Optimizing Your Bing Ads Campaign: The Basics
In late 2015, Comscore reported that Bing’s search engine market share had grown to 21 percent (Google accounts for 64 percent), probably because of Bing’s incorporation into Windows 10, Windows 10 Mobile and Surface devices. Google is still your best bet for reaching the largest number of customers, but to neglect your Bing Ads campaigns is a mistake — one that grows bigger by the day.
Fortunately, optimizing campaigns in Bing Ads is similar to the process of auditing your Google AdWords campaigns. Some of the reports and user options are different, but the general tenants are the same. Read on to learn more about the basics of optimizing in Bing Ads.
Running Reports — Know Your Options
Just like the first step of cooking is to gather your ingredients, the first step of optimizing is to collect your data. Bing Ads provides the following reports with uniquely beneficial information:
- Performance reports: Track the overall performance of your efforts at the account, campaign, ad group, ad and keyword levels. See important metrics such as your CTRs and impressions.
- Change history reports: Want to revisit how you’ve changed your campaigns over time? Just run these reports to see your change history.
- Targeting reports: See which audiences your campaigns are reaching.
- Campaign analytics reports: Designed to aid conversions, these reports help you understand how visitors are interacting with your website’s landing page.
- Billing and budget reports: Good for accounting, these reports offer the nuts-and-bolts of your campaign spending and billing over time.
It’s a good idea to regularly generate each type of report. Each report type can be customized to highlight the most relevant data for your needs, and you can also schedule automated reports that hit your email as attachments.
Pump Up Low Impressions
Is your campaign getting unusually low impressions? This could be happening for several reasons, most of which relate to your keywords. Open the keyword list for your underperforming ad group and look for keyword disapprovals and low keyword bids. Bing’s reviewers sometimes disapprove keywords based on landing page relevance or various compliance rules. And sometimes, you just need to bid more.
Phil is Founder and COO of Main Street ROI. Phil leads the company’s operations and is primary creator of Main Street ROI’s marketing training programs. He is an expert in search engine marketing, website analytics, and sales funnel optimization. Phil’s marketing thought leadership has been published on Forbes.com, Inc.com, MSN.com, and many other major business media outlets.
Phil earned his Master of Engineering Management degree from Thayer School of Engineering and Tuck School of Business and his Bachelor of Arts and Bachelor of Engineering degrees from Dartmouth College. While attending Dartmouth, Phil started every game on the varsity football team as the defensive safety.