Navah Hopkins shared a major update on Microsoft Advertising, which has just unlocked more power in Impression-Based Remarketing (IBR), and this change could reshape how you approach full-funnel targeting across their network, including Copilot placements.
Here’s what’s new:
– You can now include up to 20 campaigns or ad groups as IBR sources.
– If just one Audience Ads campaign is in the cohort, the IBR list becomes usable across any Microsoft Ads campaign type.
You’re no longer limited by format or campaign type. If you’ve got upper-funnel campaigns running on Audience Ads, you can now remarket to that audience deeper into the funnel, across search, shopping, and more.