Rachel Li

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VIDEO: Use the Bing Ads Auction Insights Report to Gain a Competitive Edge (US Only)

We announced earlier this week that we had recently added Auction Insights to the Bing Ads Web UI, but in that announcement, we didn’t go into too much detail about how exactly to use it, and in what scenarios you would find it helpful -- that’s what we’re here to do today. 

Interested in getting a better ad placement?  Confused about a spike in CPC?  Check out this video for how Auction Insights can help:

If you're unable to view the video, or simply prefer a text example, read on to see how you might use Auction Insights to make an informed optimization decision.

Goal: Ensure Your Ads are Competitive

Let's say that you're reviewing the Bing Ads Keyword tab and you see that the CPC for one of your top keywords has increased by 30% since last week, while the impressions, clicks and average positions seems to have only slightly dropped. What happened? Check the Auction insights report on the Keyword tab!

  1. By adjusting the selected date range, you can pull Auction insights data for the selected keyword this week and the prior week so you can compare it to the other advertiser’s movements.
  2. You observe that your impression share dropped, while two other advertisers’ impression share and position above rate increased significantly in the same week. 
  3. You can further cross-check the Share of Voice report for validation, where you observe that you lost more impression share due to ad rank for that week. 

The Auction Insights data provides the following information: 

  • Your eligible traffic size increased this week, but your impressions are almost stable and the impression share dropped significantly.  
  • Other advertisers are pushing up in your targeted marketplace.
  • Your ad rank is less competitive this week, given that your CPC increased while the average position stayed even, and impression lost due to rank increased. 

Now that you see the where the opportunities to keep your ads showing more often are, you could raise the bid or optimize quality score  to keep your ads competitive in the ad auction.

Questions? Comments? Leave them below, or ping us on Twitter.

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Auction Insights Now Available in the Bing Ads Web User Interface (US Only)

Today, we are pleased to announce that Auction Insights, which released earlier this year in Bing Ads Intelligence, is now available in the Bing Ads web interface (UI). US Advertisers will find this feature on their Campaigns page, with global markets enabled soon.

What is Auction Insights?

Every time someone performs a search on the Yahoo Bing Network, there is an auction process to determine which ads are shown and where they are placed on the page (refer to this blog for more about our auction). Strategic marketers want to know who their competition in this auction is, and how their ad’s performance compares.  The Auction Insights report gives you this information, so you can get a strategic edge on the competition. 

Auction Insights on the Campaigns Page

The Auction Insights report data is available for campaigns, ad groups, and keywords, directly on your Campaigns page. You can generate a report for one or more keywords, ad groups, and campaigns; flexibility to quickly build an aggregate view your competitors’ information. You can see what your competitors are doing over time by adjusting the date range on the Campaigns page.

Auction Insights data is available when your campaign, ad group or keyword of interest has met a minimal threshold of activity. How do you know if it has, and if data is available?  Simply apply the Auction Insights filter in the respective tab. 

Advertisers competing in the same auction as you are identified and organized by their display URL.  The Auction Insights feature provides up to 25 of these display URLs, ranked by their respective impression share. For each display URL, you’ll find five commonly-requested metrics: Impression Share, Average Position, Overlap Rate, Position Above Rate, and Top of Page Rate. For more information on each metric, click the help icon next to the column heading.

Your Goals are Our Goals

Insights from ad auctions will empower you to make smarter decisions and stay competitive in the dynamic marketplace. We would love to hear your feedback on the Auction Insights report and any additional assistance you would like to have based on the data. Your goals are our goals; our top priority is to help you be more efficient and optimize your Bing Ads campaign for success.

For a step-by-step guide and to learn more about Auction Insights, visit this Help page.  Stay tuned here to the blog for more information on Auction Insights-- including a video blog highlighting scenarios for leveraging this new feature to meet your performance goals -- later this week.

Thank you,

Rachel Li

Program Manager, Bing Ads Platform

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Bing Ads Opportunities Tab is Now Available in All Markets

Back in August, we announced the availability of the Opportunities tab in Bing Ads with the caveat that it was a US only release at that time. Today, I’m pleased to let you know that the Opportunities tab has now been rolled out to all Bing Ads markets!*

If you’re not already familiar with the Opportunities tab, it’s a feature within Bing Ads that not only provides you with campaign performance optimization suggestions, but lets you preview what the estimated impact of implementing those suggestions could be on your campaigns.

In addition to the Opportunities tab now being available to all Bing Ads advertisers*, we recently made some user experience updates based on your feedback since its release.

