Google Search Ads 360 now integrates with Microsoft automated bidding

Google Search Ads 360 has introduced integration with Microsoft’s automated bidding, offering advertisers enhanced optimization for their campaigns.

Google is launching a beta program that allows advertisers to activate Microsoft’s automated bidding within Search Ads 360 bidding strategies.

Why it matters?

Enterprise advertisers can now optimize their campaigns across multiple search engines more effectively, potentially increasing conversions by up to 5%.

How it works?

Microsoft’s automated bidding optimizes bids in real time at the auction level.

Advertisers can leverage Floodlight conversion data to improve performance on Microsoft Search and Shopping campaigns.

Campaigns can be included in cross-channel and cross-engine bidding portfolios powered by Google’s AI.

Key Features:

• Cross-Engine Optimization: Combine Microsoft automated bidding with Google auction-time bidding within a single Search Ads 360 strategy.
• Budget Strategies: Use Google’s AI to efficiently allocate budgets across campaigns with enterprise-level controls.

Advertisers using Search Ads 360 multi-channel/engine optimization portfolios generally see a 5% increase in conversions or conversion value compared to optimizing channels and engines separately, according to Google’s internal data.

How to get started?

• Check the box to share Floodlight data with linked Microsoft advertising accounts.
• Go to the bidding strategy settings and enable Microsoft automated bidding.

What’s next?

Google is seeking feedback and plans to continue innovating tools for cross-channel and cross-engine campaigns.

Expert insights

The integration of Microsoft’s automated bidding into Google Search Ads 360 represents a significant advancement for advertisers, enabling more effective optimization of campaigns across various search engines. This combination of Microsoft’s automated bidding and Google’s auction-time bidding facilitates more comprehensive optimization, allowing campaigns to better align with current market conditions.

This new feature is expected to increase conversion rates by up to 5% by utilizing Floodlight data to refine campaigns. It allows for more precise targeting and improved results.

Our specialists can assist you in setting up your advertising using these new capabilities to ensure effective budget allocation and campaign optimization. We are prepared to maximize the benefits of automated bidding integration and enhance your advertising strategies.

With this tool, campaign management becomes simpler and more effective, offering significant advantages for enterprise advertisers.

This article available in Ukrainian.