Google is launching a beta program that allows advertisers to activate Microsoft automated bidding within Search Ads 360 bid strategies.
Why we care. Enterprise advertisers can now optimize their campaigns across multiple search engines more effectively, potentially increasing conversions by 5%.
How it works:
- Microsoft automated bidding optimizes bids at the auction level in real-time.
- Advertisers can use Floodlight conversion data to enhance performance on Microsoft search and shopping campaigns.
- Campaigns can be included in cross-channel and cross-engine bid strategy portfolios powered by Google AI.
Key features:
- Cross-engine optimization: Combine Microsoft automated bidding and Google auction time bidding in a single Search Ads 360 bid strategy
- Budget bid strategies: Use Google AI to allocate budgets efficiently across campaigns with enterprise controls
By the numbers. Advertisers using Search Ads 360 multi-channel/engine optimization portfolios typically see 5% more conversions or conversion value compared to optimizing channels and engines independently, according to internal Google data.
How to get started:
- Check the box to share Floodlight data with linked Microsoft advertising accounts.
- Navigate to bid strategy settings and enable Microsoft automated bidding.
What’s next. Google is seeking feedback and plans to continue innovating cross-channel and cross-engine campaign tools.
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About the author
Anu Adegbola has been Paid Media Editor of Search Engine Land since 2024. She covers paid search, paid social, retail media, video and more.
In 2008, Anu’s career started with
delivering digital marketing campaigns (mostly but not exclusively Paid Search) by building strategies, maximising ROI, automating repetitive processes and bringing efficiency from every part of marketing departments through inspiring leadership both on agency, client and marketing tech side.
Outside editing Search Engine Land article she is the founder of PPC networking event – PPC Live, host of weekly podcast PPCChat Roundup, and brand evangelist at ClickTech.
She is also an international speaker with some of the stages she has presented on being SMX (US), SMX (Munich), Friends of Search (Amsterdam), brightonSEO, The Marketing Meetup, HeroConf (PPC Hero), SearchLove, BiddableWorld, SESLondon, PPC Chat Live, AdWorld Experience (Bologna) and more.
