Ankit Bhutani has carved a distinguished path within Microsoft’s vast landscape, where he plays an indispensable role in driving the success of Bing Ads and the burgeoning Microsoft Copilot. Graduating from North Carolina State University with a Masters in Computer Science, Ankit leveraged his technical acumen and a knack for problem-solving to swiftly move up the ranks at Microsoft. Since joining the company in November 2015, Ankit’s contributions have been nothing short of transformative, particularly in the context of Bing Ads, where he has been pivotal in optimizing ad delivery and significantly boosting revenue.
At the forefront of innovation, Ankit has not only helped to shape the future of digital advertising but also seamlessly integrated ads into Microsoft’s AI-powered Copilot. His work on Copilot stands out as a prime example of blending cutting-edge technology with user-centric design. By tackling challenges like ad relevance in conversational contexts and optimizing ad layouts, Ankit has ensured that the integration enhances the user experience while driving business growth. His story is one of persistent dedication and innovative thinking, setting the stage for an in-depth exploration of his journey and impact at Microsoft.
Responsibilities, key projects, and revenue-driving innovations
In his capacity as a Senior Software Engineer at Microsoft Ads, Ankit spearheads the design and development of innovative products that play a pivotal role in driving Microsoft’s revenue growth. Ankit takes the lead on key projects and initiatives that have a direct impact on revenue generation. His primary duties include optimizing ad delivery across Bing, Copilot, and other Microsoft platforms. He crafts sophisticated software solutions to curate and refine ad content from advertisers, ensuring that the most relevant and contextually appropriate ads are displayed in response to user queries. This involves architecting robust software systems capable of processing an immense volume of requests per second, meticulously analyzing each potential ad, and determining the optimal content that aligns with the user’s intent.
Ankit’s contributions have been instrumental in realizing an upward trajectory of over 3% in Bing Ads revenue, translating to tens of millions annually. He has focused on augmenting advertiser content, enriching it with relevant text and imagery to enhance ad richness. “The sophisticated algorithms I’ve developed have significantly elevated the quality of content displayed within ads,” Ankit explains. By deploying advanced machine learning models, his team meticulously extracts and hierarchically ranks content, ensuring that each ad is optimized for relevance and impact.
These enhancements have culminated in superior ad presentations, fostering increased user engagement and achieving a notable uplift in click-through rates (CTR). Ankit’s role in driving revenue growth within Microsoft Ads stands as a paramount objective in his work. “My focus has been on the augmentation of advertiser content, enriching it with relevant text and imagery to enhance ad richness,” he says. The implementation of advanced machine learning models has been key in this process, with Ankit emphasizing the importance of extracting and hierarchically ranking content to ensure each ad is optimized for relevance and impact.
Through his strategic innovations and technical expertise, Ankit has significantly contributed to the financial success and technological advancement of Microsoft Ads. His efforts in optimizing ad content and integrating sophisticated algorithms have not only driven substantial revenue growth but have also enhanced the overall user experience by delivering more relevant and engaging advertisements.
Challenges in integrating ads into copilot
Integrating ads into Microsoft’s Copilot was an exciting yet challenging project for Ankit. One of the primary challenges he faced was redesigning the layout of existing search ads to blend seamlessly with the new generative search response. “We used the various extensions and assets provided by the advertisers to make the ads richer and enhance the Copilot experience,” Ankit explains. These extensions, including images, played a crucial role in making the ads more visually appealing and relevant within the conversational context of Copilot.
Another significant challenge was ensuring ad relevance in a conversational environment. Copilot, being more of a conversational product than a traditional search engine, required a nuanced understanding of the conversation prompts. Ankit highlighted the importance of this aspect, stating, “It was crucial that the ads are relevant by understanding the conversation prompt properly.” To address this, advanced models were employed to ensure that ad relevance was not compromised, maintaining a high standard of contextual accuracy. This meticulous approach allowed for a smoother integration, enhancing both the user experience and the effectiveness of the ads.
Transforming user experience with copilot ads
The integration of ads into Copilot has significantly enhanced the user experience by delivering relevant and contextual advertisements. Ankit notes, “The multimedia-rich ads have seen a much higher CTR than traditional ads. This shows that users are liking it.” This increase in click-through rates (CTR) indicates that users find these ads more engaging and relevant within their Copilot interactions.
Ankit’s primary focus has always been on providing a positive user experience while simultaneously creating growth opportunities for advertisers. By incorporating rich multimedia elements, the ads are not only more visually appealing but also more contextually aligned with user queries. This careful balance ensures that the ads enhance the overall functionality and appeal of Copilot, benefiting both users and advertisers alike.
Balancing technical demands and revenue goals
In Ankit’s role at Microsoft, balancing the technical demands of backend development with the strategic goal of maximizing ad revenue is critical. He emphasizes the importance of data-driven decisions, stating, “A/B experiment is what I use. It helps prioritize revenue goals as it clearly gives the ‘return on investment’ for any work needed on backend infrastructure improvements.” This method allows him to identify which changes have the most positive impact on key performance indicators that matter most to the business’s bottom line.
A/B experiments serve as a powerful tool for making informed decisions that align with business goals, particularly in optimizing for revenue generation. Ankit explains, “They help prioritize efforts by clearly showing which changes have a positive effect on the key performance indicators.” By focusing on backend infrastructure, which powers all the models and technical requirements, Ankit ensures that the software systems are not only robust and efficient but also contribute significantly to driving higher revenue. This strategic approach ensures a seamless integration of technical and business objectives, leading to sustainable growth and enhanced performance.
Future developments in Bing Ads and Copilot
Looking ahead, Ankit is enthusiastic about the future developments and enhancements in Bing Ads and Copilot. He is particularly excited about leveraging AI to improve ad relevance and enhance user experiences. “We are constantly exploring ways to leverage AI to improve ad relevance and gain better user experiences and higher ROI for our advertisers,” Ankit explains. One of the key areas he sees evolving is personalization, where the boundary between ads and organic results diminishes, allowing for more tailored ad delivery that aligns with individuals’ interests and needs.
Ankit is also excited about integrating large language models (LLMs) for ad campaign management. “This will really help advertisers generate more engaging ad copy and suggest optimizations,” he says. The integration of LLMs will ease the burden on advertisers, enabling them to focus more on their product and core strategy. These advancements not only promise to transform the landscape of Bing Ads but also position Ankit to continue playing a pivotal role in driving innovation and enhancing the overall effectiveness of advertising strategies.
Reflecting on significant achievements
Reflecting on his journey at Microsoft, Ankit considers his most significant achievement to be the development of advanced machine learning models and sophisticated software infrastructure that have directly contributed to over 3% of revenue gains. “My work has not only been financially beneficial but has also led to some substantial improvements in the infrastructure that serves ads, making it more efficient and reliable,” he explains. This optimization has had a profound ripple effect, enhancing the user experience by delivering more relevant and timely ads, which in turn has increased engagement and satisfaction. This accomplishment underscores the power of AI and data science in driving business success.
Professionally, this achievement has been a catalyst for Ankit’s growth, allowing him to tackle more complex challenges and positioning him as a thought leader in AI-driven advertising. “The success of these projects has reinforced the importance of innovation and continuous learning in my career,” he notes. Ankit is excited to carry these principles forward in future endeavors, continuing to push the boundaries of what’s possible in the realm of AI and advertising.
Ankit’s journey at Microsoft has been marked by innovation and a relentless pursuit of growth, both personally and professionally. As he continues to push the boundaries of AI and machine learning, the future of Bing Ads under his influence looks promising, with exciting developments that promise to bring even greater advancements and success.
