How does Bing Ads recommend budget allocation to optimize for view-through conversions?

Bing Ads (Microsoft Advertising) leverages various tools and insights to recommend budget allocation strategies that can help optimize for view-through conversions. The goal is to ensure that your budget is being spent effectively to generate brand awareness and conversions even if users do not immediately click on the ad but return to convert later. Here's how Bing Ads typically recommends budget allocation to optimize for view-through conversions:

1. Historical Performance Data
Insights from View-Through Conversions: Bing Ads uses historical performance data, including view-through conversions, to make budget recommendations. If certain campaigns, ad groups, or audiences have demonstrated a higher rate of view-through conversions in the past, Bing Ads might recommend increasing the budget for those segments.

Identifying High-Performing Campaigns: Based on data, Bing Ads will highlight campaigns, ad groups, or keywords that have generated significant view-through conversions and suggest allocating more budget to them to expand reach and maximize future conversions.

Budget Shifting Recommendations: If you're running multiple campaigns and some of them are driving more view-through conversions, Bing Ads may recommend shifting your budget from underperforming campaigns to those with a higher view-through conversion rate.

2. Targeting and Audience Insights
Audience Segmentation: Bing Ads can analyze audience segments to identify which groups are more likely to engage with your ads and later convert. For example, if your data shows that specific demographics, interests, or geographic locations drive higher view-through conversion rates, Bing Ads will suggest reallocating the budget to these high-performing segments.

Smart Audience Targeting: Bing Ads leverages audience targeting data (such as remarketing lists or in-market audiences) to help prioritize budget spending on users who have shown an interest in your products or services. These audiences are more likely to engage with your brand even if they don't click immediately, leading to more view-through conversions.

3. Device and Platform Optimization
Device Targeting: Bing Ads often recommends reallocating your budget based on which devices are driving the most view-through conversions. For example, if you find that mobile users are more likely to view your ad and return to convert later, the system may recommend increasing the budget for mobile placements to maximize exposure and conversions on that device type.

Cross-Device Conversion Tracking: View-through conversions may occur across devices (e.g., a user sees an ad on mobile but converts on desktop). Bing Ads tracks this behavior and may suggest allocating more budget to devices that contribute to higher view-through conversion rates over time.

4. Time-of-Day and Dayparting Adjustments
Ad Scheduling (Dayparting): Based on historical data, Bing Ads might suggest dayparting strategies, recommending when to allocate more budget. If view-through conversions are more likely to happen at certain times of day or on specific days of the week, the platform may recommend increasing your budget during these peak times.

Ad Delivery Optimization: By analyzing the times of day when your ads are driving more view-through conversions, Bing Ads may recommend adjusting your ad delivery to ensure that ads are shown at the most optimal times. This ensures that your budget is being spent at the most effective times for driving future conversions.

5. Bid and Budget Adjustments Based on Conversion Goals
Bid Strategy Adjustments: Bing Ads may suggest adjusting bidding strategies (e.g., target CPA or maximize conversions) to optimize for view-through conversions. By allocating more budget to campaigns using these strategies, you can ensure that ads are shown more frequently to users who are likely to convert at a later stage, even if they don't click on the ad immediately.

Smart Budgeting Recommendations: If Bing Ads detects that a particular set of campaigns has shown a strong performance in terms of view-through conversions, the system may recommend increasing the daily budget for these campaigns to capture more exposure and drive additional conversions in the future.

6. Use of Smart Campaigns and AI-Driven Recommendations
AI-Powered Insights: Bing Ads uses AI and machine learning to analyze trends in view-through conversion behavior and recommends budget allocation adjustments based on patterns that would be difficult for human advertisers to identify manually. For example, if a specific audience segment is more likely to convert after viewing an ad, Bing Ads can allocate more budget to ads targeted at that segment.

Dynamic Adjustments: AI-driven tools within Bing Ads can make real-time budget adjustments based on the performance of your campaigns. If view-through conversions are higher during certain hours, the system may automatically shift the budget to those times to capture more of the relevant audience.

7. Budget Recommendations Based on Conversion Attribution Models
Attribution Modeling: Bing Ads allows advertisers to select different attribution models (e.g., last-click, linear, time decay) to better understand how view-through conversions contribute to overall campaign success. The platform may suggest allocating more budget to campaigns that are more likely to influence the final conversion decision, even if that influence happens in the view-through phase.

Multi-Touch Attribution: If you are using a multi-touch attribution model, Bing Ads might recommend allocating budget to touchpoints that are likely to generate view-through conversions over time. For instance, ads shown early in the customer journey could be allocated more budget if they are found to have a significant role in driving eventual conversions.

8. Remarketing and Retargeting
Remarketing Campaigns: Since view-through conversions are more common in remarketing campaigns (where ads are shown to users who have previously interacted with your brand), Bing Ads may recommend increasing the budget for these campaigns, especially if they are driving a significant number of view-through conversions.

Dynamic Remarketing: If you're running a dynamic remarketing campaign, Bing Ads might suggest increasing the budget to show highly personalized ads to users who have interacted with specific products or services on your website. These tailored ads are more likely to generate view-through conversions as they target users who have previously shown interest.

9. Keyword and Creative Optimization for View-Through Conversions
Keyword Performance: Bing Ads will also look at how certain keywords are driving view-through conversions. If certain keywords are generating more view-through conversions, the system may suggest allocating more budget to those high-performing keywords.

Creative Asset Performance: If certain ads or creative formats are more effective in driving view-through conversions (e.g., a video ad versus a static image), Bing Ads will suggest budget increases for those types of creatives to enhance your chances of further conversions.

Conclusion
Bing Ads provides advertisers with data-driven budget allocation recommendations to maximize view-through conversions. By analyzing historical performance data, audience insights, device preferences, time-of-day trends, and attribution models, Bing Ads helps you spend your budget more effectively on the campaigns, ad groups, and audience segments that are most likely to generate future conversions, even without immediate clicks. Leveraging Bing Ads' optimization tools and AI-driven insights ensures that your budget is being allocated in the most efficient way to capture the attention of users and drive meaningful engagement across the customer journey.