What strategies should I use for bidding in highly competitive local markets versus broader regions?

The bidding strategies you use for your Bing Ads campaigns can vary depending on whether you're targeting highly competitive local markets or broader regions. Here are some strategies you can use for bidding in highly competitive local markets versus broader regions:

1. **Use location bid adjustments**: Location bid adjustments allow you to increase or decrease your bids for specific locations. In highly competitive local markets, you may want to increase your bids for locations where your target audience is more likely to be. In broader regions, you may want to decrease your bids for locations where competition is lower.

2. **Use ad scheduling**: Ad scheduling allows you to schedule your ads to run during specific times of the day or week. In highly competitive local markets, you may want to schedule your ads to run during the times when your target audience is most likely to be searching for your products or services. In broader regions, you may want to adjust your ad scheduling to target users in different time zones or during different times of the day.

3. **Use ad extensions**: Ad extensions allow you to add additional information to your search ads, such as location information, phone numbers, and links to specific pages on your website. In highly competitive local markets, you may want to use location extensions to show your business location and phone number. In broader regions, you may want to use sitelink extensions to link to specific pages on your website.

4. **Use remarketing**: Remarketing allows you to show ads to users who have previously visited your website or engaged with your brand. In highly competitive local markets, you may want to use remarketing to target users who have previously viewed your products or services. In broader regions, you may want to use remarketing to target users who have abandoned their shopping carts or shown interest in your brand.

5. **Monitor performance and adjust**: Finally, make sure to monitor the performance of your ad campaigns and adjust your bidding strategies as needed. Use Bing Ads' reporting and analytics tools to track your ad performance and make adjustments to your bids, ad copy, and targeting strategies.

By using these strategies, you can optimize your bidding for highly competitive local markets versus broader regions, which can help improve your ad performance and engagement.