Setting up a good ad campaign starts with delivering a quality ad that draws customers. We’ll also show you how to find your ad if it isn’t where you expect to see it.


Factors that affect your ad position

How your ad ranks against competing ads determines its position on the Bing Network. Two factors determine your ad’s rank: ad quality and keyword bid.


Your ad's quality score is measured by assessing its relevance, user experience and performance. Relevance is determined by your keywords and landing page content, and the value of your goods or services to the customer. User experience is measured by assessing how easily users can find the products, services or information they request.  Finally, your ad's performance is measured by its click-through rate.


Bing Ads provides a quality score for each of your keywords. This score helps you understand each keyword and landing page’s relevance to the user's intent. If the quality score merits, the ad will show up on either the top of page or sidebar, above and beside the organic results, respectively.


The value of improving your ad rank

Following best practices for improving your ad rank helps maximize the efficiency of your search campaigns. Making ads highly relevant can be an inexpensive way to improve your ad performance, allowing you to lower your bid while maintaining the same ad position on the top of page or sidebar.


You have the most control over your ad's relevance because you control keyword choice and attributes, ad copy and landing pages. The more relevant your keywords, ad and landing page, the greater the probability of achieving a high rank. Having a relevant, high-ranking ad helps to improve performance and increases the opportunity to convert users into customers.


You can improve your ad rank by checking your Bing Ads account regularly and adjusting your bid amounts, keywords, ad copy and landing pages. In addition, you can fine-tune other key attributes, such as keyword match type and targeting options.


Understanding your quality scores

Your quality score indicates your ad rank. You can use your quality score to determine the best ways to optimize your keywords, ads and landing pages to help improve your ad rank.


Quality score appears on the Keywords tab. Click the ellipses next to the value in the Quality score column to view the components of your quality score. If the total quality score is between 7 and 10, the keyword is competitive in the Bing Network. If the total quality score falls below 6, the keyword is underperforming.


Each keyword’s score is calculated using these three measures:


  • Keyword relevance score reflects the competitiveness of your ads for the specific keyword. It’s calculated by comparing the click-through rate of your keyword with the average click-through rate of the same keyword across the Bing Network.
  • Landing page relevance score indicates the relevance of your ad and landing page to users. This score helps determine whether your landing page has sufficient information to engage with user intentions.
  • Landing page user experience score is an assessment of the quality of all of the landing pages in your site. This score measures the uniqueness and originality of your site content, and how well your landing pages adhere to Bing Ads policies.

Improving the relevance of your landing pages

A landing page with relevant content will also help improve the relevance portion of your ad rank. Landing pages should clearly provide the product or services being offered in the ad, and should not obstruct, delay or confuse users. An easy way to send customers to targeted and specific landing pages is to use dynamic text in your destination URL.


One way to ensure a quality experience for the user is to align your landing page with any special offers that you’ve included in your ad. Your landing page should offer unique and valuable goods, services or information. Work with your website designer to ensure that he/she is using best practices for web design. Applying general search engine optimization techniques will also help Bing Ads effectively rank your site.


Improving the performance of your ad copy

Writing compelling ad copy can greatly improve your ad rank. Be sure to follow the Bing Ads policies. In addition, research the demographics of your customers, and then use that knowledge to write ads that attract them. Address your customers directly by using the words "you" and "your" in your ads.


Describe what sets your product apart, clearly stating your product's benefit. The more specific and clearly written your offer, the better. Give customers a reason to click your ad right now, such as best rates or a limited-time discount. Or, offer a specific call to action, such as booking a room or requesting a brochure.


You can also test different versions of the same ad. Change only the text, the targeting, the keyword list, or another aspect of the ad. Put each ad in its own ad group (because performance is tracked by ad group). After a while, determine what works best and write an ad that combines the winning attributes.


Performance scenarios

It’s best to continuously assess your campaign’s performance. Use the Bing Ads reports and summary tables to assess the performance of your ads. You may find that some of your ads are exhibiting uneven behavior. Here are some common issues and how to resolve them.


 

Low ad rank

High ad rank

Low CTR

Reassess keyword selection, improve ad copy & creative.

Reduce keyword bid price, emphasize better-performing keywords, ad copy & creative.

High CTR

Increase keyword bid prices.

A winning combination!


Can’t find your ad? Here’s how.

If you’ve created a high quality ad that meets Bing Ads policies, your ad should display soon after you submit it. If not, wait a few hours and check again, as sometimes there can be a delay. If you still don’t see your ad, go to the following tabs to check the most common issues:


  • Campaigns tab: Budget runs out too fast.
  • Ad groups tab: Overly restrictive targeting settings.
  • Keywords tab: Bid is too low or ad is blocked by your own negative keyword.

Troubleshooting

The following sections describe troubleshooting tips for your account.


Account is not receiving impressions

If none of the campaigns in your account is receiving impressions, click on the wrench icon in the top right corner and select the Accounts & Billing link.  Here, you will be able to view the account’s information table


View your account’s information table from the gear icon in the upper right of your screen when you're logged into your Bing Ads account


Make sure the Status column has a green checkmark. If it has a red dash or a yellow exclamation mark, no ad groups or campaigns under the account are running. Contact support if you want to reactivate the account.


Confirm that the Financial Status column reads no hold. If it reads hold or credit hold, it means that we tried to process a payment multiple times, but the charges were not authorized by your card or PayPal account. To resolve a hold or credit hold state, read How do I remove the hold or credit hold? for solutions or contact support.


