Microsoft Advertising is enhancing its native campaigns with upgraded cost-per-click (CPC) features, providing advertisers with more advanced bidding strategies. This upgrade will automatically adjust bids in real-time based on conversion likelihood, increasing bids for high-converting auctions and decreasing them for low-converting ones. The enhanced CPC also ensures that the base bid set by advertisers is never exceeded, allowing them to remain competitive in the dynamic marketplace.
The upgrade process for existing image and feed campaigns on a manual CPC bid strategy will take a few days and is expected to be finalized by May 17, 2024. Additionally, manual CPC bidding for newly created native campaigns will be phased out from April 30. This change only affects native image and feed campaigns using manual CPC bidding, while other campaign types like manual CPM, Connected TV ads, and search campaigns extended to audience placements already use automated bidding solutions.
To maximize the success of campaigns after migration to enhanced CPC, Microsoft recommends taking certain steps to optimize them. However, if enhanced CPC does not align with advertisers’ goals, there are alternative options available. Advertisers can switch their native campaigns to maximize conversions, allowing them to set a target cost per acquisition (CPA) while still controlling the CPA goal they aim to achieve.
Microsoft strongly recommends using enhanced CPC alongside conversion tracking for optimal results. Advertisers should ensure that the Universal Event Tracking (UET) tag is placed on all pages of their site and set up conversion goals. While not mandatory for enhanced CPC, this setup can enhance performance by providing additional signals. For advertisers who rely on offline conversions, it is advisable to upload offline conversion data daily through scheduled recurring imports.
Advertisers should also consider changing their conversion goal attribution to “last touch” to optimize automated bidding for both click-based and view-through conversions. This attribution model takes into account conversions resulting from ad impressions, helping advertisers improve their campaign performance.
Microsoft encourages advertisers to begin using automated bidding strategies today to help them reach their goals and improve campaign performance. By following the recommended steps and utilizing the enhanced CPC features, advertisers can ensure that their campaigns are ready to succeed and deliver the best results.
In conclusion, Microsoft Advertising’s upgraded CPC features offer advertisers advanced bidding strategies that automatically adjust bids in real-time based on conversion likelihood. This enhancement allows advertisers to increase their chances for a conversion, optimize performance, and remain competitive in the dynamic marketplace. By following the recommended steps and utilizing the enhanced CPC features, advertisers can maximize the success of their campaigns and achieve their marketing objectives.
