Sesame Street had a number of the day. PPC just got two: 90 and 15.

Fashionably late is fine now. Microsoft’s Conversions API sends sales and leads from your CRM or point-of-sale system to Microsoft Advertising.

It became generally available on October 28 and now accepts events up to 90 days old, up from 7. Long sales cycles finally fit.

One catch: events still need to land inside your conversion goal’s attribution window, so match it to your sales cycle.

Cue the Spider-Man pointing meme. Bing made AI Mode official, splitting its AI search in two:

• AI Mode for back-and-forth research
• AI Overview for AI summaries next to regular results

Only the names are new, and they mirror Google’s AI Mode and AI Overviews.

AI Mode answers link to their sources, so add Bing to your AI visibility tracking.

Microsoft’s PMax takes requests. The October update brings:

• Age and gender targeting, now generally available
• Search term and auction insights reports
• Device targeting for all advertisers in the coming weeks

The Count would approve. Google’s PMax troubleshooting page now names a number for stable performance: at least 15 conversions over 30 days.

Google says hitting it helps keep spend consistent and ROAS strong. PPC News Feed spotted the change. Short of 15? Merge low-volume campaigns before BFCM instead of splitting them.

Go ahead, touch the budget. Google Ads product manager Tal Akabas says changing tCPA, tROAS or budgets on an established campaign won’t trigger Learning, the recalibration phase advertisers dread.

Results can still shift, and new bid strategies or big conversion-goal changes can still trigger it. Your BFCM budget bump won’t wipe the campaign’s history.

Both platforms want the same holiday gift: more conversion data.