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Bid Strategy Record - Bulk

  • Article

Defines a bid strategy that can be uploaded and downloaded in a bulk file.

Note

Not everyone has this feature yet. If you don't, don't worry - it's coming soon!

A portfolio bid strategy is an automated bidding feature that manages bidding across multiple campaigns that are all working toward the same goal.

We automatically adjust your bids to balance under- and over-performing campaigns that share the same strategy, whether to maximize conversions, clicks, target impression share, or other performance goals. Portfolio bid strategies could be a great option for advertisers who want to make sure their entire budgets are spent efficiently.

All you have to do is choose a bid strategy type and include campaigns with complementary budgets in the portfolio. Microsoft Advertising will adjust your bids based on the performance of the entire portfolio. If your portfolio includes any campaigns with a shared budget, then you should include all of the campaigns that share the same budget.

You can have up to 11,000 portfolio bid strategies in an account, and each portfolio can include 10,000 campaigns.

Portfolio bid strategies work best with one goal in mind, using complementary campaign and bid strategy types. You cannot change a portfolio's bid strategy type. If you want a campaign in the portfolio to use a different bid strategy you can move it to another portfolio. Once you choose a campaign type, the portfolio can only include campaigns of that type.

Bid strategy type Campaign types supported
Commission Search, Shopping, Hotel
Maximize clicks Search, Shopping
Maximize conversions Search, Audience
PercentCpc Search, Shopping, Hotel
Target CPA Search
Target impression share Search
Target ROAS Search, Shopping

You can download all Bid Strategy records in the account by including the DownloadEntity value of BidStrategies in the DownloadCampaignsByAccountIds or DownloadCampaignsByCampaignIds service request. Additionally the download request must include the EntityData scope. For more details about the Bulk service including best practices, see Bulk Download and Upload.

The following Bulk CSV example would add a new bid strategy.

Type,Status,Id,Parent Id,Sub Type,Campaign,Sync Time,Client Id,Modified Time,Language,Time Zone,Budget Id,Budget Name,Budget,Budget Type,Name,Campaign Type,Bid Strategy Id,Bid Strategy Name,Bid Strategy Type,Bid Strategy MaxCpc,Bid Strategy TargetCpa,Bid Strategy TargetRoas,Bid Strategy TargetAdPosition,Bid Strategy TargetImpressionShare
Format Version,,,,,,,,,,,,,,,6,,,,,,,,,,
Bid Strategy,,-24,0,,,,ClientIdGoesHere,,,,,,,,,Search,,My MaxCpc Bid Strategy,MaxClicks,1.5,,,,

If you are using the Bing Ads SDKs for .NET, Java, or Python, you can save time using the BulkServiceManager to upload and download the BulkBidStrategy object, instead of calling the service operations directly and writing custom code to parse each field in the bulk file.

var uploadEntities = new List<BulkEntity>();

// Map properties in the Bulk file to the BulkBidStrategy
var bulkBidStrategy = new BulkBidStrategy
{
    // 'Parent Id' column header in the Bulk file
    AccountId = 0,

    // Map properties in the Bulk file to the 
    // BidStrategy object of the Campaign Management service.
    BidStrategy = new BidStrategy
    {
        // 'Campaign Type' column header in the Bulk file
        AssociatedCampaignType = CampaignType.Search,

        // 'Bid Strategy Type' column header in the Bulk file
        BiddingScheme = new MaxClicksBiddingScheme
        {
            // 'Bid Strategy MaxCpc' column header in the Bulk file
            MaxCpc = new Bid
            {
                Amount = 1.50
            }
        },
        // 'Budget Name' column header in the Bulk file
        Name = "My MaxCpc Bid Strategy " + DateTime.UtcNow,
        // 'Id' column header in the Bulk file
        Id = bidStrategyIdKey,
    },

    // 'Client Id' column header in the Bulk file
    ClientId = "ClientIdGoesHere",
    // 'Status' column header in the Bulk file
    Status = Status.Active
};

uploadEntities.Add(bulkBidStrategy);

var entityUploadParameters = new EntityUploadParameters
{
    Entities = uploadEntities,
    ResponseMode = ResponseMode.ErrorsAndResults,
    ResultFileDirectory = FileDirectory,
    ResultFileName = DownloadFileName,
    OverwriteResultFile = true,
};

var uploadResultEntities = (await BulkServiceManager.UploadEntitiesAsync(entityUploadParameters)).ToList();

For a Bid Strategy record, the following attribute fields are available in the Bulk File Schema.

Bid Strategy MaxCpc

The maximum cost per click that you want to spend with the corresponding bid strategy type.

This field is only used if the Bid Strategy Type field is set to MaxClicks, MaxConversions, TargetCpa, TargetImpressionShare, or TargetRoas, and otherwise this field is ignored.

For more details, see Budget and Bid Strategies.

Add: Optional
Update: Optional. If no value is set for the update, this setting is not changed. If you set this field to the delete_value string, the prior setting is removed.
Delete: Read-only

Bid Strategy Name

The name of the bid strategy. The name must be unique among all bid strategies within the account. The name can contain a maximum of 255 characters.

The service performs a case-insensitive comparison when it compares the name to existing bid strategy names.

Add: Required
Update: Optional. If no value is set for the update, this setting is not changed.
Delete: Read-only

Bid Strategy TargetAdPosition

The target ad position where you want your ads to appear.

Possible values include FirstPage, MainLine, and MainLine1.

