Microsoft is expanding its bid strategy, Maximum Conversion Value, to include all shopping and search campaigns. This strategy automatically adjusts bids in real-time to maximize total conversion value within a set budget. Advertisers can also choose to include a Target ROAS (return on ad spend) if they have specific ROI goals.
Automated bidding can be beneficial for advertisers as it optimizes campaign performance without the need for manual intervention. However, some concerns arise regarding the lack of control, particularly regarding expenses.
To optimize Microsoft campaigns for peak performance, conversion tracking is crucial. This can be achieved through Universal Event Tracking (UET) and/or offline conversions within Microsoft’s platform. To ensure accurate conversion tracking, Microsoft will enable Microsoft Click ID (MSCLKID) for all eligible advertisers later this month. MSCLKID is a unique identifier in landing page URLs that helps track site conversions effectively, even when browser settings or types block Microsoft cookies.
According to Microsoft, the Maximize Conversion Value bid strategy is beneficial for advertisers aiming to drive revenue and ROI. It focuses on optimizing high-value conversions and the total sales value of the campaign.
In addition to this update, Microsoft Advertising is now available in five new languages: Thai, Malay, Indonesian, Filipino, and Hindi. This expansion allows advertisers to reach broader audiences and customize campaigns for local languages.
Microsoft has also introduced a new AI-powered feature called smart image cropping for Audience ads and image extensions. This tool uses AI to analyze images and automatically crop them to highlight the most important part, eliminating the need for manual cropping.
Overall, Microsoft’s expansion of Maximum Conversion Value to include additional campaign types provides advertisers with more options for optimizing their campaigns. The introduction of new languages and the smart image cropping feature further enhance advertisers’ ability to reach diverse audiences and create visually appealing ads. However, concerns about control and expenses in automated bidding strategies still remain. Advertisers should carefully consider their ROI goals and track conversions accurately using Microsoft’s conversion tracking tools.
