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Bing ads Bidding Strategy

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Bing ads Bidding Strategy


Bing Ads Target CPA and Maximize Conversion Bidding Strategy

Bing Ads announced that the two automated bidding strategies Target CPA (target cost per conversion) and Maximize Conversions (maximize conversions) are now applicable to advertising campaigns in Australia, Canada, France, Germany, the United Kingdom and the United States. These two plans have been tested for more than a year.

Maximize Conversions && Target CPA

The goal of the maximizing conversion bidding program is to generate as many conversions as possible within the bidding budget. It is also possible to set the maximum CPC (cost per click) at the campaign level, but advertisers cannot set individual ad group or keyword bids.

Target CPA

Target CPA is designed to enable advertisers to achieve conversion goals with the average CPA (cost per action) preset in the campaign. Through this strategy, the advertiser can set the maximum CPC to enhance the controllability of the bidding, and the advertiser does not need to set or change the bidding of the ad group and keywords in the process of using the bidding strategy.

To participate in these conversion-based auctions, the merchant’s campaign must have achieved at least 15 conversions in the past 30 days. With the automated process of machine learning optimization, more data collection means better results. Bing Ads recommends that the program run for at least two to three weeks in order for the system to learn and achieve delivery goals.

The two plans have the following characteristics:

Bing Ads allows advertisers to use manual bidding for each ad group or keyword in a campaign that is set to use Target CPA or Maximize Conversions strategy by selecting manual bidding strategies for ad groups or keywords.

Bing Automatic bidding

Advertisers can use bid modifier values between -90% and +900% with automatic bidding to increase or decrease the amount of clicks the campaign receives from targeting options (device type, location, ad schedule, or audience). The bid correction value -100% can still be used as a way to exit related targeting options. Bing noted that bid adjustments in campaigns that use automatic bidding will not change the cost-per-acquisition target and "may cause bids to exceed the maximum cost-per-click."

Bing Automated Bidding

Bing Ads launches Target CPA and Maximize Conversion Bidding Strategy Both Target CPA and the Maximize Conversion Auction program require advertisers to use Universal Event Tracking (UET) on their website for conversion rate tracking. If you are using a third-party management tool, bid adjustments made to it will not apply Use any of these campaign strategies. Bing Ads provides a chart for advertisers to compare, to help advertisers evaluate their bid strategy options.

Smart Bidding Strategies

Bing uses various signals to make recommendations on advertisers’ bidding strategies, such as browsing activities, operating systems, search queries, and ad copy. The system can also make real-time bid adjustments based on the target user's location and device type on a daily or weekly basis.

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