Can advertisers create custom bidding rules and algorithms on these platforms for Bing Ads?

Yes, advertisers can create custom bidding rules and algorithms on Bing Ads (now part of Microsoft Advertising) to optimize their campaigns. While Bing Ads offers several automated bidding strategies, it also provides flexibility for advertisers to create custom rules to suit their unique goals and needs. Here are some of the key ways advertisers can customize bidding on Bing Ads:

1. Custom Bidding with Rules
Bing Ads allows advertisers to create custom rules that automatically adjust bids based on specific conditions. For example, an advertiser can set rules based on:

Time of day: Increase bids during peak hours when conversions are more likely.

Day of the week: Increase bids on weekends or specific weekdays when performance is typically better.

Device type: Adjust bids based on whether users are browsing on mobile, desktop, or tablet devices.

Location: Increase or decrease bids based on the geographic location of the user.

Ad position: Increase bids to target higher positions in the search results.

These rules can be applied at various levels, such as campaign, ad group, or keyword level, allowing for granular control.

2. Microsoft Advertising Scripts
For more advanced customizations, Microsoft Advertising (Bing Ads) supports scripts, which are written in JavaScript. These scripts allow advertisers to create fully customized bidding algorithms that can adjust bids based on virtually any condition, such as:

Custom algorithms based on the user's behavior, historical performance, or specific conversion goals.

Integrating external data sources to adjust bids dynamically based on factors like weather, stock levels, or changes in business conditions.

Automated bid adjustments when certain thresholds are met, such as a specific cost-per-conversion or return on ad spend (ROAS).

These scripts offer advertisers the flexibility to build complex bidding strategies that are tailored to their exact needs. You can schedule these scripts to run at specific times or trigger them based on predefined conditions.

3. Targeting and Bid Adjustments by Audience
Bing Ads also allows advertisers to adjust bids based on specific audience segments. This includes targeting audiences based on:

Remarketing lists: Adjusting bids for users who have previously interacted with the website or specific pages.

Custom Audiences: Bidding adjustments based on customer attributes like demographics, interests, or behaviors.

In-market audiences: Targeting users who are actively looking for products or services similar to what the advertiser offers.

This allows advertisers to set different bids for high-value segments or tailor the bidding strategy based on the likelihood of conversion for different audience groups.

4. Bid Adjustments Based on Conversion Tracking
Advertisers can also create custom bidding strategies based on conversion tracking data. For example, you could create rules to:

Increase bids for keywords or ad groups that have historically resulted in more conversions.

Adjust bids based on conversion rates or cost-per-conversion to maximize return on investment.

These adjustments can be made automatically, saving time while ensuring the campaign remains aligned with business goals.

5. Automated Bidding Strategies with Custom Modifications
While Microsoft Advertising provides several automated bidding strategies (like Enhanced CPC, Maximize Clicks, or Target CPA), advertisers can still incorporate some degree of customization. For instance:

Target ROAS (Return on Ad Spend): While this is an automated strategy, advertisers can set the target ROAS, and the system will adjust bids accordingly.

Maximize Conversions: This strategy allows the system to optimize bids to get the most conversions for your budget, but you can also set bid adjustments for specific factors (like location or device).

6. API Access for Full Customization
For the most advanced needs, Microsoft Advertising provides API access, which allows developers to integrate custom bidding algorithms into their campaigns. This can be useful for advertisers with complex needs, such as integrating external systems (e.g., CRM or inventory management tools) to adjust bids based on live data.

Conclusion:
While Bing Ads offers several automated bidding options, it also provides ample opportunities for custom bid management. Advertisers can create and implement custom bidding rules through the platform's rule-based system, use scripts for more complex automation, and adjust their bids dynamically based on audience segmentation and conversion data. For advertisers with highly specialized needs, the platform's API offers even more flexibility for creating custom bidding algorithms.