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Utilising SA360 Bidding with Microsoft Ads

Which? is a consumer rights brand focused on quality product reviews in a wide range of categories. They cover everything from limescale remover to personal pensions advice, potty training to convertible cars, and from secateurs to virtual reality headsets. They operate a subscription model for access to their paper and digital magazine.


Decrease in CPA YoY


Increase in average conversion volume


Increase in spend YoY

The Challenge

Which? were already seeing significant performance uplift from smart bidding strategies in Google Search campaigns. Given that around 10% of total Search budget is spent through Microsoft, Which? needed a way to scale smart bidding to these campaigns also. Microsoft strategies were not an option due to limits with conversion volume, so Search Ads 360 smart bidding was used.

How we helped


Step 1

  • Moving Microsoft campaigns onto SA360 strategies
    • All non-brand Microsoft campaigns were synched with SA360 and smart bidding strategies applied.
    • This directly led to a 35% drop in CPA while maintaining conversion volume.


Step 2

  • Further gains were made by sharing the same portfolio strategy as the existing Google campaigns.
  • Portfolio bidding allowed SA360 to focus on optimising performance across the entire portfolio, rather than treating Microsoft and Google campaigns separately.


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