Advertising Editor Advertising Intelligence

Audience ads

Learn how to set up audience ads to capture potential customers' attention.

Microsoft audience ads enable advertisers to get high-quality traffic from non-search placements. Microsoft audience ads are engaging for users, integrate naturally into page content, and deliver visually rich ads. Microsoft audience campaigns are easy to set up, maintain, and optimize. New and existing audience ads will be shown in distinct mainline and sidebar ad positions and will not replace your text ad placements.

Audience ads match your content with potential customers' searches by mixing and matching the most optimal combinations of headlines, descriptions, images, and logos.

Learn more about best practices for audience ads below.

Create a new Audience ad

  1. Select the campaign from tree view in the left pane that you want to set up Audience ads in.
  2. Select Ads & extensions > Audience ads.
  3. Select Add audience ad in data view.
  4. Create your new audience ad in the edit pane.
  5. Enter your ad's Short headline and Long headline. Please create multiple short headlines and long headlines.

    Note: Headlines are the most prominent text that appears in your ad, so you should make the most out of the available characters. We require multiple headlines so the ad can flexibly display across a variety of publishers and placements.

  6. Enter the ad text. This text will appear below or adjacent to your ad's long or short headline, depending on the ad placement.
  7. Enter your business name.
  8. Select Add images. Accepted file types: GIF (without animation), PNG, JPG, and JPEG. Choose from existing images, or upload a new one. Choose one image that supports 1.91:1 and 1:1 or two images, one supporting 1:1 and the other supporting 1.91:1 to fulfill the requirement. Once this requirement is met, you can also add images with a 4:1 aspect ratio. The ad's imagery and overall appearance adjust responsively so it can blend in across a variety of publishers and placements.

    Your images must meet the minimum dimensions in pixels for the following aspect ratios:


    Image dimensions

    Note

    You're required to upload an image that meets the minimum dimensions of 703 x 368 pixels for the 1.91 : 1 aspect ratio. Then, we'll automatically crop your image so that it can serve in ad placements that use 1.78 : 1, 1.5 : 1, 1.33 : 1, and 1 : 1 aspect ratios.

    Aspect ratioRequired or optional?Recommended dimensions (pixels)Minimum dimensions (pixels)
    1 : 1Required1200 x 1200 or higher300 x 300
    1.91 : 1Required1200 x 628 or higher703 x 368
    1.78 : 1Optional1200 x 674 or higher624 x 350
    1.5 : 1Optional1200 x 800 or higher300 x 200
    1.33 : 1Optional1200 x 902 or higher100 x 75

    Note

    Not everyone has access to all of the aspect ratios listed below. If you don't, don't worry—it's coming soon!

    Aspect ratio
    2.01
    2
    1.91
    1.69
    1.53
    1.24
    1.2
    1

  9. Enter your landing page URL in the Final URL text field.
  10. Enter your Mobile URL.

Update an existing audience ad

  1. Select the campaign from the tree view in the left pane that contains the ad you want to edit.
  2. Select Audience ads under Ads & extensions from the type list.
  3. Select the audience ad you want to edit.
  4. In the Edit the selected Audience ad pane, update the details.

Update multiple audience ads at the same time

  1. Select Audience ads under Ads & extensions from the type list.
  2. From the data view, select Make multiple changes > Add/update multiple audience ads.
  3. In the dialog box, under Add audience data, do one of the following:
    • Paste data using the suggesting headings
      1. Select Insert headings.
      2. Underneath the headings row, paste the spreadsheet data.
      3. Select Edit headings.
      4. Under Edit headings, make sure that the correct heading is selected in the dropdown menu for each column.
    • Paste data from a spreadsheet that includes column headings
      1. Paste the spreadsheet data into the text box.
      2. Select Edit headings.
      3. Under Edit headings, make sure that the correct heading is selected in the dropdown menu for each column.
  4. Select Next.
  5. On the Import Completed page, after you review your changes, select Close.

Learn more about making bulk changes in Microsoft Advertising Editor.

Best practices for audience ads

  • Create audience ads in existing ad groups. For optimal performance, we recommend using image assets in all four aspect ratios: 1.91 : 1, 1 : 1, 1 : 2 and 4 : 1, to analyze performance and drive results.
  • Provide as many assets as possible. You can provide up to 15 headlines, 5 descriptions, 15 images, and choose from a variety of call to action buttons. We suggest at least 8 to 10 distinct headlines that don't contain similar phrases. Use a combination of short and long headlines to maximize space on any device. Create headlines that are related to your keywords and use at least one brand title.
  • Make content distinct. Avoid repetitive language and create varied descriptions. Include additional product or service benefits and features, a clear call to action, and shipping and return information.
  • Make sure your image uses one of the accepted file types: GIF (without animation), PNG, JPG, and JPEG.

See more videos...