The Microsoft Advertising Platform is upgrading all existing image and feed campaigns on a manual cost-per-click (CPC) bid strategy to enhanced CPC from May 13. This upgrade process is expected to take a few days but should be finalized by May 17, 2024.
Additionally, all manual CPC bidding for newly created native campaigns will be phased out from April 30.
What is enhanced CPC? Enhanced cost per click is a bid strategy where you set your ad group and keyword bids, and Microsoft Advertising automatically adjusts your bids in real time to increase your chances for a conversion.
What is manual CPC? With the Manual CPC bid strategy, Microsoft Advertising uses the bids you have manually set every single time.
Enhanced CPC benefits. Microsoft asserts that enhanced CPC offers several advantages compared to manual CPC, such as:
Why we care. To maximize the success of your campaign after it’s migrated to enhanced CPC, there are several steps you can take to optimize it. However, if enhanced CPC doesn’t align with your goals, there are alternative options available.
Who’s affected? This change only affects native image and feed campaigns using manual CPC bidding. It doesn’t impact other campaign types like manual CPM, Connected TV ads or search campaigns extended to audience placements, which already use automated bidding solutions.
Enhanced CPC alternatives. If enhanced CPC doesn’t fit your goals, you can opt to switch your native campaigns to maximize conversions. With this bid strategy, you can set your target CPA, allowing you to increase conversions while still controlling the CPA goal you aim to achieve.
Next steps. No action is needed from you to prepare for this change. However, you can optimize certain areas to ensure you’re set up for success.
What Microsoft is saying. Microsoft said in a statement:
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