New Advertising Policy: Google, Microsoft, and LinkedIn face dramatic changes in their strategies. How should advertisers respond?

Release Date:2024-04-19

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Attention advertisers! Under the new policy in March, Google, Microsoft, and LinkedIn are preparing for innovation. What are the marketing rules and opportunities? An in-depth analysis in this article.

1. Google Ads: Dual drive of intelligence and privacy protection

1. [Intelligent Upgrade] Google continues to deepen the intelligent process of its advertising system in the new policy in March. Advertisers will enjoy more powerful automation tools and intelligent recommendation functions, including:

• Intelligent bidding optimization: Google will further enhance the application of its machine learning algorithms in bidding strategies, automatically adjust bids to maximize conversion value, especially for formats such as dynamic search ads and shopping ads, to achieve refined cost-effectiveness management.

• Automated creative generation: Google Ads will launch more automated creative tools, such as automatic generation of multiple ad variations, intelligent image recognition and enhancement, dynamic text insertion, etc., to help advertisers quickly create and test highly attractive creatives.

2. [Enhanced privacy protection] In the face of increasingly stringent privacy regulations and user expectations, Google has made major adjustments to data usage and tracking:

• Gradually phasing out third-party cookies: Google announced that it will gradually phase out third-party cookies in the Chrome browser and promote its “Privacy Sandbox” plan. Advertisers need to adapt to new user identification and targeting methods, such as interest-based group targeting, FLoC (Federated Learning of Cohorts), etc.

• Enhanced data transparency and control: Google will further strengthen its Ads Transparency Center, provide more detailed data usage reports, and give users more control, such as opting out of personalized ads. Advertisers need to ensure data collection and use are compliant and respect user privacy.

2. Microsoft Advertising: Cross-platform Integration and Bing Intelligence Advantages

1. [Cross-platform integration] Microsoft Advertising strengthened its cross-device and cross-app advertising network integration in the March new policy, providing advertisers with more extensive reach opportunities:

• Microsoft Audience Network expansion: Microsoft will further connect the Windows, Office, Xbox and other ecosystems to expand the display scope of its native advertising and provide advertisers with rich non-search scenarios to reach users.

• Deepening LinkedIn integration: Following Microsoft’s acquisition of LinkedIn in 2027, the advertising products of both parties have been further integrated. Advertisers can now directly deliver LinkedIn Sponsored Content on the Microsoft advertising platform to achieve B2B precision marketing.

2. [Bing Intelligent Search Advantages] With the help of Microsoft's powerful AI technology, Bing search has unique advantages in understanding user intent and providing relevant advertisements:

• Bing Intelligent Search: Using AI technology, Bing can more accurately understand complex queries, identify user contexts, and provide advertisers with more relevant ad placements with higher conversion potential.

• Bing Shopping Graph : Bing has launched a new Shopping Graph that integrates multiple data such as product information, inventory, and prices to help retailers improve the relevance and competitiveness of shopping ads.

3. LinkedIn: Professional Community Marketing and B2B Insight Upgrade

1. [Deepening of professional community marketing] As the world's largest professional social platform, LinkedIn continues to strengthen its unique position in the field of B2B marketing:

• LinkedIn Events: LinkedIn officially launched an online event platform, where advertisers can create and sponsor industry seminars, product launches and other events to deeply participate in professional discussions and accurately connect with target audiences.

• LinkedIn Sales Insights: The newly launched Sales Insights tool provides in-depth data such as real-time market trends and buyer behavior to help advertisers optimize product positioning and develop precise sales strategies.

2. [B2B Insights and Targeting Enhancement] LinkedIn continues to optimize its data insights and targeting capabilities to help advertisers achieve efficient B2B marketing:

• Targeting refinement of enterprise attributes: LinkedIn has added more enterprise attribute tags, such as company size, industry, technology stack, etc., to support advertisers in conducting ultra-fine target account targeting.

• LinkedIn Audience Network expansion: In addition to the LinkedIn main site, ads will also be displayed on other professional content platforms under Microsoft, expanding B2B reach.

In the face of the new advertising policies launched by Google, Microsoft, and LinkedIn in March, advertisers should actively adapt to the trend of intelligence, use advanced tools to optimize the effect of advertising, respect and follow the trend of privacy protection, adjust data use and tracking strategies, and seize unique marketing opportunities such as cross-platform, professional communities, and B2B insights to maximize the return on advertising investment. In this rapidly changing digital marketing environment, proactive change and precise response will become the key to success for advertisers.

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