Find research and reporting tools here that can help you improve the performance of your search advertising campaigns.


After reading this training, you will understand which tools can help you increase your:


  • Impressions.
  • Click-through rate.
  • Conversions.
  • ROI.

Performance measurements
The goal of your search advertising campaign is to engage with users. When you’re successful at this, customers view your ad, click to visit your website, and then become loyal, satisfied customers.


You can learn how your campaign engages with users by tracking three performance measurements:


  • Impressions: The number of times your ad is displayed.
  • Click-through rate (CTR): The ratio of the number of times your ad is clicked to the number of times it is displayed.
  • Conversions: The number of times users complete the desired outcome on your site (e.g., make a purchase, sign up for a newsletter).

Top tipTop Tip: Save time with the Change History graph. It lets you quickly see how your search ads are performing, so you can maximize what’s working and change what’s not.


Charts and reports
Charts and reports can help you track performance measurements, as well as factors that influence them. The Multi-Metric Trend graph on the Campaigns page can help you track the trends of multiple metrics at the same time, providing a visual comparison of key performance data.


The Change History graph, accessible from the Change History tab on the Campaigns page, displays performance trends and campaign attribute changes together. You can quickly and easily see what factors influenced the performance of your ad, and when. It shows how the changes you’ve made affect your account, a specific campaign or a set of keywords.

Campaign Optimization (screenshot)

The Reports page can provide detailed information about key performance metrics, such as impressions and click-through rates. You can run Performance reports for an account, campaign, ad, ad group, keyword, destination URL, ad dynamic text, website placement, publisher and search query. With this data, you can analyze the performance of your campaign, and determine if you need to make adjustments.


You can also run Targeting reports that provide data about the performance of your ads for a specific audience demographic. Campaign Analytics reports provide statistics about conversions and revenue, as well as visitor behavior on your website.


Optimizing for low impressions
Let’s review an example scenario: Carol from Tailspin Toys has reviewed a Campaign Performance report and realizes that one of her campaigns has low impressions. If Carol is losing impressions due to budget, she can consult the Opportunities tab (on the Campaigns page), a central location for addressing critical budget issues. The Budget Suggestions page can help her avoid missed impressions and clicks by identifying campaign budgets that are depleted or almost depleted, so she can take immediate action.


If she’s losing impressions due to rank, she can go to the Reports page and run a Keyword report to identify which keywords have generated impressions during specific time periods, and evaluate their performance. And she can use the Search Query report to see the search queries that resulted in impressions and clicks for her ads. Then she can create new lists based on the successful keywords.


There could be other reasons Carol’s campaign has a low number of impressions, such as:


  • Disapproved keywords.
  • Negative keywords that are blocking her keywords.
  • Low keyword bids.
  • Inaccurate targeting settings.


Optimizing for low click-through rate
Let’s look at another scenario: Simon from Fourth Coffee optimizes a campaign that has a high number of impressions but a low click-through rate. From his Campaign report, he can see the number of impressions, overall customer traffic and click-through rate.


Two common reasons for low CTR are vague ad copy and a generic value proposition. Simon may want to rewrite his ad to include his customers' most popular search keywords in the ad title and text. Or he may want to use dynamic text so that his ad displays the actual terms people use in their search queries.


These two methods would help make his ad concise and specific. If he needs additional help, he can use the Bing Ads Editorial Guidelines to make his copy more compelling.


An ad's performance history affects its current performance because Bing Ads serves better performing ads more frequently. So Simon should delete the existing low-performing ad and write a new one. If he were to simply edit the existing ad, the low CTR rating would still apply and the problem would persist.


Simon can also improve his click-through rate by targeting his ads to certain customers. To increase the chance that his ads will be seen by his target audience, he sets incremental bids and uses negative keywords.


Optimizing for low conversion rate
Optimizing a campaign with a high number of impressions and clicks but a low conversion rate is critical because you’re spending the money, but not getting the desired results.


In another scenario, after running a Conversions report, Michael from Coho Winery concludes he’s not getting the return he anticipated. He decides he’d like to know how visitors behave on his website after clicking his ad.


He uses the Campaign Analytics reports to track customer clicks through his site. After a few weeks, Michael runs a Goals report. Studying the results, he sees that he’s losing people on the landing page, and that his landing page relevance and user experience scores are poor.


To improve these scores, he adds dynamic text to his destination URL and sends customers to a specific landing page based on their search keywords. On each landing page, he includes well-organized, relevant content that directly relates to the search keyword and the product.


Although increasing conversions is the ultimate goal, there are many ways to fine-tune different aspects of your campaign. Here are some other tools and reports that can help you increase ROI:


  • The Keyword distribution graph above the Keywords tab allows you to identify best performing keywords quickly.
  • The estimation tools in the Keywords tab can help you optimize your keyword bids for the search position that meets your campaign goals. A Keyword report can help you identify expensive, underperforming keywords that you may want to delete.
  • Finally, the Keyword Research tools can help you find additional keywords that are relevant to your ads and landing pages.


Bing Ads offers a robust set of tools and features to help you create and improve your campaigns. This training has illustrated numerous ways to optimize your online campaigns.


Key takeaways:

  • View the Change History graph for a visual representation of the changes you’ve made to your ads and campaigns, then pinpoint the adjustments that influenced your campaign’s performance over time so you can optimize accordingly.
  • Measure campaign success with Performance and Campaign Analytics reports.
  • Find keywords that are highly relevant to your ads and website with our keyword research tools.
  • Optimize your keyword bids with bid and traffic estimation tools, or by adjusting targeting, match types and negative keywords.


Thanks for reading this training on campaign optimization. Continue your training or take the Bing Ads Accredited Professional exam to become accredited.


Please note all features in this training may not be available in your market.