Google SA360, the advertising platform, is introducing support for Microsoft automated bidding in its bid strategies. This beta program allows advertisers to optimize their campaigns across multiple search engines, potentially increasing conversions by 5%. This is welcome news for enterprise advertisers who are looking to enhance their advertising performance.
So, how does this new feature work? Microsoft automated bidding optimizes bids at the auction level in real-time. Advertisers can now use Floodlight conversion data to improve the performance of their Microsoft search and shopping campaigns. Additionally, campaigns can be included in cross-channel and cross-engine bid strategy portfolios powered by Google AI.
One of the key features of this integration is cross-engine optimization. Advertisers can combine Microsoft automated bidding with Google auction time bidding in a single Search Ads 360 bid strategy. This allows for more efficient and effective optimization across different search engines.
Budget bid strategies are another valuable feature offered by Google SA360. Advertisers can use Google AI to allocate budgets efficiently across campaigns, giving them greater control over their advertising spend.
According to internal Google data, advertisers who use Search Ads 360’s multi-channel/engine optimization portfolios typically see 5% more conversions or conversion value compared to optimizing channels and engines independently. This highlights the potential impact that this new feature can have on campaign performance.
Getting started with Microsoft automated bidding is straightforward. Advertisers simply need to check the box to share Floodlight data with their linked Microsoft advertising accounts. After that, they can navigate to bid strategy settings and enable Microsoft automated bidding.
Google is actively seeking feedback from advertisers and plans to continue innovating its cross-channel and cross-engine campaign tools. This shows their commitment to continuously improving their advertising platform and providing advertisers with the best tools and features possible.
In conclusion, the introduction of Microsoft automated bidding support in Google SA360 is a game-changer for advertisers. It allows them to optimize their campaigns across multiple search engines, potentially increasing conversions by 5%. With features such as cross-engine optimization and budget bid strategies, advertisers have the tools they need to maximize their advertising performance. Google’s commitment to innovation and seeking feedback from advertisers ensures that their advertising platform will continue to evolve and meet the needs of advertisers in the ever-changing digital landscape.
