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Improved bid adjustment controls for auto-bidding

Last month we released the Maximize Clicks automated-bidding strategy* as the first of several new bidding strategies Bing Ads is building to help you achieve your performance goals. With automated bidding, Bing Ads fully manages your bids in real time, based on a wide set of useful platform signals. Previously, any existing bid adjustments you may have manually set up were not factored into the automated-bidding decisions unless they were (-100%) exclusions. Starting this week, however, all associated bid adjustments you created, or create in the future, will be used to inform the Bing Ads automated-bidding system and help it decide which ads to show to which audiences. This change provides you with improved controls in how automated bidding works toward your performance goals and targeting preferences.

When should I use bid adjustments with automated bidding?

Bid adjustments are optional, but they can be a powerful tool in helping direct your automated bids to focus on traffic that you know is valuable for your campaign.
For example, 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.

Similarly, you may have audiences in your remarketing lists that you would like your ads displayed to more or less often. The remarketing bid adjustments you associate to your automated-bidding campaigns will inform the automated-bidding system which audiences you value more or less than others.

Which bid adjustments are supported?

All bid adjustments can be used with automated bidding, including location, device, time and day scheduling, demographic, and audience.

How do I set up bid adjustments for my campaign?

Most bid adjustments can be managed through the Settings tab on the Campaigns page. Audience bid adjustments can be managed through the Audiences tab.

Who can use these new controls?

Bid adjustments will now inform the Maximize Clicks automated-bidding strategy, as well as any new bidding strategies we release in the future. Maximize Clicks is currently only available to advertisers in the following countries/regions: Australia, Canada, France, Germany, India, Italy, the Netherlands, Spain, Sweden, Switzerland, the United Kingdom and the United States.

Connect with us

As always, please share your comments and suggestions with us on our Bing Ads Feature Suggestion Forum or on Twitter.

* 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.