Bing has been working to adjust the way their ads work and now they have announced that their changes will bring their features of bidding by time of day, day of week, age, gender, or geo-location in line with the way bids are adjusted in enhanced campaigns. Bing realizes that many companies that use Google Adwords will not move to them as well if they cannot easily import their AdWords campaigns. This is important for Bing as they know that companies will use both AdWords and Bing Ads as they target different sets of people.
Making things easier is just a smart thing for the search company to do. The current way that Bing Ads work is that they do not allow the importation of bid adjustments such as the day-part settings from AdWords. This is changing so that they can be imported and the maximum bid range will match that of enhanced campaigns by increasing to +900%. They will also be making it possible to make negative bid adjustments, which is currently not available. The search engine currently only allows advertisers to opt-in or out of targeting desktops, tablets, and smartphones, but that will change soon to allow bid adjustments by device. Similar to enhanced campaigns, the maximum bid adjustment for device targeting will be +300%.
Bing Ads also currently only ads multiple bid adjustments together, but it will change to combine them as multiplicative percentages. This adapts to the enhanced campaigns protocol. Advertisers will see these changes roll out at the end of the third quarter of 2013. This should make it easier for everyone wanting to move existing ads into Bing.
Written By: Doyle Clemence