Jing Li

Program Manager, Bing Ads Platform
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Get more clicks on a budget with Lower Bid Opportunity

If the budget you have to work with is limiting your campaigns' ad delivery, no doubt you'd be interested to learn about a new feature that could help you gain more clicks -- and potentially, more customers -- without spending more. If that sounds good to you, then let us introduce you to Lower Bid Opportunity, a new optimization feature that makes better use of your limited budget to help get you more clicks.

What is Lower Bid Opportunity?

All PPC marketers know that lowering bids can decrease your average cost-per-click (CPC), the average amount you’re charged when someone clicks on your ad. Keeping tabs on your keyword bids is an effective strategy for controlling campaign costs, but it's not always been easy to monitor and respond to opportunities for lowering bids without the risk of losing clicks... until now. If you're managing campaigns that are limited by budget, appropriately lowering certain bids can help you gain more clicks at the same cost, or even lower.

How do I use Lower Bid Opportunity?

Once signed in to your Bing Ads account, you'll find Lower Bid Opportunity on the Opportunities page, which you can access via the menu in the top navigation (see screen shot below). Getting started with this new feature is a simple, three-step process.

Step 1: Click on Opportunities in Bing Ads and check whether Lower Bid Opportunity is suggested for any of your campaigns. If it is, you’ll see an overall view of estimated clicks increase with the same cost (or even cost saving), and a total number of campaigns with this opportunity. 

bing ads lower bid opportunity

NOTE: Bing Ads will only offer the lower bid opportunities when our data has determined that there is indeed an opportunity to get more clicks by lowering bids for your campaigns. If the opportunity does not exist for any campaign at that time, lower bid opportunity will not be shown in the Opportunities Tab.

Step 2: Click “View Opportunities” for more details and to take advantage of this opportunity.

bing ads lower bid opportunities 

On the next page, you’ll see a summary table at the top indicating the overall estimated impact of applying Lower Bid Opportunity, including the total number of campaigns that share this opportunity and the estimated change in clicks, impressions, and spend per week if you were to apply the opportunity.

In the detail table below the summary table, you’ll see the suggested percent of bid decrease and its estimated impact on each applicable campaign. If you mouse over that content, you’ll find a summary of the campaign’s performance last week and the estimated average CPC change if you applied this opportunity to it now.

Step 3: Click “Apply” to apply the opportunity to your campaign. The suggested bid change percent will be applied to all bids in this campaign.

A few things to keep in mind:

  • This opportunity will be only available for campaigns that are limited by budget and meet certain criteria. Therefore, not all budget-limited campaigns will have this opportunity.
  • The estimated impact is for how lower bids might have affected your impressions, clicks, and spend in the past; they aren't meant to predict or guarantee for future performance.

 

For more details on getting started, see the Lower Bid Opportunity help page.

Connect with us

As always, Bing Ads cares about your ROI, instead of blindly asking you to spend more. We’re working hard to develop technologies to help you make the best use of your budget. More advanced bid optimization features will be available in the future. Stay tuned.

We welcome your thoughts and feedbacks, please let us know what you think by leaving a comment below, pinging us on Twitter or by sharing your thoughts in our Feature Suggestion Forum.

Thank you!

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New Feature: Top Movers Helps Identify and Diagnose Performance Variations with Ease

What factors are driving a fluctuation in clicks or spend? What campaigns or ad groups are seeing the biggest change and why? What can I alter in my campaign that will make it more successful?

Do you find yourself pondering these questions and looking for answers? Look no further as the Bing Ads web interface now offers a Top Movers report!

The new Bing Ads Top Movers report allows you to determine account clicks and spend variations, identify campaigns and/or ad groups that are seeing the biggest changes, and provides the ability to reveal possible causes behind these changes. Even when overall account performance appears stable, the Top Movers report helps you highlight big moves that may be easily overlooked. It can also be used to regularly track account performance on a weekly or monthly basis.

Located under the Dimensions tab in All Campaign’s view, the Bing Ads Top Movers report is now available to all US advertisers. More markets will be supported soon.  

How it Works & Descriptions

A “top movers” list is up to 10 campaigns and/or ad groups that have experienced the largest performance change— by size, not percent— during two specified time frame. With this list, you can quickly identify which campaigns have contributed most to your account’s performance variation, from both a positive and negative perspective. Other descriptions include:

  • “Top increases” – total positive change from “top movers”
  • “Top decreases” – total negative change from “top movers”
  • “Other changes” – changes from campaigns and/or ad groups that experienced less than significant changes, and as a result are not considered a “top mover”
  • “Details table” – displays list of “top movers” that have the biggest impact on account performance

Discover Account Performance Variations

The Comparison time period selection is designed to compare your account’s performance—aka your clicks and spend— week over week, two weeks over two weeks, or even four weeks over four weeks. Similarly, the Summary table helps you understand your account’s performance change and the impact from “top movers.”

Possible Cause Identification

For individual “top movers” that impact campaign results -- both positively and negatively -- the report identifies a list of possible causes that can help explain such variations, when they are available. Whereas other search providers only offer possible causes based on changes made within your account, Bing Ads Top Movers report takes three types of changes into consideration:

  • Your account – such as campaign add/deleted/pause/un-pause, bid increase/decrease, budget constraint, editorial status changes, etc.
  • Search traffic – aka changes in your eligible search volume (e.g. people who search more frequently in your target locations or devices could cause a variation to your eligible impressions)  
  • Competitor data – your bid price can become less competitive under certain circumstances (e.g. a competitor raises their bids, or a new competitor joined in with a high bid

Another key feature that differentiates the Bing Ads Top Movers report from other search providers is the ease of access to the Opportunities tab—which allows the user to explore keyword, bid, budget and other factors that can drive an increase in clicks/spend for the related “top decrease” movers.



In an effort to further build a reporting tool that provides infinite data outcomes, Top Movers report will soon deliver a more granular level of detail to identify which elements of a campaign and/or ad group had the biggest changes. This will allow you to identify specific factors that contributed most to the overall change in performance. In addition to offering “top movers” for spend and clicks, we also plan to expand reporting to support metrics, such as conversions. Stay tuned for more on this soon.

It’s not news we have been listening closely to you, our customers. It’s also not news we’ve been working hard to implement your feedback that will help increase efficiency, save time and ultimately produce positive results. It’s about comprehensive campaign optimization, and the addition of Top Movers report is one of the imperative steps needed to complete this optimization. We are committed to providing insights and analytics that help you be more successful, and we are hopeful Top Movers report will become a permanent go-to resource in managing your campaigns.

To learn more about the Bing Ads Top Mover report, check out the video below, or visit the Bing Ads Help Center.

-Jing Li,

Program Manager, Bing Ads Platform

NOTE: The information contained in this blog post is intended for agencies and advertisers that are self-managed or supported by Microsoft.  If you are an agency or advertiser managed by Yahoo, the details therein may not be applicable, and you are encouraged to contact your Account Representative for more information.

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