Microsoft expands Maximum Conversion Value to more campaign types

Previously exclusive to smart shopping campaigns, Maximum Conversion Value is now available for all shopping and search campaigns.

Chat with SearchBot

Microsoft is extending Maximum Conversion Value to all shopping and search campaigns.

This bid strategy, which was previously exclusive to smart shopping campaigns, automatically adjusts your bids in real-time to maximize total conversion value within your budget. If you have specific ROI goals, you can opt to include a Target ROAS (return on ad spend).

Why we care. Automated bidding can make campaign management easier for advertisers by optimizing performance without requiring manual intervention. However, there are some concerns about the lack of control – especially regarding expense.

Requirements. These conversion and revenue-based bid strategies rely on conversion tracking within Microsoft’s platform, achieved through Universal Event Tracking (UET) and/or offline conversions. This step is crucial for advertisers to optimize their Microsoft campaigns for peak performance.

Microsoft Maximum Conversion Value

Conversion tracking. To ensure all conversions are tracked, Microsoft will automatically enable Microsoft Click ID (MSCLKID) for all eligible advertisers later this month. Auto-tagging of MSCLKID, enabled by default for new accounts, helps to ensure accurate conversion tracking even when browser settings or types block Microsoft cookies.

MSCLKID explained. Microsoft Click ID (MSCLKID) is a unique identifier in landing page URLs, aiding advertisers in tracking site conversions effectively. It guarantees that conversion tracking is maintained, even in cases where the Microsoft cookie cannot be returned due to browser settings, like third-party cookie blocking.

What Microsoft is saying. Microsoft said in a statement:

  • “For advertisers looking to drive revenue and return on investment (ROI), one bid strategy that can help advertisers is Maximize Conversion Value, which focuses on optimizing high-value conversions and the total sales value of your campaign.”

New language options. In other news, the Microsoft Advertising platform is now available in five new languages:

  • Thai.
  • Malay.
  • Indonesian.
  • Filipino.
  • Hindi.

This update allows you to reach broader audiences and customize campaigns for local languages.

Smart cropping. Lastly, Microsoft has introduced a new AI-powered feature: smart image cropping for Audience ads and image extensions. This tool utilizes AI to analyze your images and automatically crop them to highlight the most important part, eliminating the need for manual cropping.

Get the daily newsletter search marketers rely on.

Deep dive. Read Microsoft’s announcement in full for more information.

Opinions expressed in this article are those of the guest author and not necessarily Search Engine Land. Staff authors are listed here.

About the author

Nicola Agius
Nicola Agius was Paid Media Editor of Search Engine Land from 2023-2024. She covered paid media, retail media and more. Prior to this, she was SEO Director at Jungle Creations (2020-2023), overseeing the company's editorial strategy for multiple websites. She has over 15 years of experience in journalism and has previously worked at OK! Magazine (2010-2014), Mail Online (2014-2015), Mirror (2015-2017), Digital Spy (2017-2018) and The Sun (2018-2020). She also previously teamed up with SEO agency Blue Array to co-author Amazon bestselling book Mastering In-House SEO.

Get the must-read newsletter for search marketers.