{"id":615377,"date":"2024-04-03T14:00:00","date_gmt":"2024-04-03T11:00:00","guid":{"rendered":"https:\/\/en.buradabiliyorum.com\/microsoft-is-upgrading-native-campaigns-to-enhanced-cpc\/"},"modified":"2024-04-03T14:00:00","modified_gmt":"2024-04-03T11:00:00","slug":"microsoft-is-upgrading-native-campaigns-to-enhanced-cpc","status":"publish","type":"post","link":"https:\/\/buradabiliyorum.com\/en\/microsoft-is-upgrading-native-campaigns-to-enhanced-cpc\/","title":{"rendered":"#Microsoft is upgrading native campaigns to enhanced CPC"},"content":{"rendered":"<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_84 counter-hierarchy ez-toc-counter ez-toc-custom ez-toc-container-direction\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents<\/p>\n<label for=\"ez-toc-cssicon-toggle-item-6a29512d13972\" class=\"ez-toc-cssicon-toggle-label\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #dd3333;color:#dd3333\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #dd3333;color:#dd3333\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/label><input type=\"checkbox\"  id=\"ez-toc-cssicon-toggle-item-6a29512d13972\" checked aria-label=\"Toggle\" \/><nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/buradabiliyorum.com\/en\/microsoft-is-upgrading-native-campaigns-to-enhanced-cpc\/#The_transition_from_manual_bidding_to_enhanced_CPC_on_the_Microsoft_Advertising_Platform_will_start_on_April_30\" >The transition from manual bidding to enhanced CPC on the Microsoft Advertising Platform will start on April 30.<\/a><\/li><\/ul><\/nav><\/div>\n<h2 class=\"subhead\" itemprop=\"alternativeHeadline\"><span class=\"ez-toc-section\" id=\"The_transition_from_manual_bidding_to_enhanced_CPC_on_the_Microsoft_Advertising_Platform_will_start_on_April_30\"><\/span>The transition from manual bidding to enhanced CPC on the Microsoft Advertising Platform will start on April 30.<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><\/p>\n<div class=\"bialty-container\">\nThe Microsoft Advertising Platform is upgrading all existing image and feed campaigns on a manual cost-per-click (CPC) bid strategy to enhanced CPC from May 13. This upgrade process is expected to take a few days but should be finalized by May 17, 2024.<\/p>\n<p>Additionally, all manual CPC  bidding for newly created native campaigns will be phased out from April 30.<\/p>\n<p><strong>What is enhanced CPC? <\/strong>Enhanced cost per click  is a bid strategy  where you set your ad group and keyword bids, and Microsoft Advertising automatically adjusts your bids in real time to increase your chances for a conversion.<\/p>\n<p><!-- \/1038259\/SEL_Post-text --><\/p>\n<div id=\"div-gpt-ad-1693000027709-0\"><\/div>\n<div id=\"post-break\"><\/div>\n<p><strong>What is manual CPC? <\/strong>With the Manual CPC bid strategy, Microsoft Advertising uses the bids you have manually set every single time.<\/p>\n<p><strong>Enhanced CPC benefits.<\/strong> Microsoft asserts that enhanced CPC offers several advantages compared to manual CPC, such as:<\/p>\n<ul>\n<li>Automatically adjusting your bids in real time based on conversion likelihood; increasing bids for high-converting auctions and decreasing them for low-converting ones.<\/li>\n<li>Always respecting the base bid you set as the primary lever by the bidding strategy. These bids are optimized at auction time to enhance performance and drive more conversions, helping you remain competitive in the dynamic marketplace.<\/li>\n<li>Ensuring the base bid you set is never exceeded.<\/li>\n<li>Leveraging combined signals like search queries and bid modifiers for informed decisions to enhance advertiser performance.<\/li>\n<li>Always starting with the bids set by your bid management tool before making any adjustments.<\/li>\n<\/ul>\n<p><strong>Why we care. <\/strong>To maximize the success of your campaign after it\u2019s migrated to enhanced CPC, there are several steps you can take to optimize it. However, if enhanced CPC doesn\u2019t align with your goals, there are alternative options available.<\/p>\n<p><strong>Who\u2019s affected? <\/strong>This change only affects native image and feed campaigns using manual CPC bidding. It doesn\u2019t impact other campaign types like manual CPM, Connected TV ads or search campaigns extended to audience placements, which already use automated bidding solutions.<\/p>\n<p><strong>Enhanced CPC alternatives.<\/strong> If enhanced CPC doesn\u2019t fit your goals, you can opt to switch your native campaigns to maximize conversions. With this bid strategy, you can set your target CPA, allowing you to increase conversions while still controlling the CPA goal you aim to achieve.