I’m excited to share that Microsoft is making a significant update that simplifies the way we set up automated bidding in Microsoft Advertising.
By consolidating performance targets, Microsoft aims to reduce complexity, making bidding more streamlined without sacrificing the control over critical performance metrics.
What’s happening: The platform is integrating common targets like Target CPA and Target ROAS into broader automated strategies. This means these targets will now form part of a more comprehensive bidding approach instead of standing alone.
From now on, I’ll be choosing between two main strategies: Maximize Conversions or Maximize Conversion Value, with optional performance targets that can be added as needed.
How it works: For campaigns focused on conversions, I’ll select Maximize Conversions and may set a target CPA if desired. For campaigns aiming at maximizing value, I’ll choose Maximize Conversion Value with the option of setting a target ROAS.
Microsoft reassures that this update doesn’t change the fundamental bidding behavior — it simply makes the setup more user-friendly.
Why we care: This change enhances accessibility to Microsoft Advertising’s tools, making automated bidding more straightforward and efficient, which is especially beneficial when managing large-scale campaigns.
For us advertisers, this means faster setup times, more consistent optimization across accounts, and fewer complexities when managing campaigns focused on conversion or value.
What’s staying the same: Existing campaigns using Target CPA or Target ROAS will continue seamlessly, requiring no updates. Portfolio bid strategies are unaffected as well.
The bigger picture: This move is part of Microsoft’s larger effort to simplify automated bidding while ensuring performance control remains intact.
Bottom line: Microsoft is refining bidding options to make them more accessible without losing our ability to fine-tune performance through familiar controls.
Inspired by this post on Search Engine Land.
