PPC Hero Conference - Nate Burke - Unlocking Success in 2025 with Microsoft Advertising
Nate Burke, CEO of Diginius, gives a talk on the Microsoft Advertising Ecosystem, as well as B2B intent data from Bombora at the PPC Hero conference in San Diego on September 23, 2025.
Email Generative AI Social Gaming #1 #2 #2 +140M +1B #1 desktop news and information service +550M monthly readers largest desktop browser largest mail service +190M monthly users High intent users every day members most-played video game of all time with +500 M monthly game players across platforms
you can’t reach on 77M you can’t reach on 45M you can’t reach on Reach millions of US users you can't reach anywhere else Americans Americans Americans Americans Americans 82M
19% 49% +1.4B 4 hours per day More buying power More likely to click on an ad More likely to be high income Devices running windows every month Windows users average
every person and organization on the planet to achieve more = Copilot is an advanced AI assistant which seamlessly integrates with the whole Microsoft ecosystem
are co-creating content with GAI, fostering deeper engagement. AI-driven search and chat experiences see: 1.5x better click-through rates (since the Copilot refresh). +30% acceleration of customer journeys Deeper engagement fuels richer understanding. Better relevancy means better results. Search and discovery are evolving as conversational AI changes how people seek and find information. A stronger understanding of search intent allows search results to become deeply relevant and summarize information in a way that anticipates next steps. 01 02 03 04 05 Marketing funnels are collapsing. AI shortens the path from discovery to conversion. GAI is transforming both how marketers create and how consumers find and engage with brands:
of Microsoft’s automation in one campaign to find you more conversions. 20 Creatives Placements Bidding Audiences Images Extensions Bid strategy Text Audience signals Microsoft AI optimizes You provide You provide inputs You add images, headlines, descriptions, extensions, and audience signals, bid strategies. Microsoft's AI optimizes Automatically deliver the optimal ad combinations, placements, and audiences to maximize performance. Microsoft's audience intelligence paired with ongoing A/B testing drives predictions about which ads, audiences, and creative perform best.
Ads (RSAs) Predictive Targeting Product Ads Dynamic Search Ads (DSAs) Audience Signals Final URLs Automated Bidding Multimedia Ads (MMAs) Unlock many features with a Performance Max campaign Performance Max brings together the best of Microsoft's AI to drive results
with search alone 9 Search Ads Performance Max Results + = +3x ROAS increase on average vs. only search ad exposure 32% CPA decrease on average vs. only search ad exposure
Why would an advertiser want this combination of campaigns with PMAX? Do these all complement each other? How much incremental volume may PMAX drive? (High, medium, low) Recommendations and considerations for this campaign combination (In addition to general PMAX best practices) PMAX only -Small advertiser that just wants an automated one-size-fits-all solution -Advertiser looking to test a new business line with PMAX in a separate account n/a n/a PMAX + Search -Advertiser with a clear set of exact match keywords they want to control -Use PMAX to get additional volume on network while staying within a target/goal Yes Exact match keywords are prioritized over PMAX If advertiser only has exact match keywords – High If advertiser already has other products such as broad match, DSAs, and/or MMAs – Medium BUDGETS: Give PMAX campaign up to 2-3x the budget of your historical standalone campaigns, due to PMAX serving across multiple ad formats and inventory If PMAX campaign is not performing as expected, check if you’re budget constrained. PMAX vs. NON- EXACT MATCH PRODUCTS: If advertiser wants to continue using other campaigns for more control, focus non- exact match products (e.g., DSA) on specific targets or objectives that are different from the PMAX campaign If separating out other campaigns to control for different targets or objectives, the more the advertiser can categorize their different products, URLs, and goals, the more helpful for overall performance. Focus on PMAX budgets and general PMAX best practices. PMAX + Audience + Search -Advertiser wants to generate new interest with an audience not already considering them via audience campaigns -Use PMAX and search to catch conversions brought in from audience campaigns -Tailor messaging to specific audiences, with a more customized strategy -Leverage video assets in audience campaigns (coming to PMAX in the future) Yes Exact match keywords are prioritized over PMAX Medium (depending on other campaigns) TARGETING FOR AUDIENCE CAMPAIGNS: Use specific audience targeting to customize strategy and impression- based remarketing to connect the dots. PMAX + Search + Shopping -Advertiser with a clear set of exact match keywords they want to control, + separate shopping campaigns for more control -Use PMAX to get additional volume on network while staying within a target/goal Yes Exact match over PMAX PMAX over shopping High to Medium (depending on other campaigns) SHOPPING: PMAX can be used for all shopping needs, unless a separate campaign is desired for more control In case your PMAX campaign becomes budget-capped, shopping campaigns can be used as a “catch-all” under PMAX PMAX + Audience + Search + Shopping -Advertiser wants to take advantage of all the PMAX + Audience + Search capabilities above -Separate shopping campaign for more control Yes Exact over PMAX / PMAX over shopping Medium (depending on other campaigns) n How these campaigns work together in combination
