Microsoft Advertising has announced a new automated bidding strategy, Target Impression Share Bidding. “With this strategy, you set your budget, where you want your ads to appear, and your Target Impression Share, and Microsoft Advertising automatically sets your bids,” said Kevin Salat, Product Marketing Manager at Microsoft Advertising.
When To Use Target Impression Share Bidding
Microsoft Advertising’s announcement has recommendations for when to use target impression share bidding including finding more visibility and awareness, gaining a competitive advantage, and increasing the likelihood of more click and conversion volume.
“Start with low-risk campaigns setting an impression share to target based on historical performance at first,” Salat said. This gives the AI time to learn and determine performance over the learning period. Salat also recommends using experiments “in A/B mode for 1-2 weeks before testing the strategy.” Salat also does not recommend setting a max CPC cap because it can limit performance.
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