ETA deprecation, auto-generated remarketing lists and Viewers Community updates

As of June 30, 2022, responsive search ads (RSAs) will be the only search ad type that can be created or edited in standard search campaigns, announced Microsoft Advertising on Tuesday in its product updates for October. Announcements also included reporting enhancements for Microsoft Audience Ads with view-through conversions, enhancements for ready-to-buy audiences, an open beta for auto-generated remarketing lists, several Microsoft Audience Network updates and enhancements, and much more.

Discontinuation of ETAs

As mentioned above, as of June 30, 2022, advertisers will only be able to create or edit RSAs in standard search campaigns. Existing Expanded Text Ads (ETAs) will still serve, but advertisers won’t be able to edit or add them.

This move brings Microsoft Advertising in line with Google Ads, which announced in August that it will end its ETAs on the same date (June 30, 2022).

Updates and enhancements for the Microsoft Audience Network

Feed improvements. Now advertisers can filter their feed by ID and category, enter multiple values ​​at once, and exclude values. In this way, advertisers can manage their feed-based campaigns more easily and filter them with more granularity.

Introduction of CPM prices. CPM (cost-per-1000-impressions) prices are being introduced for stand-alone target group campaigns targeting users in the USA, Canada, Great Britain, Australia, France, Germany or New Zealand.

The CPM option in the steps to create a campaign. Image: Microsoft Advertising.

If this feature is not yet available in your account, please contact the Microsoft Advertising support team or contact your account representative.

New metrics for view-through conversions. View-through conversions are conversions that customers make after seeing your ad even though they haven’t clicked your ad. Microsoft has added four new view-through conversion types:

  • View-through conversion rate: This is the number of view-through conversions divided by the number of impressions.
  • View-through conversion CPA: This is the total amount you’ve spent divided by the number of view-through conversions.
  • View-through conversion revenue: This is your conversion revenue, but only for view-through conversions.
  • View-through conversion ROAS: This is your view-through conversion revenue divided by your total ad spend.

18 new markets. The Microsoft Audience Network is being expanded to include the following new markets: Argentina, Austria, Belgium, Brazil, Chile, Colombia, Denmark, Finland, Ireland, Italy, Mexico, the Netherlands, Norway, Peru, Spain, Sweden, Switzerland and Venezuela.

Microsoft Audience Ads are already available in the US, Canada, UK, Australia, New Zealand, France and Germany.

Expansion of the target groups ready to buy

The regions in which ready-to-buy target groups are available will also be expanded as an open beta: Argentina, Brazil, Chile, Colombia, Mexico, Peru and Venezuela. The segments have also been expanded; Advertisers can view the list of ready-to-buy audiences in the Microsoft Advertising Help Center.

Open beta version of automatically generated remarketing lists

AudienceAn automatically generated remarketing list notification. Image: Microsoft Advertising.

Microsoft Advertising is introducing a new product that can automatically generate remarketing lists for advertisers. The three types of automatically generated remarketing lists are:

  • List of All Visitors: A list of the users who have visited the advertiser’s website in the last 30 days.
  • List of All Conversions: A list of users who have converted in the last 180 days.
  • Smart Remarketing List: A list of users who are likely to convert, based on Audience Intelligence from Microsoft Advertising and designed to achieve a higher conversion rate.

Advertisers can use one, two, or all three lists at once with their existing remarketing and audience targeting lists. Universal event tracking and active conversion goals must be configured to use the All Converters and Smart Remarketing list options.

Competitive knowledge at the multi-account level

The platform also announced that competitive information is now available at the multi-account level.

Why we care

Setting ETAs aligns Microsoft Advertising with Google Ads, making it easier for advertisers to work on both platforms without having to consider differences in the types of search ads available. As we stated in Google’s initial announcement, this move means advertisers will have less direct control over their accounts and will have to get used to working with Google and Microsoft’s machine learning, if they haven’t already. We encourage you to test your ETAs and RSAs before the June 30, 2022 deadline to see what works best.

Feed improvements can make it easier to filter your campaigns to find the products you want to promote and the ones you don’t use. CPM pricing can be a useful option for advertisers who are prioritizing ad impressions, such as those looking to increase their brand awareness. The new view-through conversion metrics can help advertisers track how ad impressions affect their conversion rate, CPA, revenue, and / or ROAS.

And auto-generated remarketing lists provide advertisers with a quick way to expand their remarketing efforts to include different users who have already interacted with their brand or are likely to convert.

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About the author


George Nguyen is an editor at Search Engine Land and specializes in organic search, podcasting, and e-commerce. His background is journalism and content marketing. Before entering the industry, he worked as a radio personality, writer, podcast host, and public school teacher.

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