AdWords is one player, the other is Bing Ads. Ever since it introduced the Enhanced CPC bid strategy in 2016, "a top request has been for us to support fully automated bidding."
So here Bing is introducing 'Maximize Clicks' into its bid strategy family. This bid strategy is designed to help advertisers maximize their click volumes within their current budget. When using this bid strategy, advertisers simply set their budget, and Bing will automatically "set bids to help you maximize the clicks you are receiving within your budget."
With this automated bidding system, advertisers no longer required to manage keywords bids manually.
There are two ways to get started with Maximize Clicks.
The first way is to go to the Campaigns tab. Bing Ads has a header option labeled Bid strategy type. Inside this menu option, advertisers can select Automated bidding: Set my bid to maximize clicks.
The second way to in the campaign settings. There is a section labeled Bid strategy. Here advertisers can select Automated bidding: Set my bid to maximize clicks from the drop-down menu.
"Maximize Clicks may help increase your overall click-through rate and click counts over time for those campaigns that are enabled," said Bing Ads program manager Haily De La Cruz.
Bing Ads also provides more control as advertisers can optionally set a maximum cost per click that will apply to all their automated bids in this campaign. They can also adjust top-performing keywords manually while having Maximize Clicks automatically optimize their long-tail keywords, or any other mix-and-match approach. Advertisers can choose to manually manage the bid strategies of either their ad groups or keywords.
Bing Ads recommends that advertisers let the Maximize Clicks strategy to run for at least 30 days in order to give the algorithm time to learn and gain efficiency before making any changes.
Initially, Maximize Clicks is not available for Bing Shopping Campaigns, and does not work with third-party bidding platforms.