Tips

Automated Rules and earthquakes in #AskBingAds Episode 2

Here’s the second episode of our new #AskBingAds video series!

In this episode, we’ll cover:

 

And you’ll get a chance to see me do an impression and discuss one of my favorite topics, earthquake safety.

As a reminder, keep asking us product-related questions on Twitter using #AskBingAds and each month we’ll choose several to address in a new episode. If your question is selected, you’ll get one of the fabulous t-shirts you see me wearing. A huge thank you to those that submitted questions, keep them coming!

 

 

Keep in mind that if you have an urgent request that requires immediate attention, please contact support. Note that the Bing Ads Blog will be on hiatus from now through next week, but we'll be back for the week leading up to New Year's Eve. Happy holidays, everyone!

Questions? Comments?

Feel free to ping us on Twitter -- don't forget to use the #AskBingAds hashtag for a chance for us to feature your question in a future episode (and send you a free shirt)! For general support questions, you can visit Bing Ads Answers forum. For feature requests, you can submit and vote on your top-priorities at the Bing Ads Feature Suggestion forum, or send us your feedback directly at BingAds-feedback@microsoft.com.

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Remarketing, UET and Karaoke in #AskBingAds Episode 1

I am happy to announce that the first episode of our new #AskBingAds video series is now live!

In this episode, we’ll cover…

 

We also have the pleasure of catching up with Jimmy Lin, Product Marketing Manager and expert in all things Universal Event Tracking and Remarketing.

Oh, and you’ll also find out what my favorite karaoke song is.

As a reminder, keep asking us product-related questions on Twitter using #AskBingAds and each month we’ll choose several to address in a new episode. If your question is selected, you’ll get one of the fabulous t-shirts you will see Jimmy and myself wearing. A huge thank you to those that submitted questions, keep them coming!

Keep in mind that if you have an urgent request that requires immediate attention, please contact support.

And now, without further ado, episode one…

 

 

Questions? Comments?

Use #AskBingAds when you ping us on Twitter! You can also visit us at our Feature Suggestion Forum to enter or vote on the features you’d most like to see in future releases, or you can email us directly at bingads-feedback@microsoft.com.

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Launched: Bing Ads Platform Health Updates

We’re always thinking of ways to make your working life easier, which is why we’ve launched Bing Ads Platform Health Blog: http://status.bingads.com/

We hope nothing ever goes wrong but when something does we’d like you to know what’s happening, give you updates, workarounds if available and give you the green light when all is back to normal.

update

Example of a Bing Ads platform update

How it works:

The main Platform Health Blog page at http://status.bingads.com/ shows a status icon, which will turn orange when Bing Ads is impacted by an issue, and red if there is an outage and green when an issue has been resolved. The details of the issue will appear below, including the time it started, which parts of Bing Ads are affected, and any known workarounds. We’ll post regular updates as our engineering team investigates and resolves the issue. Once it’s fixed, we’ll keep showing the post on the main page for 24 hours. After that, you can see it in our “Older Issues” archive. You can also subscribe to our RSS feed to automatically see a notification in your browser or RSS reader when a new post appears.

Please visit http://status.bingads.com/ to see our latest updates, sign up to the RSS feed or follow us on Twitter.

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Optimize your mobile campaigns with bid modifiers

For every year I’ve been in PPC, each has been called the “Year of Mobile”. This year, I can say with confidence that it’s actually true. We’re seeing explosive growth across smartphones and tablets, and if you’re still not optimizing for these users, then you’re in severe danger of missing out.

That being said, optimizing for mobile traffic can be a difficult task, particularly if you’re unfamiliar with the reporting interface. With that in mind, I’m here to show you a few ways you can analyze your mobile advertising efforts, starting with the campaign-level bid modifier.

As of right now, the number one place for all of your mobile needs is the Bing Ads Reports center, located in the top row of the Bing Ads UI. 

bing ads bid modifier

If you haven’t already taken a look in there, it’s basically a one-stop shop for every single reporting metric you need to analyze a Bing Ads Account. For mobile, it means you can select device types and operating system segments for just about every single report in there.

If you want to use this post as a walk-through on how to analyze your performance, I’d recommend downloading a Campaign report for the last 30 days, looking at a summary view of your data.

Pull your campaign report

bing ads bid modifier

For your columns, I recommend choosing Device Type under the Attributes tab, and some of your Impression share metrics in the Performance statistics tab. In particular, you’ll want to focus on Impression share lost due to bid (%) and Impression share lost due to rank (%). I tend to choose these myself because the mobile bid modifier can help you rectify any problems with these two columns.

bing ads bid modifier

bing ads bid modifier

If you have conversion tracking enabled, I highly recommend you also include your conversion metrics; the Device Type Attributes column will help give you some insight in to your mobile return on investment (ROI). With all of these options selected, download your report in to Excel.

Filter and review your data

Once you have your report open in Excel, filter your reports for Device Type: Smartphone, Tablet. 

bing ads modifier

With this filter in place, we’re now focused on *only* our Smartphone and Tablet performance, now segmented by campaign.  

bing ads bid modifier

We can use a few more Excel filters to drill down in to our top bid modifier opportunities by looking for the following red flags:

  • Average Position greater than 1.5
  • Lost impression share due to bid (%) greater than 0
  • Lost impression share due to rank (%) greater than 0

bing ads modifier

In addition, if you also included your conversion metrics, I recommend filtering for mobile bid opportunities by looking at your cost per conversion on each device. If you have some low-CPA campaigns, it’s a quick-win opportunity to be even more aggressive with your bid modifiers than you might be otherwise.

Analyze and optimize

So, why these filters? Well, it’s a well-established fact that mobile click-through rate falls off much faster than it does on desktops. If you have mobile campaigns that are not close to position 1, you’re facing severely reduced click-through rates.

With these filters in place, we have some clear suggestions for positive Campaign-level device bid modifiers -- both on tablets and on smartphones.

bing ads bid modifier

If we take our analysis one step further and utilize CPA as another guide, there are three campaigns from the report pictured above in which we *absolutely* need to increase our bids: 

bing ads bid modifier

With this data in hand, we can cross-reference these campaigns with their tablet and smartphone bid modifiers, either in the Bing Ads interface or in the Bing Ads Editor. You can make edits to your campaigns in either of those spots, or you can make use of the bulksheet functionality to do them quickly. Regardless of how you do it, this kind of analysis is the first step towards making the most of an increasingly mobile search advertising marketplace.

Questions? Comments?

Feel free to ping us on Twitter, or register for an upcoming Bing Ads Connect. For additional optimization tips and opportunities, be sure to check out the Marketplace Trends page here on the Bing Ads site.

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