Microsoft’s advertising platform will upgrade all existing feed and image campaigns with a manual cost-per-click (CPC) bidding strategy to Enhanced CPC starting May 13. This update process is expected to take a few days, but should be completed by May 17th. 2024.
Additionally, all manual CPC bidding for newly created native campaigns will be phased out starting April 30th.
What is Enhanced CPC? Enhanced cost-per-click is a bidding strategy where you set ad group and keyword bids, and Microsoft Advertising automatically adjusts your bids in real-time to increase your chances of conversion.
What is Manual CPC? With the manual CPC bid strategy, Microsoft Advertising uses the bids you set manually each time.
Improved CPC benefits. Microsoft claims that Enhanced CPC offers several advantages over manual CPC, including:
Automatic adjustment of your bids in real time based on the likelihood of conversion; increase bids for high-converting auctions and decrease bids for low-converting auctions. Always respecting the base bid you set as the main lever for the bidding strategy. These bids are optimized at auction time to improve performance and drive more conversions, helping you stay competitive in the dynamic marketplace. Make sure the base bid you set is never exceeded. Leverage combined signals like search queries and bid modifiers to make informed decisions to improve advertiser performance. Always start with the bids set by your bid management tool before making any adjustments.
Why we care To maximize the success of your campaign after migrating to Enhanced CPC, there are several steps you can take to optimize it. However, if Enhanced CPC doesn’t fit your goals, alternative options are available.
Who is affected? This change only affects native image and feed campaigns that use manual CPC bidding. It does not affect other types of campaigns, such as manual CPM, connected TV ads, or expanded search campaigns in audience placements, which already use automatic bidding solutions.
Improved CPC alternatives. If Enhanced CPC isn’t meeting your goals, you can choose to switch native campaigns to maximize conversions. With this bid strategy, you can set your target CPA, allowing you to increase conversions while controlling the target CPA you want to achieve.
next steps There is no need for you to take any action to prepare for this change. However, you can optimize certain areas to ensure you are set up for success.
Conversion tracking: For optimal results, Microsoft strongly recommends using Enhanced CPC in conjunction with conversion tracking. Make sure your UET tag is placed on all pages of your site and set your conversion goals. Although not required for Enhanced CPC, this setting can improve performance by providing additional signals.
Offline conversions: If you rely on offline conversions, it’s a good idea to upload your offline conversion data daily. You can easily do this by setting up a scheduled recurring import.
Attribution model: Consider changing your conversion goal attribution to “last touch.” This allows you to optimize automatic bids for both click-based conversions and post-impression conversions, which are conversions resulting from ad impressions.
What Microsoft says. Microsoft said in a statement:
“By following these steps, you can ensure that your campaigns are ready to succeed, deliver the best results and achieve your marketing goals. If you want to stay ahead of the game, you don’t have to wait for your campaigns switch to Enhanced CPC, start using automated bidding strategies today to help you reach your goals and improve campaign performance.”
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deep dive. Read Microsoft’s announcement in full for more information.
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