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This process can take up to two weeks and performance may be volatile during that timeframe. As more data becomes available, the strategy will continue to fine tune your bids to make the most impact. Like other bid technology, there will be an initial learning phase where your bid strategy will learn how your ads and bids are performing. There are a few caveats search advertisers should take note of when switching over to in-engine bid strategies. This methodology is not able to control for variables as effectively but can still produce strong results if managed properly.
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At the test’s conclusion, a time series analysis can be run to measure KPI trends before and after switching to the new bid strategy. Another option is running a pre/post test across specific test categories and monitoring performance over the given testing timeframe. Using this set up will control variables while producing a strong readout from the results. The recommended option for testing is utilizing campaign experiments in Microsoft Ads to set up an A/A test. Consider how you want to structure your test and how you plan on assessing performance at its conclusion. Before switching over to automated bidding in engine, be sure to run tests across portions of your account to measure a bid strategy’s effectiveness against current bidding methods. Outside of eCPC, Microsoft currently offers the following bid strategies: max clicks, max conversions, target impression share, target ROAS, and target CPA.
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In addition to unlocking the full suite of auto-bidding features, the tag will also tell your campaigns which keywords are converting and serve as a remarketing tag, allowing you to customize bids for people who have previously visited your site. However, the most robust set of signals require UET tag implementation in order to be recorded. As mentioned previously, Microsoft has several internal and contextual signals that outside bid technology cannot see or incorporate. To ensure that your campaigns are seeing the best possible performance with eCPCs, it’s recommended to have UET tags applied to your Microsoft Ads account.
In the example below, one team saw improvements across click-through rate (CTR), conversion rate (CVR), and ROAS on Microsoft after implementing eCPCs. Overall, Merkle teams that tested eCPCs have found positive results from using it in conjunction with external bid tech.
One way to optimize eCPC performance is to use it in combination with an external bidding platform. While users can no longer opt out of using eCPC, they can make changes to maximize eCPC’s performance. Microsoft eCPCs with External BiddingĪs of April 2021, all existing search, shopping, and Dynamic Search Ads campaigns without Microsoft automated bid strategies in place were automatically migrated to eCPC. Let’s walk through considerations for each option, along with some performance snapshots from Merkle testing into Microsoft’s various bidding strategies. Additionally, portfolio bidding is now in beta and will allow advertisers to group multiple campaigns together to work toward one goal. There’s no better time to test than now, especially given recent advancements in Microsoft bidding capabilities - advertisers now have the ability to target impression share in bidding and the ability to create similar audiences in order to better identify searchers. Microsoft offers several options to choose from, from enhanced CPCs (eCPCs) to in-engine bid strategies. As mentioned, Microsoft knows attributes and behaviors about its searchers that Google can’t know to take advantage of that knowledge, marketers need to revisit their Microsoft bid strategies as unique entities. Many practitioners lump Microsoft in with their Google bidding approaches, but the unique nature of each engine warrants a distinct strategy for Microsoft. They’ve grown to incorporate signals that only they as the search engine know about a user and can use those signals in combination to identify the right bid for the right person, rather than layering bid modifier on top of bid modifier to determine a good, but imperfect, bid estimation. As Google and Microsoft have evolved through the years, both have found ways to identify users and bid more efficiently.
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