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Advertising: Microsoft expands to new markets, Google shares tips

Two updates from the tech giants…

Microsoft’s net just got wider: It’s expanding ad targeting options to a number of markets in the Middle East and Africa.

Advertising on PC apps is now here! Learn from last week’s blog post on how you can promote your desktop app to customers on Windows 10 and Windows 11 devices with Microsoft Store Ads.

Countries include Ethiopia, Congo, Nigeria, Saudi Arabia, Egypt, United Arab Emirates, Armenia, Georgia, and more. Whoa.

Oh, and don’t forget: You have until February 1 to migrate to Responsive Search Ads, as it will remain the only search ad type remaining. Don’t procrastinate!

Also, Google thinks you can do better: The search giant published a series of posts to help you “unify your media and maximize workflow and budget efficiency using Display & Video 360.”

These posts explore topics that could help you smooth out your ad operations through:

  • Tips for maximizing budget efficiency.
  • Growth planning.
  • Controlling connected TV ad frequency.

… and more. Worth a read, especially if you’re advertising on a larger scale.

Why we care: Thanks to Microsoft’s continued global expansion, you now have even more targeting options.

And Google seems intent on winning bigger advertisers by providing more insight into automated ads and first-party data. Expected, but still interesting.