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Microsoft Announces New PPC Updates for June 2021

Microsoft Announces New PPC Updates for June 2021

At the beginning of the month, Microsoft announced a smattering of new features that will be rolled out throughout June. With many pay per click (PPC) tools and updates at your fingers, here’s everything you need to know about what’s happening with Microsoft Advertising.

What’s new to Microsoft Advertising in June?

Importing Shopping campaigns

Microsoft Advertising now allows advertisers to import their Google Merchant Center store along with their Shopping campaigns. Doing this will enable the platform to automatically create a Microsoft Merchant Center store with the same settings, name and domain.

This is a feature currently in a private beta. If you’d like access to it, you’ll need to reach out to Microsoft Advertising account manager or contact its support.

Simpler Google Import process

Microsoft has now “cut down the complexities and reduced Google Ads Import to three easy steps: sign in, choose your accounts, then start your import”. After this is completed, Microsoft Advertising automatically optimises the advertiser’s import settings for greater compatibility. However, users will still have access to all import options.

Shopify Smart Shopping integration

In an effort to simplify shopping campaign creation, Microsoft is adding ‘Smart Shopping’ to its Shopify app. Now, through the app, advertisers will be automatically opted in to free product listings in Bing Shopping.

Expanding Microsoft Audience Network

Microsoft has announced that its Audience Network is now live in France and Germany. This now means the platform’s footprint is now in seven countries worldwide, with the US, Canada (in English), Australia, New Zealand and the UK being the other five.  

Phrase match updates to be rolled out

Do you remember when Google announced its updates to phrase match and broad match modifier? Well, Microsoft has now followed suit, and will begin to adopt the matching behaviours of modified broad match. This change is intended to make it easier for advertisers managing campaigns across both channels – there will no longer be match type differences.


Like Google, Microsoft will continue to look at new ways to make campaign management easier for its advertisers. With the rollout of a few neat features in June, it just goes to show how its Advertising platform is keen to adapt to the needs of its users.

What are your thoughts on the new features? We’d love to know. So tweet us @TeamTillison or let us know in the comments.

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