This post was co-authored with Gabriel Kwakyi and Juliana Mazo
Bing Ads has just released a more robust version of the new Campaign Planner tool, just in time for the holiday season! This tool combines three core capabilities within one easy to use interface: Vertical & Product Trends, Keyword Research and Competitive Insight. Quite a few new elements have been added since it was first released in September of this year, making it an even more powerful tool for advertisers. In this post you will learn the key benefits of Campaign Planner, as well as quick tips on leveraging the tool to maximize your holiday efforts.
Vertical & Product Trends
Campaign Planner’s search volume research tool can be used broadly to pull general vertical or product trends. The left hand navigation puts you in the driver’s seat, giving you the capability to drill down and browse pre-defined verticals and sub-verticals that may be relevant to your business. Electing a vertical pulls up a default trending line graph, giving a quick snapshot into seasonality, and also provides performance numbers of the last seven days. Included is an actual number for search volume – the total number of times the list of related keywords was searched in the last seven days! The tool also offers a current view of device breakout, and advertising benchmarks including average CPC. Understanding the device mix should be a consideration when making website decisions or optimizing landing pages across devices.
See the data by day, week, month or year by changing the drop down on the right hand side
Want more insight into the top products being searched within a vertical? Click on the “Products” tab. This view displays search volume by popular products. This information shows the volume differences between similar products in the vertical, and can help guide key business decisions. Define focus areas, review campaign budgets and expand keywords based on current consumer search trends and behavior.
Time Saver: Closely monitor your top products by clicking “Add” under the “Favorites” column. This will save the product automatically under your “Favorite Products” section, accessible from the left hand navigation, making it easy to keep up with your top products and save you steps in the future!
Keyword research is at the heart of search planning. Campaign Planner makes it easy to find top relevant keywords and filter in impactful ways. Most likely you will have a keyword in mind when approaching the tool. Simply type in the keyword into the search box in the left navigation, and let Campaign Planner pull up recent performance and trends. Modify the view by selecting a daily, weekly, monthly or yearly view, or click on the “Search volume by location” and “Performance by Device” to understand how/where potential customers are searching. Campaign Planner provides a detailed device comparison, reviewing impressions, clicks, CTR and CPC by device type. This insight may further guide your seasonal budget setting, day-parting, geo-targeting or device bid adjustment strategies.
This new feature gives marketers insight into the top advertisers bidding in a vertical or across a selected product. See up to 20 top domains, their ad coverage and average position on the Bing SERP. If you’re familiar with the similar “Auction Insights” report within Bing Ads Intelligence (BAI), you will love this! Campaign Planner looks beyond an active campaign, and gives a larger view of competition across the full vertical or product. This can be very helpful when researching new areas for keyword/product expansion and guide things like messaging and bid strategies.
Tips to Maximize Holiday Impact with Campaign Planner
Keep tabs on your top terms – Using the “Favorites” create a list of the terms that matter most so you can see marketplace trends at-a-glance. By building a “Favorite searches” list can you check in on historic search volume per day/week/month, view volume breakout by device and top cities/states, see performance by search network (Bing & Yahoo vs. search partners), and also get auction insights data for your selected terms. You can make use of these data points to identify which of your terms are in tough competition, have a competitive advantage or have an untapped growth opportunity. Alternatively, you can scout the lay of the land for new terms which you are considering bidding on; and with the next version of the Campaign Planner tool you’ll also be able to view an exportable performance dataset for keywords similar to a specified term, vastly expanding your research capabilities.
Observe year-over-year performance – Another powerful feature within Campaign Planner is the ability to calculate year-over-year growth and setting expectations. This is useful for several purposes—in particular, it enables you to forecast expected performance for a term using data from the same period in the previous year, current year-to-date growth trends, performance relative the marketplace benchmark numbers and seasonal insights (updated regularly via the Bing Ads blog). Understanding year-over-year performance is a major boon in helping you become more efficient when allocating budget for the holiday season or any period, and can also help identify which keywords, ad groups and campaigns will drive the most consumption of your budget.
Leverage vertical-level trends – When optimizing for seasonal traffic, it’s crucial to know when traffic begins to ramp up. This date indicates the need to raise budgets and bids, monitor impression share for volume filtration bottlenecks, as well as signal when it’s time to roll out holiday keywords and ad copy. To make the process of identifying holiday trends easier, the Bing Ad’s Campaign Planner tool provides several holiday-related categories, found within the Holidays & Seasonal events sub-vertical in the Occasions & Gifts umbrella vertical; relevant Q4 holiday verticals include Christmas, Thanksgiving, New Year’s and Jewish Holidays. Additionally, vertical-level data can provide great insight at any time of year for comparing your accounts or campaigns to a particular industry’s performance and when making high level decisions such as identifying new categories to expand into, since categories provide smoother, aggregated data, similar to a stock index or mutual fund tracks data across multiple individual stocks.
To summarize, the Campaign Planner is a fantastic new tool that can help you become a better search marketer and more efficiently manage your search campaigns, with beneficial functionality including vertical and product analysis, keyword research, and competitive insight! Also, be sure to sign into your Bing Ads account when using the tool in order to access all features.
Keep an eye on the Bing Ads Blog to get the latest on search industry trends, seasonal insights and product updates like this one. Happy optimizing!
Bing Ads Optimization Team