Advertisers can now use Microsoft automated bidding in their Search Ads 360 bid strategies. This integration aims to enhance campaign performance across search engines and channels, potentially increasing conversions by 5% compared to independent optimization.
Microsoft Automated Bidding in Search Ads 360
Beta Program Access: Advertisers can now activate Microsoft automated bidding in Search Ads 360, optimizing bids in real-time at the auction level using Floodlight conversion data. This integration allows for improved performance in Microsoft search and shopping campaigns and incremental performance gains in cross-channel and cross-engine bid strategy portfolios powered by Google AI.
Floodlight Data: Sharing Floodlight data with Microsoft enables de-duplicated, cross-channel, and cross-engine measurement, optimizing bids based on accurate conversion data.
Combining Bidding Strategies
Unified Bid Strategy: Campaigns using Microsoft automated bidding can now be included alongside those using Google auction-time bidding within a single Search Ads 360 bid strategy. This strategy leverages Google AI to maximize cost-efficient conversions across campaigns.
Budget Bid Strategies: Microsoft automated bidding can be combined with Search Ads 360 budget bid strategies to optimize campaign outcomes within defined budgets. These strategies use Google AI to allocate budgets efficiently, with enterprise controls for ROI limits and custom spend allocations.
Supported Strategies and Campaigns
Bid Strategies:
- Target CPA
- Target ROAS
Budget Bid Strategies:
- Maximize conversions
Campaign Types:
- Search
- Shopping
- Dynamic search ads
Custom Variable Adjustments (CVA) and Data Exclusions: Compatible with Microsoft Advertising auction-time bidding, requiring setup in both Search Ads 360 and Microsoft Advertising platforms. Floodlight Conversions: Shared with Microsoft Advertising as 'Offline conversions' to enable both bidding systems to use the same data. Conversion goals must be set to primary for bid strategy optimization.
Steps to Enable Bid Strategies
- Review conversion goal configuration, ensuring only Floodlights are selected.
- Enable conversion-data sharing in Search Ads 360 settings.
- Wait 2 weeks plus conversion delay before activating Microsoft automated bidding.
- Add Microsoft Advertising campaigns to a bid strategy or budget bid strategy.
- Activate Microsoft automated bidding in the bid strategy or budget bid strategy settings.
Important Considerations
- Microsoft auction-time bidding applies only to Microsoft Advertising campaigns within a bid strategy.
- Conversion-data sharing is essential for using Microsoft automated bidding.
- Search Ads 360 conversion goals override relevant campaign conversion goals in Microsoft Advertising when data sharing is enabled.
By integrating Microsoft automated bidding with Search Ads 360, advertisers can achieve optimized performance and efficient budget allocation across their campaigns.
