Enterprise advertisers care about reaching customers and fueling performance across search engines and channels. And this makes sense; typically, advertisers that adopt Search Ads 360 multi-channel / engine optimization portfolios can expect to see 5% more conversions or conversion value as compared to optimizing channels and engines independently¹.

To give all of our enterprise advertisers more options to optimize their campaigns, we’re opening access to a beta program to enable you to activate Microsoft automated bidding in your Search Ads 360 bid strategies, starting today. Microsoft automated bidding optimizes bids for the user at the auction level and in real-time. By activating Microsoft automated bidding with Floodlight conversion data, you can enhance performance on Microsoft search and shopping campaigns. You can also gain incremental performance by including these campaigns in cross-channel and cross-engine bid strategy portfolios, powered by Google AI, in Search Ads 360.

Power Microsoft automated bidding with relevant Floodlight data

Floodlight data enables de-duplicated, cross-channel and cross-engine measurement to appropriately value media effectiveness across campaigns. By sharing relevant Floodlight data with Microsoft, you enable Microsoft to optimize bids based on your conversion source of truth.

Take multinational lifestyle retailer Urban Outfitters, for example. The team at Urban Outfitters recognized the need to stay ahead in the ever-changing search landscape and sought innovative solutions to maximize ROI across all search engines. They embraced the chance to experiment with Microsoft automated bidding, leveraging Floodlight data as their primary conversion source of truth. Partnering with the agency iProspect, Urban Outfitters embarked on a 5-week test to assess the true impact of this cutting-edge strategy. Urban Outfitters experienced substantial performance enhancements across all key metrics.

Include Microsoft automated bidding in cross-engine, cross-channel bid strategies

It is now possible to include campaigns using Microsoft automated bidding and campaigns using Google auction time bidding in a single Search Ads 360 bid strategy. Search Ads 360 bid strategies use Google AI to find the most cost-efficient conversions across campaigns to maximize performance.

By combining Microsoft automated bidding with Search Ads 360 budget bid strategies, you can also achieve the best outcomes for your campaign within your defined budget. Budget bid strategies is a type of bid strategy that uses Google AI to efficiently allocate your budget across campaigns, with optional enterprise controls. For example, you can instruct a budget bid strategy to optimize your fixed monthly budgets across campaigns while maintaining granular control through ROI limits and custom spend allocations throughout the month.

Get started easily

Getting started with Microsoft automated bidding in Search Ads 360 is as simple as checking two boxes. The first step is to check the box to start sharing Floodlight data with linked Microsoft advertising accounts in your conversion settings. When you’re ready to activate, navigate to your bid strategy settings and check the box to enable Microsoft automated bidding.

We look forward to your feedback and we’re excited to continue innovating to ensure you have the tools you need to run successful cross-channel and cross-engine campaigns. To learn more about Microsoft automated bidding in Search Ads 360, visit the Help Center or contact your account representative.