Starting this month, Microsoft Ads will be transitioning all search, shopping and dynamic search campaigns which aren’t using automated bidding to Enhanced CPC.
Microsoft has stated that Enhanced CPC will help advertisers to improve campaign conversions while improving costs. They have recommended that advertisers start to test automated bidding options before the manual options sunset.
The migration to Enhanced CPC starts this month. From April 5th you will no longer be able to choose Manual CPC when building new campaigns. Then from April 30th campaigns will automatically be moved to Enhanced CPC if they’re still on Manual CPC.
It appears that Microsoft Ads is moving further towards AI functionality. However, some advertisers are worried about a loss of control. Particularly because there are no insights into what the enhanced bids are.