Thanks to your feedback, you can now…

  • “Hide/Unhide” Opportunities type to customize your summary page
  • “Dismiss” an opportunity that is not of interest to you
  • Discover Match Type in bid opportunities
  • Easily locate a campaign in the alphabetized campaign filter drop down list

 

To get started, visit our Help Center article on how to Use Bing Ads Opportunities for ideas to improve your campaign, or watch this brief demonstration.

Questions? Comments? Feel free to leave them below, or ping us on Twitter.

Thank you,

Rachel Li

Program Manager, Bing Ads Platform

*The Keyword Opportunity functionality currently has limited availability – it can only be accessed in in English and Chinese-speaking markets. Stay tuned here to the Bing Ads Blog for updates on when it will roll out to other languages.

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NOTE: The information contained in this blog post is intended for agencies and advertisers that are self-managed or supported by Microsoft.  If you are an agency or advertiser managed by Yahoo, the details therein may not be applicable, and you are encouraged to contact your Account Representative for more information. 

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New Opportunities Page Makes Optimizing Simple and Speedy (US only)

Have you ever wondered, “How can I improve my campaign performance?”  The answer is now just a click away in the new Opportunities page! Get automatic optimization opportunities, preview their estimated impact on your clicks and impressions, and take action directly in the page.

Like so many others, this update comes as a direct result of the feedback we collect from you, our advertisers. You can learn more about recent updates here.

For a quick overview of the Opportunities page, take a look at this video:

New Design Makes Optimization Easy

So what's new?  First, we've relocated the Opportunities tab for instant access into your primary toolbar at the top of the page in Bing Ads.  


Second, we've redesigned the Opportunities page itself, pairing your opportunities and their estimated impact together into a unified, central view.  For each opportunity proposed, you'll see a brief tactic under "If you do this” and its estimated impact on your campaign under, “You could see this change each week.”

Filter opportunities by campaign or category, dive deeper into the insight by hovering over the individual opportunity, or take action all directly within the page.  Bing Ads will surface opportunities specific to your account based on their estimated performance impact. 

New and Enhanced Opportunities

This release also includes new and better opportunities to choose from, designed to enable you to:

1. Get reasonable bid suggestions that help you move your ads to better positions

If a reasonable bid adjustment can help your ad reach a more desirable position on the page, you’ll find bid opportunities to help you get your ad to the first page, Mainline location, and best location.

2. Get budget suggestions with more clearly seeing the impact of change budget

If your ads are not showing as often as they can because of budget, you’ll see suggested budget amounts*.  The newly enhanced budget opportunities provides a landscape view of estimated campaign clicks and impressions at a variety of budget amounts to help you make an informed decision with more confidence and less digging for data.

*The estimated traffic impact under different budget amount are generated based on your campaign and marketplace performance in last 15 days.  

3. Get new keyword suggestions related to current campaign setting with more flexibly in applying options

We’ve improved new keyword suggestions, which are recommended based on your campaign settings (including ad copy, landing page, and existing bidding keywords). We’ve paired each new keyword suggestion with an optimal bid and estimated impact so you can assess your options right then and there.

The new keywords are grouped by Ad Group so you can easily add them to different ad groups.

4. Get broad match suggestions for existing exact and phrase match keywords

If you're missing traffic that's very relevant to your existing exact and phrase match keywords, you might see opportunities to broaden your keyword match types, paired with bid suggestions optimized for broad match.

Among your existing exact and phrase match keywords, our system identifies broad match opportunities which can potentially bring you additional high-quality traffic based on your campaign and marketplace performance in last 30 days. 

We also provide you with top traffic query terms in the marketplace which can be better achieved by using broad match.  Inform your optimization decision using this preview into potential traffic.


Best Practice: Check In for Updates!

We encourage you to check the Opportunities page often!  There might be times when you don’t have any opportunities listed, but on your next visit you will have several.  We are constantly analyzing your account performance and marketplace dynamics in order to identify new opportunities for you.

Note: Your opportunities and performance estimation of those opportunities is refreshed based on your latest account performance.  We will also be offering new types of opportunities in the future.

Your Goal is Our Goal

All of these suggestions will, we hope, increase the likelihood of your ads getting more impressions and more clicks, your customers getting more of what they need and want from you, and your business being more successful.

To learn more about Bing Ads Opportunities, visit the Help Center.

Thank you,

Rachel Li

Program Manager, Bing Ads Platform

NOTE: The information contained in this blog post is intended for agencies and advertisers that are self-managed or supported by Microsoft.  If you are an agency or advertiser managed by Yahoo, the details therein may not be applicable, and you are encouraged to contact your Account Representative for more information.

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