Joel Davis

BLOG POSTS

Have We Got Some Suggestions for You!

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!

clip_image001

Keyword suggestions

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:

clip_image002

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.

Budget suggestions

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:

clip_image004

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.

Bid suggestions

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.

Thanks!

Joel Davis, Bing Ads User Assistance

Keep reading

A New Home for the Bing Ads Opportunities Page: Part I | #ppc #sem #advertising

I used to always keep my car keys in a particular location in my house. That way I always knew where they were when I headed off to work, the grocery store, the library…. The problem was that, even in our fairly small house, the place I used was a bit off the track to the garage and the car. Why not make life a little easier for myself and my wife?

So I did. I found a spot in the living room on a direct path to the garage, and now the car keys reside there. It’s a better fit, you might say.

And that’s what we’re doing with the Opportunities tab in Bing Ads.

A simple change

For quite some time now, Opportunities and its three tabs has been a standalone page at the top of Bing Ads.

It’s a perfectly good place – easily visible as soon as you log in, and easy to get to. But is that really where it belongs, up there with Campaigns, and Accounts, and Reports?

Maybe not. In fact, Opportunities has everything to do with your campaigns. It’s where we try to give you helpful suggestions for fine-tuning your campaign budgets, your keyword bids, and even adding some additional keywords. 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.

So Opportunities is moving. With the latest release of Bing Ads, you’ll find the Opportunities tab on the Campaigns page, along with the other tabs (and pages!) where you do most of your work in Bing Ads, including campaigns, ad groups, ads, keywords, and ad extensions.

What you can do – a review

The other good news is that nothing has changed in Opportunities. You still get all the excellent suggestions for keywords, budgets, and bids. You still get to choose which suggestions you want to implement, which ones you don’t, and even which to change. The “look and feel” of the pages is the same. Like my car keys, the only real difference is where they’re located.

Here are a few examples of what hasn’t changed! First off, the Opportunities tab still has its three features: keyword suggestions, budget suggestions, and bid suggestions. There you’ll find suggestions for fine-tuning your campaign budgets and keyword bids, as well as our recommendations of new keywords to add to your campaigns.

For more info on the keywords suggestions, see About keyword suggestions on the Opportunities tab.

 

For more info on the budget suggestions, see About budget suggestions on the Opportunities tab.

 

For more info on the bid suggestions, see About bid suggestions on the Opportunities tab.

Also, you can still apply or reject the suggestions, change the suggested budget or bid amounts, and export the lists of suggestions to a CSV file.

image

When we suggest additional keywords for you to use, we also recommend which campaign and ad group to put them in. But as before, you can also change those as well.

 

We believe the new location of the Opportunities tab is a better fit for you and the way you work in Bing Ads. It’s still easy to find, and you don’t have to move away from the entire Campaigns page to find, review, and act on the suggestions on the Opportunities tab.

And for some more details, check out the blog post by my colleague Manu Aery, “New Home for Bing Ads Opportunities Page: Part II”!

Keep reading

New and Improved Share of Voice Reports Now Available in Bing Ads | #ppc #sem #advertising

It’s here! Today! The all-new-and-improved Share of Voice Report!

OK, enough exclamation points for now. I got your attention, right? And besides, it’s true. The new share of voice report is easier to create and easier to customize to meet your needs.

Old vs. New

What’s the difference between the old way of creating impression share reports and the new share of voice report? Here’s what:

With the old way:

With the new share of voice report:

You had to go through several steps to customize an account, campaign, or ad group performance report.

You have just one step: Select Share of voice report from the list of reports on the Create new report page.

You couldn’t get impression share data for keywords.

Keywords – along with accounts, campaigns, and ad groups – are now a default selection. You can also select match type.

If an account, campaign, ad group, keyword, or ad has zero impressions, it simply won’t appear in a performance report.

Even if an account, campaign, ad group, keyword, or ad has  no impressions for a specific time period, the new share of voice report may still display a row – with “0” impressions – in the table.

This can help you see where your keywords are being blocked from being competitive.

You could only get impression share data for a Day View (unit of time).

You can get share of voice information for any available View (Summary, Day, Week, Month, Year).

The Impression share lost to… statistics were not selected by default – you had to select them manually.

All the Impression share lost to… statistics are selected by default.

The performance statistics for clicks, click-through rate, average cost per click, spend, and average position were all required in the report, whether you wanted them or not, and could not be removed.

The only statistic that can’t be removed from the share of voice report is Impression share (%). You control everything else.

How to do it

Creating a share of voice report is now easier than ever.

  1. Sign into Bing Ads, and click Reports.
  2. Click Create new report, and then select Share of voice report from the Report list.
  3. Select the View (unit of time) and Date range you want.
  4. Click Create new report to run the report and see the results.

That’s it. The default share of voice report can include data for your account, campaigns, ad groups, or keywords. You’ll get data for the levels of the account that you’ve select for the report. For example, if you selected Keywords, you’ll see keyword impression share data. If you select campaign name and ad groups, you’ll see impression share data for those levels.

Your report may look something like the following screenshot; this shows two days of performance statistics for four campaigns. It includes statistics on percentage of impression share lost to rank, bid, landing page relevance, and keyword relevance.

image

Default or customized

When you first select the share of voice report on the Reports page, you can run the report with its default settings following the steps above. You can also open the Change columns and layout section on the page and then pick and choose the attributes and statistics you want to include.

This screenshot shows what you’ll see; just select the check boxes next to the options you want to include.

image

Account name, campaign name, ad group, and keyword are already selected, and you can keep them all or just use one or a few. You are free to select any other attribute you want to include in the report.

All five Impression share lost statistics are also selected by default and, again, you can use as many as you wish. But we recommend you use all five, to get the most detailed look at impression share loss. Impression share (%) is also selected, but it cannot be removed from the report. You can add other performance statistics to your report if you wish. For example, you might want to see the stats for average position along with those for impression share lost percentages, and run reports both before and after you make adjustments to your campaigns.

To summarize…

The advantages of the new share of voice report are obvious: Ease of use; greater breadth and depth of statistical info on impression share; and more control in your hands to customize the reports to meet your goal of better ROI by increasing your share of total impressions for your search ads on the Yahoo! Bing Network.

We hope you’re, well, impressed with the new share of view report. Now, go for it!

Keep reading