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?
- 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.
- Search Ads 360 bypasses the Microsoft engine’s local signals to set individual keyword bids for every search query four times per day.
- Search Ads 360 automatically deactivates all Microsoft Advertising budget limits to make sure the auction-time algorithm can reach every available user.
- Search Ads 360 restricts the use of Floodlight conversion data and instead relies solely on Microsoft’s core conversion tracking for all auction-level decisions.
Explanation
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.
Why the other options are incorrect
Keyword bids four times per day describes intraday bidding behavior, not Microsoft Advertising auction-time bidding.
Budget limit deactivation is incorrect because Search Ads 360 does not remove Microsoft Advertising budget limits for auction-time bidding.
Floodlight restriction is incorrect because Floodlight conversion data can be shared with Microsoft Advertising for auction-time bidding.
Source for verification
https://support.google.com/sa360/answer/15252078
https://support.google.com/sa360/answer/16888216