Reach Performance Goals With Bing Ads’ Improved Bid Adjustment Controls

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Bing Ads’ new improved controls for bid adjustment offer enhanced methods within the process of automated bidding.


Back in October this year, Bing released its “Maximise Clicks Automated Bidding Strategy”, which was only the first in a new series of bidding strategies planned for release by the search engine.

These releases are designed to help you achieve your performance goals and targets.

With regards to the improved controls, any bid adjustments you manually created previously didn’t appear in the automated bidding decisions that were made by Bing Ads. Now, all bid adjustments that are made will help Bing Ads’ automated bidding system decipher which ads to display to which users.

But which bid adjustments are included?

According to Bing Ads’ Program Manager Hailey De La Cruz, “all bid adjustments can be used with automated bidding, including location, device, time and day scheduling, demographic, and audience.

To set up bid adjustments for your campaign, navigate to the Settings tab on the Campaigns page. However, if you want to manage audience bid adjustments, you should navigate to the Audiences tab.

NOTE: bid adjustments are optional. They are powerful in the way they can steer your automated bids in the right direction to focus on valuable traffic that will get you results.

Here’s an example from Hailey De La Cruz:

You may want to have a strong mobile presence across your campaigns even if PC traffic performs better. To do this, you can now set a positive bid adjustment on for the smartphone device type option, which will inform the automated-bidding system that you want more value applied to mobile traffic.

At the moment, these new controls are only available to advertisers in the following locations:

  • Australia
  • Canada
  • France
  • Germany
  • India
  • Italy
  • The Netherlands
  • Spain
  • Switzerland
  • United Kingdom
  • United States

Have you used these new controls yet?

Contact us today to see how our Digital Paid Media experts can help to streamline your Paid Search campaigns, and maximise your ROI through best practice and an in-depth review of your current strategies.

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