Microsoft Advertising · Status at source date: Newsletter archive
Microsoft Ads dynamic remarketing delivers account-wide lift
Joey Bidner has shared a practitioner read on Microsoft Advertising dynamic remarketing: a surface he previously dismissed, assuming Google's market share made Microsoft's inventory irrelevant. The actual results: strong campaign attribution and holistic account lift across multiple test accounts, with dynamic remarketing performing materially better than expected for a non-Google audience surface.
This update uses a PMC cover because no suitable source image was available when checked on 8 Sept 2026. Available source and video links are retained.
What changed
A naming quirk worth noting: Microsoft does not use "display ads" terminology: the equivalent is Audience ads, accessed via "sell products → audience ads" in the campaign type selector. Joey notes the term is confusing because "audience" overlaps with multiple other Microsoft features (audience targeting, audience ads in search). His verdict: Microsoft Audience ads are not useful for cold-traffic display or as a search-network adjunct, but dynamic remarketing through the same surface is genuinely strong.
Audience ads are essentially Demand Gen campaigns that can also flex as bottom of funnel. Now that there's content and placement targeting, you can really lazer in on winners. Glad you're seeing the value in Microsoft Advertising's audience ads (@navah)
For you, this means Microsoft Advertising running ecommerce advertisers should test dynamic remarketing through Audience ads as a discrete experiment, separate from any other Microsoft display testing. Worth running for 2–3 weeks at low spend before scaling, against the same retargeting audience already running on Google or Meta.
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Original newsletter text and archive evidence
Microsoft Ads dynamic remarketing delivers account-wide lift
Joey Bidner has shared a practitioner read on Microsoft Advertising dynamic remarketing: a surface he previously dismissed, assuming Google's market share made Microsoft's inventory irrelevant. The actual results: strong campaign attribution and holistic account lift across multiple test accounts, with dynamic remarketing performing materially better than expected for a non-Google audience surface.
A naming quirk worth noting: Microsoft does not use "display ads" terminology: the equivalent is Audience ads, accessed via "sell products → audience ads" in the campaign type selector. Joey notes the term is confusing because "audience" overlaps with multiple other Microsoft features (audience targeting, audience ads in search). His verdict: Microsoft Audience ads are not useful for cold-traffic display or as a search-network adjunct, but dynamic remarketing through the same surface is genuinely strong.
Audience ads are essentially Demand Gen campaigns that can also flex as bottom of funnel. Now that there's content and placement targeting, you can really lazer in on winners. Glad you're seeing the value in Microsoft Advertising's audience ads (@navah)
For you, this means Microsoft Advertising running ecommerce advertisers should test dynamic remarketing through Audience ads as a discrete experiment, separate from any other Microsoft display testing. Worth running for 2–3 weeks at low spend before scaling, against the same retargeting audience already running on Google or Meta.
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