Microsoft Advertising Announces New Multimedia Ads For Search

Cecilia Nysing

Microsoft Advertising has announced a new responsive ad format, called multimedia ads. The ads will combine advertisers’ images, headlines and descriptions using machine learning to create engaging, attention-grabbing ads.

Multimedia ads will be delivered on the search pages and will be featured prominently in the mainline at the top of the SERP or on the right rail.

There will only be one multimedia ad per page, so only one advertiser can deliver a multi-media ad at a time.

Multimedia Ads allow advertisers to showcase their brand with an attractive, rich ad format. Here are a few examples of what they can look like.

Mainline Multimedia Ad ExampleMainline Multimedia Ad Example With Sitelinks
multimedia ad exampleMainline Multimedia Ad Example
multimedia rightrail ad exampleRight Rail Multimedia Ad Example



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Starting today, multimedia ads are officially globally available.

Folks that are familiar with Google’s responsive display ad creation will find the setup of Multimedia Ads to be very familiar.  The proves also closely resembles the creation process for Responsive Search Ads, but with the ability to use rich visual assets in combination with text.

Microsoft Advertising strongly recommend that advertisers upload multiple creative variations of high-quality images in all 4 aspect ratios: 1.91:1, 1:1, 1:2 and 4:1.


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Because only one multimedia ad can display at a time, Microsoft Ads has rolled out bid adjustment settings. Advertisers can add an additional bid modifier for the multimedia ad placement.

multimedia ad bid modifier

Microsoft Advertising will create recommendations using advertisers’ existing image assets (such as image extensions) and text ads assets, as well as stock images (coming soon).


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Once the recommendations are added to an account, advertisers will have a 7-day review period to apply or dismiss them, after which they’ll be auto-applied to the account. Advertisers can also opt out of the auto-apply functionality at the account level.

Microsoft Advertising plans to roll out the following enhancements in the near future:

  • Enhanced mainline experiences with additional rich formats, including video.
  • Multimedia Ads for Retail: Combining the power of Multimedia Ads with your product feeds.
  • Additional Bing surfaces and expansion to the Microsoft Audience Network.
  • New CPM-based auto bidding strategies for Multimedia Ads.
  • Additional import opportunities of your rich media assets from other ad platforms.


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