Last week the folks at Search Engine Land touted the recent updates to the Bing Ads Opportunities page, and we thank them for the shout out. So if you haven’t yet tried this helpful feature set, now’s a great time to check it out.
The Opportunities page is one of several primary tabs on the main Bing Ads Campaigns page. It has three sections – Keyword suggestions, Budget suggestions, and Bid suggestions. Each offers you some quick possibilities for improving campaign performance. Let’s take a look!
Keyword suggestions are words and phrases that could be relevant to your campaigns. Bing Ads takes a look at the keywords you’re already using and based on those offers some suggested keywords. If there are suggestions available, you’ll see a message like this at the top of the Keywords tab on the Campaigns page:
Click view and voila! You’re transported to the Keywords suggestions tab of the Opportunities page. The keyword suggestions are displayed in a table along with the recommended campaign and ad group, and the suggested bid. You’ll also see the new Competition column, where we give you an indicator (High, Medium, Low) of how many advertisers are bidding on a particular keyword and thus how competitive the bidding is likely to be. Suggested keywords with a Highcompetition rating might require higher bids to get a better ad position and click-through rate.
You can select any or all of the suggested keywords, or none at all. You can also change which campaigns or ad groups they get associated with, as well as the suggested bid amount. These are suggestions, after all: you make the final choices. Just hover over the campaign, ad group, or first-page bid amount, click the little pen icon, and make your changes.
Ever find yourself cruising down the road when your car’s engine starts sputtering, and suddenly you’re coasting to a stop? You’re out of gas – frustrating and a bit embarrassing. The same thing can happen to an otherwise good campaign if your budget is set too low. If you run out of budget in the middle of the day or a month, your campaign can switch into Pause. You’re going nowhere until you increase your budget.
Based on past performance of your campaigns, Bing Ads can make budget suggestions that could prevent your campaigns from unexpectedly pausing. A message displays at the top of the page when you click the Campaigns tab:
Bing Ads offers two options for you: You can find suggestions within the summary table on the Campaigns tab, or you can click the Opportunities tab and select Budget suggestions.
You’ll see the campaign in question, its current budget and whether it’s daily or monthly, and the suggested budget. Bing Ads also gives you estimates for likely increases in clicks if you select the suggested amount. You can go with the suggestion, change the amount, or stick with the budget you have now.
On the Bid suggestions tab on the Opportunities page, Bing Ads tracks the past performance of your keyword bids and can make suggestions for changing them in ways that could boost your ad position, click-through rate, and perhaps ultimately your ROI.
The table on the tab lays it all out for you. You see the keyword, its match type, and the campaign and ad group it belongs to; the current and suggested bids; and also estimated increases in CPC (cost per click), clicks, and impressions. You can use these estimates to help decide whether to accept some, all, or none of the suggestions. And of course, you can change the suggested bid to an amount you prefer. Just hover over the suggested bid amount, click the little pen icon, and then enter the bid amount of your choice.
There! Some great suggestions that could help you improve your campaigns, ad position, clicks, click-through rate, and more. All just a click or two away on the Opportunities tab. We’ve got more info on opportunities and suggestions in Bing Ads Help. And don’t miss the other blog posts on Suggestions and Opportunities, including Introducing Keyword Suggestions in Bing Ads and 4 Spring Cleaning Tips to Boost Your Return on Investment in Bing Ads.
Joel Davis, Bing Ads User Assistance