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 three bid strategy options:
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.
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%.
Not everyone has this feature yet. If you don’t, don’t worry. It’s coming soon.
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.
|Bid strategy||Do I set bids myself?||Do I need conversion tracking?||Can I use a third-party bid management tool?|
You set bid strategy at the campaign level. To change a campaign's bid strategy:
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.
If you want full control for some individual bids, you can override a campaign's bid strategy for any ad group or keyword.
The Bid strategy type column in the table in the Ad Groups or Keywords tab shows you which bid strategy is being used. In the Search bid column (Ad Groups tab) or Bid column (Keywords tab), you'll see (enhanced) after the bid value if you're using Enhanced CPC.