<\/p>\n<p><strong>Next steps.<\/strong> No action is needed from you to prepare for this change. However, you can optimize certain areas to ensure you\u2019re set up for success.<\/p>\n<ul>\n<li><strong>Conversion Tracking:<\/strong> For optimal results, Microsoft strongly recommends using enhanced CPC alongside conversion tracking. Ensure your UET tag is placed on all pages of your site and set up your conversion goals. While not mandatory for enhanced CPC, this setup can enhance performance by providing additional signals.<\/li>\n<li><strong>Offline conversions:<\/strong> If you depend on offline conversions, it\u2019s advisable to upload your offline conversion data daily. You can easily do this by setting up a scheduled recurring import.<\/li>\n<li><strong>Attribution model:<\/strong>\u00a0Consider changing your conversion goal attribution to \u201clast touch.\u201d This allows you to optimize automated bidding for both click-based and view-through conversions, which are conversions resulting from ad impressions.<\/li>\n<\/ul>\n<figure class=\"wp-block-image size-large\"><img fetchpriority=\"high\" decoding=\"async\" width=\"800\" height=\"576\" alt=\"Microsoft Conversion\" class=\"wp-image-439008\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/04\/Microsoft-conversion-800x576.jpeg.webp 800w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/04\/Microsoft-conversion-469x338.jpeg.webp 469w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/04\/Microsoft-conversion-157x113.jpeg.webp 157w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/04\/Microsoft-conversion-768x553.jpeg.webp 768w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/04\/Microsoft-conversion.jpeg.webp 833w\" data-lazy-sizes=\"(max-width: 800px) 100vw, 800px\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/04\/Microsoft-conversion-800x576.jpeg.webp\"><img fetchpriority=\"high\" decoding=\"async\" width=\"800\" height=\"576\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/04\/Microsoft-conversion-800x576.jpeg.webp\" alt=\"Microsoft Conversion\" class=\"wp-image-439008\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/04\/Microsoft-conversion-800x576.jpeg.webp 800w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/04\/Microsoft-conversion-469x338.jpeg.webp 469w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/04\/Microsoft-conversion-157x113.jpeg.webp 157w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/04\/Microsoft-conversion-768x553.jpeg.webp 768w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/04\/Microsoft-conversion.jpeg.webp 833w\" sizes=\"(max-width: 800px) 100vw, 800px\"><\/figure>\n<p><strong>What Microsoft is saying<\/strong>. Microsoft said in a statement:<\/p>\n<ul>\n<li>\u201cBy following these steps, you can make sure that your campaigns are ready to succeed, deliver the best results and meet your marketing objectives. If you want to stay ahead of the <a href=\"https:\/\/buradabiliyorum.com\/en\/category\/game\/\" data-internallinksmanager029f6b8e52c=\"7\" title=\"Game\" target=\"_blank\" rel=\"noopener\">game<\/a>, you don\u2019t need to wait for your campaigns to switch to enhanced CPC\u2014begin using automated bidding strategies today to help you reach your goals and improve your campaign performance.\u201d<\/li>\n<\/ul>\n<p><!-- START INLINE FORM --><br \/>\n<!-- END INLINE FORM --><\/p>\n<hr class=\"wp-block-separator has-text-color has-cyan-bluish-gray-color has-css-opacity has-cyan-bluish-gray-background-color has-background\"><strong>Deep dive<\/strong>. Read Microsoft\u2019s <a rel=\"nofollow noopener\" target=\"_blank\" href=\"https:\/\/about.ads.microsoft.com\/cmsctx\/pv\/03aff669-a32b-40e2-adcc-948dfa6042e4\/culture\/en-US\/wg\/dd02276e-3804-4b5b-b3ac-9bc18ce5cd20\/h\/419539611aec9c3ffdc37f1590e108075cedfc2c43d1f0d61ed61dd878444693\/-\/cms\/getdoc\/850041d6-877b-416f-a7cd-14fcc6fa298d\/pv.aspx\">announcement<\/a> in full for more information.