Last week, we brought together an exceptional line-up of speakers for our webinar, “Insider Access: Key Microsoft Advertising Features for 2025.” Leading the session were Joe Hennessy, Lucas Gordon, and Niki Grant, each bringing a wealth of experience and unique perspectives. Joe works closely with top UK brands to enhance their online presence using Microsoft Advertising. Lucas is an expert in audience ads, managing strategy and execution across EMEA and LATAM. Niki, ClickTech’s Partner Support Director, is passionate about empowering businesses through her 15+ years of experience in digital marketing.
Together, they shared actionable insights and a preview into the future of Microsoft Advertising. Here are the key takeaways to help you stay ahead in 2025.
1. Performance Max (PMAX): Beyond “Set and Forget”
Joe kicked things off by busting a common myth about PMAX campaigns: “We see it quite a lot that people still think of PMAX as a ‘set it and forget it’ solution, but there are levers in there,” he explained. PMAX uses Microsoft’s AI to deliver results across multiple ad formats and channels, but it works best when paired with thoughtful strategy.
Joe emphasised the importance of fine-tuning budgets, bid strategies, and audience targeting to align with campaign goals. For troubleshooting, he encouraged advertisers to consider factors like budget constraints or underperforming assets. “Have you thought about excluding non-peak hours or adjusting your autobidding targets?” he suggested.
He also introduced brand exclusion lists, allowing advertisers to filter out irrelevant brands to maintain focus on their ideal audience. With upcoming enhancements like multimedia ads and additional AI-driven tools, PMAX is set to become even more powerful in 2025.
Pro Tip: If you’ve set up a PMAX campaign and find yourself struggling with performance, there are several troubleshooting steps you can take. Adjusting budgets, refining bid strategies, or tweaking asset selection can often lead to significant improvements. For personalised support, reach out to the ClickTech team at hello@clicktech.com to access a detailed troubleshooting guide and address any common issues effectively.
2. Brand Spotlight Ads: Captivating SERP Presence
Next, Joe unveiled Brand Spotlight Ads, a premium format designed to dominate the search results page (SERP) with rich storytelling visuals. “It allows advertisers to create a really rich storytelling experience,” he explained. Here are subtle differences with multimedia ads in that there’s a collection of up to four images, making this format an immersive and engaging way to showcase your brand.
Currently available as a closed beta in the U.S., Brand Spotlight is an exciting opportunity for advertisers looking to stand out in a crowded digital space.
Actionable Insight: Interested in early access to Brand Spotlight? Reach out to ClickTech for details on how to participate in the beta.
3. Impression-Based Remarketing: Building Audiences Without Clicks
Lucas shared one of Microsoft’s most innovative offerings: Impression-Based Remarketing. “You don’t need people to click on your ads to start building your own audience,” he said. This feature allows advertisers to create audiences from users who see their ads—whether on search, display, native, or connected TV formats.
This approach is ideal for staying top-of-mind during a customer’s decision journey. Lucas encouraged advertisers to experiment with sequential messaging, for example, combining video ads for awareness with native ads for product-specific follow-ups.
Experimentation Tip: Use Impression-Based Remarketing to connect with audiences across formats, ensuring consistent and relevant messaging.
4. Video and Connected TV (CTV): Reaching Audiences Everywhere
With video consumption averaging nearly four hours daily, Lucas highlighted the value of Connected TV (CTV) as a key advertising channel. “We can find audiences through a lot of different networks,” he noted, including premium platforms like Hulu, Max, and Netflix.
Microsoft’s unique advantage lies in combining intent-based targeting with CTV inventory. Advertisers can reach high-value audiences based on browsing and search behaviour, a feature Lucas described as “something our competitors don’t have.”
Joe added that dual-screen usage is becoming the norm: “It’s getting harder to catch people’s attention.” CTV campaigns, paired with Impression-Based Remarketing, can ensure your brand remains visible and relevant across devices.
Quick Start Tip: Don’t overthink it – repurpose your existing short-format videos from YouTube or social media for CTV campaigns.
5. Copilot: Your AI-Powered Advertising Assistant
Joe wrapped up the session by introducing Copilot, Microsoft’s groundbreaking AI tool built directly into its advertising platform. “Copilot is like having your own advertising assistant available 24/7,” he explained. Whether it’s generating headline suggestions, optimising images, or offering performance insights, Copilot simplifies campaign management.
“You can ask Copilot, ‘Why is this campaign not doing as well?’ or ‘Can I have a few suggestions to improve my CTR?’” Joe shared, highlighting its ability to assist both beginners and seasoned marketers alike.
Why It Matters: Copilot’s AI-powered tools make it easier to experiment, refine, and scale campaigns – helping advertisers achieve better results faster.
Final Thoughts
This webinar was packed with insights into how Microsoft Advertising is evolving. From AI-driven tools like Copilot to innovative formats like Brand Spotlight and Impression-Based Remarketing, the opportunities are vast. Whether you’re exploring new channels like Connected TV or optimising existing campaigns, now is the time to experiment and innovate.
Next Steps: If you have any questions around any of the topics discussed, you can reach out to the ClickTech team at hello@clicktech.com. We’re here to help you make the most of these tools and drive success in 2025 and beyond.
