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.

Connect with us

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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