Campaign level checkpoints

If the ads in a specific campaign are not receiving impressions, check the delivery status of your campaign in the Delivery column of the campaign data summary table. Confirm the following:


  • The campaign was not deleted. If you don’t see the campaign listed, all ad groups and ads are gone as well. Delivery status says eligible.
  • The campaign is not paused. To resume a campaign, edit the row and alter the Status column from paused to enabled.
  • The campaign has budget to spend. If not, delivery status will say limited by budget and Bing Ads will automatically pause the campaign until a new budget cycle starts.

If the ads in a specific campaign are not receiving impressions, check the delivery status of your campaign in the Delivery column of the campaign data summary table


Ad group level checkpoints

If you’re able to confirm all campaign level checkpoints, move to the Ad groups tab and confirm the following:


  • The date range is set to the proper dates.
  • There is at least one active ad in the ad group.
  • There is at least one active keyword.
  • The ad group is not paused.
  • All ads have been submitted for review.
  • The ad group has not expired.

See the complete list of Delivery Status’


Keyword level checkpoints

Confirm the Delivery column does not say negative keyword conflict. If so, your keyword is being blocked by your own negative keyword settings elsewhere.


  • Confirm that status is not below first page bid. If so, you need to increase your bid.
  • Confirm your keyword is not disapproved. If so, the keyword must be modified and resubmitted, or you can request an exception.

Investigative methods

Let’s take a closer look at some of the tools you can use to dig deeper into why an ad may not be displaying.


Ad Preview and Diagnostics Tool

The Ad Preview and Diagnostics Tool is a powerful tool that allows you to see which ads will be displayed on the first page for a specific keyword. In addition, the tool offers diagnostic recommendations as to why your ads are not displaying, or, if they are displaying below the first page, how to improve them so they display on the first page. Keep in mind that running this tool does not affect the impressions, click-through rates, or budget of your live campaigns.


To access the tool, click Tools in the upper right navigation, then Ad Preview and Diagnostics Tool. Enter your keyword, select any targeting options, and then click preview. If you see a message about insecure content, there’s no risk, so go ahead and choose the answer that will give you the most information. Look for your ad. If you don’t see it, click the drop-down menu next to Showing ads right now? and click the link associated with the keyword in the Reason for not showing column to receive a suggested action.


If you don’t see your ad in the preview window, and you don’t see any suggested actions, your account may be inactive or paused. If you don’t see a preview of your ad and you’re sure your account is active, then the ad will most likely appear below position 9, or beyond the first page. In this case, look for any suggested actions, and review how to improve ad copy and relevance.


Impressions column

You can begin to resolve your ad delivery concern by examining the Impressions column in the Bing Ads data summary tables.


If your ad is not receiving impressions, the data summary tables can help pinpoint the level at which you should run a Delivery report. If your ad isn’t receiving impressions now, but you think it did in the past, select a different date range.


Running delivery reports can help you further pinpoint whether your ad has received impressions during a specific time period, and, if so, when the ad delivery issue began.


Negative Keyword Conflicts Report

If you find an ad delivery issue, sometimes it coincides with recent changes that you’ve made to your keywords and negative keywords lists, creating a conflict. Negative keyword conflicts can occur due to importing Google AdWords broad match negatives, which convert to phrase match negatives in Bing Ads, or by simply losing track of how you’ve set up phrase and exact negative keywords to work with your campaign and ad group keywords.


To avoid any keyword conflicts, it is good practice to run the Negative Keyword Conflicts report after you’ve imported or made changes to your keywords and negative keywords. This report tells you:


  • Which keywords and negative keywords are in conflict.
  • Whether the conflict is at the campaign or ad group level.

To run a Negative Keyword Conflict report, click reports from the main navigation bar.  From here, select the Report Type drop-down menu, then select negative keyword conflicts. Here, you can customize your report to include either your entire account, or specific campaigns and ad groups by clicking radio buttons.


If you do find a keyword conflict, removing it is simple. Just delete the negative keyword, or amend the match type it’s associated with. Discovering and removing negative keyword conflicts is critical to making sure your ads are not blocked from relevant traffic and potential conversions.


To run a Negative Keyword Conflict report, click reports from the main navigation bar. From here, select the Report Type drop-down menu, then select negative keyword conflicts. Here, you can customize your report to include either your entire account, or specific campaigns and ad groups by clicking radio buttons


If your ad is receiving impressions

If your ad and keyword are receiving impressions but you still can’t see your ad, the problem might be that the ad has a low quality-based ad rank, or that your search query, targeting options or browser settings don’t correspond to those you’ve set for your keyword or ad group.


Don’t forget, your ad rank determines the position of your ad on the Bing Network. Check for your ad in both the top of page and in the sidebar. Be sure to also check beyond the first page. Other ads may have a higher ad rank and display before your ad.


To improve your ad rank, increase the relevance and performance of your ads, keywords and landing pages.

 

Summary

Remember these key points for improving your ad performance on the Bing Network:


  • The position of your ad is determined by how it ranks against the completion in ad quality and keyword bid.
  • Ad quality is determined by keyword and landing page relevance along with click-through rate performance.
  • Check the summary tables and reports in your Bing Ads account regularly for issues affecting your ad performance and ranking.
  • If you can’t find your ad, check your budget limits, targeting settings or keyword bids.

Thanks for reading this training on quality advertising experiences. 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.