Young Shi


New Bing Ads Features Now Live: Dimensions Tab and Performance Comparison Graph

To help advertisers understand their campaign performance in Bing Ads, we have just released two new features: Dimensions Tab and Performance Comparison Graph.

I. Dimensions Tab

The first new feature, Dimensions Tab, provides one-click performance reports on your paid search campaigns. Check out the video clip below, or read more about it in Coming Soon: Dimensions Tab Houses Your Favorite Performance Insights.

The Dimensions Tab is the fast shortcut to the most important performance details of your advertising campaign. For example, with just a single click from within the Campaigns page of the Bing Ads Web UI, you can pull performance data of up to 200,000 search terms for your account, campaign or ad group into the UI, see their performance pattern in the Bing exclusive Distribution graph, and visually filter them to a few search terms important to you. This can be accomplished in just a couple minutes. Without this feature, you may have to spend 30 minutes to download the Search query report from the Reports tab and then analyze it in Excel in order to find the few search queries important to you. The Dimensions Tab saves you time by reducing this to a few clicks in one page.

With another click within the Dimensions tab, you can hit another “dimension” where you can see up to 200,000 Geographical locations, Publishers, or entries of yet another dimension type.

In the screenshot below, the Search terms report under Dimensions tab displays 27,421 search terms both in the graph and in the grid:

Now Live_Dimensions Tab_Search terms

Clicking the lowest non-zero bar in the Avg CPC graph (the little orange bar close to the bottom of the left most graph above), you instantly find the search terms that have the lowest Avg CPC. There are 205 such search terms, out of the original 27,421, as shown below:

Now Live_Dimensions Tab_Avg CPC_

II. Performance Comparison Graph

The second new feature, Performance Comparison Graph, measures and compares your campaign performance to a benchmark, using a history of your campaign data. See Bing Ads initial post on performance comparison graph. The elements of this feature are illustrated below:

Now Live_Performance Comparison Graph_

Use this graph to see:

  • Intra-week cyclicalityof your advertising performance. Notably, performance on weekend days compared with weekdays (weekend markers).
  • Comparison between the current period and a previous period, on a daily basis and aggregated level (Comparison trend line and Comparison summary).
  • Comparison between any day and its moving average. See how the moving average is calculated. By a mere glance at current period curve against the moving average curve, you can quickly single out the days that had a performance outage (unexpected dip or surge) that warrant your immediate investigation.
  • Likely causes of the observed performance - shown as Change history markers on top of the trend graph.

In the example below, you see Spend surge on Wednesday, 10/2, against Wednesday’s Moving Average:

Now Live_Performance Comparison Moving Avg Wed

What might have caused this? Click the Change History Tab and to see- it might have been caused by the 5 changes you made to your campaigns on Tuesday, 10/1.

Now Live_Performance Comparison Moving Avg Tue

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New to Bing Ads: Performance Comparison At a Glance

New to Bing Ads: Performance Comparison at a Glance

Every day advertisers ask the question, “how did my campaign perform?” Answering this simple question is often time consuming, since you need to pull lots of data and analyze it before you get some ideas. Not anymore. Our new performance comparison feature gives you a clear picture of your campaign’s performance within 5 seconds. Use this feature to:

  • Compare your current performance to that of a previous period.
  • Compare your performance with the MOVING AVERAGE, a reliable performance baseline to measure the success of your campaigns against.
  • Compare your performance between weekdays and weekends.
  • See performance comparison in the context of change history.

The performance comparison picture guides advertisers to the campaigns that need immediate attention. It pares down the noise. It identifies the hotspots, high impact dates and campaign change items quickly with precision. It saves time and lifts productivity for advertisers in their daily campaign monitoring routines.

How does it work?

The following mockup summarizes the new elements you’ll see in this feature:

Performance comparison_How it worksIn the Campaigns page trend graph area of the Bing Ads Web UI, click “Comparison range” for a dropdown of options:

Performance comparison_comparison range drop downSelect “Previous period” and you will see the performance comparison between the current and previous period, as seen below:

Performance comparison_previous periodHow can you use this information to optimize your campaign? Well, say for example that you see your clicks went down quite a bit from the previous period but you suspect it might be caused by some outliers in the previous period. You can confirm this suspicion by selecting “Moving average” from the dropdown menu. Moving average is a reliable baseline to measure your campaign’s performance against. See how to leverage this insight in the next example.

Performance comparison_moving average

Measured against the moving average, you are convinced that your performance indeed went down significantly and it needed your immediate attention.

Note the shaded dates are weekends. With the graph above, you may find something never seen before: the intra-week business cycles. Such a scenario is indicated by the fact that the volume of clicks consistently dips on weekends. This becomes crystal clear when you measure your performance against the moving average.

For even more insight, click the Change History tab to see what changes you made in the current period that might have caused your performance dip relative to the average.

Performance comparison_change historyBest practice tip! Choose 7 day or multiple of 7 days as the original date range to conduct the comparison. For example, last 7 days, 14 days, 21 days or 28 days, so that the previous period will be aligned with the same day of the week with original period. This way, you are comparing apples to apples- e.g. Wed with Wed, Sat with Sat, etc.

How is Moving Average calculated?

Moving Average is a new, unique offering only from Bing Ads. It is calculated by averaging the performance metrics across the previous 4 days. All 4 days are of the same day of the week as the original day. For example, if the original day is 5/29 Wed, its Moving Average of Clicks will be calculated by taking the average number of clicks across the 4 previous Wednesdays, as shown below.

moving average days

The Moving Average represents the “normal” performance level that can be used as a baseline to measure your daily performance, because it smoothes out the random fluctuations in the comparison trend line, and it also takes care of the “day of the week” factor. It answers advertisers’ frequent question, “how did my campaign do on day x compared with a typical day of the same day of the week?”

In pilot now

Currently this feature is in pilot for a limited number of Bing Ads users. If you are interested in participating, please send your request to

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Coming Soon to Bing Ads: Dimensions Tab Houses Your Favorite Insights

Ever look at something differently and learn something new? Here’s an opportunity to do just that- by test flying our new Dimensions Tab!

Behind the Scenes

The rationale behind this new feature is based on what you’ve been asking for and two-fold. First, a central place in the Bing Ads Web UI to instantly access your favorite performance insight- a convenient alternative to pulling separate reports in the Reports page. Second, parity with other campaign management platforms (many of you manage campaigns in both AdWords and Bing Ads, for example, and we believe familiarity helps efficiency).

At a Glance

We’ve presently organized campaign performance insight into six dimensions, with the option to focus on any of eight metrics within those dimensions.

Conceptually, it's a bit like a diamond, where incoming rays of light (metrics) create different images (performance insight and targeting opportunities) based on what angle (dimension) they hit the surface. Adjusting the angle and light (dimension and metric) may unveil something you haven't noticed before– like a particular day of the week that generates the most clicks.

New Dimensions Tab in Development



Search Terms*

CPC (Cost-Per-Click)

Geographic Location*

CTR (Click-Through-Rate)

Website URL (publisher)*


Time: Month, Week, Day, Hour


Destination URL

CTA (Cost-Per-Action)

Call Details



Average Position



* Data for these dimensions are accompanied by a Distribution graph. Distribution graphs are a great way to visually interact with your data and peer into its relationship to key performance metrics – like ROI. Check out Search Engine Land’s review for a nice summary.

How It Helps You Optimize Your Campaign

Which search term drove the most clicks to my ad last month? Was there a particular time of day when my ad got the most clicks? How are people engaging with my call extension, and does it vary by place or time? The Dimensions tab offers a one-stop shop for finding answers to questions like these.

Test Fly this Feature!

Help us ensure this new feature meets your needs before it’s officially released. If you are interested in participating in the pilot, please send your request to

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Announcement: Change History Graph Now Available in Bing Ads

Remember when we announced the Change history graph pilot? With the help of our pilot participants, we’ve further customized this exciting new feature for optimal customer satisfaction, and are pleased to announce it’s now available to all Bing Ads users!

