In the ever-changing world of digital marketing, staying ahead of the curve requires tools and strategies that optimize performance across all channels. Google’s Search Ads 360, a leading campaign management platform, now supports Microsoft Automated Bidding. This exciting integration allows advertisers to leverage real-time bid-level optimization across multiple search engines. With Microsoft Automated Bidding, you can achieve better results, improve efficiency, and increase your return on ad spend (ROAS).
Let’s explore how this powerful new feature can enhance your advertising strategy.
What is Microsoft Automated Bidding in Search Ads 360?
Microsoft Automated Bidding is a smart bidding solution that uses machine learning to adjust bids in real-time during auctions. By integrating it with Search Ads 360, advertisers can:
Optimize bids for conversions.
Use advanced data insights, such as Floodlight conversion data, to refine targeting.
Combines Google and Microsoft campaigns for unified bidding strategies.
Why Microsoft’s Automated Bidding Matters
Automated bidding takes the guesswork out of manual adjustments. Here’s why that’s critical:
Real-time adjustments: Respond instantly to auction dynamics, ensuring your bids remain competitive.
Increased efficiency: Save time and resources by automating bidding strategies.
Improved results: Experience better ROAS, better conversion rates, and better overall campaign performance.
For example, retailers like Urban Outfitters have seen significant growth with Microsoft automated bidding, including an 83% increase in revenue and a doubling of ROAS across their campaigns.
How to Set Up Microsoft Automated Bidding in Search Ads 360
Getting started is quick and easy:
Enable Floodlight data sharing: In your SA360 account, check the box to share Floodlight data with associated Microsoft accounts. This ensures deduplicated multi-channel measurement.
Enable Microsoft Automated Bidding: Go to your bidding strategy settings in SA360 and enable automated bidding for Microsoft campaigns.
This seamless setup allows you to effortlessly integrate Microsoft campaigns into multi-engine bidding strategies.
Benefits of Multi-Engine Bidding Strategies
Combining Microsoft’s automated bidding with Search Ads 360’s multi-engine portfolio offers unique benefits:
Unified Performance Optimization: Optimize campaigns across Google and Microsoft to achieve the best cost-per-conversion results.
Budget efficiency: Allocate budgets efficiently with SA360’s AI-powered strategies.
Comprehensive insights: Access deduplicated metrics to track performance across all engines.
Success Story: Urban Outfitters
Urban Outfitters partnered with iProspect to test Microsoft automated bidding in Search Ads 360. Over a five-week period, they leveraged Floodlight data and found:
An 83% increase in revenue.
A doubling of ROAS.
Substantial growth in other key performance indicators.
This case shows how automated bidding, combined with reliable data, can transform campaign results.
- Best Practices for Microsoft Automated Bidding
- To maximize your results, follow these tips:
- Leverage high-quality data: Use Floodlight conversion data to ensure accurate bid optimizations.
- Test and learn: Run pilot campaigns to understand performance dynamics before scaling.
- Combine portfolios: Integrate Microsoft and Google campaigns into unified bidding strategies for global optimization.
Conclusion
Microsoft Automated Bidding inSearch Ads 360 offers a revolutionary way to improve search campaign performance. By combining real-time bid insights with unified bidding strategies, advertisers can achieve unprecedented results. Whether you’re new to cross-channel optimization or looking to refine your existing strategies, this integration provides the tools you need to excel.
