Microsoft Advertising · Status at source date: Newsletter archive
Max CPC closes for new standalone automated campaigns on 1 October
Microsoft Advertising will remove Max CPC controls from new standalone campaigns that use several conversion-based automated bidding strategies as of 1 October. Existing campaigns and portfolio strategies retain their current options in response to the reported change.
Why it matters for advertisers
For you, this means new campaign builds lose a familiar bid ceiling, so document where portfolio strategies or alternative guardrails are required before the cutoff. Fully understand the frustration. Max CPC is not as effective a lever as TCPA, TROAS, and conversion value rules to get the most out of Microsoft Advertising bidding. This is because the Max CPC overrides the bidding target and can cause more spending irregularities that can cause advertisers to miss targets. Navah Hopkins
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Original newsletter text and archive evidence
Max CPC closes for new standalone automated campaigns on 1 October
Microsoft Advertising will remove Max CPC controls from new standalone campaigns that use several conversion-based automated bidding strategies as of 1 October. Existing campaigns and portfolio strategies retain their current options in response to the reported change. For you, this means new campaign builds lose a familiar bid ceiling, so document where portfolio strategies or alternative guardrails are required before the cutoff.
Fully understand the frustration. Max CPC is not as effective a lever as TCPA, TROAS, and conversion value rules to get the most out of Microsoft Advertising bidding. This is because the Max CPC overrides the bidding target and can cause more spending irregularities that can cause advertisers to miss targets. Navah Hopkins
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