Max conversion value for search and other updates for April

Maximize Conversion Value is a bid strategy in Microsoft Advertising that focuses on optimizing high-value conversions and the total sales value of a campaign. It automatically sets bids in real time to maximize the total conversion value within an advertiser's budget. For those with specific ROI goals, there's an option to add a Target ROAS (return on ad spend). This strategy was previously only available for smart shopping campaigns but is now available for all search and shopping search campaigns.

To enable conversion tracking for Microsoft Advertising campaigns, advertisers must use Universal Event Tracking (UET) and/or track offline conversions. This is a critical step for setting up campaigns for optimal performance. UET allows Microsoft Advertising to collect data about how people use your website, which is essential for effective conversion tracking and utilizing bid strategies like Maximize Conversion Value.

Microsoft Click ID (MSCLKID) is a unique click ID added to landing page URLs to help advertisers track conversions from their site. It's particularly useful in situations where the Microsoft cookie can't be returned due to browser settings or browser type, such as third-party cookie blocking. Auto-tagging of MSCLKID is enabled by default for new accounts to ensure no conversion tracking is missed. Starting from the month mentioned in the text, Microsoft Advertising will automatically enable MSCLKID for eligible advertisers who do not have it enabled.

Smart image cropping is a feature that integrates AI into the asset creation workflow for Audience ads and image extensions in Microsoft Advertising. It analyzes images and automatically crops them to focus on the most important part of the image, saving advertisers time and effort. Advertisers have the option to manually re-crop the images to focus on specific elements before saving, ensuring full control and flexibility.

The deprecation of subaccounts and bid management in Hotel Center is scheduled for April 8, 2024. After this date, subaccounts will no longer run, but advertisers can still use Hotel Center to manage their feeds. The alternative to subaccounts is the new enhanced offering called Lodging campaigns, which will be the only way to manage and showcase lodging solutions like Hotel Price ads and Property Promotion ads. Advertisers are encouraged to contact their account team or ad support team for assistance with the migration process.