Microsoft Ads Automated Bidding Strategies

"Import from Google" is great, until it imports your bidding strategy. Google's algorithm has billions of data points. Microsoft's algorithm has millions. It is "dumber." If you use a Smart Bidding strategy on a low-volume campaign, it will fail.

The Hierarchy of Bidding

1. Enhanced CPC (eCPC)

• Best for: New campaigns, Low volume.
• Why: It gives the algorithm "permission" to adjust your bid slightly, but you set the baseline. It is safe.

2. Maximize Conversions

• Best for: Scaling volume, Loose CPA targets.
• Why: It will spend your entire budget trying to get any conversion. Dangerous if your conversion tracking breaks.

3. Target CPA (tCPA) / Target ROAS (tROAS)

• Best for: High volume (30+ conversions/month).
• Why: This is the Holy Grail. But it needs data fuel. If you turn this on with 0 conversions, it will flatline (Zero Impressions).

The "Cold Start" Problem

On Google, you can start with Max Conversions. On Microsoft, you must start with eCPC. Feed the beast manual data for 2-4 weeks. Only switch to tCPA once you have 30 conversions.

Summary

Don't trust the robot too early. Be the manual transmission first. Then switch to Tesla Autopilot.