORMANCE IN ‘
TERMS OF CONVERSION RATES AS ‘
WELL AS CLICK-THROUGH RATES, AND ‘
IT’S SUPER EASY TO USE IN HOW WE ‘
ARE MATCHING USERS TO THE ‘
PRODUCT THAT THEY’VE SEEN. ‘
LET’S TALK ABOUT HOW IT WORKS ‘
FIRST. ‘
IF A CUSTOMER HAS GONE TO YOUR ‘
SITE AND LET’S SAY THEY’VE ADDED ‘
A HANDBAG OR SOME OTHER PRODUCT ‘
TO THE SHOPPING CART BUT THEN ‘
LATER THEY WALK AWAY, THE ‘
CUSTOMER COULD COME BACK TO BING ‘
OR GO TO MSN.COM, AND IN THOSE ‘
SITUATIONS, ONCE ON BING, IF ‘
THEY SEARCH FOR A HANDBAG, WE ‘
WILL ALLOW YOU TO BID BOOST ON ‘
THAT SPECIFIC PRODUCT I.D. AND ‘
THAT SPECIFIC USER, SO YOU’LL ‘
SEE THAT HANDBAG AND THAT ‘
PRODUCT I.D. SHOW UP FIRST, AND ‘
THE LIKELIHOOD OF THEM CLICKING ‘
AND CONVERTING ON THAT IS MUCH ‘
HIGHER. ‘
SIMILARLY, IF THEY GO TO MSN, ‘
THEN THEY COULD SEE THE SAME SKU ‘
OR THE SAME PRODUCT I.D. WHEN ‘
THEY’RE VISITING THE INFO PANE ‘
ON MSN.COM. ‘
TO MAKE THIS WORK, WE ARE ‘
CREATING PRODUCT AUDIENCES IN ‘
FIVE BUCKETS. ‘
WE’LL HAVE A GENERAL VISITOR ‘
BUCKET, A PRODUCT SEARCHER LIST, ‘
A PRODUCT VIEWER LIST, SHOPPING ‘
CART ABANDONERS, AS WELL AS ‘
BUYERS. ‘
AND TO ENABLE TARGETING THESE ‘
USERS, YOU HAVE TO UPDATE YOUR ‘
WEBSITE WITH UET TO ADD SOME ‘
ADDITIONAL INFORMATION ABOUT THE ‘
PAGE TYPE AND THE PRODUCT I.D. ‘
THAT THE USER IS INTERACTING ‘
WITH AT THAT POINT. ‘
IT’S REALLY IMPORTANT TO ‘
INSTRUMENT THE BUY PAGE BECAUSE ‘
WE DON’T WANT TO SHOW PRODUCTS ‘
TO USERS AFTER THEY’VE ‘
PURCHASED, SO ONCE WE KNOW THAT ‘
THE USER HAS BOUGHT A PRODUCT, ‘
WE STOP SHOWING THAT PRODUCT TO ‘
THEM. ‘
LET’S DIVE A LITTLE DEEPER INTO ‘
THE SPECIFIC FIELDS THAT NEED TO ‘
BE UPDATED. ‘
ONE IS A PRODUCT I.D. FIELD ‘
WHERE YOU’RE GOING TO SEND ‘
THROUGH UET THE SPECIFIC PRODUCT ‘
I.D. OR THE SKU I.D. THAT THE ‘
USER IS INTERACTING WITH. ‘
THIS MUST MATCH WHAT’S IN THE ‘
SHOPPING FEED THAT YOU ALREADY ‘
PROVIDED US FOR YOUR SHOPPING ‘
CAMPAIGNS ON SEARCH AND THE ‘
FEED-BASED CAMPAIGNS ON MSN. ‘
IN BOTH THESE CASES THE PRODUCT ‘
I.D. THAT THE USER IS SEEING AND ‘
THE ONE IN THE FEED WILL BE ‘
MATCHED BY US ON THE BACK END ‘
AND THE USER WILL BE ABLE TO SEE ‘
THAT SAME PRODUCT AGAIN. ‘
THE PAGE TYPE IS WHAT INDICATES ‘
TO US WHAT LEVEL OF INTEREST THE ‘
USER HAS AND WHICH AUDIENCE ‘
THEY’LL BE PART OF. ‘
SO THEY COULD BE, FOR EXAMPLE, ‘
PART OF THE SEARCH RESULTS PAGE, ‘
AND THAT WILL PUT THEM INTO A ‘
SEARCHER AUDIENCE LIST. ‘
SIMILARLY, IF THEY’RE ON THE ‘
SHOPPING CART PAGE, THAT WILL ‘
PUT THEM INTO THE SHOPPING CART ‘
LIST. ‘
ADDITIONALLY, YOU CAN GIVE US ‘
THE TOTAL VALUE AND THE CATEGORY ‘
OF THE PAGE THAT HELPS US MAKE ‘
BETTER DECISIONS ON THE BACK END ‘
ON WHICH PRODUCT FOR THE USER IF ‘
THEY’VE SEEN MULTIPLE PRODUCTS. ‘
AND WHAT WE’VE SEEN FROM A ‘
PILOT, WE HAVE ABOUT OVER 50 ‘
CUSTOMERS AS OF THIS POINT USING
THIS AND IT’S GROWING, AND ‘
THEY’RE SEEING TREMENDOUS ‘
RESULTS. ‘
THEY’RE SEEING OVER 100% ‘
CONVERSION RATE FOR THE SAME AD ‘
SHOWN TO A USER WHO IS IN THE ‘
LIST VERSUS OUTSIDE THE LIST, ‘
AND THE COST PER ACQUISITION IS ‘
40% LOWER FOR THE ADVERTISER. ‘
NEXT WE’LL TALK A LITTLE BIT ‘
ABOUT SIMILAR AUDIENCES. ‘
WE ARE BRINGING OUR AI AND ‘
MACHINE LEARNING TO BEAR, WHERE ‘
WE’RE TAKING THE SEED LIST ‘
THAT’S IN YOUR REMARKETING LIST ‘
AND CREATING ANOTHER SET OF ‘
AUDIENCE THAT’S VERY SIMILAR IN ‘
BEHAVIOR TO THOSE THAT ARE IN ‘
THE REMARKETING LIST. ‘
SO THINK OF SOMEONE WHO HAS BEEN ‘
TO YOUR SITE AND TAKEN AN ‘
ACTION, LIKE, SAY, BUYING A ‘
PRODUCT OR ADDING SOME PRODUCT ‘
TO YOUR CART. ‘
WHAT WE WILL DO IS, WE WILL FIND ‘
OTHER USERS ON BING WHO ARE VERY ‘
SIMILAR TO THOSE USERS, AND ‘
WE’LL ENABLE YOU TO REACH ‘
PROSPECTS WHO ARE READY TO ‘
CONVERT. ‘
AND YOUR CONVERSION RATE AS WELL ‘
AS YOUR ROI GOES UP AS A RESULT. ‘
SO HERE WE ARE SEEING VOLUME; IF ‘
A REMARKETING LIST HAS X NUMBER ‘
OF USERS, WE ARE SEEING 2 TO 3X ‘
THAT IN TERMS OF THE NUMBER OF ‘
USERS IN A SIMILAR AUDIENCE, AND ‘
WHEN YOU COMPARE THE PERFORMANCE ‘
OF THOSE IN THE SIMILAR AUDIENCE ‘
VERSUS A NONTARGETED USER, WE ‘
ARE SEEING 50 PLUS — 49% HIGHER ‘
CTR AND 54% HIGHER CONVERSION ‘
RATES. ‘
SO IT IS WORKING, AND WE ‘
ENCOURAGE EVERYONE WHO HAS NOT ‘
TRIED THIS AND IS USING ‘
REMARKETING TO TAKE ADVANTAGE OF ‘
THIS FEATURE. ‘
AND I’LL CLOSE THIS SESSION ‘
WITH TALKING ABOUT CUSTOMER ‘
MATCH, WHICH IS AN UPCOMING ‘
PILOT IN THE U.S. ‘
THE IDEA HERE IS, IF YOU HAVE ‘
LISTS OF CUSTOMER E-MAILS IN ‘
YOUR CRM OR OTHER SYSTEMS AND ‘
YOU WANT TO TARGET THEM, WE ARE ‘
OPENING UP A WAY FOR YOU TO ‘
ACHIEVE THAT. ‘
OBVIOUSLY YOU’LL HAVE RICH DATA ‘
