NL
Friends of Search 2025 > AI in Microsoft Advertising: How automation strategies can drive impact
Internationally acclaimed speakersPrestigious award showDrinks & Bites12th edition

AI in Microsoft Advertising: How automation strategies can drive impact

Kevin Salat & Ka-Lam Man & Annegret Schubert

15:10 - 15:40

In this session we will discuss how automation strategies help you achieve your objectives in the age of AI. We will discuss the latest techniques to help you connect with your audience more effectively, combining the benefits of automated bidding, predictive targeting, and audience signals. Tactics include Performance Max, feed marketing and ways to help you stand out in contextual search with advertising.

We will also be joined by an advertiser for their perspective on what does and doesn’t work and how to best navigate changing consumer behavior.

Expect to walk away with prescriptive guidance on specific advertiser scenarios and what’s to come for Microsoft Advertising in this space in the future.

Kevin Salat

Senior Product Marketing ManagerMicrosoft

Kevin Salat (he/him) is a Senior Product Marketing Manager at Microsoft Advertising, currently focused on search-first automation products within the platform such as Performance Max. Kevin’s been at Microsoft Advertising in various roles since 2016, and prior to that iProspect, and loves engaging with advertisers on how to better empower them with our products. He holds a B.B.A. in Marketing and a Chinese minor from the University of Notre Dame. Outside of work, Kevin enjoys cycling, vinyl records, Classical Hollywood movies, and the New York Times daily crossword.

LinkedIn

Ka-Lam Man

Performance MarketerPVH (Tommy Hilfiger & Calvin Klein)

A Digital Marketing professional with 7+ years of experience driving growth and innovation through data-driven strategies. At PVH Corp., I currently manage the EU Paid Search portfolio and budgets where I focus on maximizing topline growth and efficiency gains in line with channel, Performance Marketing, and e-com objectives.

LinkedIn

Annegret Schubert

Channel Owner - PPCJust Eat Takeaway.com

Annegret Schubert is a highly experienced PPC professional with nearly 14 years of expertise in paid search across international markets and industries. Beginning her career in the agency sector, she transitioned to Just Eat Takeaway.com in Amsterdam 5.5 years ago, where she now serves as the Channel Owner for PPC. Annegret is deeply committed to continuous learning and exploring the transformative potential of AI in search. Outside of her professional pursuits, she has a strong passion for global travel and cultural exploration.

LinkedIn