Bing is going against the grain. The search engine announced another update – ahead of Google.

While marketers may be accustomed to search giant Google making changes first, and other ad platforms following, things are changing. This change is one of the many updates Microsoft has made to Microsoft Ads (formerly Bing Ads) in the last couple of years to differentiate itself.

By April 30, you'll see the retirement of the traditional manual bidding strategy on Microsoft Ads. If you track ad analytics, this post will help you prepare for the change: