Tracy Chen

Senior Program Manager, Bing Ads Platform

Bing Ads Home Page: Updated for on-the-go performance review

No time to spare?  No problem!  The next time you sign in for an instant look at your account's performance or to review any new issues or opportunities since you last checked, be sure to try the out new Home Page in Bing Ads.  This page was redesigned specifically for the Bing Ads user who needs to monitor their account quickly to see the information that matters to you most.

bing ads home page

What's new and for whom?

This update is for all Bing Ads advertisers in all markets! The Home Page got a makeover, to show you what you need to know, without any clutter or confusion.

bing ads home page

As you can see, we’ve made a significant number of changes.  We expect the new functionality and architecture of the page will be especially helpful to marketers who need an instant, reliable snapshot of how their account(s) are performing in order to stay on top of any problems that should be investigated, or to seize opportunities as soon as they arise.     

Benefits of the new home page

The Bing Ads Home Page in the web user interface (UI) is a single place for you to access and customize the account information that matters to you the most.  Specifically, it provides:

  • A summary dashboard for an at-a-glance view of your:


o   Key performance indicator (KPI) summary 

o   Performance trend graph

o   Top Mover report

  • Modules for quick access to information tailored to your needs for monitoring and tracking performance.  You can select which modules to display, reorganize the module layout, change a module’s display columns and rows, etc.  With the Bing Ads Home Page, you can:


o  Quickly assess your campaign performance. 

o  Easily identify issues to resolve. 

o  Easily find opportunities to optimize your campaigns.


Modules at a glance

There’s always more you can do and dive into, if you choose.  That’s why we have the modules for you to leverage and customize at your convenience.  The opportunities are endless, so here is a reference table for your convenience.          

bing ads home page

bing ads home page

bing ads home page

What's next?

Thank you for your feedback in making this release possible.  We’re already preparing for the next iteration, which will incorporate our top ask from pilot participants to enable period-over-period comparison in the trend graph, and allow customizable module definitions through filters. 

Connect With Us

We would love to continue to hear from you and your thoughts. Questions, concerns and thoughts are welcome on our Feature Suggestion Forum, through email feedback to, or reach us on Twitter.

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New in Bing Ads: Inline Bid Suggestions and Keyword Delivery Status Insight

You can now view estimated bid suggestions and how to adjust those bids to meet your performance goals seamlessly in your keywords grid. This update is the result of an extensive investment in the platform architecture to enable high-quality, high-coverage data to surface inline. You can also get additional keyword delivery status insights for effective optimization. Overall, we expect these updates create an easier workflow for efficiently updating bids and optimizing keywords.

1. Inline Bid Suggestions in the Web User Interface (UI)

Inline Bid Suggestions is a feature in the Bing Ads Web UI that estimates how much you would have to bid for your ad to show up on the front page, mainline, and best position.  This is now available to Bing Ads users in all markets.

In your Campaigns page, click the Keywords tab, and then the Columns icon on the right side of the tool bar to customize the insights you want to see in your keywords grid.  Add these three bid estimation columns (Est. first page bid, Est. mainline bid, and Est. best position bid) and click “OK.” 

The estimated bids to reach first page, mainline, and best position for each of your keywords are now conveniently located directly in your keywords grid. You can easily see how to update your bid for your position goal. Also, for example, if you find a “below first page bid” alert under the Delivery column, simply scroll over to see what you should bid for the first page.*

Not only can you see the estimated bid suggestions for a particular keyword right there in your grid, but learn how to best to change the bid by clicking the icon under your Current bid value to instantly view its Bid Landscape as well.

More info: See this article for more detail and how to use Bid Landscape to optimize your campaign.

With the inline bid suggestion and bid landscape functionalities, the Estimation workflow is retired (see below).

2. New Insight into Keyword Delivery Status

Prior to this release, some keywords marked as Eligible under the Delivery status column of your keywords grid may not have shown any impressions or clicks associated.  This could be because these particular keywords don’t elicit enough search volume, or their quality score is too low. 

