In the competitive world of PPC, staying up to date with the latest tools and integrations is key to maximizing campaign efficiency. The recent integration of Search Ads 360, a platform designed to manage and optimize ad campaigns across multiple search engines, with Microsoft Advertising’s auction-time bidding, which automatically adjusts bids in real time during each ad auction, brings new possibilities for optimizing bids and driving better results. This blog will outline the core benefits and practical steps to implement this integration, highlighting how it can improve your PPC campaign performance.
Now, let’s explore how this new integration works and why it matters for your strategy.
Optimizing Campaigns with Search Ads 360 and Microsoft Auction-Time Bidding
The integration of Search Ads 360 and Microsoft Advertising auction-time bidding combines two powerful systems to optimize ad performance. By enabling this feature, Search Ads 360 manages the overall bid strategy, while Microsoft’s auction-time bidding fine-tunes bids in real-time, directly at the auction level.
The key to this integration is the sharing of Floodlight conversion data between Search Ads 360 and Microsoft Advertising. This allows both platforms to use the same set of performance data, ensuring that bids are adjusted based on the most relevant, up-to-date information available.
When this system is enabled, Search Ads 360 sets performance targets such as CPA (Cost Per Acquisition) or ROAS (Return on Ad Spend), and Microsoft auction-time bidding adjusts individual bids to meet those goals. This results in a more automated, data-driven approach to bidding that enhances efficiency across platforms.
Key Benefits of This Integration
1. Automation and Time Savings
For PPC professionals managing multi-platform campaigns, adjusting bids manually can be a tedious task. This integration allows for real-time bid adjustments without constant manual intervention, freeing up time for other high-level tasks.
2. Improved ROI Through Data-Driven Decisions
By sharing conversion data between platforms, advertisers can be confident that Microsoft’s auction-time bidding system is optimizing bids based on accurate, real-time insights. This ensures that budgets are used more effectively, improving ROI.
3. Unified Cross-Platform Management
For advertisers running campaigns on both Google Ads and Microsoft Advertising, this integration simplifies cross-channel management. By using a single bid strategy in Search Ads 360, advertisers can unify their approach, while still benefiting from Microsoft’s real-time optimizations.
How to Implement Auction-Time Bidding with Search Ads 360
To activate Microsoft auction-time bidding within Search Ads 360, follow these steps:
Enable Conversion Data Sharing: Ensure that your Floodlight conversions are set to share data between Search Ads 360 and Microsoft Advertising.
Activate Auction-Time Bidding: In Search Ads 360, select the Microsoft campaigns you wish to optimize, and activate auction-time bidding in the bid strategy settings.
Allow Time for Data Build-Up: For the most effective results, Microsoft recommends waiting at least two weeks for sufficient conversion data to accumulate before fully relying on auction-time bidding.
Why This Update is Crucial for PPC Professionals
The integration of Search Ads 360 and Microsoft Advertising auction-time bidding represents a significant leap forward in PPC campaign management. It allows advertisers to streamline processes, enhance performance through automation, and improve the effectiveness of their ad spend by relying on real-time data-driven decisions.
As the digital landscape continues to shift toward automation and cross-platform optimization, staying ahead of these trends is critical. Leveraging this integration enables PPC professionals to manage campaigns more efficiently, while still maintaining control over key performance targets.
At PPC Ad Editor, we’re committed to keeping you informed of the latest developments in the industry, ensuring you have the tools and knowledge needed to drive success in your campaigns.
