Bing Ads now shows remarketing bid adjustment suggestions based on CPA data

Bing Ads has added suggestions for remarketing bid adjustments to the Opportunities Tab in the web interface.

The suggestions are based on historical ad performance. If remarketing lists are driving lower CPA (cost per acquisition) than the average campaign, Bing Ads will suggest a higher bid adjustment and show an estimated conversion increase. If the CPA from remarketing lists is higher than average, Bing Ads will suggest a negative bid adjustment and show an estimated cost savings.

In order to use remarketing lists in Bing Ads, you’ll need to put Bing Ads’ UET tag on your website and set up conversion goals associated with your audiences in Bing Ads. The UET tag powers conversion tracking and retargeting in Bing Ads.

Bid adjustments suggestions will show for retargeting lists once enough historical data has accrued.

In July, Bing Ads began including conversion impact estimates with budget change suggestions on the Opportunities tab.

About The Author

As Third Door Media’s paid media reporter, Ginny Marvin writes about paid online marketing topics including paid search, paid social, display and retargeting for Search Engine Land and Marketing Land. With more than 15 years of marketing experience, Ginny has held both in-house and agency management positions. She provides search marketing and demand generation advice for ecommerce companies and can be found on Twitter as @ginnymarvin.