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Automated bidding strategies update

Note: Always refer to the Microsoft automated bidding Help page for latest information.

Target ROAS (return on ad spend), is a new bidding strategy on the Microsoft Advertising platform, which automatically sets bids at auction time to help get more revenue or conversion value for the ROAS Target you set. This is available globally across all supported markets for Search and Shopping Campaigns.

Target ROAS: Now available globally

You’ll need to have conversion tracking (either a Universal Event Tracking [UET] tag + an active conversion goal, or an active offline conversions) set up and have positive revenue tracked in order to use the Target ROAS bid strategy. It’s recommended to give the bid strategy enough time to accumulate at least 50 conversions before evaluating its performance. When using offline conversions, we recommend a daily cadence of uploading conversions with conversion latency (delay between conversion action and upload) of no more than a couple of days.
 

How do I get started?

You can enable Target ROAS bid strategy for campaigns if the requirements mentioned above are met. We recommend setting a Target ROAS based on historical performance at first, allowing at least 2-3 weeks for our system to learn and then evaluate performance after the learning period over the next 2-3 weeks (keeping in mind your conversion window, which means that the conversions could continue to come in later). While we do have the option for you to set a maximum CPC, we recommend against it as it could prevent the bid strategy from performing optimally.
 
Product view of the interface window for setting up Target ROAS.

Interface window for setting up Target ROAS.

 

Things to keep in mind

Please note that you can’t change bids for keywords that are using Target ROAS. This means that automated rules and third-party bid-management tools will not affect these keywords. With Target ROAS, Microsoft Advertising will have full and final control over optimising your bids. That said, any bid adjustments you have set (or that you set in the future) can be used to inform your Target ROAS automated bids (while still striving to achieve your Target ROAS). Note that bid adjustments may cause your bid to go higher than your maximum CPC, if you have one set.
  • Target ROAS is a campaign-level target. Individual ad groups may have different ROAS values, and those ROAS values may vary over time, while the campaign target ROAS is met. Different devices may see different ROAS values as well.
  • Target ROAS, like all automated bidding bid strategies, will override the Rotate ads more evenly ad rotation setting, and prioritise better-performing ads.
  • Shared budgets are currently not supported with Target ROAS.
 

Maximise Conversions and Target CPA: Now available globally, and minimum conversion requirement removed

Maximise Conversions and Target CPA bid strategies are globally available across all supported markets. Additionally, we don’t have the minimum 15 conversion requirement in last 30 days for you to be able to use these bid strategies, but you need to have conversion tracking (either a UET tag + an active conversion goal, or offline conversions) set up in order to use these bid strategies. When using offline conversions, we recommend a daily cadence of uploading conversions with conversion latency (delay between conversion action and upload) of no more than a couple of days.
 

Microsoft Advertising automated bidding is available to Kenshoo customers

If you’re a Kenshoo customer, you can now set and update Microsoft Ads bid strategies for Microsoft Ads campaigns through the Kenshoo analysis grid. Read more about this powerful capability.