Following on the footsteps of Performance Max campaigns, Microsoft Ads launched multi-format campaigns for Audience Ads.
This new feature allows advertisers to create a single campaign that seamlessly integrates various ad formats, including native, display, and online video ads.
Upon its launch, multi-format campaigns for Audience ads are available globally and now the default selection when creating a new Audience ads campaign.
Benefits of Multi-Format Campaigns
The new campaign type comes with several advantages to advertisers, including:
More cohesive campaign management: You now only need one audience ads campaign for different ad formats across display, native, and video. Previously, you would’ve needed to set up different campaigns for each ad format.
Easier budget management: You can manage and optimize your campaign budget across the different ad formats all within one campaign.
Continued flexibility: The ability to create separate campaigns for different ad formats still exists, giving your account the flexibility it needs to optimize according to its goals.
How to Set Up A Multi-Format Campaign
In order to use multi-format campaigns, you need to choose a campaign objective of either of the following:
Drive conversions
Generate leads
Build brand awareness
Screenshot taken by author, December 2024.
Then, you’ll choose “Audience” as the campaign type.
Screenshot taken by author, December 2024
During the campaign creation process, you can select the different types of ad formats. You can choose just one, or all three ad formats depending on your assets and your goals.
Screenshot taken by author, December 2024
After creating your first ad format, you’ll scroll down to the bottom and either select “continue” or “Save and create another ad” to create the additional ad formats within the same campaign: