You can increase or decrease the bid amount, or bid boost, for the specific audiences. For example, you could increase your bids for shopping cart abandoners and reduce your bids for people that already made purchased your products.
From the main menu on the left, click All campaigns and then Audiences.
Select the name of the audience you want to edit.
Click Edit and then Change bid adjustment.
Select Increase by or Decrease by and enter the amount in percent.
You can increase the bid up to 900% and decrease by 90%.
On the Campaign page, click the Audiences tab.
Select the name of the audience you want to edit.
Click Edit and then Change bid adjustment.
Select Increase by or Decrease by and enter the amount in percent.
You can increase the bid up to 900% and decrease by 90%.
Notes
Microsoft Advertising won't apply any bid boosts until the associated audience has at least 300 users.
Bid adjustments don't apply to an excluded audience association.
You can create a new campaign and then create ad text and display URLs that catch the attention of the people in your audience. For example, you could show a special offer to users that visited specific product pages to encourage them to convert.
From the main menu on the left, click All campaigns and then Campaigns.
Click Create campaign and complete the workflow.
From the main menu, click All campaigns and then Ads.
Click Create ad and enter an ad that uses words that are of interest to your audience.
For example, you can create an ad that says "40% off Colombian blend."
Add final URL to a specific page on your website.
For example, link to the Colombian blend webpage.
From the main menu, click All campaigns and then Audiences.
Click Create association and select the campaign and/or ad group where you created your ads.
Select the campaign and/or ad group where you created your ads.
Select the audience you want to target.
Select Target and bid.
From the main menu, click All campaigns and then Audiences.
Select the audience, click Edit and then Change bid adjustment.
Select Increase by or Decrease by and enter the appropriate percentage.
On the Campaign page, on the Campaign tab, click Create campaign and then complete the workflow.
On the Ads tab, click Create ad and enter an ad that uses words that are of interest to your audience.
For example, you can create an ad that says "40% off Colombian blend."
Add final URL to a specific page on your website.
For example, link to the Colombian blend webpage.
On the Audiences tab, click Create association.
Select the campaign and/or ad group where you created your ads.
Select the audience you want to target.
Select Target and bid.
On the Campaign page, on the Audiences tab, select the audience, click Edit and then Change bid adjustment.
Select Increase by or Decrease by and enter the appropriate percentage.