Changes coming to Bing Ads due to Content Ads Deprecation

As Rakesh outlined earlier, as part of our ongoing effort to ensure high quality traffic for you, in early August we will stop serving Content Ads on Microsoft, Yahoo and our network of websites. These ads represent less than 2% of traffic on our network. As the only remaining content advertising option is available only for customers in the United States (serving content ads in Windows media and Windows apps), there will be a set of small changes that happen automatically that I will outline below.

What is changing for United States customers?

United States customers will not see any change in the Web, Editor, or API. However, as of early August US customers opted into content ads will only have those content ads serving in Windows media and Windows Apps.

What is changing for advertisers in other markets?

The below changes will happen automatically. Most customers garner minimal value from the content network and many customers chose to opt out of the content networks. Hence, many customers may not notice the change.

Interface changes – middle of August: As there will be no more remaining content ads services, we will stop the ability to create ad groups with a content distribution or update ad groups’ content distribution based information.

o   Web: You will not see the content distribution option when creating or editing ad groups.

o   Editor: When syncing your changes, if you try to create a search + content ad group, it will be saved as a search ad group. When syncing changes an error will be thrown if you try to create a content only ad group or update content distribution based information. In later versions, the option to make these changes this will be removed

o   API: If you try to add a new search + content ad group it will save as a search ad group. If you try to add a content ad group an error will be thrown. If you try to update content based information an error will be thrown.

Import: If you import a Search and Display campaign from AdWords, the ad group distribution will be Search in Bing Ads. If you try to import a Display campaign from Adwords, it will not be imported; Bing Ads does not have Display Advertising.

Your current content ad groups: Your current search + content ad groups will automatically become search ad groups in the next few months. For the few of you who have content only ad groups, those will automatically become paused search ad groups.

Thank you

We want to thank you for all of your feedback. We are continuing to do whatever is necessary to ensure that ROI on Bing Ads is as high it can be for our advertisers.

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Free Bing Ads training and professional accreditation

Have you ever started a new job and showed up eager to learn on your first day of training, only to realize that the person responsible for getting you up to speed consistently explained things at a level that was way beyond where you were then and there, as a brand new employee? Maybe you've been that tenured employee who had to provide the training and had a really difficult time getting a sense of how much knowledge and experience the new hire had so that you'd know where to start? 

This is a fairly common scenario, best summarized by "the curse of knowledge," from Wikipedia:

bing ads training accreditation

When it comes to learning the ins and outs of PPC campaign management, it would be a virtual "curse of knowledge" minefield for a seasoned veteran to show a rookie the ropes. From the basics of campaign components and structure to more advanced concepts relating to reporting and optimization, the more thorough the training, the better prepared any aspiring PPC marketer will be.

Not surprisingly, here at Bing Ads, we want you to be successful with driving a great return on investment with your campaigns. Whether you're a small business owner who's just dedicating a few hours each week to running a single PPC campaign targeting local patrons, or if you're an agency rep who's got a book of business worth millions of dollars, the better educated you are on how to set up, manage and optimize campaigns, the happier you and/or your clients will be.

For free training Bing Ads training and accreditation (the latter more relevant for advertising professionals), be sure to visit the Bing Ads Training Courses page. These online courses are designed to let you choose the topics you want to learn about and progress at your own pace; you can leave off and pick back up at your leisure:

bing ads training accreditation

While these courses can be used by anyone to get up to speed on Bing Ads, our accreditation program should be of particular interest to advertising industry professionals. Visit our Training Overview page to learn more about becoming certified as a Bing Ads Accredited Professional and the benefits of becoming a member of our Find a Pro Directory.

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Catching the early birds with insights from Bing Ads

When we first published our Back to School (BTS) insights back in April, we caught some flack on Twitter for addressing this particular topic before the kids were even out of school (we saw it coming, hence the intro of that blog post). Now, with August just around the corner, we're right in the middle of the peak period for online shoppers looking for BTS supplies. If you're among those BTS retailers who leveraged the tips we shared back in April to get your campaigns built, launched and optimized before that seasonal lift started, then you're probably seeing some pretty decent traction on your campaigns right about now.

If, on the other hand, you put off getting your BTS campaigns up and running until now, you'll still capture what remains of the traffic between now and when school starts, but you're jumping into the game right at the peak of competition, which means bid prices are at a premium. The earlier you're able to get your seasonal campaigns up and running, the better your chances are of logging some sales from the early birds, which can sometimes mean lower costs-per-click and therefore, better return on investment.

To that end, you might consider bookmarking our Industry Insights page and checking in on your primary vertical once you spot a seasonal opportunity approaching on the horizon. Because we want to help set you up for success, we typically publish actionable insights several weeks to several months in advance of when the anticipated traffic spike will occur in order to give you ample time to build and launch your campaigns.

bing ads insights

Questions? Comments? Feel free to ping us on Twitter.

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One Display URL Domain per Ad Group

Display URL plays a vital role in ad copy as it signals users on where they’ll get redirected after clicking. An example of display URL would be “www.Microsoft.com/DynamicsCRM” marked in green in below ad copy.

 

Typically, the purpose of an Ad Group is to bring together related ads and keywords under a common theme and therefore sharing the same display URL domain for all ads.

In our efforts to provide users with a high quality experience, we’ve decided to enforce an additional check for display URL’s belonging to an ad group. Therefore, beginning first week of August, we will allow only single display domain to be associated with an ad group. This amendment will be global and would apply to ad groups across countries and languages.

 

What display URLs will be allowed?

All URLs hosted in the same site including subdomains sharing the same domain will be allowed. An example for compliant and non-compliant set of display URL’s within an ad group will be:

Ad Group 1

Ad Group 2

www.test.com

www.test.com

www.test.com/test1

www.sample

www.test.com/test2.aspx

www.test.co.uk

www.en.test.com

www.test.co.in

www.mail.test.com

www.test.mail.com

 

All the URLs shown under ‘Ad Group 1’ are allowed because they share the same top-level or root domain of “test.com”, even though the URLs are different. The URLs shown under ‘Ad Group 2’ are not allowed because they don’t have the same root domain.

 

How will I know if my ad groups are non-compliant?

Once the policy is rolled out starting August first week, we will start disapproving non-compliant ad groups and rejected ads will have following message listed in Bing Ads UI:

 

Similar messaging will be available in Bing Ads Editor.

 

Corrective action plan

While most of our advertisers today follow the practice of having one domain per ad group for display URLs, action will be required from those who do not. If any of your ad group contains multiple domains for display URL, align the ads into separate ad groups so that ads within an ad group contain same domain for display URLs to avoid any disruption caused by disapprovals.

Also, ensure that display URL and landing page URL also share the same top level domain and adhere to all Bing Ads editorial policies for display URL.

 

Can I request an exception?

While we do acknowledge that there might be scenarios requiring presence of different display domains to be associated with same ad group, we would not be able to provide an exception. This change is being implemented in our efforts to help you categorize your ad groups better.

 

Thanks for reading and, as always, we're happy to hear your thoughts on enhancements we can make to improve your Bing Ads experience. Stay connected with us through Feature Suggestion ForumTwitter, or Bing Ads Feedback.

 

 

 

 
 
 
 
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