Haily De La Cruz

Program Manager, Campaign Management
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Get more conversions with the new Enhanced CPC bid strategy

 

Bing Ads conversion tracking helps you more efficiently target users that are more likely to convert on your business goals. By focusing on conversions, you can save money by focusing on only buying clicks that have the biggest impact on your business. But properly optimizing your campaign can still take time and a lot of analysis for some advertisers. Today we are introducing Enhanced CPC, a new automated bid strategy that helps you maximize your conversions while still having control over your bids.

What is Enhanced CPC?

When you enable Enhanced CPC for your campaign, Bing Ads will automatically adjust your bids in real time so that you bid up to 30% higher on users that are more likely to convert and bid up to 100% less on users less likely to convert. Enhanced CPC will help your campaign get more conversions, lower your cost per acquisition, and improve your return on investment in Bing Ads.

What is a bid strategy?

A bid strategy is how you want to manage bids for your campaign. Today we offer two bid strategies:

1.       Manual CPC: This is the default bid strategy for all campaigns. Your bids are used without any automated optimization.

2.       Enhanced CPC: Your bids are automatically adjusted to help your campaign get more conversions and lower your cost per acquisition.

How do I enable Enhanced CPC for my campaign?

Here are two ways to get started with Enhanced CPC:

1.       In your campaign settings, there is a new Bid strategy field:

 

2.       In the Campaigns tab, there is a new Bid strategy menu:

 

How to I change the bid strategy for my ad groups and keywords?

For ad groups and keywords, the bid strategy can either be the same as the parent campaign or set explicitly to Manual CPC. If an ad group is set to Manual CPC, all keywords in that ad group will be Manual CPC.

 

New Report Column

There is now a new column called Bid strategy type, which shows the name of the bid strategy applied to the campaign, ad group, or keyword. You can find this new column in the Campaigns, Ad Groups, and Keywords tabs. We also added this column to the following reports: keyword performance, website placement, and share of voice.

 

Changes to bid column

For enhanced bids, we will append the text (enhanced) to the bid column to remind you that we may bid higher or lower than your set bid to optimizing for more conversions:

 

Remember that even though you may bid higher or lower in order to optimize for conversions, your original bid will remain unchanged. You can change your bid at any time:

 

How do I know if Enhanced CPC is working?

Enhanced CPC should lower your CPA and increase your conversion count. The best way to evaluate if this is happening is to allow Enhanced CPC to run for at least one month. After one month, you can compare the campaign's monthly CPA and monthly conversion count with the CPA and conversion count you saw the month before turning on Enhanced CPC.

Can I use Enhanced CPC if I'm using a bid management tool?

Yes! Enhanced CPC will not break 3rd party bidding tools. With Enhanced CPC, we will “enhance” the bids set by your existing tools.

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What bid strategies would you like to see next? Please share your comments and suggestions in our feedback forum or on Twitter
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Create campaign alerts with new Notify Me Automated Rules

Monitoring your Bing Ads campaigns doesn’t have to be time consuming. Instead of repeatedly checking your campaigns, ad groups, ads, and keywords, use our new ”Notify Me” rules to set up your own custom campaign alerts. This new type of Automated Rule will save you time and effort when staying on top of your latest campaign data.

What are Notify Me Rules?

Notify Me rules send you emails for campaigns, ad groups, ads, and keywords that match your search criteria. For example, I can set a Notify Me rule to alert me for campaigns that have spent more than $500 this week or for ad groups that have a Quality Score that has fallen below 5 out of 10.

bing ads notify me automated rules

Creating a Notify Me Automated Rule

Want to be notified if you have any campaigns that are out of budget at 9PM? Start by going to the Campaigns tab and clicking on Automate > Notify me when…

bing ads notify me automated rules

In the screen that follows, you’ll be able to create and customize your rule using these options:

1.  Apply to. Set the scope of the rule.

You can choose to have the rule run on all enabled campaigns, all campaigns, or only the campaigns that you have selected in the Campaigns tab.

2.  When.  Specify the rule’s criteria.

Any filter options and performance data already available are also available here. We only want this rule to run on campaigns that are out of budget. Do this by selecting Delivery contains Out of budget.