ON YOUR CUSTOMERS, AND WE’RE ‘
ALLOWING YOU TO BRING THAT INTO ‘
OUR SYSTEM IN A VERY EASY WAY TO ‘
SUPPORT IT. ‘
THE API SUPPORT WILL COME IN Q1 ‘
FOR THAT. ‘
THE EARLY PILOT, THE CLOSED BETA ‘
PILOT WILL START THIS QUARTER IN ‘
THE U.S. ‘
AND HERE’S HOW THE FEATURE ‘
WORKS. ‘
SO, THE USER WOULD NEED TO FIRST ‘
AGREE TO A SPECIFIC POLICY ‘
AGREEMENT FOR THIS FEATURE. ‘
SINCE THIS INVOLVES EMAIL ‘
ADDRESSES AND TAKING CUSTOMER ‘
DATA, WE HAVE TO MAKE SURE THAT ‘
THE CONSENT OF THE USER WAS ‘
OBTAINED, AND THERE ARE DETAILS ‘
OF THIS IN THE POLICY AGREEMENT ‘
YOU’LL NEED TO SIGN UP TO, BUT ‘
ONCE YOU DO THAT THROUGH THE UI ‘
AS WELL AS THE API, YOU CAN HASH ‘
THE EMAIL OF THE USER AND THE ‘
EMAIL LIST, USING A SHA256 HASH, ‘
AND THEN UPLOAD THAT LIST INTO ‘
OUR SYSTEM. ‘
WE THEN MATCH IT AGAINST ALL THE ‘
MICROSOFT ACCOUNTS THAT WE HAVE, ‘
SO WE WOULD DO A MATCH AGAINST ‘
THE HASHED EMAIL, AND THEN WE ‘
WOULD IDENTIFY THE MICROSOFT ‘
I.D. SO THAT WE COULD CREATE AN ‘
AUDIENCE FOR YOU TO TARGET. ‘
SIMILARLY, YOU CAN ALSO USE THIS ‘
OVER THE UI WITHOUT HASHING IT ‘
AT YOUR END, WHERE ON THE ‘
CLIENT’S SIDE, WE WILL HASH IT ‘
BEFORE ACCEPTING IT INTO OUR ‘
SYSTEM. ‘
IF YOU’RE USING THE API, WE ‘
WOULD REQUIRE TO HASH IT ON YOUR ‘
OWN AND THEN UPLOAD THE HASHED ‘
EMAIL LIST TO US, OKAY? ‘
I’LL HAND IT OFF AT THIS POINT ‘
TO ABHISHEK TO TAKE YOU THROUGH ‘
DEPRECATION OF ACCELERATED ‘
BUDGETS. ‘
>>MY NAME IS ABHISHEK GUPTA, ‘
AND I’M A PROGRAM MANAGER ON THE ‘
MICROSOFT ADVERTISING TEAM. ‘
I’M HERE TO SHARE AN UPDATE ON ‘
BUDGET OPTIONS. ‘
STARTING NOVEMBER 1ST, 2019, ‘
ACCELERATED BUDGET STRATEGY WILL ‘
BE DEPRECATED FOR SEARCH, ‘
SHOPPING, AND DSA CAMPAIGNS. ‘
TO MAKE THE MIGRATION SEAMLESS ‘
AND WITHOUT ANY IMMEDIATE ‘
BREAKING CHANGE, THESE CAMPAIGNS ‘
WILL START DELIVERING AS ‘
STANDARD DESPITE THE CHOSEN ‘
BUDGET STRATEGY IN THE U.S. ‘
THIS IS TO GIVE MORE TIME TO OUR ‘
CUSTOMERS TO MIGRATE ACCELERATED ‘
TO STANDARD ON THEIR RESPECTIVE ‘
ENTRY POINTS. ‘
THIS BRINGS US TO A QUESTION, ‘
WHAT ARE WE TRYING TO SOLVE? ‘
WE KNOW THAT BUDGET CONSTRAINED ‘
CAMPAIGNS ON ACCELERATED BUDGETS ‘
TEND TO GO DARK EARLIER IN THE ‘
DAY AND PERFORM LESS ‘
EFFICIENTLY. ‘
ON THE OTHER HAND, STANDARD ‘
BUDGET STRATEGY IS A SMARTER ‘
INSTRUMENT WHICH PICKS AND ‘
CHOOSES THE RIGHT TIME TO SERVE ‘
WITH THE INTENT OF OPTIMIZING ‘
CLIENTS’ PERFORMANCE BASED ON ‘
MULTIPLE FACTORS, SUCH AS ‘
PRODUCTS, SERVICE TARGETED BY ‘
THE CAMPAIGN, AVAILABILITY OF ‘
CORRESPONDING SEARCH DURING THE ‘
DAY, ET CETERA. ‘
THAT SAID, THERE ARE IMPORTANT ‘
THINGS TO KNOW. ‘
BEFORE NOVEMBER 1st, THE ‘
BUDGET TYPE FOR SHARED AND ‘
UNSHARED BUDGETS IS CONFIGURABLE ‘
BY ADVERTISERS FOR ALL CAMPAIGN ‘
TYPES. ‘
STARTING NOVEMBER 1st, TO ‘
RECAP, FOR SEARCH, DYNAMIC ‘
SEARCH ADS AND SHOPPING ‘
CAMPAIGNS, REGARDLESS OF THE ‘
BUDGET TYPE THAT YOU SET, ‘
MICROSOFT ADVERTISING WILL ‘
DELIVER AS STANDARD. ‘
YOU CAN CONTINUE TO GET AND SET ‘
DAILY ACCELERATED BUDGET USING ‘
THE API FOR THESE CAMPAIGN ‘
TYPES, ALTHOUGH IT WILL NOT ‘
INFLUENCE BUDGET DELIVERY. ‘
THERE ARE NO BUDGET DELIVERY ‘
CHANGES PLANNED AT THIS TIME FOR ‘
AUDIENCE CAMPAIGNS. ‘
STARTING Q1, CALENDAR YEAR 2020, ‘
THE BUDGET TYPE FOR SHARED AND ‘
UNSHARED BUDGETS WILL BE ‘
READ-ONLY FOR ALL DYNAMIC SEARCH ‘
ADS, SHOPPING, AND SEARCH ‘
CAMPAIGNS, AND ANY BUDGET TYPE ‘
VALUE THAT YOU ATTEMPT TO SET ‘
WILL BE IGNORED WITHOUT ‘
RETURNING AN ERROR. ‘
THE BUDGET TYPE DATA WILL BE ‘
MIGRATED, AND THE API WILL ‘
RETURN DAILY BUDGET STANDARD FOR ‘
DYNAMIC SEARCH ADS, SHOPPING AND ‘
SEARCH CAMPAIGNS, AS WELL AS FOR ‘
ALL SHARED BUDGETS. ‘
WITH THAT, I’LL HAND IT OVER TO ‘
JUAN, WHO WILL BE SHARING AN ‘
UPDATE ON IF FUNCTIONS. ‘
>>THANK YOU SO MUCH, ABISHEK. ‘
MY NAME IS JUAN SEPULVEDA. ‘
I’M A PROGRAM MANAGER AT ‘
MICROSOFT ADVERTISING, AND I ‘
WANT TO TELL YOU A LITTLE BIT ‘
MORE ABOUT IF FUNCTIONS. ‘
SO, WHAT ARE IF FUNCTIONS? ‘
IF FUNCTIONS ARE SPECIFIC ‘
PARAMETERS WHICH CAN BE USED TO ‘
CHANGE AD COPIES BASED ON DEVICE ‘
TYPE OR AUDIENCE LISTS TO REACH ‘
CUSTOMERS WITH THE MOST RELEVANT ‘
MESSAGE. ‘
IF FUNCTIONS ARE CURRENTLY IN ‘
OPEN BETA IN THE U.S., CANADA, ‘
U.K., AUSTRALIA, INDIA, FRANCE, ‘
AND GERMANY. ‘
YOU CAN REFERENCE IF FUNCTIONS ‘
IN ANY PART OF EXPANDED TEXT ADS ‘
EXCEPT SOME OF THE URL FIELDS, ‘
AND IT IS A GOOGLE PARITY ‘
PRODUCT SO YOU CAN USE GOOGLE ‘
IMPORT JUST LIKE YOU WOULD ‘
NORMALLY. ‘
SO WHY SHOULD YOU USE IF ‘
FUNCTIONS? ‘
THERE ARE TWO MAIN REASONS. ‘
FIRST, THEY REDUCE BULKY ‘
OPERATIONS AND SAVE TIME. ‘
IF FUNCTIONS PROVIDE SCALABILITY ‘
