How to Automate Bids in Bing Ads for Better ROI

How to automate bids in Bing Ads is one of the most practical skills you can develop if you want better performance without getting buried in constant manual adjustments. As Microsoft Advertising continues to evolve, automation is no longer optional for competitive advertisers. It is a core part of running efficient, scalable campaigns that actually deliver results.

In this guide, you will learn how to automate bids in Bing Ads step by step, understand which strategy fits your goals, and discover how to make automation work in a way that feels simple, controlled, and effective rather than overwhelming.

What Does It Mean to Automate Bids in Bing Ads?

Learning how to automate bids in Bing Ads starts with understanding what automation actually does.

Bid automation in Microsoft Advertising uses machine learning to adjust your keyword bids in real time based on signals such as user intent, device, location, time of day, and historical behavior. Instead of manually updating bids for every keyword, the system dynamically increases or decreases bids to improve your chances of achieving your campaign goals.

For example, if a user is more likely to convert based on past behavior patterns, the system may raise your bid for that auction. If the likelihood of conversion is low, it may reduce the bid to protect your budget.

This removes much of the guesswork from campaign management while helping you stay competitive in auctions that matter most.

Why You Should Learn How to Automate Bids in Bing Ads

Many advertisers hesitate to give up manual control, but automation offers clear advantages when implemented correctly.

• Saves significant time by eliminating constant manual bid adjustments

• Uses real-time data signals that are impossible to process manually

• Improves ad visibility when users are more likely to take action

• Helps control costs while maximizing performance

• Scales easily across multiple campaigns, products, or locations

If you are managing multiple campaigns or juggling different business goals, learning how to automate bids in Bing Ads allows you to focus more on strategy, messaging, and growth instead of repetitive tasks.

Types of Automated Bidding Strategies in Bing Ads

Choosing the right strategy is the foundation of successful automation. Each option serves a different purpose depending on your campaign objectives.

1. Enhanced CPC (eCPC)

This is a hybrid approach that combines manual bidding with automation.

• Adjusts your manual bids based on conversion likelihood

• Maintains a level of control while introducing automation

• Ideal for beginners transitioning from manual bidding

2. Maximize Clicks

This strategy focuses purely on traffic generation.

• Automatically sets bids to drive as many clicks as possible

• Works well for brand awareness or top-of-funnel campaigns

• Requires a defined daily budget

3. Maximize Conversions

This option prioritizes actions such as purchases or sign-ups.

• Uses your budget to generate the highest number of conversions

• Requires accurate conversion tracking

• Best for accounts with existing performance data

4. Target CPA (Cost Per Acquisition)

This strategy aims to control how much you pay per conversion.

• You set a target cost per acquisition

• The system adjusts bids to meet that average

• Requires at least 15 conversions in the past 30 days for stability

5. Target ROAS (Return on Ad Spend)

This is ideal for revenue-focused campaigns.

• Optimizes bids based on the value of conversions

• Requires accurate revenue tracking

• Best suited for e-commerce businesses

Understanding these options is essential to deciding how to automate bids effectively in Bing Ads.

Step-by-Step Guide on How to Automate Bids in Bing Ads

Setting up automation is straightforward once you know where to look. Here is a clear process you can follow.

Step 1: Log Into Microsoft Advertising

Go to ads.microsoft.com and access your account. Make sure you have permission to edit campaigns.

Step 2: Select Your Campaign or Ad Group

Choose where you want to apply the bidding strategy. Most advertisers start at the campaign level for consistency.

Step 3: Open Campaign Settings

Navigate to the settings section and locate the bidding options.

Step 4: Choose a Bidding Strategy

Select the strategy that aligns with your goal, whether that is clicks, conversions, CPA, or ROAS.

Step 5: Set Targets if Needed

If you choose Target CPA or Target ROAS, input your desired values based on your business goals.

Step 6: Save and Launch

Apply your changes and allow the system to begin learning.

Step 7: Monitor Performance

Give the algorithm 7 to 14 days to adjust before making further changes.

Learning how to automate bids in Bing Ads is not just about setup. It is about ongoing monitoring and refinement.

What You Need Before Automating Bids

Automation performs best when your account is properly prepared. Skipping these steps often results in poor outcomes.

1. Conversion Tracking

Install the Universal Event Tracking (UET) tag on your website. This allows Microsoft Advertising to track actions such as purchases, form submissions, or calls.

2. Clean Campaign Structure

Avoid mixing different goals within one campaign. For example, do not combine brand awareness and lead generation in the same setup.

3. Sufficient Data

Automation relies on historical performance. If your campaign is new, start with Maximize Clicks or eCPC before moving to advanced strategies.

4. Clear Business Goals

Define what success looks like. Whether it is leads, sales, or traffic, your bidding strategy should align with that goal.

How to Get Better Results From Automated Bidding

Once you understand how to automate bids in Bing Ads, the next step is optimization.

1. Be Patient During the Learning Phase

Avoid making frequent changes during the first two weeks. The system needs time to gather data and adjust.

2. Adjust Budgets Instead of Bids

Let the algorithm handle bidding decisions. Focus on increasing or reallocating budgets based on performance.

3. Use Audience Signals

Add remarketing lists and in-market audiences. This gives the system better context for decision-making.

4. Test Different Strategies

Run experiments with different bidding approaches to see which delivers better results for your goals.

5. Improve Conversion Quality

Better landing pages, stronger offers, and clearer messaging help the system optimize more effectively.

When to Change Your Bidding Strategy

Switching strategies too quickly can disrupt performance, but there are situations where a change is necessary.

• When performance does not improve after 14 to 30 days

• When your campaign goals shift from traffic to conversions

• When you have enough data to move to a more advanced strategy

• When your current strategy is not aligned with your business objectives

A key part of mastering how to automate bids in Bing Ads is knowing when to stay consistent and when to pivot.

Conclusion

Automated bidding takes the pressure off managing every detail in your account. Once you understand how to automate bids in Bing Ads, you can drive better results, save time, and focus on strategy instead of spreadsheets.

With the right setup and steady tracking, automation becomes one of the most valuable parts of your digital advertising toolkit. If you’re ready to improve your campaign results and save time, Electric Buzz can help you get started.

We work with businesses to implement effective bidding strategies, monitor campaign performance, and achieve better results with Microsoft Advertising. Reach out today to learn how to automate bids in Bing Ads and take your PPC efforts to the next level.

FAQs

What is the first step in learning how to automate bids in Bing Ads?

The first step is to set up your conversion tracking using Microsoft’s Universal Event Tracking (UET) tag. This allows Bing Ads to measure performance and make data-driven bid adjustments automatically.

Can I use bid automation if my campaign has a small budget?

Yes, small-budget campaigns can start with strategies like Enhanced CPC or Maximize Clicks. These options work well even with limited data and help build performance history.

How long should I wait to evaluate performance after setting up bid automation?

Most automated bidding strategies need 7 to 14 days to go through the learning phase. During this time, avoid making frequent changes so the system can optimize effectively.

What happens if I choose the wrong bidding strategy in Bing Ads?

You can switch to a different automated bidding strategy at any time if the current one isn’t meeting your goals. Just give each strategy enough time to collect data before making a change.

Do I still need to manage my Bing Ads campaigns after automating bids?

Yes, while automation handles the bidding, you are still responsible for managing budgets, audience targeting, ad creative, and campaign structure. Think of automation as a tool that supports your strategy, not one that replaces it.