Microsoft launches Cruise Ads

Microsoft today announced the launch of Cruise Ads. The ads appear on the right rail of Microsoft Bing search results and run alongside mainline text ad placements. Cruise Ads ads can be triggered by queries like cruise name, location, and length.

Cruise Ads is the latest in a series of vertical-specific ad formats like Tours and Activities Ads, Credit Card Ads, and Automotive Ads.

According to Microsoft, Cruise Ads leverage search intent data, and use dynamically-generated elements to deliver information based on data feeds. Advertiser feed offers are automatically matched to queries without a need for keywords. Advertisers can still use negative keywords for optimization.

Microsoft says Cruise Ads can drive tourers’ engagement even before the first click is made, which could also shorten the customer journey—from search to booking—and yield better results for advertisers.

Cruise Ads are only available to advertisers targeting customers in the U.S.