Are there bidding strategies specific to maximizing view-through conversions on Bing Ads?

Yes, Bing Ads offers bidding strategies that can help maximize view-through conversions. While Bing Ads primarily focuses on click-through conversions, there are strategies and features that advertisers can use to improve the effectiveness of campaigns with an emphasis on increasing view-through conversions, especially by optimizing for brand awareness and long-term influence.

Here are the key bidding strategies that can help maximize view-through conversions on Bing Ads:

1. Target CPA (Cost per Acquisition) Bidding
Overview: Target CPA bidding allows advertisers to set a target cost per acquisition (or cost per conversion). This bidding strategy can be used to optimize for conversions, and although it's typically focused on click-through conversions, it can also be used to drive more relevant impressions, which can lead to view-through conversions over time.

How It Helps: By targeting a specific cost per acquisition, Target CPA bidding helps you get more conversions within your target budget. For view-through conversions, this means you're optimizing for impressions that lead to later conversions, not just immediate clicks.

2. Maximize Conversions Bidding
Overview: Maximize Conversions bidding automatically sets bids to help you get the most conversions possible within your budget. This strategy uses machine learning to predict when a user is more likely to convert and adjusts the bids accordingly.

How It Helps: Maximize Conversions is beneficial for advertisers who want to increase the number of conversions, both click-through and view-through. The algorithm factors in a variety of signals (e.g., time of day, device, user behavior) to help your ads appear in front of the right people who are more likely to remember your brand, even if they don't click immediately.

3. Enhanced Cost-Per-Click (ECPC) Bidding
Overview: Enhanced CPC is an automated bidding strategy that adjusts manual bids based on the likelihood of conversion. While it's primarily focused on increasing click-through conversions, it can be used to improve your chances of showing ads to users who are likely to convert later through a view-through conversion.

How It Helps: ECPC boosts or lowers bids based on signals that indicate a higher likelihood of conversion. Although it's designed to maximize click-through conversions, it also indirectly improves the quality of impressions, which is crucial for increasing view-through conversions.

4. Target ROAS (Return on Ad Spend) Bidding
Overview: Target ROAS bidding optimizes your bids to achieve a specific return on ad spend. This strategy focuses on achieving the highest possible return on investment based on the revenue generated from conversions.

How It Helps: Target ROAS can be applied to campaigns that focus on both click-through and view-through conversions. By bidding higher for users who are likely to bring a higher return on investment, even if they don't click on the ad immediately, you can improve long-term brand exposure and increase view-through conversions.

5. Bid Adjustments for Specific Audiences
Overview: Bing Ads allows you to adjust bids for specific audience segments (e.g., remarketing audiences, in-market audiences, etc.). By targeting people who have interacted with your brand before or who are showing interest in relevant products, you can increase the chances of those users converting later.

How It Helps: Bid adjustments for remarketing audiences or specific interest groups help increase the likelihood of view-through conversions, as these audiences are more likely to recall your brand even if they don't engage with your ad right away.

6. Bid Adjustments Based on Devices, Location, and Time of Day
Overview: Bing Ads allows you to adjust bids based on factors like device, location, and time of day. These bid adjustments help you focus on times and places where your audience is most likely to remember your brand.

How It Helps: If you know that certain locations, devices, or times lead to better long-term engagement or brand recall, you can adjust bids to target those segments specifically. This way, you can maximize view-through conversions by showing ads when users are more likely to engage later on.

7. Custom Bidding with Automation
Overview: Bing Ads' Custom Bidding allows advertisers to create personalized rules for adjusting bids based on specific conditions, such as certain user behaviors or events (e.g., past visits to the website or interactions with certain content).

How It Helps: Custom rules can be used to adjust bids for users who have previously interacted with your brand or who are more likely to remember your ads, even if they don't click right away. This creates an opportunity to increase the chance of future view-through conversions.

8. Campaign-Level Bid Modifiers
Overview: This feature allows you to set bid modifiers at the campaign level, influencing the bidding for all ads within a particular campaign based on factors like user demographics, geographic location, device type, and audience.

How It Helps: With bid modifiers, you can strategically increase bids for segments of your audience that are more likely to remember your brand and engage later through view-through conversions.

9. View-Through Conversion Tracking
Overview: While not strictly a bidding strategy, view-through conversion tracking helps advertisers understand the effectiveness of their ads beyond just clicks. This data allows for optimization based on how many conversions occurred after a user saw an ad but didn't immediately click on it.

How It Helps: By tracking and analyzing view-through conversions, you can better understand the impact of your ads on long-term brand recall. With this data, you can refine your bidding strategies and optimize your ads to improve view-through conversion performance.

10. Using Smart Bidding with Audience Targeting
Overview: Smart Bidding in Bing Ads uses machine learning to optimize bids based on a variety of factors, including audience characteristics. When combined with audience targeting strategies, it can help optimize bids to reach users who are more likely to remember your brand and engage in view-through conversions.

How It Helps: Smart Bidding algorithms automatically adjust bids for the best possible opportunities to maximize conversions, including view-through conversions, by taking into account user behavior, device, and other signals that indicate the likelihood of later conversion.

Conclusion
Maximizing view-through conversions on Bing Ads requires a combination of bidding strategies and targeting optimizations that align with your campaign goals. While strategies like Target CPA, Maximize Conversions, and Enhanced CPC are more commonly used for click-through conversions, they can also be helpful in improving view-through conversions by boosting brand visibility and recall.

Using audience targeting to reach users who are likely to remember your brand and combining it with automated bidding strategies will improve the chances of generating conversions over time. Additionally, view-through conversion tracking and bid adjustments based on user behavior can give advertisers valuable insights into their campaign performance and help optimize for better long-term results.