Microsoft rolls out AI-powered bidding, reporting and import updates for advertisers

Microsoft is rolling out a slate of new advertising updates aimed at simplifying campaign management and improving AI-powered optimization across its ad platform.

What’s new. Microsoft introduced a new Import Center designed to simplify importing campaigns from Google Ads and Meta Ads into Microsoft Advertising.

The new hub allows advertisers to:

• Search and filter imports
• Edit or pause imports
• Access imported campaigns
• View troubleshooting guidance
• Get performance recommendations after imports complete

Microsoft says the goal is to reduce manual troubleshooting and simplify cross-platform campaign management.

Bidding capabilities. AI-powered bidding capabilities is being expanded with cross-account portfolio bidding for Search and Shopping campaigns.

The feature allows advertisers to manage portfolio bid strategies across multiple accounts, helping automated bidding systems pool signals and optimize budgets more efficiently.

Microsoft also added new bid strategy reporting metrics including:

• Avg. Target ROAS
• Avg. Target CPA
• Avg. Target impression share

The company says advertisers can use the updated reporting tools to better understand bid performance, conversion delays and target adjustments directly inside the UI.

Improved reporting. Reporting flexibility is being expanded with new custom column capabilities.

Advertisers can now:

• Access all conversion metrics in custom columns
• Segment reports by goal name
• Analyze additional metrics including CPA, ROAS and All Conversions

The company says the changes are designed to give advertisers more transparency and faster optimization insights directly inside the platform.

Why we care. Microsoft is making it easier to manage campaigns across Google, Meta and Microsoft Ads while expanding AI-powered automation and bidding capabilities. The new Import Center reduces operational friction for teams running multi-platform campaigns, while cross-account portfolio bidding and enhanced reporting tools could help advertisers optimize budgets and performance more efficiently.

Catch up. Microsoft confirmed two previously announced AI-powered bidding updates are now rolling out broadly:

• Seasonality adjustments for portfolio bidding and shared budgets
• Data-driven attribution for automated bid strategies

The attribution model assigns conversion credit across the customer journey for campaigns using Maximize Conversions, Maximize Conversion Value and Enhanced CPC bidding strategies.

Bottom line: Microsoft is leaning further into AI-assisted campaign management while trying to reduce operational friction for advertisers managing campaigns across Google, Meta and Microsoft ecosystems.

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