Lei Wu

Program Manager, Bing Ads Platform

Find out if your keywords are working in just one step

Do you want to know whether a particular keyword is triggering your ads and, if not, why?  Beginning today, that answer is just one step away from your Campaigns page. With the new inline keyword diagnosis tool, you can make smarter connections to achieve more by gathering information about your keywords when you need it, without a bunch of pesky clicks.

Get started

Navigate to the Keywords tab in your Campaigns page and locate the keyword you're interested in.  Hover over the ellipsis icon (“…”) in the “Delivery” column to trigger the pop-up dialog for keyword diagnosis.

bing ads inline keyword diagnosis

Your keyword diagnosis pops up as a dialog box comprised of three sections:

1. Keyword diagnosis result

If your keywords are triggering your ad, you’ll see “Yes,” otherwise, you’ll see “No,” along with an explanation of the suggested reason and a recommended action.  “No” reasons will fall into one of these categories: setting (e.g. negative keyword, paused keyword), editorial issue (e.g. disapproved keyword, keyword pending review), quality (e.g. low ad relevance, low expected CTR), or bid and budget (e.g. low bid amount, campaign out budget).

With the result and reason, we also provide actionable feedback if there is indeed a problem preventing your ad from showing, for example:

bing ads inline keyword diagnosis

2. Keyword quality score

Under the diagnosis result, you’ll see a breakdown of your Quality score by Expected click-through rate, Ad relevance, and Landing page experience.

Note: Since you can find the quality score breakdown here, the pop-up dialog under “Quality score” is no longer needed and the ellipsis icon in that column has been removed.

3.  Link to Ad Preview and Diagnostics

Under Quality Score, we’ve added a link to the Ad Preview and Diagnostics tool in case you want to preview your ads and/or conduct any further diagnosis. If you do access the Ad Preview and Diagnostics tool from this link, you’ll find the context (keyword and targeting options) already filled in, to save you the time and effort of memorizing and inputting them manually, for example:

bing ads inline keyword diagnosis

We hope this tool will save you time when diagnosing keyword delivery issues in Bing Ads. To learn more about this tool, visit the Help Center.

Questions? Comments?

Feel free to ping us on Twitter, submit your feature requests and vote on those others have submitted in our Feature Suggestion forum, ask questions in the Bing Ads Answers forum, or reach out to us directly at BingAds-feedback@microsoft.com.

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Auction Insights is Now Available in All Bing Ads Markets

Back in Nov. 2014, we announced Auction Insights release on Bing Ads web user interface with the caveat that it was a US only release. Today, we are pleased to announce that Auction Insights has been rolled out to all Bing Ads markets!

Auction Insights shows how you are performing in comparison with other advertisers who are participating in the same auctions as you. It can help you make strategic decisions about bidding and budgeting choices by showing you where you are succeeding and where you may be missing opportunities for improved performance.

The Auction Insights report is available directly on your Campaigns page. Check your report by clicking the “Details” drop-down menu and selecting either “Selected” or “All” under “Auction insights” section. You can generate a report for one or more keywords, ad groups and campaigns that meet a minimum threshold of activity. It also provides the flexibility for you to quickly build an aggregate view with the selected time range.

Auction Insights report can be also accessed using the Bing Ads Intelligence Excel add-in.

NOTE: The competing websites listed in your Auction Insights report are those that enter the same auctions as you and are eligible for the same impressions that you are. Competitors aren't necessarily determined by how similar their keywords, match types, or other targeting settings are to your own. This report will not reveal the actual keywords, quality, bids, or setting from your campaigns, and it will not give you insight into the same information for others.

To get started, visit this Help Center article, or watch this brief demonstration with video. Be sure to check back here on the Bing Ads Blog next week for more on Auction Insights with the first entry in a new series of posts covering some of the most useful Bing Ads "power tools."

Questions? Comments? Feel free to leave them below, or ping us on Twitter.

Lei Wu

Program Manager, Bing Ads Platform

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New Bing Ads Feature: Preview the Result of a Bid Change on Your Text Ads in Real Time

When your ads receive very few impressions (or none at all), one of the more common solutions to improve performance is to raise your bid in the hopes of making your ad more competitive. With a suggested bid-by-bid landscape based on historical data, you might consider giving the Bid Landscape Tool a try to ensure that your bid is not too high, yet still competitive.

Taking things a step further, would it interest you to know whether a new bid can bring your ads up in real time? Do you want to preview the result of different bid amounts before making a decision? If so, then try out these new features that were just released in the Ad Preview and Diagnostics tool. You'll find it under the "Tools" menu when signed in to your Bing Ads account.

New Bid Suggestion and Instant Preview

When your ads are not delivered in response to a search query, you can identify the reasons why that may be by reviewing the “Text Ads” tab in your Ad Preview and Diagnostics tool. If the solution is to raise your bid, a small icon will appear next to the reason listed in the “Reason for not showing” column, as shown below:


Click the icon to enter the bid suggestion window.


Try Different Bids and Preview the Results


In the bid suggestion window, you can choose the suggested bid from Bing Ads or input your own bid manually.


Click “Preview” to enter the preview window, and check whether the ads in question will serve if you apply the new bid.

If they can serve with the new bid, your ads will be highlighted here. You can go back to the bid suggestion window by clicking “Back” button, and try different bid to see whether your ads can be shown or where your new position is.

Note: This new feature currently only works for text ads. Also keep in mind that sometimes your ads can’t show even with a high bid. There are several possibilities, for example, another keyword already triggers ads for your domain, or your keyword’s quality score is below the threshold.

If You Like it, Save It

If you are satisfied with the new bid, click “Save” in the bid suggestion window. Otherwise click “Cancel” and return to the Ad Preview and Diagnostics tool.

To learn more about this tool, visit the Help Center. Comments? Questions? Feel free to leave them below.


Lei Wu

Program Manager, Bing Ads Platform

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Now Available in Bing Ads: Preview and Diagnose Mobile Ads and Product Ads

Have you wondered whether your ad or ads will appear on a mobile device? Have you ever wondered why your product ads aren’t showing up? We’ve added new functionality in the Ad Preview and Diagnostics tool to find out.

To use the Ad Preview and Diagnostics tool to review how your ads are showing up, log into your Bing ads account and click on "Tools.” If you’d like to check out the tool without logging in, you can do so by visiting bingads.microsoft.com/Tools/AdPreview.

How to Preview Mobile Ads

To see whether your ads are serving on a mobile device, input your search term and select the mobile device option from “Advanced targeting options” before clicking the preview button (we support five mobile operating systems: iOS, Android, Blackberry, Palm webOS, and Windows Phone).


Your delivered ads are highlighted in the preview section.

How to Diagnose Product Ads

If Product Ads are not delivered in response to a search term, you can identify the reasons and receive actionable feedback from “Product Ads” tab in the diagnosis table. Click the short summary in “Reason for not showing” column to find out the detail of no-show reason, which can be caused by quality (such as low quality score), setting (such as low bid amount, insufficient budget, wrong targeting, negative keyword), or others.


Address the issue referring to the suggested actions given by the tool.

To learn more about this tool, visit the Help Center. Comments? Questions? Feel free to leave them below.

Lei Wu

Program Manager, Bing Ads Platform

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