To help you identify such keywords, we’ve added two new delivery statuses - Low Search Volume, and Low Quality Score – so you can focus accordingly and optimize accordingly.

Our intention here was to provide more specific insight into the delivery status of your keywords, to help you decide the optimization approach right for you.  Now, for example, you can filter out the keywords with a Low Search Volume or Low Quality Score and focus your bid optimization strategy only on those Eligible.

Tip: Finding keywords with a Low Search Volume? Look into its match type.  For example, if it’s Exact Match, you may try changing it to Broad Match or Phrase Match. 

You can find more information on other features that have been released as a direct result of what you, our customers, have been asking for, here on the Bing Ads web site.

If you have any questions or any feedback, please contact

Best Regards,

Tracy Chen, Sr. Program Manager for Bing Ads Platform

Bid and Traffic Estimation Team

* Please note that estimated bids are not always available. This could be due to the fact that keyword is inactive (paused, part of a draft ad group, etc), or is delivering on to a content network.  Sometimes only the first page bid is given; this is because the best position or mainline position may be too competitive for a reasonable bid on that keyword. Remember, the estimation is based on last 7 days and not a guarantee of future performance.


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New in Bing Ads: Bid Landscape is Now Available at the Ad Group Level

We’re pleased to announce that the Bid Landscape tool released earlier this year is now applicable at the keyword and ad group level for US Advertisers.  The keyword level bid landscape has also been expanded to our non-US advertisers with ad group level to follow soon.

What is the Keyword Level Bid Landscape?

Bid Landscape at the Keyword level helps you, our advertisers, fine-tune your keyword bids by revealing the estimated cost, clicks, impressions and top impressions for a single keyword at various bid price points. You can view estimated data for multiple bid price points simultaneously.

After we launched this feature in April, we saw lots of advertisers using it with a high liklihood to adopt the suggested bids. As of this month, this feature is now open to other non-US market advertisers.

What’s the New Ad Group level Bid Landscape?

Bid Landscape at the Ad Group level gives you the same contextual insight and bidding power, but at the ad group level. You can find the new Bid Landscape for Ad Groups by locating the chart icon right below the ad group current bid value, all within the Ad Group Tab.  This should be familiar to those who have been using Bid Landscape at the Keyword level.


Why Use Ad Group level Bid Landscape?

One of the more straightforward methods of improving your competitive position is to increase ad group default bids. However, raising those bids on all the keywords in the ad group can be challenge.  Using the Ad Group level Bid Landscape feature, you can do this quickly and confidently, to increase impression and click share.

Also, the ad group level estimations will take into consideration the competitiveness among the keywords within the group, thus the estimation will be more accurate.

How Do I Use Ad Group Level Bid Landscape?

Unlike Keyword level bid landscape, Ad group level Bids landscape can be used in two ways:

1. Default mode

If you are wondering what default bid to set and what that means in terms of traffic, cost, etc., and you don’t want to change your keywords that have custom bids, you can use this mode. It will help you fine-tune your ad group default bid without changing custom keywords’ bids.


2. Uniform mode

If you are tired of managing the ad group and also fine tuning for specific keywords bid, this is exactly what you need. It will tell you if there is a single bid that can achieve similar or better performance. It is called uniform mode (select on the 2nd radio button).


This will help you find an ad group level bid that achieves the same amount of traffic with your current mixed bid setting. You can decide to adopt that bid or other bids on the curve, thus you are now managing at ad group level.

Examples of Using Bid Landscape to Improve Ad Group Bids

How exactly could you leverage Bid Landscape to improve your campaign’s performance?  Here are a couple of examples:

1. Fine tune your top performing ad group

Suppose you have a top performing ad group and wonder if it could perform even better. This is a perfect opportunity to check its bid landscape curve.  How? 

  1. Go to your ad group page, check the bid landscape for the top performing ad groups
  2. If the default mode has available data, you will see that upon opening. It tells you how these keywords would have performed in the past 7 days if giving a different bid. You can find the bid level that you think is appropriate.
  3. Alternatively, you can check on the uniform mode, which shows another perspective that you can use a single bid for this whole group thus you don’t have to spend times at the keyword level.

