In March, Bing Ads launched its Bid Landscape tool in the U.S. — essentially equivalent to the Bid Simulator in Google AdWords. Now, Bing Ads is rolling out Bid Landscape at the ad group level. Non-U.S. advertisers also now have access to bid landscape at the keyword level.
Bid Landscape shows the estimated cost, click, impression and top impression impact of a bid adjustment based on recent history. Estimations reflect how performance would have changed with a different bid in the past 7 days, so, like AdWords Bid Simulator estimates, they aren’t guarantees for future performance.
Two Options At Ad Group Level
Advertisers can opt to adjust only the ad group bid and not change any keyword bids within the ad group, or they can apply the new ad group bid to all the keywords in the group. Bing Ads calls that second option Uniform Mode, and Bid Landscape will show whether a single ad group-level bid will yield the same or better traffic performance than managing separate keyword bids in the group.
Bing Ads says, “the ad group level estimations will take into consideration the competitiveness among the keywords within the group, thus the estimation will be more accurate.”
The ad group feature is live now in the US and will be available soon in non-U.S. markets.