BY REDUCING THE NEED FOR YOU TO ‘
CREATE SEPARATE CAMPAIGNS OR AD ‘
GROUPS FOR DIFFERENT DEVICES AND ‘
DIFFERENT AUDIENCES. ‘
A SINGLE TEXT AD CAN BE ‘
CUSTOMIZED WITH UNIQUE MESSAGES ‘
BASED ON THE USER’S DEVICE USAGE ‘
OR SPECIFIC AUDIENCE SEGMENT, ‘
MAKING IT EASIER FOR YOU TO SAVE ‘
TIME. ‘
THE SECOND REASON IS, THEY SEND ‘
THE RIGHT MESSAGE AT THE RIGHT ‘
TIME TO THE RIGHT AUDIENCE. ‘
IF FUNCTIONS ALLOW YOU TO EASILY ‘
MODIFY YOUR TEXT AD COPY BASED ‘
ON TWO TARGETS: DEVICE AND ‘
AUDIENCE. ‘
WITH IF FUNCTIONS, YOU CAN ‘
EXPECT TO SEE HIGHER ‘
CLICK-THROUGH RATES AND ‘
CONVERSION RATES DUE TO THE ‘
IMPROVED AD CUSTOMIZATION. ‘
SO HERE LET’S GIVE A BRIEF ‘
EXAMPLE OF ADDING IF FUNCTIONS ‘
TO YOUR AD. ‘
YOU CAN TYPE THE FOLLOWING ‘
SYNTAX INTO YOUR AD FIELDS AND ‘
USE INTERFACE COMPONENTS TO ‘
GENERATE THE SYNTAX. ‘
SO FIRST LET’S LOOK AT THE ‘
DEVICE. ‘
YOU CAN SEE THAT WHAT YOU WOULD ‘
INPUT IS SOMETHING LIKE CURLY ‘
BRACE EQUALS IF PARENTHESES ‘
DEVICE EQUAL TO MOBILE, TEXT TO ‘
INSERT, AND PARENTHESES, AND THE ‘
DEFAULT TEXT. ‘
BUT THE SERVING BEHAVIOR IS, IF ‘
THE END USER IS ON A MOBILE ‘
DEVICE, THE ENTIRE IF FUNCTION ‘
IS REPLACED WITH THE VALUE IN ‘
TEXT TO INSERT. ‘
OTHERWISE, IF THEY’RE ON A PC OR ‘
TABLET, THEY WILL SEE DEFAULT ‘
TEXT, AND THAT IS WHAT WE CALLED ‘
THE DEFAULT. ‘
FOR AUDIENCES, WE CAN SEE THAT ‘
IT’S A SLIGHTLY DIFFERENT BUT ‘
STILL THE SAME CONCEPT. ‘
YOU WILL SEE AUDIENCE IN, AND ‘
THEN YOU CAN LIST THE NAMES OF ‘
YOUR AUDIENCES. ‘
SO HERE WE WOULD SEE AUDIENCE — ‘
WE CAN SEE IT WAS LISTED ‘
AUDIENCE LIST 1 AND AUDIENCE ‘
LIST 2, TEXT TO INSERT AND ‘
DEFAULT TEXT. ‘
IF THE END USER IS IN AUDIENCE ‘
LIST 1 OR 2, THE IF FUNCTION IS ‘
REPLACED WITH THE TEXT INSERT, ‘
OTHERWISE THE DEFAULT TEXT WILL ‘
BE USED. ‘
A COUPLE THINGS TO KNOW IS THAT ‘
DEFAULT VALUES ARE OPTIONAL AND ‘
WILL BE USED IF THE CONDITION ‘
ISN’T MET. ‘
IF THE DEFAULT VALUE IS USED IN ‘
ONE IF FUNCTION IN YOUR AD, THEN ‘
ALL IF FUNCTIONS MUST ALSO ‘
CONTAIN DEFAULT VALUES. ‘
AND YOU CAN SEE A SCREENSHOT OF ‘
THE UI HERE OF WHAT THAT MIGHT ‘
LOOK LIKE. ‘
SECOND, NESTED IF FUNCTIONS ARE ‘
NOT ALLOWED. ‘
IF FUNCTIONS INSIDE IF FUNCTIONS ‘
OR OTHER CUSTOMIZER PARAMETERS ‘
INSIDE IF FUNCTIONS JUST DON’T ‘
WORK. ‘
AND, THIRD, BOTH DEVICE AND ‘
AUDIENCE CAN’T BE REFERENCED IN ‘
ONE IF FUNCTION SYNTAX. ‘
SO YOU COULD PUT BOTH IN ONE ‘
TITLE OR ONE DESCRIPTION, BUT ‘
THEY JUST CANNOT BE IN THE SAME ‘
CURLY BRACE. ‘
THANK YOU SO MUCH. ‘
AND I WILL NOW PASS IT ON TO ‘
NAN, WHO WILL TALK ABOUT ‘
VIEW-THROUGH CONVERSIONS. ‘
>>THANK YOU. ‘
HI, EVERYONE. ‘
MY NAME IS NAN, I’M A SENIOR ‘
PROGRAM MANAGER IN MICROSOFT ‘
ADVERTISING. ‘
SO TODAY I WILL BE TALKING ABOUT ‘
USER CONVERSION. ‘
SO USER CONVERSION FACTORING IS ‘
A TYPE OF CONVERSION TRACKING ‘
THAT WE ARE INTRODUCING FOR ‘
ADVERTISERS ON MICROSOFT ‘
AUDIENCE NETWORK. ‘
TODAY, IF YOU ARE ON MICROSOFT ‘
AUDIENCE NETWORK, WE ARE ONLY ‘
PROVIDING YOU THE ABILITY TO ‘
TRACK CONVERSION AT A CLICK. ‘
LIKE, SAY, IF YOU ARE ‘
eCOMMERCE AND YOU HAVE ISSUES, ‘
WE WILL ONLY — WE’RE ONLY ABLE ‘
TO TELL YOU HOW MANY PEOPLE MADE ‘
THE PURCHASE OF SHOES AFTER THEY ‘
CLICK ON YOUR AD, BUT WITH THE ‘
USER WHO ACTUALLY SAW THE AD OF ‘
YOUR SHOE BUT THEY NEVER CLICKED ‘
THERE BUT THEN THEY WENT ‘
DIRECTLY TO YOUR WEBSITE AND ‘
MADE A PURCHASE, ALL THOSE ‘
CONVERSIONS ARE ACTUALLY NOT IN ‘
MOTION NOW, THOSE ARE NOT BEING ‘
RECORDED, SO VIEW-THROUGH ‘
CONVERSION IS THE CAPABILITY FOR ‘
US TO BE ABLE TO REPORT THOSE ‘
CONVERSIONS BACK TO YOU TO ALLOW ‘
YOU TO BE ABLE TO MEASURE THE ‘
FULL VALUE OF YOUR ADS ON ‘
MICROSOFT AUDIENCE NETWORK TO ‘
UNDERSTAND HOW MUCH IS YOUR ‘
IMPRESSION, HOW TO DRIVE ‘
CONVERSION AS WELL AS REVENUE ON ‘
YOUR WEBSITE. ‘
SO NOW WE BUILD THAT INTO WHAT ‘
IS VIEW-THROUGH CONVERSION. ‘
AND EXACTLY HOW DO WE CALCULATE ‘
VIEW-THROUGH CONVERSION? ‘
VIEW-THROUGH CONVERSION, YOU CAN ‘
THINK OF IT AS IMPRESSION-BASED ‘
CONVERSION, SO THESE ARE THE ‘
CONVERSIONS THAT ARE NOT ‘
ASSOCIATED WITH A CLICK BUT THEY ‘
ARE ASSOCIATED WITH AN ‘
IMPRESSION, SO THESE ARE ALL THE ‘
CONVERSIONS THAT HAPPEN BECAUSE ‘
OF AN IMPRESSION OF YOUR AD. ‘
AND RIGHT NOW WE ARE ATTRIBUTING ‘
ALL THE VIEW-THROUGH CONVERSIONS ‘
TO THE LAST VIEWABLE IMPRESSION. ‘
SO LET’S SAY A USER VIEWED YOUR ‘
AD FIVE TIMES; WE ARE ONLY GOING ‘
TO ACTUALLY VIEW THE CONVERSION ‘
BACK TO THE LAST IMPRESSION FOR ‘
THIS SPECIFIC AD, AND YOU DON’T ‘
HAVE TO WORRY ABOUT THE — IF ‘
THE USER DID CLICK ON YOUR AD ‘
AFTER THEY VIEWED, WE ARE NOT ‘
GOING TO COUNT IT TWICE. ‘
