Advertisers can now generate more clicks with Bing Ads rolling out Maximize Clicks to all accounts across the globe.
The automated bidding strategy was first introduced in 2017. It’s now available for search campaigns to all advertising users globally.
Maximize clicks strategy is designed such that it automatically set and adjust bids to get as many clicks as possible, for the daily budget.
“Simply establish your budget and Bing Ads will automatically set bids to help you achieve the most clicks possible within that budget,” Bing Ads’ wrote.
Bing Ads suggest running the strategy for at least a month before analyzing results by comparing past bid strategies. The bidding models use that “much time to learn and optimize,” Bing said.
With automated bidding, advertisers no longer require managing keyword bids individually.
However, advertisers can still manage top-performing keywords by selecting “manually manage” the bid strategies for ad groups or keywords.
Each ad group and keyword can use parent campaign’s bid strategy, or a manually set bid.
In order to set up manual bids, click on the “Bid strategy type” menu, and from the drop-down select “Use the bid I set” option at the keyword or ad group level.
An image overview of bid strategy tab options showing bid option selection:
Advertisers can use any of the two options to start with Maximize Clicks:
From the campaigns tab, just select “Bid strategy type” option and from the drop down click “Maximize Clicks (automated bidding): Set my bids to get the most clicks.”
A screen shot below shows campaign tab with bid strategy type tab selected:
Or, within campaign settings, select “Maximize Clicks (automated bidding): Set my bids to get the most clicks” from the section labeled “Bid strategy.”
Here is an image of campaign settings with bid strategy section:
Additionally, like Google Ads, Bing Ads also offer an option to manually set a maximum cost per click (CPC) at the campaign level. Once set, this will apply to all automated bids in that campaign.
For all automated bids, a new text (auto) will be prepended to the current bid.
Maximize Clicks with Bid Management Tool
Advertisers should take a note, Maximize Clicks does not support third-party bid management tools. Simply, because Bing Ads will be setting up all bids where its turned on.
That means, any bids set up by a third-party bid management tool will be overwritten by Bing Ads.
Bing Ads suggests to make use of “Enhanced CPC” bid strategies as an alternative to Maximize Clicks as it works well together with third-party bid management tools.