Microsoft Advertising has introduced ‘Enhanced CPC’ (eCPC) to all manual bidding campaigns.
Microsoft Advertising has announced a bidding approach change, which is ‘encouraging’ campaign developers to use automated bid strategies rather than manually bidding.
Using machine learning, Microsoft Ads can probably outperform the most diligent manual tuning efforts. So Microsoft is imposing automated bidding if you want it or not…
Automated bidding works well when the conversion outcome is readily defined – eg a contact form submit.