SO ALL THOSE USERS WHO CLICK ON ‘
YOUR AD WILL ULTIMATELY BE ‘
EXCLUDED FROM OUR VIEW-THROUGH ‘
CONVERSION ATTRIBUTION OBJECT. ‘
RIGHT NOW VIEW-THROUGH ‘
CONVERSION IS ONLY SUPPORTED FOR ‘
IMPRESSION TRAFFIC ON THE ‘
MICROSOFT AUDIENCE NETWORK, SO ‘
THAT MEANS YOU WILL BE ABLE TO ‘
SEE VIEW-THROUGH CONVERSION FOR ‘
BOTH YOUR AUDIENCE CAMPAIGN AS ‘
WELL AS THOSE SEARCH CAMPAIGNS ‘
THAT ARE EXTENDED TO THE ‘
AUDIENCE NETWORK. ‘
SO, IN THIS SLIDE, I HAVE AN ‘
EXAMPLE OF HOW DO WE CALCULATE ‘
USER CONVERSION FOR THE ‘
DIFFERENT SCENARIOS WHERE YOU ‘
HAVE IMPRESSION OR YOU HAVE ‘
IMPRESSION CLICK. ‘
SO, HERE YOU CAN SEE WE ARE ‘
ALWAYS TRYING TO ATTRIBUTE A ‘
CONVERSION BACK TO A CLICK. ‘
ONLY IF WE CANNOT FIND A CLICK ‘
WE WILL TRY TO ATTRIBUTE A ‘
CONVERSION BACK TO AN ‘
IMPRESSION. ‘
LET’S LOOK AT HOW WILL WE SET UP ‘
VIEW-THROUGH CONVERSION IN THE ‘
UI. ‘
SO, RIGHT NOW WHAT WE’RE DOING ‘
IS, WE ARE ADDING A NEW SETTING ‘
CALLED VIEW-THROUGH CONVERSION ‘
WINDOW SO YOU DON’T HAVE TO ‘
RECREATE ALL YOUR CONVERSION ‘
GOALS FOR USER CONVERSION. ‘
SO ALL YOU NEED TO DO IS, FOR ‘
ALL YOUR EXISTING CONVERSION ‘
GOALS, GO INTO THE GOAL SETTING ‘
PAGE AND YOU’LL BE ABLE TO SEE ‘
THIS NEW OPTION CALLED ‘
VIEW-THROUGH CONVERSION WINDOW, ‘
AND YOU CAN CHANGE THE ‘
VIEW-THROUGH WINDOW BASED ON ‘
YOUR BUSINESS SCENARIO. ‘
SO, BY DEFAULT, WE ARE SETTING ‘
IT TO ONE DAY, BUT YOU HAVE THE ‘
OPTION TO SET IT ANYWHERE FROM ‘
ONE MINUTE TO 30 DAYS. ‘
RIGHT NOW THIS IS SUPPORTED FOR ‘
ALL UET BASED CONVERSION GOALS, ‘
SO THOSE ARE DESTINATION URL, ‘
DURATION, PAGES VIEWED PER ‘
VISIT, AS WELL AS EVENT. ‘
AND SIMILAR TO CLICK-BASED ‘
CONVERSION, WE ARE ALSO ‘
ATTRIBUTING VIEW-THROUGH ‘
CONVERSION BASED ON THE SETTING ‘
THAT YOU CURRENTLY HAVE IN YOUR ‘
GOAL PAGE, SO THAT MEANS YOU CAN ‘
CHOOSE TO EITHER ATTRIBUTE OR ‘
COUNT MOBILE CONVERSION FOR A ‘
SINGLE AD IMPRESSION OR MULTIPLE ‘
ONES. ‘
IN ADDITION TO THIS CHANGE, WE ‘
ARE ALSO INTRODUCING ANOTHER ‘
ACCOUNT LEVEL SETTING CALLED ‘
INCLUDE VIEW-THROUGH CONVERSIONS ‘
IN YOUR CONVERSION PAGE, SO IF ‘
YOU ARE NOT FAMILIAR WITH WHAT ‘
OUR CONVERSION COLUMN IS, THIS ‘
IS ACTUALLY A PART OF ANOTHER ‘
FEATURE THAT IS IN PILOT RIGHT ‘
NOW CALLED INCLUDE IN ‘
CONVERSION. ‘
SO WITH THIS NEW SETTING, WE ‘
WILL AUTOMATICALLY INCLUDE ALL ‘
YOUR VIEW-THROUGH CONVERSIONS ‘
INTO YOUR ALL CONVERSION COLUMN, ‘
SO IF YOU DO NOT WANT THE ALL ‘
CONVERSION COLUMN TO REPORT A ‘
CONVERSION, YOU CAN GO INTO YOUR ‘
ACCOUNT LEVEL OPTIONS PAGE IN ‘
THE SHARE LIBRARY AND DISABLE ‘
THIS ACTION. ‘
JUST ONE MORE THING, FOR ‘
VIEW-THROUGH CONVERSION, IT WILL ‘
ONLY IMPACT YOUR CONVERSION ‘
COLUMN. ‘
IT HAS NO IMPACT ON OTHER ALL ‘
CONVERSION-RELATED METRICS, FOR ‘
EXAMPLE, ALL CONVERSION CPA OR ‘
ALL CONVERSION RATE. ‘
THE REASON WHY IS BECAUSE YOU DO ‘
CONVERSION FROM IMPRESSION, AND ‘
IN MICROSOFT ADVERTISING, YOU’RE ‘
NOT BEING CHARGED FOR ‘
IMPRESSION, SO ANY METRICS THAT ‘
ARE USING EITHER CLICK OR ‘
IMPRESSION — CLICK OR SPEND ‘
METRICS, WE’RE NOT GOING TO BE ‘
CALCULATING THOSE FOR ‘
VIEW-THROUGH CONVERSION. ‘
AND THIS SETTING HAS NO IMPACT ‘
ON YOUR HISTORICAL DATA. ‘
SO WHAT THIS MEANS IS, THIS WILL ‘
ONLY IMPACT HOW WE CALCULATE ALL ‘
CONVERSION FROM THE DATA WHICH ‘
IT’S AFFECTING. ‘
ONCE YOU’RE DONE WITH ALL THE ‘
SETUP, HOW CAN YOU GET INTO ‘
CONVERSION DATA OR WHERE DO YOU ‘
FIND IT? ‘
SO, WHAT YOU CAN DO IS, YOU CAN ‘
GO — YOU CAN GO TO THE GRIDS ‘
AND REPORTS AND JUST ADD A NEW ‘
COLUMN CALLED VIEW-THROUGH ‘
CONVERSION. ‘
THIS IS AVAILABLE. ‘
AND, ONCE AGAIN, VIEW-THROUGH ‘
CONVERSIONS ARE REPORTED AT ‘
IMPRESSION TIME. ‘
WHAT THIS MEANS IS, IF YOU — IF ‘
YOUR USER SAW THE IMPRESSION ‘
YESTERDAY AND THEN MADE A ‘
CONVERSION TODAY, WHAT’S GOING ‘
TO HAPPEN IS, YOU WILL SEE THIS ‘
VIEW-THROUGH CONVERSION IN USER ‘
DAYS REPORTING, SO THAT WILL ‘
HELP YOU TO UNDERSTAND HOW MANY ‘
CONVERSIONS ARE GOTTEN FROM YOUR ‘
IMPRESSION. ‘
ONCE AGAIN, YOU WILL ONLY BE ‘
ABLE TO SEE VIEW-THROUGH ‘
CONVERSION UNDER ALL THESE ADS ‘
ON THE TOTAL ROW IN THE GRID OR ‘
UNDER AUDIENCE GROWTH IF YOU ‘
EVER TRY TO SEGMENT THAT ‘
NETWORK, SO WE WILL SHOW ‘
VIEW-THROUGH CONVERSION ZERO FOR ‘
ALL OTHER NETWORKS, WHICH IS, ‘
FOR EXAMPLE, AOL SEARCH, BING ‘
AND YAHOO SEARCH AND SYNDICATED ‘
SEARCH PARTNERS. ‘
CURRENTLY WE ARE PLANNING TO ‘
START CLOSED BETA IN Q3 THIS ‘
YEAR, SO WE’RE IN THIS QUARTER, ‘
AND PLEASE STAY TUNED FOR ANY ‘
NEWS OR UPDATES ON OUR OPEN ‘
BETA. ‘
AND NEXT I WILL PASS THIS ON TO ‘
XIN. ‘
>>THANK YOU, NAN. ‘
HI, EVERYONE, MY NAME IS XIN. ‘
