In Microsoft Ads, how does the 'Maximize Conversions' bidding strategy leverage machine learning compared to 'Enhanced CPC' to achieve campaign goals?

Both 'Maximize Conversions' and 'Enhanced CPC' (ECPC) bidding strategies in Microsoft Ads use machine learning, but 'Maximize Conversions' leverages it more extensively to achieve campaign goals. ECPC automatically adjusts your manual bids in real-time based on the likelihood of a conversion. It increases your bid for searches that are more likely to convert and decreases it for searches that are less likely, staying within your manual bid limits. 'Maximize Conversions', on the other hand, fully automates bidding to get the most conversions possible within your set budget. It analyzes a wider range of signals, including device, location, time of day, search terms, and remarketing lists, to predict conversion probabilities and set bids accordingly without requiring manual bid adjustments. Essentially, ECPC provides a layer of automated optimization on top of manual bidding, while 'Maximize Conversions' relinquishes bid control entirely to the algorithm, allowing it to dynamically adjust bids based on its comprehensive analysis of available data. For example, with ECPC, you might set a max bid of $2, and the system might increase it to $2.40 or decrease it to $1.60 based on conversion likelihood. With 'Maximize Conversions', the system will bid whatever it deems necessary, exceeding $2 if needed, as long as it stays within your overall budget and maximizes total conversions.