Bing Ads Editor campaign optimization — training
Bing Ads Editor makes it easy to optimise and refine campaigns while offline. You can quickly adjust your campaign performance criteria using keyword estimation, keyword research and targeting at any time and anywhere.
After reading this training, you’ll know how to:
- use the keyword bid estimation feature to place optimal keyword bids
- use the keyword research menu features
- bulk-edit target and incremental bid settings
- copy targeting from one campaign or ad group to another
Keyword bid estimation
Bing Ads Editor bid suggestions help you determine which keyword bids will place your ad higher on a search results page.
To get bid estimations, choose a keyword. Then, in the drop-down menu next to the Choose columns tab, select Estimate bid from the top of the summary grid and click Get bid estimates. The Editor displays recommended bids for three different targeted positions: Est. first page bid, Est. main line bid and Est. best position bid. If keywords don’t get suggested bids, it’s because they are already competitive or data may be unavailable.
Now, select the keywords with bid amounts that you want to change. From the Estimate bid drop-down list, choose Apply est. bid for first page, Mainline or Best position.
The Keywords opportunities menu under Tools provides the following three areas of functionality:
- keyword suggestions to help expand keyword or negative keyword lists
- traffic history and demographic data to help target the most relevant audience
- bid suggestions, for improved ad impressions and click-through rates
Let’s take a closer look at how these feature groups work.
From the account, campaign or ad group level, select a keyword and choose Find related keywords. A list of similar keywords appears with additional performance data such as impressions, CTR and CPC. If you want keywords that match the language on a particular website, click Get keywords from a website and enter a URL.
Either way, make your selections by clicking the checkboxes next to the terms. In the Add selected keywords drop-down menu, choose whether to add them as ad group keywords, a campaign or ad group negative keywords. As always when using Bing Ads Editor, remember to sync your changes to make them active.
Traffic and demographic research
When you select a keyword and choose Show traffic history, you are given that keyword’s search data from the previous three months, and an estimate of its usage for the current month. This information can help you improve your bidding strategy. For example, you might want to increase your bid during the months a keyword performs better.
Click Age demographic to display the percentage of keyword searches across six age ranges. Clicking Gender demographic displays the percentage of keyword searches made by males, females and unspecified gender. You can use age and gender data to increase ad delivery to your target audience. For example, you might use incremental bids to target a gender that searches more often for the keywords in an ad group.
Bing Ads Editor makes it easy to simultaneously set targets and incremental bids for multiple campaigns or ad groups.
Select a campaign or ad group and, in the Editor pane, click Targeting. In the following example, we click Ad schedules, and set the target at the campaign level. To set specific times, simply click the checkboxes.
Next, click the Bid adjustment cell in the summary table. For each targeted time, select the percentage by which you want to increase the bid. Once Bing Ads Editor has been synchronised, the time of day targeting will be applied to all ads in this campaign.
With Bing Ads Editor, you can quickly copy and paste target settings from one campaign to another. The same goes for ad groups. (Please note that you can’t copy settings between campaigns and ad groups.)
Select the ad group that you would like to copy settings from, right-click it and select Copy ad group shell.
Then, right-click the receiving ad group, and choose one of the paste options to paste the respective ad group settings.
Bing Ads Editor has powerful features that save time and make it easy to optimise multiple campaigns quickly.
Key take-away points:
- The Keyword Bid Estimation tool gives bid estimates for three results page positions: first page, mainline and best position.
- Keyword Research tools can help you find additional keywords, view keyword statistics and set optimal keyword bids.
- The keyword opportunities tool allows you to find detailed statistics about the audiences searching for your keywords.
- Target settings can be bulk-edited and then copied and pasted across campaigns, or across ad groups.
Please note that features mentioned in this training may not be available in your market.