Control costs by choosing your keyword bids
Remember that users enter search words into search engines based on their interest. The matching keywords and phrases you choose for your campaigns help determine if your ad will display when users search online. But be aware, other advertisers may also be using the same keywords. That creates competition with your ad campaign. What can you do to win? One solution is keyword bidding.
The amount you bid on your keywords helps to elevate your ad above others. So, choose a bid that you feel best represents the value of that customer to your business.
You can also control costs by focusing on your most relevant customers with targeting.
Target customers relevant to your business
You know who and where your best customers are — Microsoft Advertising lets you choose when and how to reach them. Control where your ads appear by city, state, country and worldwide. Fine-tune your targeting even further by setting the time of day to display your ads and on which devices. By targeting only your most relevant customers, you can reduce unnecessary spending.
After your campaigns build some history, use reporting tools to learn which strategies work the best, then refine your targeting and other tactics accordingly. This is called optimising your campaigns.