Microsoft Advertising phases out Max CPC limits for new standalone bidding campaigns starting Oct. 1
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Search Engine Land
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TLDR
Microsoft Advertising will disable Max CPC bid caps on new campaigns using automated bidding strategies starting October 1, pushing advertisers toward conversion-based targets instead.
Starting Oct. 1, Search Engine Land reports, Microsoft Advertising will stop allowing Max CPC limits on new campaigns built with Maximize Conversions, Maximize Conversion Value, and Maximize Clicks bidding strategies. Existing campaigns retain Max CPC functionality, and portfolio bid strategies will continue to support it. Microsoft contends that Max CPC caps can interfere with automated bidding and that conversion-based targets like tCPA and tROAS produce better results—though outcomes will hinge on conversion data quality and how effectively Microsoft's system responds to advertiser signals.
Topics:SEO News & Algorithm Updates
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