Bing is big news at the moment. In fact, it has recently been released that Bing has reached a 20% market share in the UK and is currently sitting at 21.6% in the US market. Therefore, any business that is serious about marketing themselves online should ensure that Bing plays a big part of their strategy.
Not only is Bing on the rise, but as January comes to a close, many of us still need to do put improved marketing methods in place to have an impact on the next 12 months growth for our businesses. Increasing your exposure in Bing should be up there on your priority list and one of the quickest and most effective ways to achieve this is through Bing Ads.
Whether you are currently running Bing Ads, have run them in the past, or never considered it before, here are some useful tips on how you can make more use of the data they give you to help improve your campaign performance.
The Bing Approach To Reporting
One of the best features about Bing Ads has to be the reports that you can run. These reports will allow you to delve deeper into the data that relates to the performance of your website. It will give you a good idea of how your PPC campaigns are working and help you to understand the areas where you need to grow and those that are currently running efficiently.
The first thing to do is make sure that you know where the reports are within the Bing Ads dashboard, otherwise, how will you run them? These can all be found on the Reports tab within the main Bing interface. Once you find this page, you will see 5 different standard report types that you can choose from:
- Change History – these reports allow you to see the changes that have been made to your campaigns and users within an account, over a period you specify.
- Performance – these reports give you a closer look at how your campaigns are performing, including details like CTR and impressions.
- Campaign Analytics – these reports give detailed information about how people are interacting with your website from the time they click an ad until they reach a conversion goal.
- Billing and Budget – these reports show how you are spending your budget, as well as your most recent billing statements.
- Targeting – these reports show how your campaigns are doing among the people and places who are seeing your ads.
As a minimum, I would advise getting your head around these 5 report types before you look at any of the custom reports and the more advanced performance reports on offer.
Within each report type, there are a handful of different related reports allowing you to really drill down to specifics that really matter to you. You can choose the metrics that you would like included as well as the particular time period that you want to see data for. You can even set up automatic reports, which can then be emailed directly to you.
Which Are The Best Bing Reports?
With so many reports to choose from, you are sure to find one that fits in with the data that you need. However, I thought it would be a good idea to list some of my personal favourites that you may not be aware of or have overlooked in the past.
Website URL Report (under Performance)
This particular report is not currently offered in Google AdWords, which is a real shame as it allows you to see which syndicated partners your ads are appearing on, and how they are performing. By running this report, you can make sure that your campaign is running efficiently and if you find any partners that are not performing as well as you hoped, these can be excluded.
Share of Voice Report (under Performance)
This report helps you to visualise any areas that could potentially grow your campaign. You can make sure that you have the maximum impact possible, identifying the areas that are performing the best for you. This report allows you to adjust bids and target those higher ad positions, making sure that your top areas are getting their maximum share of voice.
Age and Gender Report (under Targeting)
Since Bing made demographic data accessible, this has meant that bid adjustments can be made based on the performance when targeting particular ages or genders. By downloading this report, you can see the conversion level for certain age ranges and whether there is a particular range that isn’t converting, allowing you to make changes to rectify it.
Negative Keyword Conflict Report (under Targeting)
It is likely that you will have a list of negative keywords, making sure that you check for new ones as and when they come up, but do you keep an eye out for negative keyword conflicts? If not, this is a report that you should definitely be running. This report tells you all of the negative keywords that are blocking your ads from showing for keywords that you have in place.
These are just some of the reports that you can run to make sure that your Bing Ads campaigns are working the best for you. Just by improving your understanding of the data they give you through the basic reporting features, as well as making a little effort to check-in on things regularly, you will see your performance skyrocket. Also remember to take a look at our PPC Management service if you feel like you could do with a helping hand in this area, as we are always happy to help.