  • FirstPage: Anywhere on the page
  • MainLine: Top of the page
  • MainLine1: Absolute top of the page

This field is only used if the Bid Strategy Type field is set to TargetImpressionShare, and otherwise this field is ignored.

For more details, see Budget and Bid Strategies.

Add: Required if the Bid Strategy Type field is set to TargetImpressionShare, and otherwise this field is ignored.
Update: Optional. If no value is set for the update, this setting is not changed.
Delete: Read-only

Bid Strategy TargetCpa

The target cost per acquisition (CPA) that you want used by Microsoft Advertising to maximize conversions.

This field is only used if the Bid Strategy Type field is set to TargetCpa, and otherwise this field is ignored.

For more details, see Budget and Bid Strategies.

Add: Required if the Bid Strategy Type field is set to TargetCpa, optional if the Bid Strategy Type field is set to MaximizeConversions. Otherwise, this field is ignored. Update: Optional. If no value is set for the update, this setting is not changed.
Delete: Read-only

Bid Strategy TargetImpressionShare

The target impression share for the ad position where you want your ads to appear.

This field is only used if the Bid Strategy Type field is set to TargetImpressionShare, and otherwise this field is ignored.

For more details, see Budget and Bid Strategies.

Add: Required if the Bid Strategy Type field is set to TargetImpressionShare, and otherwise this field is ignored.
Update: Optional. If no value is set for the update, this setting is not changed.
Delete: Read-only

Bid Strategy TargetRoas

The target return on ad spend (ROAS) that you want used by Microsoft Advertising to maximize conversions.

The supported target ROAS values range from 0.01 (1 percent) to 1,000.00 (100,000 percent).

This field is only used if the Bid Strategy Type field is set to TargetRoas, and otherwise this field is ignored.

For more details, see Budget and Bid Strategies.

Add: Required if the Bid Strategy Type field is set to TargetRoas, and otherwise this field is ignored.
Update: Optional. If no value is set for the update, this setting is not changed.
Delete: Read-only

Bid Strategy Type

The bid strategy type for how you want to manage your bids.

Portfolio bid strategies work best with one goal in mind, using complementary campaign and bid strategy types. You cannot change a portfolio's bid strategy type. If you want a campaign in the portfolio to use a different bid strategy you can move it to another portfolio. Once you choose a campaign type, the portfolio can only include campaigns of that type.

Bid strategy type Campaign types supported
Maximize clicks Search, Shopping
Maximize conversions Search
Target CPA Search
Target impression share Search
Target ROAS Search, Shopping

For details about bid strategies, see Budget and Bid Strategies.

If you use the "MaxClicks" bid strategy type, then you can optionally include the Bid Strategy MaxCpc field.

If you use the "MaxConversions" bid strategy type, then you can optionally include the Bid Strategy MaxCpc field.

If you use the "TargetCpa" bid strategy type, then you must include the Bid Strategy TargetCpa field.

If you use the "TargetImpressionShare" bid strategy type, then you must include the Bid Strategy TargetAdPosition and Bid Strategy TargetImpressionShare fields. You can optionally include the Bid Strategy MaxCpc field.

If you use the "TargetRoas" bid strategy type, then you must include the Bid Strategy TargetRoas field. You can optionally include the Bid Strategy MaxCpc field.

Important

For some bid strategy types your bid and ad rotation settings are ignored and conversion tracking (via Universal Event Tracking tag and a conversion goal) is required. For more information including supported locations, see Let Microsoft Advertising manage your bids with bid strategies.

Add: Required
Update: Optional. If no value is set for the update, this setting is not changed. If you update the bid strategy type, then any existing values in the Bid Strategy MaxCpc, Bid Strategy TargetCpa, Bid Strategy TargetAdPosition, Bid Strategy TargetImpressionShare, and Bid Strategy TargetRoas fields will be deleted.
Delete: Read-only

Campaign Type

The type of ad campaign that can be included the portfolio bid strategy.

Bid strategy type Campaign types supported
Maximize clicks Search, Shopping
Maximize conversions Search
Target CPA Search
Target impression share Search
Target ROAS Search, Shopping

Once you choose a campaign type, the portfolio can only include campaigns of that type.

Add: Optional. The default campaign type is Search.
Update: Read-only
Delete: Read-only

Client Id

Used to associate records in the bulk upload file with records in the results file. The value of this field is not used or stored by the server; it is simply copied from the uploaded record to the corresponding result record. It may be any valid string to up 100 in length.

Add: Optional
Update: Optional
Delete: Read-only

Id

The system-generated identifier of the bid strategy.

Add: Optional. You must either leave this field empty, or specify a negative identifier. A negative identifier set for the bid strategy can then be referenced in the Bid Strategy Id field of dependent record types such as Campaign. This is recommended if you are adding new bid strategy and new dependent records in the same Bulk file. For more information, see Bulk File Schema Reference Keys.
Update: Read-only and Required
Delete: Read-only and Required

Modified Time

The date and time that the entity was last updated. The value is in Coordinated Universal Time (UTC).

Note

The date and time value reflects the date and time at the server, not the client. For information about the format of the date and time, see the dateTime entry in Primitive XML Data Types.

Add: Read-only
Update: Read-only
Delete: Read-only

Parent Id

The system-generated identifier of the account that contains the bid strategy.

This bulk field maps to the Id field of the Account record.

Add: Read-only
Update: Read-only
Delete: Read-only

Status

The status of the bid strategy.

Possible values are Active or Deleted.

Add: Optional. The default value is Active.
Update: Optional. If no value is set for the update, this setting is not changed.
Delete: Required. The Status must be set to Deleted.