Automatically optimize your campaign with bid strategies

Automatically optimize your campaign with bid strategies

Learn how Bing Ads can automatically raise your bids on searches that are more likely to convert and lower them on searches that are less likely to.

Your bid strategy setting tells Bing Ads how you want to manage your bids. Whichever bid strategy you use, Bing Ads will always respect your budget limit. Currently, there are five bid strategy options:

Manualexpando image
With the Manual bid strategy, you set your ad group and keyword bids, and Bing Ads uses these bids every time. This is every campaign's default bid strategy unless you chose a different strategy when creating your campaign.
Enhanced CPCexpando image

Important
  • You must have conversion tracking (a UET tag and a conversion goal) set up for Enhanced CPC to work. See What is conversion tracking? for more information.
  • Not all Bing Shopping Campaign advertisers have this feature yet. If you don’t, don’t worry. It’s coming soon.
  • Enhanced CPC is available to all advertisers worldwide. Note that we will only "enhance" your bids when your ads serve in the following countries/regions: Australia, Canada, France, Germany, India, Italy, Netherlands, Spain, Sweden, Switzerland, United Kingdom, and United States. When your ads serve outside of these countries, your manual bids are unaffected.

With Enhanced CPC (cost per click), you set your ad group and keyword bids, and Bing Ads automatically adjusts your bids in real time to increase your chances for a conversion. Your bid will go up to 30% higher on searches that are more likely to convert and up to 100% lower on searches less likely to convert (up or down, this change will be made after we apply any bid adjustments you have set).

Bing Ads looks for patterns to identify searches that are most likely to result in a conversion. When we see a good opportunity, we increase your bid up to 30% to capitalize on it. On the other hand, if the patterns show that a conversion is less likely, we lower your bid. Up or down, this change will be made after we apply any bid adjustments you have set. If you haven't optimized your campaign yet, Enhanced CPC should reduce your cost per conversion and increase your total conversion count while respecting your current budget.

Note

Enhanced CPC will not break third-party bid-management tools. Enhanced CPC will always use the bids set by your bid management tool as a starting point before applying an adjustment between -100% and +30%.

Maximize Clicksexpando image

Important
  • Not everyone has this feature yet. If you don’t, don’t worry. It’s coming soon.
  • Maximize Clicks is available only to advertisers in the following countries/regions: Australia, Canada, France, Germany, India, Italy, Netherlands, Spain, Sweden, Switzerland, United Kingdom, and United States.

With Maximize Clicks, you don't need to set ad group or keyword bids. Bing Ads automatically sets your bids in real time to get as many clicks as possible within your budget.

Bing Ads will always respect your overall budget limit, but if you want greater control over your bids while using Maximize Clicks, you can also set a maximum CPC (cost per click). This is an optional limit you can set to make sure that Bing Ads never pays more than a certain amount for each individual click.

Notes
  • Third-party bid-management tools will not work if you use the Maximize Clicks bid strategy. With Maximize Clicks, Bing Ads will have full and final control over optimizing your bids. Any bids set by the bid management toll will be ignored.
  • With Maximize Clicks, bid adjustments will not be applied unless the bid adjustment is -100%.

Maximize Conversionsexpando image

Important
  • Not everyone has this feature yet. If you don’t, don’t worry. It’s coming soon.
  • Maximize Conversions is available only to advertisers in the following countries/regions: Australia, Canada, France, Germany, United Kingdom, and United States.

With Maximize Conversions, you don't need to set ad group or keyword bids. Bing Ads automatically sets your bids in real time to get as many conversions as possible within your budget.

Bing Ads will always respect your overall budget limit, but if you want greater control over your bids while using Maximize Conversions, you can also set a maximum CPC (cost per click). This is an optional limit you can set to make sure that Bing Ads never pays more than a certain amount for each individual click.

Notes
  • Third-party bid-management tools will not work if you use the Maximize Conversions bid strategy. With Maximize Conversions, Bing Ads will have full and final control over optimizing your bids. Any bids set by the bid management toll will be ignored.
  • With Maximize Conversions, bid adjustments will not be applied unless the bid adjustment is -100%.

Target CPAexpando image

Important
  • Not everyone has this feature yet. If you don’t, don’t worry. It’s coming soon.
  • Target CPA is available only to advertisers in the following countries/regions: Australia, Canada, France, Germany, United Kingdom, and United States.

With Target CPA (cost per acquisition), you don't need to set ad group or keyword bids. You set your budget and your target 30-day average CPA, and Bing Ads automatically sets your bids in real time to get you to this average. Some conversions may cost more than your target and some may cost less, but Bing Ads will try to make sure your average cost per conversion is in line with your target.

Bing Ads will always respect your overall budget limit, but if you want greater control over your bids while using Target CPA, you can also set a maximum CPC (cost per click). This is an optional limit you can set to make sure that Bing Ads never pays more than a certain amount for each individual click.

Notes
  • Third-party bid-management tools will not work if you use the Target CPA bid strategy. With Target CPA, Bing Ads will have full and final control over optimizing your bids. Any bids set by the bid management toll will be ignored.
  • With Target CPA, bid adjustments will not be applied unless the bid adjustment is -100%.


Comparing bid strategies

Bid strategy Do I set bids myself? Do I need conversion tracking? Can I use a third-party bid management tool?
Manual Yes No Yes
Enhanced CPC Yes Yes Yes
Maximize Clicks No No No
Maximize Conversions No Yes No
Target CPA No Yes No

Setting a campaign's bid strategy

You set bid strategy at the campaign level. To change a campaign's bid strategy:

  1. On the Campaigns page, click the Settings tab.
  2. Under Bid strategy, select the strategy you want to use.

This bid strategy will apply to your entire campaign, but you can set an individual ad group’s or keyword’s bid strategy to Manual (see next section) at any time.

Note

New bid strategies don't start working immediately, but they should take effect within two hours.

Changing an ad group's or keyword's bid strategy

If you want full control for some individual bids, you can override a campaign's bid strategy for any ad group or keyword.

  1. On the Campaigns page, click either the Ad Groups tab or the Keywords tab.
  2. Select the checkbox next to appropriate ad group or keyword.
  3. Under Bid strategy, choose Use the bid I set.

How bid strategy appears in the table

The Bid strategy type column in the table in the Ad Groups or Keywords tab shows you which bid strategy is being used. In addition, in the Search bid column (Ad Groups tab) or Bid column (Keywords tab), you'll see the name of the bid strategy in parentheses.

Bid strategy information in the Keywords table

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