Enhanced manual CPC migration
Published Feb 12 2021 11:42 AM 5,665 Views
Microsoft

As recently announced, starting this spring all your manual bidding strategies will be optimized by Enhanced CPC (eCPC). Enhanced CPC will become the bid strategy for all search, shopping, and dynamic search ads campaigns not yet opted into automated bidding. The bid strategy type for these campaigns will be converted from manual CPC to enhanced CPC.  

 

We will continue to support the manual CPC bid strategy for Audience campaigns at the campaign level.

 

By the end of migration Microsoft Advertising will only support campaign level automated bid strategies.

 

There are two phased changes that we’ll automatically apply to your account:

  • At some point between now and the end of April we’ll begin ignoring your manual CPC settings.
  • After migration any manual CPC settings will be set to enhanced CPC.

 

Before migration

 

From now through the end of April we’ll gradually turn on the new experience for customers.

  • Manual CPC bid strategy will be ignored and Microsoft Advertising will use the enhanced CPC bid strategy for ad delivery.
  • Attempts to set the bid strategy to manual CPC with the Bing Ads API will be silently ignored and no error will be returned. The bid strategy for campaigns will be set to “EnhancedCPC”; The bid strategy for ad groups, keywords, and product groups will be set to “InheritFromParent”.
  • When you get or download campaign bid strategies previously set to manual CPC, the API will still return “ManualCPC” in the response.
  • When you download ad group and keyword bid strategies previously set to manual CPC, the API will still return “ManualCPC” in the response.
  • The GetBidOpportunities operation will stop returning opportunities with the Ad Insight service.

 

After migration

 

During April 2021, we’ll migrate manual CPC settings to enhanced CPC for all previous campaigns. By April 30th, all existing campaigns will have been migrated.

 

  • When you get or download campaign bid strategies previously set to Manual CPC, the API will return “EnhancedCPC” in the response.
  • When you get or download ad group and keyword bid strategies previously set to manual CPC, the API will return “InheritFromParent” in the response.
  • You can no longer set any bid strategy at the ad group, keyword, or product group level.

 

As always please feel free to contact support or post a question in the Bing Ads API developer forum

 

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