Google is launching a beta program that allows advertisers to enable Microsoft automatic bidding in Search Ads 360 bidding strategies.
Why we care. Enterprise advertisers can now more effectively optimize their campaigns across multiple search engines, potentially increasing conversions by 5%.
How it works:
- Microsoft Auto-Bidding optimizes bidding at the real-time bidding level.
- Advertisers can use Floodlight conversion data to improve the performance of Microsoft search and shopping campaigns.
- Campaigns can be included in multi-channel, multi-engine bidding strategy portfolios powered by Google AI.
Main features:
- Multi-engine optimization: Combine Microsoft automatic bidding and Google auction-time bidding into a single Search Ads 360 bidding strategy.
- Budget bidding strategies: Use Google AI to efficiently distribute budgets across campaigns with business controls
By the numbers. According to Google’s internal data, advertisers using Search Ads 360 cross-channel/engine optimization portfolios typically see 5% more conversions or conversion value compared to independent channel and engine optimization.
How to get started:
- Check the box to share Floodlight data with associated Microsoft ad accounts.
- Go to the bid strategy settings and enable Microsoft automatic bidding.
What’s next. Google is seeking feedback and plans to continue innovating multi-channel, multi-engine campaign tools.
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About the author
Anu Adegbola was Paid Media Editor of Search Engine Land since 2024. It covers paid search, paid social, retail media, video and more.
In 2008, Anu’s career began with
lead digital marketing campaigns (primarily, but not exclusively, paid search) by strategizing, maximizing ROI, automating repetitive processes, and improving the efficiency of every part of marketing services through leadership inspiring on the agency side as well as on the client and marketing technology side.
Outside of Search Engine Land article editing, she is the founder of the PPC networking event – PPC Live and the host of weekly PPCChat Roundup podcast.
She is also an international speaker with some of the stages she has presented on SMX (USA), SMX (Munich), Friends of Search (Amsterdam), BrightonSEO, The Marketing Meetup, HeroConf (PPC Hero), SearchLove, BiddableWorld, SESLondon. , PPC Chat Live, AdWorld Experience (Bologna) and more.