3.  How often. Schedule your automated rule.

For example, we are interested in having this rule run every day at 9PM. You can set rules to run once, daily, weekly, or monthly.

4.  Using data from. Define the date range for any performance data that you want to filter on.

5.  Rule name. Name your rule so that you can easily identify it amongst other rules later.

Once you’re done, double-check your rule by clicking Preview, and then Save to set your rule.  You will receive an email if there are matches to your criteria at the time of day that you specified.

Getting notified by your Notify Me Rules

When your Notify Me rule runs your search criteria and finds a match, you will receive an email with a link to a detailed report listing all the matches found by your rule:

bing ads notify me automated rules

Managing Notify Me Automated Rules

You can manage your Notify Me rule the same as you would any other Automated Rule by clicking Automate > Manage rules to edit your existing rules and view logs of rules that have run recently.

Get started

You can find this new rule type under the Automate menu in the Campaigns, Ad Groups, Ads, and Keywords tabs.

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Please share your comments and suggestions for improvement in our feedback forum.

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Streamlining campaign management with Automated Rules

Managing and optimizing your campaigns effectively and competitively should not stop when you leave the office or get sick. It should also not require hours of manual work every day. That's why today, I’m excited to announce the release of one of our most requested features: Automated Rules. Automated Rules gives you the capability to schedule and automate your top campaign management operations.

In this first release, you can automate campaigns, ad groups, ads, and keywords so that you can turn hours of work into seconds. Get started with the new Automate action:

bing ads automated rules

What rules can I create?

In total, there are 13 different types of rules that you can schedule and automate:

bing ads automated rules

Creating an Automated Rule

Are your campaigns repeatedly approaching budget limits by the afternoon? Start by going to the Campaigns tab and clicking on Automate > Change budget when…

bing ads automated rules

1.   The “Apply to” option allows you to set the scope of the rule. You can choose to have the rule run on all enabled campaigns, all campaigns, or only the campaigns that you have selected in the Campaigns tab.

2.   The “Do this” option allows you to clarify the rule action. In this example, we want to increase daily budget of campaigns by 20%. You can also increase or decrease budgets by a static numerical value instead of a percentage.

3.   Optionally set a maximum campaign budget to prevent the rule from setting the campaign budget too high.

4.   Specify the rule’s criteria with the “When” option. Any filter options and performance data already available are also available here. We only want this rule to run on campaigns that are limited by budget. Do this by selecting Delivery contains Limited by budget.

5.   Finally, schedule your automated rule with the “How often” option. We are interested in having this rule run every day at 5PM. You can set rules to run once, daily, weekly, or monthly.

6.   This is also where you define the date range for any performance data that you want to filter on. In practice, it’s best to use daily data for daily rules, weekly data for weekly rules, and monthly data for monthly rules.

7.   Name your rule so that you can easily identify it amongst other rules later.

8.   You can set rules to notify you every time that the rule runs, only if the rule attempts to make a change, only if the rule resulted in an error, or not at all. Use this setting to actively monitor the changes being made to your account by your rule.

Finally, before saving the rule, it’s best to preview your changes to ensure that you defined your rule correctly.

With automated rules, you have the flexibility to automate a lot more actions, such as:

  • Start and stop a campaign for a special event
  • Avoid costs on poor performing keywords or ads
  • Keep your ads on the first page

 

Click here to learn how to create these rules.

Managing Automated Rules

Click on Automate > Manage rules to edit existing rules and view logs of any rules that have run recently. In this page, you can edit, pause, enable, or delete your existing automated rules:

bing ads automated rules

Scroll down on this page to see the logs of all recently run rules:

bing ads automated rules

Every time a rule runs, we generate a detailed report of all changes made by the rule. Click on “Details” to see this report:

bing ads automated rules

Get started

Take 5 minutes to create your first automated rule right now. You can get started by clicking on the new Automate action in the Campaigns, Ad Groups, Ads, and Keywords tabs. Click here to for some examples to start with. If you have any questions, would like some help automating your campaigns, or have suggestions for improvements, contact us. We’re happy to help.

Connect with us

We are committed to continue to improve this new feature. For example, by this time next month, we expect to release notification-only rules that will alert you instead of performing any automated action. Please post any comments or suggestions in our feedback forum and we will include your feedback in upcoming releases.

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