Clearly Bing Ads has ensured not to miss out on what is being offered on their competitor platform, AdWords. One of such features is AI driven Automated Bidding. It has been their focus area since 2016 with the launch of Enhanced CPC, followed up with Maximize Clicks the last year. Earlier this year they further expanded the Automated Bidding with Target CPA and Maximize Conversions bidding strategy.
Lets look into each of these bidding strategies and what they have to offer. But before that lets do a quick recap of what manual bidding means. It is supposedly the most convenient form of bidding strategy if advertisers are unwilling to let go of control. With manual bidding you set bids (keywords or ad group) which Bing Ads will use to show your ads on the search results page. The bids remains as it is unless you wish to alter it or change to a different biffing strategy.
Automated Bidding Option in Bing Ads
Enhanced CPC – With this bidding strategy you allow Bing Ads to adjust the bids in real time if there is a possibility of converting the click to a conversion. If they see an opportunity of a conversion then your bids are increased and alternately if the probability of conversions is low then it will reduce your bid.
Maximize Clicks – With this option you let Bing Ads decide what bids to set in order to attain the objective of driving more clicks while staying within the budget set by you. Here you are spared from specific your keyword or ad group bid. However, if you wish to still be in control and not go beyond a specific limit, then you have the option to set Max CPC (which is the maximum amount you are ready to pay for a click.)
Maximize Conversions – This option behaves in similar fashion to the one explained above, with the objective being different. Here Bing Ads focuses on driving more conversions and sets your bids in real time accordingly. This option is currently available to limited countries.
Target CPA – With this bidding strategy you set an Avg Target CPA for 30 day period and Bing Ads will try to achieve this target by automatically setting the bids. This option is also currently not available globally.
Why should you opt for Automated Bidding
- If you wish to save time spent on altering bids and analyzing it to determine what bid can drive best results
- If you are new to it and want to give control to the system to help drive your performance goals.
- If you haven’t ever tried any of the automated bidding strategy. What better way to determine its impact than to put it to practice and let the results speak for itself
- If you wish to attain specific goals such as generating leads (try using Enhance CPC or Maximize conversions) or driving volume (try opting for Maximize clicks) to your business
Which has been you preferred Automated Bidding option? Drop in your response in the comments below.
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