Microsoft plans to make its multi-channel marketing strategy—which combines the Search and Audience networks—available to all advertisers starting February 21.

OK, so, what does that mean?

A few things. First, Microsoft says you’ll no longer see the audience ad bid modifiers in your campaigns.

Also, you will no longer have to manage campaigns manually.

Instead all you’ll need to do is set up your goals, and Microsoft Ads will “optimize your ads across channels.” Certainly would make campaign management easier!

Will it work?

Microsoft thinks so. According to the company’s own tests, users who see an ad on both the Search and Audience networks visit a site 2.6 times more and convert 6.6 times more.

… And accounts that used Microsoft’s multi-channel method had 14% higher conversion rates and 21% lower cost per acquisition (CPA). Strong claims.

How to prepare

Microsoft says you don’t need to do anything except provide proper signals. So just continue to optimize your tracking, goals, assets, etc.

Why we care

With the combined approach, you might be able to reach more than a billion people, and possibly with more success.

Of course, Micorosft is obviously making automation a key feature in its advertising tools and structure.

That looks powerful in print, but… will it be widely adopted? And will it work as well as Microsoft claims? Time will tell…

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