O F A R E T A I L A D V E R T I S E R ’ S C A M P A I G N Easy to advanced campaign approaches – PMax for Retail example A U T O M A T I O N C U S T O M I Z A T I O N EASY SETUP One campaign More control Still fully relying on PMax algorithm Budget size Easy to setup and maintain No control Most control while enjoying the benefits of PMax More complicated setup, more maintenance Search, audience, shopping, etc PMax campaign MEDIUM SETUP Separate shopping Search, audience, etc. Shopping PMax assets no Merchant center All other assets PMax products only Merchant center no other assets No Final URL expansion or PMax product segment A PMax product segment B COMPLEX SETUP Hybrid Search, audience, etc. Shopping PMax products only Merchant center no other assets No Final URL expansion or PMax product segment A PM …ax product segment B Search ads exact keywords Standard shopping “catch-all” PMax assets no Merchant center All other assets or
capabilities Google Ads Microsoft Advertising Default attribution model Data-driven attribution (DDA) Last-click attribution (DDA coming in the future) Serving on Copilot N/A Serving text, feed-based, and multimedia ads Multimedia ads N/A Available for Performance Max and other campaign types Search term insights report Available Search themes Available Available for Performance Max Brand exclusions (campaign level) Available Audience insights reports Available Asset level conversion reporting Available LinkedIn profile target as audience signal N/A Available for Performance Max in select markets Conversion value rules Available In pilot – January 2025 For PMax and other campaign types New customer acquisition goal Available Pilot in Q2 CY2025 Disclaimer support Available Pilot in Q2 CY2025 Video assets Available Pilot in Q2 CY2025 Brand list import from Google Ads N/A Pilot in Q2 CY2025 Ability to schedule asset groups Available Pilot in Q2 CY2025 Brand guidelines for asset generation Available Pilot in Q2 CY2025 Anti-search themes Available Pilot in Q2 CY2025 Asset group level tracking templates Available Coming in the future Additional audience and asset insight reports Available Coming in the future Experiments support Available Coming in the future Microsoft is continuing to invest in our Performance Max offering, and more capabilities such as these will be supported by Performance Max in the future.
no minimum spend 175M monthly unique visitors1 364B+ monthly CTV/OTT impressions2 Premium streaming 1.2T+ monthly video impressions2 Online video ads Example Premium streaming publisher Example online video publisher Sources; 1. comScore, US Data May 2024. 2. Microsoft Internal Data, US video & CTV impressions, July 2024. This is a small sample of CTV and video publishers and is not a complete or guaranteed list.
the impact of Connected TV further down the funnel Microsoft and Roku Internal study data, examined MSAN exposures from 17 clients within the Retail vertical, 5 clients within Travel vertical, and 14 within Technology vertical, all in congruence with advertiser agnostic search activity, April-July 2022 When you run Connected TV you get... lift in CTR on audience ads +18% lift in brand searches +9%
production. Your technical expertise Their creative production Tangible results + = • Increased CTR and higher search volume for your brand • ICP identification • Strategic targeting • Custom audiences
Topics Pick Up to 12 from a custom list of suggestions Refine Your Search Select filters to further target your search results Review Your Results Intent Lead lists come out a weekly basis and can be sent automatically to multiple emails Adjust Your Settings All your settings can be changed and will then be applied to the next week’s report
consumption Bombora’s Data Cop-op members are influential media destinations that truly represent and influence B2B decision makers: Vertical-specific publishers | Leading B2B influencers | Industry-leading B2B brands At scale and growing Derived from: 1000s of trusted publisher and website sources 10s of thousands of topics Billions of visitors. Billions of consumption events every month Exclusive 86% of the data in our Co-op is shared exclusively with Bombora for the purposes of deriving intent - no other intent data provider has access to these highly relevant signals Durable With a proprietary tag placed directly on Co-op sites, our privacy-first, consent-driven data collection methodology ensures a durable data feed with long-term viability even in an evolving regulatory environment.
higher conversions Intent Leads See what companies are in the market showing high intent Contact Enrichment Enrich the email address and phone number of the prospect company Direct Sales Pass the list to sales for outbound activities Media Buying Create customer match list to target ad buying Prospect Target Conversion
whitworthseo
greggifford
vdol
athenseo
speedyindexteam
joshbly
venkatapagadala1
katarinadahlin
samtorres
thomaspeham
honzajavorek
letsgokoyo
samlambert
rkendrick25
maltzj
sabderemane
ianozsvald
moore
baasie
axbom
charlesmeaden
portentint
