The ability to set a Target CPA by ad group. If you have different products with their own desired tCPA in one campaign, tCPA doesn't help at all. In this case, tCPA at a campaign level tries to normalize all the ad groups within the campaign, which isn't optimal.

And, Google allows for tCPA by ad group.

This would allow more campaigns to qualify (reach the minimum of 15 conversions in 30 days) for automated bidding where campaigns can be logically grouped because they have a similar Target CPA. Google supports this but I think it is an even more important feature for the Microsoft platform since traffic and conversion counts are typically lower for similar campaigns. Without portfolio support, there is a temptation to restructure and combine ad groups in ways that are not optimal for maintenance - just to meet automated bidding requirements.

Please have the Bid Strategy Type column in performance reports reflect historical changes instead of showing the current setting throughout history.

In Google we have the ability to remove certain date periods, from automation.

For example, if we have conversion tracking issues for a few days, we can black out these dates from automation learning. This avoids site issues having a large negative result on learning/bidding.

We have two conversion types and would like to be able to see only the main conversion in the column conversion and the secondary conversion in a seperate column. Also I would like to use Target CPA for the main conversion only.

Do it

Beside the excellent support, Bing has introduce a feature to set automatically the bid for every keyword added. This doesnt happen before and it is a very critical feature for the user as now has to go one by one changing the bid.

Would be possible to revert it?

Thank you