New Bidding Strategy, Extensions, & More

As the year draws to a close, we’re looking at a new schedule for the blog, but that doesn’t mean we’re slowing down. In fact, we’re planning on maintaining a really fast pace here throughout 2018. We’ve got a lot of fun stuff planned for the blog in 2018, and we’re going to be sharing as much as possible.

Bidding strategies are an important part of any successful marketing campaign. A bidding strategy is simple: determine your ideal bid, and set it as the starting point for your bids in your campaign. It’s important to note that because you have control over your budget, you may want to adjust the bid to make your campaign successful.

In any business, finding the right customers is a key to success. One of the best ways to make sales is to spend money on advertising. Yet, the more you spend, the more you risk alienating your potential customers. Luckily, there are ways to bid on your ads that will keep customers from being turned off by your message, and this week, I’m going to show you how to do it.

A new bid strategy, manager-account labeling, new automatic extensions, increased brand safety protections, and upgrades to Unified Campaigns are among the latest product updates and releases announced by Microsoft for Advertisers. Here’s everything you need to know about it!

Target Impression Share is Announced by Microsoft Ads

Target Impression Share, a method similar to Google Ads, has been released by Microsoft Ads. Microsoft Advertisements will automatically adjust your bids based on your Target Impression Share and where you want your ads to appear.

Advertisers can select to appear anywhere on the page, which means they don’t care where they appear on the first page, “top of page,” which means they want to appear in the first group of advertisements on the first SERP, or “absolute top of the page,” which means they want to be the very first ad in the SERP.

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Advertisers can specify a maximum cost-per-click (CPC) limit, however it may limit volume based on the other options.

Target Impression Share is a suitable bid strategy for people who value visibility above all else, albeit it may be more expensive.

You may utilize the experiments feature in search campaigns to do A/B bidding strategy testing to see which bidding strategy performs better for your aims.

Extensions That Are Fully Automated

Microsoft will introduce new automatic extensions in August that will be available to all advertisers.

• Advertiser location extensions and Bing Maps will be used to pull location data into Dynamic Location extensions.
• Multimedia assets, such as photographs and movies, will be appended using Dynamic Multimedia extensions (begins flighting in early 2023)
• Syndication Decorations are automatic buttons or upgrades that partners employ to encourage people to click on their links.

Any of these extensions will have the option to opt in or out for all ads.

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Labeling of Accounts

Microsoft Ads is rolling out manager account-level branding for advertisers who use an MCC. Advertisers can use labels to classify accounts, campaigns, advertising, and keywords in their management scope, as well as pivot their reports and insights using those labels.

With Product Conversion Objectives, You Can Track Product-specific Conversions

Product conversion targets will now be available to advertisers using Shopping Campaigns or other feed-based campaigns.

What is a product-specific aim, and when does it come into play? It can be used in two ways, according to Microsoft:

A customer clicks on an ad for Product A, leaves without purchasing, then clicks on an ad for Product B, but purchases Product A. Because it was the final ad clicked, this conversion would normally be ascribed to the ad for Product B. You can track this as a conversion for the ad for Product A if you use the product conversion target.

Retailers who participate in product-specific goals, on the other hand, can attribute conversions at the brand level. Microsoft claims that:

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A customer clicks on a Product A (Brand X) ad but purchases Product B instead (Brand X). In most cases, no conversion is reported. You can track this as a conversion for Brand X if you use the product conversion objective for brands. This scenario necessitates the use of Microsoft Shopping Campaigns for Brands.

Brand Safety Protection Throughout the Integral Ad Science Platform Is Now Accessible Globally

Last September, Microsoft announced a cooperation with Integral Ad Science (IAS). The purpose of this collaboration was to expand the Microsoft Audience Network’s brand protection solutions. The Microsoft Audience Network is now available in the following markets: the United States, the United Kingdom, Canada, France, Germany, Australia, and New Zealand.

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Unified Campaigns Changes

Finally, based on input from early adopters, Microsoft Advertising released a slew of changes for unified campaigns.

• Instagram posting: Users can now publish to their Instagram accounts directly from the unified campaigns’ social media area.
• Updates to user invitation and access management: Users of unified campaigns can now invite other Microsoft Advertising users to manage and access their accounts.
• A new billing experience: users of unified campaigns can now access the same billing pages as users of Expert mode.
• Updates to the campaign management experience: According to Microsoft, they’ve listened to user input and made a few changes to improve the usability of unified campaigns, such as making the overview information always available during campaign development.
• Last but not least, unified campaigns users now have the ability to manage several sub-accounts under a single parent account. Manager accounts have the following capabilities:
  • Under the same manager account, create numerous unified campaigns accounts.
  • Under the same manager account, create a combination of unified campaigns and expert mode accounts.
  • Connect to and from manager accounts with a mix of unified campaigns and expert mode accounts.

Google made two announcements this week that will affect how online advertising works in the future. The first is the introduction of bidding extensions, a new feature that will give advertisers more flexibility when it comes to where their ads appear. This will allow advertisers to choose which extensions they want to use in a campaign, according to a campaign’s audience needs, the dimensions of their bids, and the campaigns’ budget. In short, advertisers will be able to tailor their campaigns to best support their goals. The second announcement is related to the first, that is, the new bidding strategy that will be offered. This new approach will allow advertisers to use their extensions across all devices, and will be available in the coming weeks.. Read more about manual cpc bidding strategy and let us know what you think.

Frequently Asked Questions

What are different Bidding strategies?

There are many different strategies that can be used in Bidding. One of the most common is to bid on a high value item and then hope that you win it, so that you can sell it for a profit.

What is the best Bidding strategy on Adwords?

The best bidding strategy on Adwords is to bid as high as you can without going over your budget.

What is the best Bidding strategy for display campaigns?

The best strategy for display campaigns is to bid on the most relevant keywords that you want your ads to appear on.