A digital marketing team has activated Microsoft Advertising auction-time bidding (ATB) within their Search Ads 360 bid strategy. How do these two systems interact to optimize performance for the advertiser?
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Correct answer: Search Ads 360 analyzes portfolio-wide performance to set ROI targets directly in Microsoft Advertising, while the engine sets real-time bids at the auction level..
Why this is the answer
Microsoft Advertising auction-time bidding works with a Search Ads 360 bid strategy by combining portfolio-level optimization with publisher auction-level bidding. Search Ads 360 analyzes performance across campaigns in the bid strategy and sets ROI targets directly in Microsoft Advertising. Microsoft Advertising then uses its auction-time bidding system to set real-time bids at the auction level. This allows the strategy to keep cross-engine portfolio optimization while using Microsoft’s real-time auction signals.
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