What indicators prompt you to increase bids for specific keywords in Bing Ads?

Increasing bids for specific keywords in Bing Ads is an essential tactic when you want to improve visibility, increase conversions, or capitalize on high-performing keywords. Here are the key indicators that prompt you to increase bids for certain keywords:

1. High Conversion Rates
When a keyword consistently generates high conversion rates, it's a clear indicator that the keyword is performing well and that increasing the bid could help secure more valuable traffic.

Indicator: A keyword has a conversion rate higher than your campaign average, signaling that users are engaging with your offer and taking action.

Action: Increase bids to capture more impressions and conversions while maintaining cost-effectiveness.

Example: If the keyword "best running shoes for marathons" leads to many sales, you may want to raise the bid to increase ad visibility and capture more conversions.

2. Low Cost-Per-Acquisition (CPA)
If a keyword is driving conversions at a low CPA, it indicates a high return on investment (ROI). Increasing the bid for such keywords allows you to capture more traffic without exceeding your desired cost.

Indicator: A keyword has a CPA that is lower than your target or budgeted CPA, indicating it is cost-efficient.

Action: Increase bids to drive more traffic and conversions at the same low CPA.

Example: If the keyword "buy lightweight running shoes" is converting at a low CPA, increasing the bid will allow you to capture more traffic while maintaining a profitable cost per conversion.

3. High Return on Ad Spend (ROAS)
Keywords that deliver high ROAS (Return on Ad Spend) are prime candidates for bid increases. A high ROAS means that the keyword is driving profitable sales, and increasing bids can help capitalize on this success.

Indicator: The keyword generates high revenue for every dollar spent, resulting in a high ROAS.

Action: Increase bids to maximize revenue, while maintaining the profitability of the campaign.

Example: If the keyword "premium marathon shoes" generates a 5x ROAS (i.e., for every $1 spent, you make $5), it's a strong candidate for a bid increase to capture more high-value conversions.

4. High Click-Through Rate (CTR)
A high CTR indicates that the keyword is highly relevant to users and that your ad is resonating well with the audience. If a keyword has a high CTR, it's likely that increasing the bid can help you secure top positions and further increase traffic.

Indicator: The keyword has a CTR above your campaign's average, indicating strong user interest.

Action: Increase bids to ensure your ad stays in top positions and maximizes visibility.

Example: If the keyword "marathon shoes for runners" has a high CTR, raising the bid can help improve your ad position, getting more clicks and potential conversions.

5. Impression Share Loss
If your keyword is losing impression share due to budget constraints or competition, increasing your bid can help you regain lost visibility and compete more effectively.

Indicator: Your impression share is below your target, or impression share loss due to rank is high (meaning competitors are bidding higher and winning impressions).

Action: Increase bids to capture more of the available impressions and improve your ad position.

Example: If a keyword like "best running shoes for marathon training" is seeing high competition and a loss of impression share, increasing the bid can help secure a more competitive position.

6. Increased Search Volume
If there is a noticeable increase in search volume for a specific keyword (e.g., due to seasonality, trends, or market changes), this can present an opportunity to capture more traffic by increasing your bid.

Indicator: The keyword's search volume increases significantly, leading to more potential traffic.

Action: Increase bids to take advantage of the increased volume and drive more qualified traffic.

Example: If the search volume for "running shoes for marathon runners" spikes during marathon season, increasing the bid can help you take advantage of this surge.

7. Competitor Activity
If competitors are increasing their bids or improving their ads, it's important to stay competitive. Auction Insights can reveal if competitors are winning more impressions for the same keywords, indicating that you may need to increase your bid to remain competitive.

Indicator: Auction Insights reports show that your competitors are gaining more impression share, ad position, or clicks.

Action: Increase bids to remain competitive and secure top positions.

Example: If your competitor is consistently bidding higher and outbidding you for "best marathon running shoes," increasing your bid ensures you maintain visibility.

8. Keyword Quality Score Improvement
A high Quality Score means your keyword is relevant to users, and increasing the bid can lead to better ad placements at a lower CPC. If a keyword has improved in terms of relevance, landing page experience, or expected CTR, it's a good time to increase the bid.

Indicator: The keyword's Quality Score improves, meaning your ad relevance and landing page experience are strong.

Action: Increase bids to maximize visibility and capture more qualified clicks.

Example: If the keyword "best marathon shoes for women" has a high Quality Score, raising the bid will allow you to achieve better ad placement while keeping costs down.

9. Top of Search or First Position Goals
If you have specific goals to appear in the top position or top of the search results, increasing bids for high-performing keywords can help ensure you achieve those placements.

Indicator: You want to achieve top positions for keywords that drive conversions, such as "buy running shoes for marathons".

Action: Increase bids to compete for top positions and improve visibility.

Example: If the top position delivers more conversions for a particular keyword, increasing the bid will help secure the top spot and increase the likelihood of conversions.

10. Seasonal or Event-Driven Opportunity
Certain keywords may become more relevant during specific seasons or events (e.g., marathons, Black Friday, or holiday sales). These periods often result in increased demand, making it a great time to increase bids for those keywords.

Indicator: Seasonality or a specific event (like a marathon season or holiday sales) leads to a surge in search interest.

Action: Increase bids to capitalize on the increased demand during the event or season.

Example: If marathon training season begins and keywords like "best marathon shoes for beginners" become more popular, raising bids will help you capture more of the traffic.

11. Keyword Impact on Overall Campaign Goals
If a keyword is playing a significant role in meeting your broader campaign goals (e.g., sales, lead generation, or brand awareness), it's important to allocate more budget to these high-impact keywords to help you reach your objectives.

Indicator: The keyword significantly contributes to achieving your overall campaign goals, such as revenue or brand exposure.

Action: Increase bids to ensure you're capitalizing on the keyword's performance to meet your objectives.

Example: If "buy marathon shoes for women" is a top keyword in driving sales and revenue, raising the bid can help you drive more conversions and hit your revenue target.

Summary of Indicators to Increase Bids:
High Conversion Rates: If the keyword is driving a lot of conversions, raise the bid to capture more traffic.

Low CPA: If the keyword is converting at a low CPA, increase the bid to scale performance.

High ROAS: When a keyword delivers strong returns, increase the bid to maximize revenue.

High CTR: If the keyword has a high CTR, increase the bid to capture more qualified clicks.

Impression Share Loss: If you're losing impression share, increase bids to regain visibility.

Increased Search Volume: If there's a surge in search volume, raise the bid to capture more opportunities.

Competitor Activity: If competitors are increasing bids, raise yours to maintain competitive positioning.

Improved Quality Score: If the keyword's Quality Score improves, increase the bid to take advantage of better placements.

Top of Search or First Position Goals: If your goal is top placement, increase the bid to secure higher positions.

Seasonal or Event-Driven Opportunity: Raise bids during peak seasons or events to capture increased demand.

Impact on Campaign Goals: If the keyword plays a significant role in your overall objectives, increase the bid to scale its impact.

By using these indicators to guide your bidding decisions, you can ensure that your top-performing keywords stay competitive and continue driving valuable traffic, conversions, and sales.