How do healthcare advertisers benefit from using third-party bid management platforms on Bing Ads?

Healthcare advertisers can gain major advantages by using third-party bid management platforms with Bing Ads (Microsoft Advertising), especially in a highly regulated and competitive industry like healthcare. Here's how these platforms support better performance, compliance, and efficiency:

⚙️ 1. Advanced Bid Optimization
Third-party platforms (like Marin, Kenshoo/Skai, SearchAds360) use AI-driven algorithms to:

Adjust bids in real-time based on conversion likelihood

Optimize across devices, geos, and time of day

Factor in profit margins, patient value, or lead quality

➡️ Result: Better ROI for cost-per-lead (CPL) or cost-per-appointment goals.

⏱️ 2. Cross-Platform Efficiency
Most healthcare advertisers run campaigns across Google Ads, Bing Ads, social media, etc. Bid platforms help:

Centralize campaign management across channels

Ensure budget pacing across multiple platforms

Optimize based on cross-channel attribution

➡️ Benefit: Unified insights and less manual work.

🎯 3. Audience & Intent Layering
Third-party tools often integrate deeper intent and behavioral data:

Health-specific in-market audiences

Past engagement scores

CRM data syncing for better remarketing or lookalike audiences

➡️ Result: Ads are served to users most likely to convert (e.g., high-propensity patients).

🔐 4. Compliance-Friendly Customizations
Healthcare has unique rules (HIPAA, FDA guidelines, etc.). Bid tools can:

Control where and when ads run to meet local regulations

Avoid targeting sensitive demographics (e.g., minors)

Enable automated ad pausing for out-of-policy content

➡️ Helps reduce regulatory risk.

📈 5. Deeper Analytics & Reporting
Healthcare marketing often needs granular performance data. Bid platforms can:

Track appointment bookings, calls, and lead forms as conversions

Customize attribution models to focus on actual patients, not just clicks

Segment performance by service line (e.g., dermatology vs cardiology)

➡️ Proves campaign impact to stakeholders or compliance teams.

🔁 6. Budget Automation & Scaling
Third-party bid platforms help automate:

Reallocation of budgets toward better-performing services or geos

Scaling of successful campaigns with automated rules

Flighting campaigns based on seasonality or demand

➡️ Ideal for large hospital systems or healthcare groups with many service lines.