TODAY I WILL INTRODUCE TWO NEW ‘
FUNCTIONALITIES IN THE ‘
MULTI-ACCOUNT MANAGEMENT AREA, ‘
HIERARCHY AND SHARED LIBRARY, ‘
WHICH WILL EMPOWER USERS TO ‘
EASILY MANAGE THEIR ACCOUNTS. ‘
FIRSTLY, TO HELP THE USER BETTER ‘
UNDERSTAND THE BASIC ENTITY ‘
STRUCTURE FOR MULTI-ACCOUNT ‘
MANAGEMENT, WE REBRANDED ‘
“CUSTOMER” TO “MANAGER ACCOUNT”. ‘
STARTING ON OCTOBER 7th AND ‘
ROLLING OUT IN PHASES, ‘
REFERENCES TO “CUSTOMER” IN ‘
MICROSOFT ADVERTISING ARE ‘
CHANGING TO “MANAGER ACCOUNT”. ‘
AS A DIFFERENTIATOR WITH GOOGLE, ‘
EVERYONE IN OUR PLATFORM HAS A ‘
MANAGER ACCOUNT FROM THE MOMENT ‘
THEY SIGN UP. ‘
WHETHER YOU’RE A SEASONED ‘
MULTI-ACCOUNT MANAGER OR JUST ‘
GETTING STARTED WITH US, YOU’LL ‘
AUTOMATICALLY SEE YOUR MANAGER ‘
ACCOUNT AND ACCOUNT SETUP. ‘
THIS BRANDING IS PURELY NAME ‘
CHANGE; IT’S A KNOWN PATH ON ‘
YOUR EXISTING ACCOUNT STRUCTURE. ‘
TODAY YOUR MANAGER ACCOUNT IS A ‘
CONTAINER FOR ONE OR MULTIPLE ‘
ACCOUNTS AND PROVIDE A ‘
CENTRALIZED PLACE TO HELP USERS ‘
TO ACCESS AND MANAGE MULTIPLE ‘
ACCOUNTS. ‘
AND YOUR ACCOUNT IS THE BASIC ‘
ENTITY TO HOLD ALL YOUR ‘
CAMPAIGNS. ‘
WE’RE INTRODUCING TWO NEW ‘
FUNCTIONALITIES. ‘
THE FIRST ONE IS HIERARCHY, ‘
WHICH SUPPORTS THE USER TO LINK ‘
DIFFERENT MANAGER ACCOUNTS ‘
TOGETHER TO BUILD A HIERARCHICAL ‘
STRUCTURE WHICH MAPS TO YOUR ‘
BUSINESS LOGIC. ‘
BEFORE HIERARCHY, IF YOU WANTED ‘
TO ACCESS AND MANAGE OTHERS’ ‘
ACCOUNTS, YOU NEEDED TO SET UP ‘
LINKED OWNERSHIP WITH INDIVIDUAL ‘
ACCOUNTS, BUT AFTER HIERARCHY, ‘
YOU CAN DIRECTLY LINK TO OTHERS’ ‘
MANAGER ACCOUNTS WHICH WILL ‘
ULTIMATELY GRANT YOU ACCESS, AND ‘
ALSO PROVIDE A HIERARCHICAL ‘
CONCEPT WHICH WILL HELP YOU TO ‘
EASILY ORGANIZE AND NAVIGATE TO ‘
DIFFERENT ACCOUNTS. ‘
REGARDLESS WHETHER YOU’RE AN ‘
AGENCY WHO NEEDS TO MANAGE ‘
MULTIPLE CLIENTS OR A DIRECT ‘
ADVERTISER WHO OWNS MULTIPLE ‘
MANAGER ACCOUNTS TO REFERENCE ‘
DIFFERENT REGIONS, YOU CAN ‘
ALWAYS LEVERAGE THIS ‘
FUNCTIONALITY TO BUILD DIFFERENT ‘
ACCOUNT STRUCTURE AND MAKE THE ‘
MOST OF THE FEATURES. ‘
THE SECOND FUNCTIONALITY WE’RE ‘
INTRODUCING IS SHARE LIBRARY. ‘
AFTER YOU BUILD YOUR HIERARCHY ‘
STRUCTURE, WE SUPPORT THE USER ‘
TO SHARE UET TAGS AND ‘
REMARKETING LISTS ACROSS ‘
DIFFERENT MANAGER ACCOUNTS ‘
WITHIN YOUR HIERARCHY. ‘
YOU CAN EASILY DEFINE YOUR ‘
SHARING SCOPE FOR EACH UET TAG ‘
AND REMARKETING LIST BY SIMPLY ‘
SELECTING THE DIFFERENT MANAGER ‘
ACCOUNTS IN THIS SECTION. ‘
CURRENTLY, HIERARCHY AND SHARE ‘
LIBRARY ARE IN OPEN BETA PILOT. ‘
IF YOU HAVE A MICROSOFT ‘
ADVERTISING ACCOUNT TEAM, PLEASE ‘
CONTACT THEM DIRECTLY TO HELP ‘
YOU JOIN THIS OPEN BETA PILOT. ‘
IF YOU DON’T HAVE AN ACCOUNT ‘
TEAM, PLEASE CONTACT SUPPORT TO ‘
HELP YOU JOIN THIS OPEN BETA ‘
PILOT. ‘
THAT’S ALL. ‘
NEXT I WILL HAND OFF TO JUAN TO ‘
TALK ABOUT AD CUSTOMIZERS. ‘
>>THANK YOU SO MUCH. ‘
HI, EVERYBODY, IT’S JUAN AGAIN. ‘
I’M GOING TO TALK TO YOU ABOUT ‘
AD CUSTOMIZERS. ‘
SO WHAT ARE AD CUSTOMIZERS? ‘
CUSTOMIZERS ARE TEXT PARAMETERS ‘
THAT LET YOU CREATE HUNDREDS OF ‘
DIFFERENT AD COPIES WITHIN A ‘
SINGLE AD AND ARE POWERED BY ‘
MACHINE LEARNING. ‘
THEY’RE GENERALLY AVAILABLE IN ‘
ALL MARKETS. ‘
AND YOU CAN REFERENCE AD ‘
CUSTOMIZERS IN ANY PART OF ‘
EXPANDED TEXT ADS EXCEPT SOME OF ‘
THE URL FIELDS. ‘
THERE ARE A GOOGLE PARITY ‘
PRODUCT, SO GOOGLE IMPORT IS ‘
AVAILABLE HERE. ‘
WHY SHOULD YOU USE AD ‘
CUSTOMIZERS? ‘
THERE’S TWO BIG FACTORS. ‘
FIRST, THEY REDUCE BULKY ‘
OPERATIONS AND SAVE TIME. ‘
CUSTOMIZERS PROVIDE SCALABILITY ‘
BY REDUCING THE MANUAL TIME TO ‘
CREATE OR UPDATE AN AD COPY. ‘
A SINGLE TEXT AD CAN BE ‘
CUSTOMIZED WITH HUNDREDS OR EVEN ‘
THOUSANDS OF VARIATIONS AND SHOW ‘
THE MOST RELEVANT AD TO EACH ‘
POTENTIAL CUSTOMER. ‘
ADDITIONALLY, THEY SEND THE ‘
RIGHT MESSAGE AT THE RIGHT TIME. ‘
CUSTOMIZERS PROVIDE FLEXIBILITY ‘
TO EASILY CUSTOMIZE YOUR TEXT ‘
ADS TO WHAT SOMEONE IS SEARCHING ‘
FOR AT THE TIME THEY’RE ‘
SEARCHING FOR IT. ‘
THAT’S WHERE THE MACHINE ‘
LEARNING PART COMES IN. ‘
BUT ONE OF THE MOST POWERFUL ‘
FEATURES IS THAT YOU CAN MODIFY ‘
THEM BASED ON USER LOCATION, ‘
DEVICE, SEARCH QUERIES, TIME OF ‘
DAY, AND OTHER TARGETING ‘
ATTRIBUTES. ‘
IF YOU’RE USING AD CUSTOMIZERS, ‘
YOU CAN EXPECT TO SEE HIGHER ‘
CLICK-THROUGH RATES AND ‘
CONVERSION RATES DUE TO THE ‘
IMPROVED AD EFFECTIVENESS. ‘
SO LET ME JUST GO THROUGH AN ‘
EXAMPLE WITH YOU. ‘
HERE WE SEE A FEED. ‘
AD CUSTOMIZERS ARE POWERED BY ‘
FEEDS, AND WHAT THAT ESSENTIALLY ‘
IS, IS AN EXCEL SPREADSHEET ‘
WHERE YOU SUPPLY THE CONTENT ‘
THAT COULD BE POTENTIALLY ‘
INSERTED INTO YOUR AD COPY, ‘
RIGHT? ‘
SO HERE WE SEE THE FEED NAME ‘