<\/p>\n<\/div>\n<p><\/p>\n<div class=\"about-author\">\n    About the author<\/p>\n<div class=\"information\">\n<div class=\"author-module\">\n<div class=\"row\">\n<div class=\"col-12 col-lg-3 text-center\">\n<div class=\"avatar\">\n                        <img loading=\"lazy\" decoding=\"async\" class=\"img-fluid rounded-circle avatar-border\" alt=\"Nicola Agius\" width=\"140\" height=\"140\" src=\"https:\/\/searchengineland.com\/nicola_agius\"><img loading=\"lazy\" decoding=\"async\" class=\"img-fluid rounded-circle avatar-border\" src=\"https:\/\/searchengineland.com\/nicola_agius\" alt=\"Nicola Agius\" width=\"140\" height=\"140\">\n                                            <\/div>\n<\/p><\/div>\n<div class=\"col-12 col-lg-9\">\n<div class=\"about\">\n<div class=\"name\">\n                            <strong>Nicola Agius<\/strong>\n                        <\/div>\n<div class=\"row g-2 pt-2\">\n<div class=\"col-auto twitter\">\n                                    <a rel=\"nofollow noopener\" target=\"_blank\" href=\"https:\/\/twitter.com\/intent\/follow?original_referer=https%3A%2F%2Fsearchengineland.com%2F&amp;region=follow_link&amp;screen_name=nicola_agius&amp;tw_p=followbutton&amp;variant=2.0\" aria-label=\"opens in a new tab\"><i class=\"fab fa-x-twitter\"><\/i><\/a>\n                            <\/div>\n<div class=\"col-auto\">\n                                    <a rel=\"nofollow noopener\" target=\"_blank\" href=\"https:\/\/www.linkedin.com\/in\/nicola-agius-8b330956\" aria-label=\"opens in a new tab\"><i class=\"fab fa-linkedin\"><\/i><\/a>\n                                <\/div>\n<\/p><\/div>\n<p>                        Nicola Agius is Paid <a href=\"https:\/\/buradabiliyorum.com\/en\/category\/social-mediaa\/\" data-internallinksmanager029f6b8e52c=\"1\" title=\"Social Media\" target=\"_blank\" rel=\"noopener\">Media<\/a> Editor of Search Engine Land after joining in 2023. She covers paid media, retail media and more. Prior to this, she was SEO Director at Jungle Creations (2020-2023), overseeing the company&#8217;s editorial strategy for multiple websites. She has over 15 years of experience in journalism and has previously worked at OK! Magazine (2010-2014), Mail Online (2014-2015), Mirror (2015-2017), Digital Spy (2017-2018) and The Sun (2018-2020). She also previously teamed up with SEO agency Blue Array to co-author Amazon bestselling book Mastering In-House SEO.                   <\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/div>\n<p><script async src=\"https:\/\/platform.twitter.com\/widgets.js\" charset=\"utf-8\"><\/script><\/p>\n<blockquote><p><strong><span style=\"color: #ff6600;\">If you liked the article, do not forget to share it with your friends. Follow us on\u00a0<span style=\"color: #ff0000;\"><a style=\"color: #ff0000;\" href=\"https:\/\/news.google.com\/publications\/CAAqBwgKMN63nwsw68G3Aw\" target=\"_blank\" rel=\"nofollow noopener noreferrer\">Google News<\/a><\/span>\u00a0too, click on the star and choose us from your favorites.<\/span><\/strong><\/p><\/blockquote>\n<blockquote>\n<p style=\"text-align: center;\"><strong>If you want to read more like this article, you can visit our <span style=\"color: #ff9900;\"><a style=\"color: #ff9900;\" href=\"https:\/\/en.buradabiliyorum.com\/technology\/\" target=\"_blank\" rel=\"noopener\">Technology<\/a><\/span> category.<\/strong>\n<\/p><\/blockquote>\n<p><span style=\"color: black;\"><a style=\"color: #ff9900;\" href=\"https:\/\/searchengineland.com\/microsoft-native-campaigns-enhanced-cpc-439006\" target=\"_blank\" rel=\"noopener\">Source<\/a><\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>The transition from manual bidding to enhanced CPC on the Microsoft Advertising Platform will start on April 30. The Microsoft Advertising Platform is upgrading all existing image and feed campaigns on a manual cost-per-click (CPC) bid strategy to enhanced CPC from May 13. This upgrade process is expected to take a few days but should&#8230;<\/p>\n","protected":false},"author":1,"featured_media":615378,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"fifu_image_url":"https:\/\/searchengineland.com\/wp-content\/seloads\/2023\/11\/Microsoft_mobile.jpg","fifu_image_alt":"","footnotes":""},"categories":[18],"tags":[70784,70286,147878,107942],"class_list":["post-615377","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-technology","tag-advertising","tag-microsoft","tag-paid-social","tag-ppc"],"_links":{"self":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/posts\/615377","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/comments?post=615377"}],"version-history":[{"count":0,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/posts\/615377\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/media\/615378"}],"wp:attachment":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/media?parent=615377"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/categories?post=615377"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/tags?post=615377"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}