Microsoft Advertising is rolling out a slate of updates aimed at making Performance Max campaigns easier to manage, scale, and migrate — especially for advertisers who already use Google Ads.
Driving news. Microsoft now allows advertisers to submit Google PMax campaigns using the new customer acquisition criteria (NCA), a feature that has been available from Microsoft since earlier this year.
The update is now live for all advertisers.
That means marketers can easily send campaigns designed to target first-time buyers without rebuilding them from scratch.
What’s new. Microsoft says imported Google PMax campaigns with NCA goals will continue if not in the advertiser’s account. Existing Microsoft NCA settings will not be overwritten.
For audience list:
- Parts of the Google website visitor will convert to Microsoft’s remarketing list.
- Google’s list of “all visitors” and “list of all converters” will be the same as Microsoft’s.
- Unsupported listings, such as Customer Match, will encourage advertisers to use opt-back options.
Microsoft also says it’s taking a proactive approach to “unknown” customers, classifying them as existing customers to avoid overcounting new customer conversions.
Why do we care. This can make cross-platform campaign expansion faster and reduce conflicts with Microsoft’s PMax testing eliminating the need to rebuild campaigns from scratch. Additional landing page reporting and search term visibility also gives marketers a better understanding of what’s driving performance, which can help improve optimization and budgeting decisions.
More visibility of PMax. Microsoft also added a landing page (final URL) for reporting on PMax campaigns. Advertisers can now see revenue, clicks, impressions, conversion rate, and ROAS per landing page.
They can also segment by campaign, asset group, and other dimensions.
Microsoft also said that search term reporting is more automated, with more transparent updates — including auction details and publisher URL metrics — scheduled later.
Some important updates:
- Seasonal adjustments we now support portfolio bid strategies, expanding the tool that advertisers use for temporary events such as promotions.
- Campaign name restrictions expand from 128 to 400 characters, helping agencies and business groups manage naming conventions at scale.
- Automatically generated goods they grow into responsive search ads that are slightly structured to improve ad relevance and performance.
- Merchant Center users can now update store names and domains directly without contacting support.
An important point. These updates make it easier to scale across platforms, save time on campaign setup, and gain better visibility into what’s actually driving performance – giving marketers more control over both effectiveness and results.
Search Engine Land is owned by Semrush. We are committed to providing the highest quality of marketing articles. Unless otherwise stated, the content of this page is written by an employee or paid contractor of Semrush Inc.