CALLED VACUUM. ‘
SO THIS IS A COMPANY THAT HAS ‘
UPLOADED LIKE AN EXCEL SHEET ‘
WHERE THEY PROVIDE SOME CONTENT ‘
ABOUT EITHER THEIR PRODUCTS OR ‘
THEIR TESTING DIFFERENT AD ‘
COPIES. ‘
SO YOU CAN SEE THAT THE PRODUCT ‘
NAME IS A COLUMN, THEN THE ‘
CURRENT SALES THEY’RE USING, AND ‘
THE OPTIONAL TARGETING LOCATION, ‘
TARGET BY KEYWORD, AND TARGET BY ‘
AUDIENCE I.D. ‘
ALL THESE ARE OPTIONAL, AND THEY ‘
JUST SHOW YOU THE POWER OF AD ‘
CUSTOMIZERS IN THIS WAY. ‘
SO, LET ME GIVE YOU A SAMPLE AD ‘
COPY. ‘
SO, IN ORDER TO REFERENCE THIS ‘
FEED, WE’RE GOING TO HAVE TO ‘
INSERT THE FOLLOWING INTO OUR AD ‘
TEXT. ‘
IT IS CURLY BRACE EQUAL TO FEED ‘
NAME, IN THIS CASE IT WOULD BE ‘
VACUUM, AND THEN DOT FEED ‘
ATTRIBUTE. ‘
A FEED ATTRIBUTE IS JUST WHAT WE ‘
HAVE NAMED OUR COLUMN. ‘
AND SO LET ME GIVE YOU AN ‘
EXAMPLE AD COPY HERE. ‘
AND THE FIRST TITLE, WE’RE JUST ‘
GOING TO PUT THE NAME OF THE ‘
PRODUCT, RIGHT? ‘
AND THEN OUR SECOND TITLE, WE’RE ‘
GOING TO INSERT MAYBE A LITTLE ‘
BIT DESCRIPTION OF THE TYPE AND ‘
MAYBE THE PRICE THAT WE’RE — ‘
THAT IT’S BEING OFFERED FOR. ‘
AND THEN A DESCRIPTION, IT WILL ‘
BE LIKE SPECIFIC DESCRIPTION ‘
BASED ON YOUR TARGETING ‘
ATTRIBUTES OR NO TARGETING ‘
ATTRIBUTES, SO IN THIS CASE IT’S ‘
WHAT THE SALE MIGHT BE. ‘
SO, IF AN END USER IS IN ‘
SEATTLE, THEY’LL SEE THIS AD ‘
COPY, SO YOU CAN SEE IT IS THE ‘
SECOND ROW WITHIN THAT ‘
SPREADSHEET WHERE THE TARGETING ‘
LOCATION IS SEATTLE AND THE SALE ‘
IS GET 40% OFF, AND YOU CAN SEE ‘
THAT THE PRICE IS DIFFERENT, ‘
RIGHT? ‘
HOWEVER, IF A USER USES THE ‘
QUERY LIGHTWEIGHT VACUUM AND ‘
THEY’RE WITHIN THE TARGET ‘
AUDIENCE I.D., THEN THEY’RE ‘
GOING TO SEE THIS OTHER AD COPY ‘
THAT SPECIFIES KIND OF A ‘
DIFFERENT PRICE, RIGHT, 99.99, ‘
AND THEN A DIFFERENT ‘
DESCRIPTION, LIGHTWEIGHT ‘
POWERFUL VACUUM WITH FIVE ‘
SETTINGS. ‘
THIS KIND OF SHOWS YOU THE ‘
INSANE POTENTIAL THAT AD ‘
CUSTOMIZERS HAVE. ‘
EVEN FURTHER, YOU CAN CONTROL ‘
WHICH FEED ITEMS WILL BE ‘
SELECTED FOR THE AD, RIGHT? ‘
SO, TO CUSTOMIZE ADS FOR THE ‘
THANK YOU WORD IN DIFFERENT ‘
CAMPAIGNS, YOU JUST USE THE ‘
TARGET KEYWORD COLUMN AND THE ‘
TARGET CAMPAIGN COLUMN. ‘
TO TARGET BY AD GROUP, YOU COULD ‘
JUST USE THE TARGET AD GROUP ‘
COLUMN AND THE TARGET CAMPAIGN ‘
COLUMN; TO CUSTOMIZE ADS FOR A ‘
SEARCHER WHO IS PART OF AN ‘
AUDIENCE LIST, YOU WOULD USE THE ‘
AUDIENCE I.D. COLUMN. ‘
BUT, AGAIN, A FEED FILE CAN ‘
CONTAIN MULTIPLE OF THESE OR ‘
NONE OF THESE. ‘
THE POSSIBILITIES ARE LITERALLY ‘
ENDLESS. ‘
AND YOU CAN UPLOAD UP TO, I ‘
THINK IT’S 5 MILLION DIFFERENT ‘
ROWS, SO JUST IMAGINE THE ‘
CONTENT THAT YOU COULD PUT IN ‘
THERE. ‘
SO I REALLY RECOMMEND THAT YOU ‘
USE THEM, YOU KNOW, IF YOU HAVE ‘
THE — THE APPLICATIONS ARE KIND ‘
OF ENDLESS, WHETHER YOU’RE IN ‘
THE RETAIL OR NOT, YOU COULD ‘
REALLY, REALLY USE SOME FOR ‘
EFFICIENCY, AGAIN, AND HIGHER ‘
CLICK-THROUGH RATES AND ‘
CONVERSION RATES. ‘
THANK YOU SO MUCH. ‘
AND NOW I’LL HAND IT OFF TO ‘
PELKINS, WHO WILL TALK ABOUT THE ‘
MICROSOFT IDENTITY PLATFORM ‘
ENDPOINT. ‘
>>THANK YOU. ‘
MY NAME IS PELKINS, AND TODAY ‘
I’M THRILLED TO BE PRESENTING TO ‘
YOU THE MICROSOFT IDENTITY ‘
PLATFORM ENDPOINT, THE ENDPOINT ‘
THAT SUPPORTS OUR WORK ACCOUNT. ‘
AND OUR WORK ACCOUNTS ARE FOR ‘
BETTER SECURITY AND CONTROL ‘
SOLUTIONS FOR OUR CUSTOMERS. ‘
BEFORE I BEGIN PRESENTING WORK ‘
ACCOUNTS, I WOULD LIKE TO TALK ‘
ABOUT OUR CURRENT MODEL WHICH ‘
YOUR CUSTOMERS USE TO ‘
AUTHENTICATE PERSONAL ACCOUNTS. ‘
WHAT ARE PERSONAL ACCOUNTS? ‘
PERSONAL ACCOUNTS ARE MICROSOFT ‘
IDENTITY SOLUTIONS FOR PERSONAL ‘
USE, AND THEY USE — THEY ‘
LEVERAGE TWO FACTOR ‘
AUTHENTICATION TO HELP YOU OFFER ‘
BETTER SECURITY. ‘
WHAT ARE SOME OF THE PROBLEMS WE ‘
HAVE WITH THE CURRENT PERSONAL ‘
ACCOUNT MODEL? ‘
WITH THE CURRENT MODEL, ‘
MICROSOFT ADVERTISING USERS ‘
WOULD HAVE TO AUDIT THEIR USERS ‘
PERIODICALLY TO ENSURE THAT THEY ‘
STILL WORK WITH THE COMPANY AND ‘
THAT, AS A RESULT, SHOULD HAVE ‘
ACCESS. ‘
IN ADDITION, IT IS IMPOSSIBLE TO ‘
ENFORCE HIGHER SECURITY MEASURES ‘
ON THE USERS, LIKE TWO FACTOR ‘
AUTHENTICATION. ‘
AND THERE’S ALSO NO GRANULAR ‘
CONTROL TO BE ABLE TO DETERMINE ‘
WHICH DOMAINS HAVE ACCESS TO ‘
THIS ACCOUNT. ‘
AS A RESULT OF THESE DRAWBACKS, ‘
I’M PLEASED TO PRESENT TO YOU ‘
OUR SOLUTION, WHICH IS THE WORK ‘
ACCOUNT. ‘
WITH THE WORK ACCOUNT ‘
AUTHENTICATION, CUSTOMERS CAN ‘
CONTROL THE PAGE, THE BRANDING, ‘
AND THE REQUIRED AUTHENTICATION ‘
METHODS FOR THEIR USERS. ‘
THEY CAN ALSO ENFORCE THAT THE ‘
USERS AUTHENTICATE WITH WORK ‘
ACCOUNTS. ‘
AND, FINALLY, THEY CAN SEE WHAT ‘
