Claire Lee

- Program Manager, Bing Ads Platform
BLOG POSTS

New in Bing Ads: Compare your performance between two time periods

If you’re a quarterback, you may analyze your performance by comparing your touchdowns in one NFL season to your touchdowns in another. Similarly, one of the easiest ways for advertisers to understand their performance is to compare present ad campaigns and ad campaigns from previous periods of time.

 

Understanding your ad’s performance is easier now with the new period comparison feature in Bing Ads. See a side-by-side comparison of how ads performed between two time periods, as well as changes in impressions, clicks, and many more performance metrics available in the Campaigns tab, to help answer questions such as:

 

-     Which Ad Group saw a 20% increase in clicks this month compared to last month, so I know where to budget my money?

-     Which of my campaigns decreased most in impressions between this week and last week, so I know where I need to improve my performance?

-     How much did I spend this summer compared to last summer?

 

How does it work?

To use the feature, start by opening the date range selector in either the Campaigns, Ad Groups, Ads, Keywords, or Ad Extensions grids. 

 

 

 

Turn “Compare” from Off to On by clicking on the toggle.

 

 

Select a time period for comparison out of the three options, and select Apply.

 

-     Previous period: If the current time range selected is this month (e.g. 3/1-3/31), then the previous period would be last month (e.g. 2/1-2/29).

-     Same period last year: If the current time range selected is this month (e.g. 3/1/16 – 3/31/16), then same period last year would be this month last year (e.g. 3/1/15 – 3/31/15).

-     Custom: Any length of time within 3 years before today can be selected as a comparison period.

 

 After you click Apply, every performance metric column can be expanded by clicking the ‘+’ icon.

 

 

 

You will see four sub-columns under every performance metric to use for deeper analysis:

-     Performance from your current period

-     Performance from your comparison period

-     Change (Current Performance - Comparison Performance)

-      Change % ((Current – Comparison)/Comparison * 100%)

 

 

 

You can also see this sub-column data for any segments you’ve applied to your grid. You can see these new columns in your downloaded file as well.

 

You can also filter on the sub-columns – for example, you might choose to filter out campaigns that saw a 10% decrease in impressions and adjust your keywords accordingly in those campaigns. 

 

Questions? Comments?

Feel free to reach us on Twitter. You can also submit your ideas for how to improve this feature and Bing Ads in our feature suggestion forum.

 

Happy comparing!

Claire

 

 

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New: Segment Your Performance Data to Identify Opportunities Quickly

Navigating to the Reports workspace to get the data you need can sometimes be a hassle. Segmentation makes it easier by giving you the performance insights you need right where you need them.  Without leaving your Campaigns page, you can split your campaign, ad groups, ads, keywords, and ad extensions into rows based on:

  • Time (Day, Week, Month, Quarter, Year, or Day of the week)
  • Network
  • Device
  • Top vs. Other

How Segmentation Works

To begin segmenting your performance data, click Segment in the toolbar above your table, and the segment you’re interested in.  For example, select Device Type to see which devices your audience is using when they see your ad. 

For details, please visit this Help page.

Downloading Your Data

Want to share your findings with your clients or colleagues? Simply download the data directly from the table into a .csv or Excel report. Click Download from the toolbar, your format preference, what you want to segment your data by, and you’re good to go. The downloaded file will also reflect whatever columns and filters you’ve applied to your grid.

Bing Ads new segmentation inline download function

Bing Ads new segmentation inline download function

For details, please visit this Help page.

Why Use Segmentation?

  • Segmenting your data can offer powerful insight into how your campaigns are performing, and what’s working (or isn’t).  For example, here are some ways you may want to segment your performance data and why:
  • Segment by Time to identify when your ad gets the most engagement.  Based on what you find, you may want to adjustment your ad schedule targeting accordingly. 
  • Segment by Device to identify whether mobile, PC, or tablet are more or less significant to your campaign’s success.  Use this insight to help focus your web design efforts, and also adjust your device targeting.  
  • Segment by Top vs. Other, which will show you how the performance of your mainline and sidebar ads compare. Knowing this can help you refine your keyword bids to optimize ad performance, increase ROI, and improve your ad rank.

Questions? Comments?

Feel free to ping us on Twitter, visit us to ask questions at the Bing Ads Answers forum, submit and vote on your top-priority features at the Bing Ads Feature Suggestion forum, or send us your feedback directly at BingAds-feedback@microsoft.com.

Have a great day,

Claire Lee

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