What is it?

The Change History Graph is a visual performance tracking tool that shows you the relationship between your actions and results.  You will find it in your Bing Ads Web UI under the Change history tab. Watch this video for the full scoop in under 90 seconds:

Change History Graph in Under 90 Seconds

Why use it?

The Change History Graph is designed to save you a lot of time studying the performance of your campaign by making it visually apparent on one screen. It also helps reduce the risk in making campaign changes that work against your goal, since you can see which of your actions have resulted in what changes to your performance.

For example, say you saw a significant rise in clicks to your online ad.  What happened? Was it something you did? Use the Change History Graph to find out what you’ve done that works, and adjust what doesn’t.

What people are saying

The response has been very positive: check out what both large and small advertisers concluded:


We’re interested in your experience!

Use this new feature to identify the factors in your campaign success, and save time doing so. Sign up with Bing Ads for free to get started, and learn about setting up your campaign here.  We are eager to hear about your experience, and look forward to continuing to customize Bing Ads tools to your needs.  Drop into our User Voice forum to share your thoughts, or on Twitter, Facebook, or comment below.

Thank you!

Young Shi

Program Manager, Bing Ads Platform

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Coming Soon to Bing Ads: Change History Graph Connects Your Actions to Results

Identifying what affected your ad’s performance is about to get simple, visual, and – we hope – fun. We’re excited to announce the pilot of the Change History Graph, a progressive approach to campaign analysis that visually connects your actions to your performance. Use this tool for quick visual insight into the effectiveness of your optimization efforts, and then invest in what’s working for you and correct or eliminate what isn’t.

We expect this feature to significantly reduce the time you spend analyzing your campaign, so you can spend it optimizing the results instead.

How does it work?

Click Change History in the Campaigns page of your Bing Ads web interface.

Bing Ads Coming Soon_Change History tab in Campaigns page

Instantly identify when and what changes recently influenced the performance of your ad.

Bing Ads Coming Soon_Change History Graph

For example, as illustrated above, the user made 117 changes to his or her account on April 30th, and a significant rise in impressions immediately followed.  What were these changes, and was there any one in particular that caused impressions to rise? Click to prompt a display of details in a chart below the graph.

Bing Ads Coming Soon_Change History Graph Details

Then filter by type of change to hone in on what drove that change in your ad’s performance.

Bing Ads Coming Soon_Change History Graph_Filter by 8 Types of ChangesIn this example, it appears Contoso123 created a new ad on April 30th under the Branded Contoso campaign and ad group, adding the information displayed under the “new value” column.  The ad’s newfound visibility likely led to the surge in impressions.

How to optimize your campaign

The Change History Graph reduces the time you spend analyzing your campaign so you can spend more time optimizing the results. Gain valuable insight into which of your efforts further your advertisement’s success by:

  1. Quickly seeing all the changes you’ve made to your campaigns by type of change (new keywords or different ad copy, for example).
  2. Pinpointing influential adjustments as they relate to your campaign’s performance over time.
  3. Determining which of those adjustments were successful and to what extent.
  4. Visualizing the relationship between your actions and their effect on your entire account, a particular campaign, or a set of keywords.

We invite you to participate!

We are currently piloting this feature, and interested in your participation and feedback before releasing it to the general market. If you are a search advertiser interested in helping us refine this exciting new tool, please send your request to CHPilot@microsoft.comWe look forward to hearing from you.

Young Shi, Senior Program Manager

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New Bing Ads Keyword Distribution Graph Now Available!

Remember when we announced the Keyword Distribution Graph pilot? Well, we listened to your feature feedback and after a few additional tweaks, I am pleased to announce it’s now available to all Bing Ads users! So what is it, and how can you use it to increase your business?

How does it work?