ACCOUNT THEIR USER IS ‘
AUTHENTICATING WITH AND WHO HAS ‘
OR DOESN’T HAVE ACCESS TO THIS ‘
ACCOUNT. ‘
HOWEVER, WE DO HAVE ONE CATCH ‘
WITH THIS. ‘
WE’RE RELYING ON THE FACT THAT ‘
OUR CUSTOMERS THAT RELY ON TOOL ‘
PROVIDERS ENSURE THAT THE TOOL ‘
PROVIDERS AGREE TO THE MICROSOFT ‘
ADVERTISING ENDPOINT. ‘
SO CUSTOMERS THAT DEPEND ON TOOL ‘
PROVIDERS THAT HAVEN’T UPGRADED ‘
TO THIS NEW ENDPOINT ARE GOING ‘
TO BE BLOCKED FROM ACCESSING ‘
THIS NEW FEATURE. ‘
WE’RE CURRENTLY IN OPEN BETA FOR ‘
THIS, AND WE’RE HOPING TO ‘
START — WE’RE CURRENTLY IN ‘
CLOSED BETA TESTING FOR THIS ‘
FEATURE, AND WE’RE HOPING TO ‘
START OPEN BETA ON OCTOBER ‘
18th. ‘
IF YOU DO HAVE A MICROSOFT ‘
ADVERTISING ACCOUNT TEAM AND ‘
YOU’RE INTERESTED IN OPTING INTO ‘
THIS PILOT, PLEASE CONTACT THEM ‘
DIRECTLY. ‘
IF NOT, PLEASE CONTACT SUPPORT ‘
AND WE’LL BE HAPPY TO OPT YOU ‘
IN. ‘
THANK YOU. ‘
AND NOW I’LL PASS IT ON TO ‘
SHIRLEY. ‘
>>THANKS, PELKINS. ‘
HI, EVERYONE. ‘
I’M SHIRLEY, ON THE MICROSOFT ‘
ADVERTISING TEAM, AND I AM HERE ‘
TO TALK ABOUT EXPANDED TEXT ADS ‘
ADOPTION REMINDER OR STANDARD ‘
TEXT ADS DEPRECATION. ‘
AS YOU KNOW, STA DEPRECATION IS ‘
NOT ANYTHING NEW. ‘
WE HAVE REMOVED THE ABILITY TO ‘
EDIT STAs FOR SOME TIME NOW ‘
AND ARE STRIVING TO DEPRECATE ‘
STAs BY DECEMBER 31st, 2019. ‘
WHILE THIS IS A TIMELINE, WE ‘
STRONGLY URGE ADVERTISERS TO ‘
MOVE AWAY FROM STAs BY ADDING ‘
EXTAs IN YOUR PURE STA AD ‘
GROUPS BEFORE THE HOLIDAYS. ‘
EXTAs SEE A 5 TO 10% HIGHER ‘
CTR THAN STA. ‘
ADDITIONALLY, AS 95% OF THE ‘
MARKETPLACE MOVES AWAY FROM ‘
STAs, YOU’LL EVENTUALLY SEE ‘
YOUR CPCs INCREASE AND YOUR ‘
STAs PERFORM LESS EFFICIENTLY. ‘
SO THIS IS DEFINITELY SOMETHING ‘
YOU SHOULD PRIORITIZE IF YOU ARE ‘
STILL DEPENDING HEAVILY ON ‘
STANDARD TEXT ADS. ‘
WE HAVE MADE THIS VERY EASY FOR ‘
YOU BY IDENTIFYING YOUR PURE STA ‘
AD GROUPS. ‘
PLEASE WORK WITH YOUR ACCOUNT ‘
TEAM TO GET THIS LIST OF PURE ‘
STA AD GROUPS, THEN PRIORITIZE ‘
BY ADDING EXTAs OR EVEN RSAs ‘
IN YOUR PURE STA AD GROUPS. ‘
NEXT YOU CAN CHANGE YOUR AD ‘
ROTATION TO OPTIMIZE FOR CLICKS ‘
IF IT IS ON ROTATE EVENLY AND ‘
LET OUR SYSTEM TAKE CARE OF THE ‘
REST. ‘
NEXT, I’D LIKE TO INTRODUCE ROSEÉ ‘
TO TALK ABOUT FINAL URL PARALLEL ‘
TRACKING. ‘
>>THANKS, SHIRLEY. ‘
HI, MY NAME IS ROSE! DORLEANS, ‘
AND TODAY I’LL BE REMINDING YOU ‘
ABOUT PARALLEL TRACKING, AS WELL ‘
AS GIVING YOU AN OVERVIEW OF THE ‘
URL PARAMETERS WE’VE RELEASED TO ‘
HELP YOU SUPPORT PARALLEL ‘
TRACKING. ‘
PARALLEL TRACKING IS A NEW WAY ‘
TO HANDLE TRACKING REQUESTS IN ‘
MICROSOFT ADVERTISING. ‘
WITH THE TRADITIONAL SEQUENCER ‘
TRACKING, WHEN A CUSTOMER CLICKS ‘
ON YOUR AD, THEY FIRST GO ‘
THROUGH A SERIES OF REDIRECTS ‘
BEFORE FINALLY LANDING ON YOUR ‘
FINAL URL. ‘
WITH PARALLEL TRACKING, THE END ‘
USER IS TAKEN DIRECTLY TO YOUR ‘
URL WHILE ALL THESE REDIRECTIONS ‘
HAPPEN IN PARALLEL. ‘
THIS MEANS YOU’LL HAVE FASTER ‘
PAGE LOAD TIMES, WHICH WE HAVE ‘
FOUND RESULTS IN BETTER AD ‘
PERFORMANCE DUE TO THE LOST ‘
VISITORS AND LOST — DROP-OFF ‘
METRICS. ‘
IN ADDITION, YOU’LL STILL ‘
CONTINUE TO HAVE THE SAME GREAT ‘
TRACKING IN PARALLEL. ‘
TO ENABLE PARALLEL TRACKING, YOU ‘
NEED TO SET THE AD CLICK ‘
PARALLEL TRACKING ACCOUNT ‘
PROPERTY VALUE TO TRUE IN THE ‘
BING ADS API. ‘
THIS CAN ALSO BE DONE IN THE WEB ‘
UI WITHIN SHARED LIBRARY BY ‘
CHECKING THE PARALLEL TRACKING ‘
OPTION IN URL OPTIONS. ‘
FURTHERMORE, YOU CAN ALSO SET ‘
PARALLEL TRACKING FOR A SPECIFIC ‘
CAMPAIGN BY DEFINING THE CUSTOM ‘
PARAMETER BEACON AND ASSIGNING ‘
ITS VALUE TO TRUE. ‘
YOU WILL NOT NEED TO ASSIGN ‘
THOSE CUSTOM PARAMETERS TO ANY ‘
OTHER URLs. ‘
PARALLEL TRACKING IS CURRENTLY ‘
IN AN OPEN BETA, AND WE ARE ‘
ACCEPTING HAND RAISERS. ‘
THE CURRENT PLAN IS TO GA THIS ‘
AS AN OPTIONAL SETTING IN Q4 OF ‘
CALENDAR YEAR 2019. ‘
MOVING ON, WE HAVE THE FINAL URL ‘
SUFFIX AND THE CUSTOM ‘
PARAMETERS. ‘
THESE ARE TWO FEATURES WE HOPE ‘
WILL HELP ADVERTISERS TO ADOPT ‘
PARALLEL TRACKING. ‘
WITH FINAL URL SUFFIX, CUSTOMERS ‘
CAN DEFINE OR CREATE PARAMETERS ‘
THAT WILL GET ATTACHED TO THE ‘
FINAL URL. ‘
THIS HELPS ENSURE THAT THESE ‘
RELEVANT PARAMETERS ARE PASSED ‘
TO YOUR LANDING PAGE EVEN IF ‘
YOU — EVEN IF THE REDIRECTION ‘
STEP HAPPENS IN PARALLEL ‘
TRACKING. ‘
FURTHERMORE, WE’VE EXPANDED THE ‘
NUMBER OF CUSTOM PARAMETERS ‘
AVAILABLE FROM THREE TO EIGHT ‘
AND INCREASED THE CHARACTER ‘
LIMIT TO 250 CHARACTERS. ‘
WITH THE ADDITION OF THESE ‘
PARAMETERS, ADVERTISERS WILL ‘
HAVE ENOUGH SPACE TO DEFINE THE ‘
VALUE OF PARAMETERS THAT MAY ‘
HAVE INITIALLY BEEN SPECIFIED IN ‘
REDIRECTION WHILE MAINTAINING ‘
