About Microsoft Advertising campaign settings

Campaign name

Enter a name for your campaign. Choose a name that clearly describes your campaign's theme, so you can easily find it in your account.

Note: Campaign name isn't visible to your customers.

Campaign status

You can change the status of your campaign to one of the following: 

• Enabled
• Paused
• Removed

Budget

Enter the amount you're willing to spend on a campaign each day. Note that the new Search Ads 360 does not use this setting to control your spend. Instead, the setting is posted to Microsoft Advertising, and Microsoft Advertising uses the setting to control spend. To apply a shared budget, click Apply from Shared libraryand select the shared budget you want to use.

To use automated bidding, do the following:

1. Finish creating your campaign.
2. Sign into the previous Search Ads 360.
3. Sync the account .
4. Create and apply a bid strategy to the campaign .

Until your bid strategies are migrated to the new Search Ads 360, you can only view bid strategies from the previous Search Ads 360. Learn more .

Check the What’s available tab in the Experience hub to stay current on available features, including bidding.

Bidding

The default bid strategy is "Manual CPC", which allows you to set your own maximum cost-per-click (CPC) for your ads.

Locations

By default, ads in Microsoft Advertising campaigns are eligible to display in the United States, Canada, and other countries, but you can choose specific locations for the ads to appear. 

Microsoft Advertising location targets that you create in the new Search Ads 360 apply to both of the following:

• People in your targeted locations
• People searching for or viewing pages about your targeted locations

To change these location target options, sign into Microsoft Advertising. Learn more in the Microsoft Advertising Help Center .

Use Microsoft Advertising location targeting

Languages

The language setting determines the countries or regions in which your campaign’s ads are eligible to appear.

Since Microsoft Advertising doesn’t translate your ads, it's recommended that you write ads in the languages your customers speak, and then use language targeting to make sure the right language appears to the right customers.

Learn about language targeting in Microsoft Advertising campaigns

Conversions

This setting controls which conversion actions are reported in the "Conversions" column for your campaign. If you use Smart Bidding, your bid strategies will optimize for these conversions.

To override the account-level Include in "Conversions" settings and include different conversion actions for this campaign, select a single conversion action or a conversion action set.

Attribution model

With this setting, you can quickly set different attribution models for one or more conversion actions without changing all models at the same time.

Custom Variable Adjustment

Create a custom variable adjustment that will apply to this campaign as well as similar campaigns.

Learn more about custom variable adjustments

Campaign URL options

Choose the tracking URL option you want for your campaign:

• Tracking templateis the URL you want the ad click to go to for tracking. Learn more .
• Custom parameters

Networks

With this setting, you can expand your campaign's reach to include the Microsoft Audience Network (called "Microsoft Display Network" in the new Search Ads 360).

Additional settings

After you finish creating a campaign, the optional Dynamic Search Adssetting is available to help you optimize your campaign.

Learn more about Dynamic Search Ads campaigns .