The Keyword Distribution Graph enables you to step back and visualize your keywords as a whole, and then visually identify opportunities to attract more business. Check out this video to watch it in action, and read on for applying its insight to your campaign.

First, find this feature under the Keyword tab in your Bing Ads online interface, and familiarize yourself with the overall landscape.

Bing Ads Keyword Distribution Graph_How does it workYou said that visual insight and flexibility were important to you, so we designed this to be a fun and simple-to-use tool. You can filter and interact with multiple graphs and metrics simultaneously. Select the performance metric you’re interested in improving (Clicks, Impressions, Spend, etc.) and toggle with the tiers in the resulting keyword distributions to see where your keywords are working for or against you.

Bing Ads Keyword Distribution Graph_How does it work_Select a range

Hovering over the keyword distribution graph prompts a tooltip, which will tell you how many keywords are each eliciting X number of clicks (if you select “clicks” as your performance metric, for example) on your ad. Move your cursor around the bars on the graph to prompt different data, and to get a quick visual summary of how your keywords are performing relative to each other.

Bing Ads Keyword Distribution Graph_How does it work_Tooltip

How to optimize your ad with this feature

So how does the Keyword Distribution Graph help you bring in more business and increase your profit? Well, the purpose of the keyword distribution graph is to reveal the keywords most important to the success of your ad. Use it to identify these particular keywords, and then build out those advancing your goal, and edit or remove those that aren’t. For example, you can instantly identify:

  • Keywords with a high ROI. These keywords of yours are relatively inexpensive but attract a lot of clicks – so drive sales by identifying these top performers! Select Average CPC in the drop-down menu above the first graph, and the bottom tier of the resulting keyword distribution, and then the top tier of keywords inside the Clicks graph.

Bing Ads Keyword Distribution Graph_Optimize_Keywords High ROI

  • Keywords with a low ROI. Opposite the above, these keywords are costing you more than your average keyword but eliciting fewer-than-average clicks.  Identify them by selecting Average CPC (Cost-Per-Click) and the top tier of the resulting keyword distribution, and then the bottom tier of keywords in the CTR (Click-Through-Rate) graph.  

Bing Ads Keyword Distribution Graph_Optimize_Keywords Low ROI

  • Most expensive keywords. Select Average CPC (Cost-Per-Click), and the top tier (highest CPC) within the graph. In the example below, these two clicks resulted in the following information about 11 keywords.

Bing Ads Keyword Distribution Graph_Optimize_Expensive Keywords

  • Keywords that should be negative keywords. Do you have any keywords getting a lot of looks (impressions) but no clicks? Identify your keywords with low relevance (they match users’ search queries, but not what they’re actually looking for, which means you’re showing the ad to non-potential customers) by selecting keywords with 0 clicks, and then keywords with non-zero impressions.

Bing Ads Keyword Distribution Graph_Optimize_Negative Keywords

  • Keywords to cut costs with. If you’re aiming to cut costs without reducing your budget, look into eliminating your keywords with a relatively high spend but zero conversions. Select Conversions and the keywords with 0 conversions (very bottom of the graph), and middle-top tier of your Spend graph to identify the possible “fat” in your keyword collection.

Bing Ads Keyword Distribution Graph_Optimize_Keywords cost cutting

  • Keyword Outliers. Instantly identify keywords that could be skewing your conversion and cost data (keep in mind not all outliers are bad!) and representing untapped opportunities to attract more business. For example, we pinpointed two keywords with extreme results by displaying the Conversions and CPA (Cost-Per-Action) graphs below and eyeballing oddities. In the Conversions graph we recognize an encouraging outlier, representing a keyword generating lot of conversions. In the CPA graph we see a less encouraging outlier, representing an unusually costly keyword.

Bing Ads Keyword Distribution Graph_Optimize_Keyword OutliersWe invite you to play with this new feature and tell us what you think!  Were you able to improve your keyword collection?  Did you discover any cool tips and tricks we should share with your peers?

Remember that to us, you are Bing Ads, and your feedback is important.

Young Shi, Senior Program Manager

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