What are the best practices for bid optimization using third-party platforms on Bing Ads?

Optimizing bids on Bing Ads (now Microsoft Advertising) using third-party platforms—like Marin Software, Kenshoo (now Skai), Adobe Advertising, or SA360—can significantly enhance performance and efficiency. Here are some best practices to follow:

🔧 Best Practices for Bid Optimization Using Third-Party Platforms on Bing Ads
1. Ensure Proper Integration
✅ Sync Microsoft Ads accounts fully with the third-party tool.

✅ Ensure conversion tracking is consistent across platforms (UTM parameters, tracking templates, goals).

✅ Import all necessary campaign data: keywords, ad groups, budgets, past performance metrics.

⚠️ Mismatched or incomplete data will skew optimizations.

2. Leverage Historical Data for Smart Bidding Models
Feed sufficient historical data (30–90 days ideally) into the third-party platform to improve bid algorithms.

Include data from conversions, revenue, CTR, CPC, and time of day metrics.

Use seasonality adjustments if available to account for recurring trends.

3. Segment Campaigns Intelligently
Group campaigns or keywords by performance tiers (high, medium, low ROI).

Apply different bid rules or goals to each segment.

📈 High-performing → aggressive bidding.

🧪 Medium → test bids & creatives.

💸 Low-performing → lower bids or pause.

🎯 This avoids a one-size-fits-all bid strategy.

4. Use Portfolio Bid Strategies
Most third-party platforms allow portfolio bidding—optimizing multiple campaigns toward a shared ROAS, CPA, or conversion goal.

Beneficial when some campaigns support others in conversion paths (assisted conversions).

🧠 Let the system balance budget and bids across campaigns automatically for optimal portfolio results.

5. Set Bid Constraints
Define minimum and maximum bid limits to prevent wild fluctuations.

Use bid caps especially in competitive niches where CPCs can spike unexpectedly.

💡 Good for maintaining profitability even when automation is active.

6. Geo, Device, and Audience Bid Modifiers
Use third-party tools to apply layered bid adjustments:

📍 Geo: Boost bids where performance is strong.

📱 Device: Adjust for mobile vs desktop.

🧑 Audience: Raise bids for remarketing lists or in-market segments.

7. Frequency of Optimization
Set bid updates to run daily or hourly depending on data volume and spend levels.

Use automated rules to react quickly to spend, CPA, or impression thresholds.

8. Test and Iterate
Run A/B tests using different bid strategies (manual vs automated, CPA vs ROAS goals).

Analyze results regularly and adjust bid logic based on performance.

🧪 Some platforms like Skai or SA360 offer experiment frameworks to test bid strategies side by side.

9. Monitor Cross-Channel Influence
Many third-party tools offer cross-platform attribution.

Don't optimize Microsoft Ads in isolation—look at its assist role in Google, Facebook, etc.

🔄 Use multi-touch attribution models to value Bing Ads correctly in the funnel.

10. Compliance and Sync Checks
Regularly audit syncs between Bing and the third-party platform to:

Catch keyword mismatches

Spot paused campaigns or incorrect settings

Ensure new campaigns sync properly

🛠 Set up alerts for sync failures or performance anomalies.