We recently hosted the first-ever Full Advantage Conference on Microsoft Advertising in Croatia, in partnership with Full Stack Experts and Microsoft. Beyond being a day of presentations, the event offered practical insights for marketers looking to elevate their campaigns.
As our CEO, Mario Frančešević mentioned,
This kind of initiative is extremely important for market development — regional markets are relatively small compared to Western European ones, so having direct relationships and access to information has a direct impact on the quality of advertising solution implementation, and ultimately, on campaign performance.
Here are the key takeaways:
1️⃣ Copilot AI is changing campaign management
AI tools like Microsoft Copilot are not just buzzwords, they’re helping marketers save time, improve precision, and automate repetitive tasks. Speakers shared practical examples of using Copilot to generate ad copy, optimize targeting, and even analyze campaign performance.
2️⃣ Audience targeting goes beyond demographics
Microsoft’s audience network allows targeting based on interests, behaviors, and even intent signals. The sessions highlighted how combining demographic and interest data can significantly increase campaign ROI—especially in sectors like tourism.
3️⃣ Shopping campaigns are the holiday game-changer
With Black Friday, Cyber Monday, and the festive season ahead, Microsoft Shopping campaigns stood out as a key tool for driving sales. Experts shared strategies on structuring campaigns, leveraging product feeds, and optimizing bids to maximize reach and conversions.
4️⃣ Privacy and automation can coexist
Data privacy remains top of mind. But automation doesn’t have to compromise compliance. The conference showcased ways to maintain quality, ensure efficiency, and respect privacy through automated workflows and AI-supported processes.
5️⃣ Local market support matters more than ever
The conference also highlighted the growing importance of regional expertise and collaboration. With Full Stack Experts providing dedicated support for Central and Eastern Europe, advertisers now have access to localized insights, training, and technical guidance — helping them get the most out of Microsoft Advertising’s expanding ecosystem.
What’s next for marketers?
Attendees expressed interest in advanced PMax optimizations for Microsoft Ads and practical tips & tricks to push campaigns even further. The insights from this event provide a roadmap for marketers to adapt, experiment, and stay ahead in a changing digital landscape.
💡 Curious to learn more? Drop us a message to [email protected]
