PPC | PAID SEARCH | Microsoft Advertising: Professional Service Ads, Enhanced CPC, & More For Spring

Article by Kristi Hines

Microsoft Advertising announced several new features. Learn how advertisers can use them to save time and reduce cost per acquisition.

This spring, Microsoft announced the rollout of several features for Microsoft Advertising.

Professional Service Ads Available Worldwide

Over the last year, Microsoft introduced vertical ad formats allowing advertisers in certain verticals to include the information consumers find most useful in ads.

For example, ads in the search results below for physical therapists under doctors and clinics can be seen.

After beta programs for travel, automotive, credit, health insurance, real estate, tax services, and healthcare services advertising, Microsoft has made Professional Service Ads available for businesses in select verticals worldwide.

Professional Service Ads typically apply to verticals with advisors, agents, and consultants.

Microsoft recommends a budget of $100 – $500 per day with a starting bid of $3 – $5. According to internal data from Microsoft, advertisers experienced more conversions at lower costs with Professional Service Ads than text ads.

Enhanced CPC Uses Automated Bidding Management

To help advertisers stay on pace with automation and competition in a dynamic ad environment, Microsoft will no longer offer manual bidding for new campaigns for the Microsoft Audience Network after April 24, 2023.

Manual bidding campaigns will be upgraded to Enhanced CPC (eCPC) by April 28.

Enhanced CPC allows Microsoft Advertising to automatically adjust your bid based on the chance it will convert. The goal would be to optimize your ad spend towards the users most likely to convert.

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