• by Laurie Sullivan  @lauriesullivan, March 27, 2023

The Microsoft Audience Network will automatically adjust advertising campaign bids in real-time to increase the chances of a conversion.

The company says that as of April 24, 2023, manual bidding will no longer be an option for new campaigns on the Microsoft Audience Network.

On that day, all existing image and feed campaigns on a manual cost-per-click (CPC) bid strategy will upgrade to Enhanced CPC (eCPC). This upgrade will be completed by April 28.

The modification only affects image and feed campaigns with manual CPC and does not impact video campaigns using manual CPC or campaigns with manual cost per view (CPV) or cost per mille (CPM) bid strategies.

Search campaigns extended to the Microsoft Audience Network that already leverage eCPC and the full suite of automated bidding solutions will not be affected.

Microsoft also called out the benefits such as setting ad group bids, so the platform automatically adjusts bids in real-time to increase the chances for a conversion.

Bids will go higher on auctions that are more likely to convert and lower on auctions that are less likely to convert.

The preset base bids will always be honored as the primary lever by the bidding strategy.

Those bids will be optimized at the time of the auction to maximize performance and drive toward more conversions, allowing you to stay on top of the dynamic marketplace.

eCPC uses a variety of auction signals to help drive the best results, including search queries, bid modifiers, location, device, ad copy, and more.

All these combined signals help drive informed decisions for better advertiser performance.