Microsoft has unveiled a new approach to search advertising that aims to help businesses more effectively reach their target audiences in the retail media space.
This innovative category-based targeting solution aims to address the limitations of traditional keyword targeting while leveraging the power of keywords to optimize campaign performance.
Moving Beyond Keyword Targeting
Although keyword targeting has been a cornerstone of search advertising for years, it has limitations.
By focusing solely on keyword targeting, advertisers may miss out on valuable opportunities to promote their products, which can negatively impact a campaign’s performance and limit revenue potential.
Retailers and advertisers are beginning to realize that shoppers browse digital aisles on retailer websites rather than solely searching for specific products using keywords.
As a result, strategies limited to keyword targeting don’t adequately address their needs.
Unlocking The Power Of Category-Based Targeting
Microsoft’s new solution targets shoppers based on their browsing categories, utilizing keywords to boost campaign bids.
This approach allows advertisers to capitalize on both audience behaviors, resulting in a stronger performance.
By boosting bids with keywords, advertisers can increase their chances of converting purchase intent into sales.
Retailers can optimize the site experience for shoppers through product taxonomy, making it easier for customers to find what they want.
Microsoft PromoteIQ’s AI-driven algorithms can then deliver more relevant ads by layering keywords as a booster in addition to categories.
This new approach simplifies campaign management for advertisers, as they only need to test and retain a few high-performing keywords.
For retailers, this efficiency translates into increased demand.
Proven Results: Higher CTR & RPM
Tests have shown that this unique solution delivers impressive results.
Campaigns that utilize category-based targeting and boost bids by keywords have a 320% higher click-through rate (CTR) than campaigns without keyword bid boosting.
Retailers also benefit from this approach, achieving 8x higher revenue per thousand impressions (RPM).
The Future Of Search Advertising?
Microsoft PromoteIQ’s new category-based targeting solution is a significant shift in search advertising.
By addressing the limitations of traditional keyword targeting and maximizing the value of both audience behaviors, this innovative approach can potentially improve performance for advertisers and retailers alike.
As the advertising landscape continues to evolve, embracing solutions like this is crucial for staying ahead and delivering an exceptional shopping experience for customers.
Featured Image: sockagphoto/Shutterstock
Source: Microsoft
