Microsoft Ads Experiments

You have a theory: "Target CPA will act better than Enhanced CPC." Do not just switch the setting. That destroys your data history. Run an Experiment.

How to set it up

1. Select your Campaign.
2. Click Experiments (Left Menu) → Create Experiment.
3. Name ("CPA Test vs Manual").
4. Split: 50/50 Cookie-based split.
5. Change: In the "Experiment" campaign, change the Bid Strategy to Target CPA.

What happens next?

Microsoft creates a ghost copy of your campaign. Traffic is randomly assigned to A (Original) or B (Experiment). After 30 days, you get a report:

• Manual: 50 Conversions @ $30.
• Target CPA: 60 Conversions @ $25. Winner: Target CPA.

The "Apply" Button

Once the winner is clear, click the Apply button. Microsoft automatically updates the Original campaign settings to match the Experiment. Seamless.

Summary

Never "guess" with your budget. Always "test." It is the only way to sleep at night.