2. Shake up your sleeping ad groups

Suppose you are wondering if you can adjust any of your non-performing ad groups default bid thus to gain some traffic. Another perfect opportunity to use bid landscape.  How?

  1. Go to your ad group page, check all the ad groups, say, with impressions < 10 in the last 7 days.
  2. If you see any of them has ad group bid landscape icon available, these are the candidates to check. As the available landscape indicates there is other bid points that can give you more traffic than current setting
  3. Judge based on your goal and setting, select the most appropriate bid.


Keep in mind that...

  • The estimation data is based on the last 7 days, which does not guarantee future performance.
  • Bid landscape at Ad group level is initially available for US market only. We will expand to support other markets in the near future.
  • Not all the ad groups will have bid landscape (depending on the traffic, bid setting, etc). Especially for default mode, if there are only very few keywords using ad group default bid, the default mode may not be available. In this case, the uniform mode may still be available.
  • For uniform mode, currently we only support updating the bids for ad groups with less than 1000 keywords.


NOTE: The information contained in this blog post is intended for agencies and advertisers that are self-managed or supported by Microsoft.  If you are an agency or advertiser managed by Yahoo, the details therein may not be applicable, and you are encouraged to contact your Account Representative for more information.

Comments? Questions? Leave them below, or ping us on Twitter.

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New Feature in Bing Ads Gives You a Better View of the Bid Landscape (US Only)

We are pleased to announce availability of the new Bid Landscape, a feature designed to give you more bidding power with less guesswork.

Thinking about changing your bids but worried about what it might do to your impressions or cost? Or maybe you want more clicks, but are not sure how much you need to increase your bid to make that happen. We developed Bid Landscape to provide a fast and seamless solution for you to make informed decisions about your keyword bids. 

Why Use Bid Landscape?

Bid landscape (US only) shows you how different estimated bids would have impacted your impressions and clicks over the previous seven days. If, based on this information, you want to raise or lower your bid, you can then select one of the estimated bids, or enter your own custom bid. 


The bid landscape is simple to use.  

  1. On the Campaigns page, Keywords tab, if there is sufficient data for your keyword bids, a small graph icon will appear next to your current bid.
  2. Click on this icon and you'll see a graph with a click-cost curve or a bid-impression curve. This data shows an estimate of the impressions, clicks and top impressions you would have received in a historical 7-day window for a given bid. 
  3. You can leave a keyword bid as is, or make a change. To change your bid, select the appropriate value in the left column and click Apply. If you want to enter your own bid, you can do so in the last row.

See the notes below for addition information about the estimations and data.

Thank you Pilot Participants! 

This feature was submitted to a group of pilot participants at the end of 2013, whose sentiment was overwhelmingly positive. The pilot users all agreed that bid landscape provided them with an easy and convenient way to judge the effects of placing different bids per keyword and enabled them to make better informed decisions to optimize their campaigns. 


We were happy to hear this feedback, as from a technical development and design perspective, the most important outcome was also the most challenging: matching our model to the algorithmic components of the market to ensure our bid landscape outputs were consistently strong in their value for advertisers.

Next steps 

Try it out!  If you want to learn more, see the Bing Ads Help article, "Get Click and Cost Estimates for Your Keywords."  We encourage you to take advantage of the Bid Landscape feature the next time you choose a keyword bid.

Thank you,

Tracy Chen

Program Manager, Bing Ads Platform


  • The estimations have been based on the selected bid over the last 7 days (or could be less than 7 days if the keyword was just added). Advertisers will be shown estimations based on their selected bid over the last 7 days and not daily. It doesn’t guarantee future performance.
  • Bid landscape only pulls data from the search network. The number in the grid pulls performance data from both the search and content networks.
  • Bid landscape assumes there is no bid update in the past 7 days for the estimation. If the bid was updated during the 7-day window, the estimated performance numbers might be affected (aka different from the performance shown in the campaign grid).
  • Bid Landscape data is updated daily. If you just changed your bid, you’ll need to wait for another day to see the updated bid landscape.
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