Brooke Osmundson

Google Ads is giving advertisers more ways to test campaign changes before applying them more broadly. Google announced new experimentation and planning capabilities for Search campaigns and AI Max, including updates aimed at testing budget, bidding and targeting changes with more control. Some of these tools are available now, while a new multi-campaign testing option will begin rolling out in September.

Microsoft Advertising is making another change to how advertisers use automated bidding, this time removing Max CPC from the setup of new campaigns. Microsoft says the setting can interfere with its bidding system’s ability to optimize toward performance goals, even when advertisers set the maximum CPC above their average CPC. The change takes effect Oct. 1, with some important exceptions for existing campaigns and portfolio bid strategies. Beginning Oct.

Microsoft Advertising has started rolling out AI Max for Search campaigns globally, expanding availability after several months of testing. The rollout follows Microsoft’s April 21 announcement of AI Max and an open pilot that began in May. The feature suite is now becoming generally available across Microsoft Advertising accounts. Additionally, they’ve provided clearer guidance around how existing campaigns and Google Ads imports will be handled.