THEIR EXISTING CUSTOM ‘
PARAMETERS. ‘
A FEW THINGS TO KNOW ABOUT FINAL ‘
URL SUFFIX AND CUSTOM PARAMETER ‘
EXPANSION IS THAT THE FINAL URL ‘
SUFFIX IS CURRENTLY AVAILABLE AT ‘
THE ACCOUNT, CAMPAIGN, AD GROUP ‘
AND KEYWORD LEVEL. ‘
THE CUSTOM PARAMETER EXPANSION ‘
IS CURRENTLY AVAILABLE AT THE ‘
CAMPAIGN, AD GROUP AND KEYWORD ‘
LEVEL. ‘
SUPPORT FOR THESE IS AT ALL AD ‘
LEVELS, IN ADDITION, THE PRODUCT ‘
AND DSA TARGET IS CURRENTLY ‘
BEING ROLLED OUT TO ALL ‘
CUSTOMERS AND SHOULD BE ‘
AVAILABLE IN ALL ACCOUNTS BY THE ‘
END OF OCTOBER. ‘
I PASS IT ON TO SACHIN TO TALK ‘
TO YOU ABOUT THE API V13 ‘
REMINDER. ‘
>>THIS IS SACHIN TAYADE. ‘
I AM PRODUCT MANAGER FOR THE ‘
PLATFORM, AND I’LL BE TALKING ‘
TODAY ABOUT THE API V13. ‘
AS YOU MAY REMEMBER, BING ADS ‘
API V13 HAS BEEN AVAILABLE TO ‘
ALL CUSTOMERS WORLDWIDE SINCE ‘
APRIL OF THIS YEAR. ‘
THE VERSION 13 OFFERS ‘
IMPROVEMENTS IN ALL AREAS OF ‘
API SERVICES, AD INSIGHTS, ‘
BILLING, CAMPAIGN MANAGEMENT, ‘
CUSTOMER MANAGEMENT AND ‘
REPORTING. ‘
WITH THE AVAILABILITY OF BING ‘
ADS VERSION 13, VERSION 12 IS ‘
DEPRECATED AND WILL SHUT DOWN BY ‘
THE END OF THIS MONTH. ‘
THIS IS A REQUEST TO PLEASE ‘
MIGRATE TO THE V13 SERVICES AS ‘
SOON AS POSSIBLE TO AVOID ANY ‘
DISRUPTION. ‘
IF THERE ARE ANY SCHEDULE ‘
CONCERNS, PLEASE REACH OUT TO ‘
YOUR ACCOUNT TEAMS OR CONTACT ‘
SUPPORT. ‘
TO HELP YOU WITH YOUR MIGRATION, ‘
YOU CAN REFER TO THE MIGRATION ‘
GUIDE FOR DETAILS ABOUT NEW ‘
FEATURES. ‘
THE SDKs AND CODE EXAMPLES ‘
HAVE BEEN UPDATED WITH SUPPORT ‘
FOR VERSION 13, SO YOU CAN GET ‘
STARTED RIGHT AWAY. ‘
AS ALWAYS, FEEL FREE TO CONTACT ‘
SUPPORT OR POST A QUESTION IN ‘
THE BING ADS API DEVELOPER ‘
FORUM. ‘
WE WILL NOW OPEN THE FLOOR FOR ‘
QUESTIONS AND ANSWERS. ‘
>>I THINK WE HAVE SOME ‘
QUESTIONS COMING IN, AND WE’LL ‘
TRY TO GET TO AS MANY AS WE CAN. ‘
HERE IS A QUESTION ABOUT THE ‘
MICROSOFT IDENTITY PLATFORM ‘
ENDPOINT THAT WE’LL LET PELKINS ‘
ANSWER. ‘
THE QUESTION IS, WHEN DO I NEED ‘
TO BE UPGRADED TO THE NEW ‘
ENDPOINT TO AVOID FRICTION OR ‘
INTERRUPTION OF SERVICE? ‘
>>WE’RE CURRENTLY IN OPEN BETA, ‘
AND MANY CUSTOMERS WHO EXPRESSED ‘
INTEREST IN THE FEATURE BUT ARE ‘
TOOL PROVIDER DEPENDENT WILL NOT ‘
BE ABLE TO PARTICIPATE. ‘
SO UPGRADE TO THE NEW ENDPOINT ‘
AS SOON AS POSSIBLE TO ENABLE ‘
YOUR CUSTOMERS TO START USING ‘
OUR WORK ACCOUNTS FEATURE. ‘
>>GREAT, THANKS. ‘
I HAVE ONE MORE QUESTION FOR YOU ‘
THAT CAME IN. ‘
IT SAYS, IF MY TOOL PROVIDER ‘
DOESN’T SUPPORT WORK ACCOUNTS AT ‘
THIS TIME, WHAT SHOULD I DO? ‘
>>PLEASE REACH OUT TO THEM TO ‘
UPGRADE TO THE NEW ENDPOINT TO ‘
SUPPORT WORK ACCOUNTS FEATURE, ‘
SO YOU CAN UPDATE INTO THE ‘
PILOT. ‘
THANKS. ‘
>>THANK YOU. ‘
THIS NEXT QUESTION CAME IN ABOUT ‘
THE DEPRECATION OF ACCELERATED ‘
BUDGET. ‘
WE’LL LET ABHISHEK ANSWER. ‘
THE QUESTION SAYS: WITH THE ‘
CHANGE OF ACCELERATED BUDGET TO ‘
STANDARD DELIVERY, WHAT CAN ‘
ADVERTISERS EXPECT TO SEE IN ‘
TERMS OF CLICK VOLUMES OR ‘
CPCs? ‘
IS THERE ANYTHING ACCOUNT ‘
MANAGERS OR TOOL PROVIDERS CAN ‘
OR SHOULD DO TO PREPARE TO ‘
OFFSET ANY CHANGES IN DYNAMICS? ‘
>>THANK YOU. ‘
THERE SHOULD BE NO IMPACT FOR ‘
CAMPAIGNS WHICH ARE NOT BUDGET ‘
CONSTRAINED. ‘
FOR CAMPAIGNS WHICH ARE BUDGET ‘
CONSTRAINED, THE CHANGE IN ‘
DELIVERY SHOULD NOT IMPACT ‘
VOLUME OR SPEND, BUT IF YOU ‘
OBSERVE ANYTHING, PLEASE REACH ‘
OUT TO OUR SUPPORT TEAM SO THAT ‘
WE CAN INVESTIGATE. ‘
>>THANK YOU. ‘
AND IT ALSO LOOKS LIKE WE HAVE ‘
AN AUDIENCE FEATURE QUESTION. ‘
THIS ONE IS FOR ASWATH. ‘
IT SAYS: I SEE LinkedIn ‘
TARGETING ON THE AUDIENCE ‘
ROADMAP. ‘
WHAT’S THE LATEST WITH THAT AND ‘
WHEN CAN I EXPECT TO LEARN MORE? ‘
>>GREAT. ‘
SO, WE ARE SEEING GOOD ‘
PERFORMANCE AND LIFT FROM THE ‘
LinkedIn TARGETING, BUT ONE ‘
REQUEST THAT HAS COME IN IS TO ‘
INCREASE VOLUME ON THE ‘
LinkedIn TARGETING FACETS, ‘
SO TO DO THAT, WE PLAN TO ‘
INCREASE THE COVERAGE IN THE ‘
NEXT QUARTER, USING SOME ‘
MODELING TECHNIQUES ON OUR END ‘
TO IDENTIFY MORE USERS. ‘
WE’LL SHARE MORE DETAILS ON THIS ‘
BEFORE LAUNCH. ‘
>>ALL RIGHT. ‘
THANK YOU FOR YOUR GREAT ‘
QUESTIONS. ‘
THAT LOOKS LIKE ALL THE ‘
QUESTIONS WE HAVE AT THIS TIME. ‘
SO THANK YOU FOR ATTENDING OUR ‘
WEBCAST TODAY. ‘
WE HOPE WE PROVIDED SOME ‘
VALUABLE CONTENT AND INSIGHT ‘
INTO OUR MICROSOFT ADVERTISING ‘
ROADMAP AND FEATURES PERTAINING ‘
TO OUR API AND DEVELOPER ‘
UPDATES. ‘
YOU CAN DOWNLOAD THE PDF OF OUR ‘
DECK WITH LINKS TO RESOURCES. ‘
THANKS FOR JOINING, AND WE HOPE ‘
YOU ALL HAVE A GREAT REST OF ‘
YOUR DAY.

Robin Kshlerin

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