How to Set Incremental Bidding in MSN adCenter - dummies

How to Set Incremental Bidding in MSN adCenter

By John Arnold, Michael Becker, Marty Dickinson, Ian Lurie, Elizabeth Marsten

Incremental bidding can come in handy in your web marketing campaign. It increases the amount of your bid when MSN detects a user in the chosen demographic, time of day, or day of the week. You can set this at the ad group or campaign level in the settings area of a campaign or ad group under targeting options.

Suppose that you want to capture more female customers. To set up your incremental bidding, you’d specify 10 percent for Female in the gender section. MSN then increases your maximum CPC when females see your ad, so you gain a better position more often.


  1. Open the ad group that you want to apply incremental bids to and click Edit Your Ad Group Settings.

    If you want to apply incremental bids to all ad groups in a campaign, click the Edit Your Campaign Settings link from the campaign page.

  2. In the Advanced Targeting Options area, click the down arrows to open the different sections to set your selected hours of the day, location, and days of the week for incremental bidding.

    MSN increases your bids by 10 percent during those times and at those locations. Incremental bids must be set in increments of 10 percent.

  3. Set incremental bidding amounts based on males and/or females in the gender section and based on age in the age groups section.

  4. Click Save.

Incremental bids add up quickly. You pay the increased price only if the user clicks your ad, but if you enabled a 10 percent boost for females and a 20 percent boost for ages 18–24, and if a 20-year-old female runs a search, your ad receives a 30 percent incremental bid boost. Technically, this user is in the key demographic that you’re targeting.

Incremental bids can get expensive fast, so consider your maximum CPC when you choose your incremental bids.