Microsoft has changed their formula for determining which ads are able to to achieve a top ad placement, i.e. the ad above the organic listing, or, as Microsoft calls it, the “mainline” ad. In the past, the criteria for an ad to reach that top location was “more rigid,” but now the formula is “more dynamic.” This enables all advertisers the ability to achieve that top ad slot.
Microsoft details possible methods of getting your ad in the top position:
- You could see your ads move in or out of the mainline depending on your CTR and set Max Bid
- You may need to bid more to maintain mainline positions
- You may see ads move up into the mainline without bidding more
- For ads remaining in the mainline, your actual CPC may increase
Recently, Google made a similar change, which we covered with Want That Top Ad Position On Google? The Rules Are About To Change.