Microsoft Advertising removes Max CPC from new standalone bidding campaigns

Microsoft Advertising will stop allowing advertisers to set Max CPC limits on new campaigns using several standalone automated bidding strategies starting Oct. 1, as the platform pushes advertisers toward conversion-based targets and other automated bidding controls. Existing campaigns with Max CPC limits won’t immediately lose them, while portfolio bid strategies and several other bidding strategies will retain the option. Why we care. This removes another manual control from Microsoft’s automated bidding strategies. Advertisers that use Max CPC as a safeguard against unexpectedly expensive clicks will have less direct control when creating…

This is a curated summary. The full story was reported by Search Engine Land.