Just in: Microsoft Ads added new bid strategies to its Microsoft Audience Network ads.
While Microsoft has supported automated bidding strategies for its core campaign types, they’ve added two new types for all Microsoft Audience Network ads.
What New Bid Strategies Are Available?
As of today, advertisers can now use the following bid strategies for any campaign opted into the Audience Network:
- Maximize Conversions. Aims to get you the most conversions possible within your budget, with the option of Maximum CPC (Cost per Click) and CPA (Cost per Acquisition) limits.
- Target Cost per Acquisition (CPA). Aims to get you the most conversions possible at your target Cost per Acquisition (CPA).
Microsoft notes that campaigns with less than 30 conversions in a month may report volatility as the system starts to learn behaviors.
Additionally, the bid strategies are not compatible with 3rd-party platform bidding, which is something to keep in mind for advertisers.
These automated bid strategies are already leveraged within Search and Performance Max (in beta) campaigns.
Increasing support for more automated bid strategies in the Microsoft Audience Network campaigns speaks to Microsoft’s continued investment in conversion modeling and accuracy.
Utilizing conversion-based bid strategies to upper funnel campaigns like the Audience Network can help provide incremental lift in what have primarily been known as awareness-driving campaigns.
New UET Testing Functionality
In addition to the added bid strategies, Microsoft Ads announced its new UET testing functionality.