Bing Ads Home Page: Updated for on-the-go performance review

No time to spare?  No problem!  The next time you sign in for an instant look at your account's performance or to review any new issues or opportunities since you last checked, be sure to try the out new Home Page in Bing Ads.  This page was redesigned specifically for the Bing Ads user who needs to monitor their account quickly to see the information that matters to you most.

bing ads home page

What's new and for whom?

This update is for all Bing Ads advertisers in all markets! The Home Page got a makeover, to show you what you need to know, without any clutter or confusion.

bing ads home page

As you can see, we’ve made a significant number of changes.  We expect the new functionality and architecture of the page will be especially helpful to marketers who need an instant, reliable snapshot of how their account(s) are performing in order to stay on top of any problems that should be investigated, or to seize opportunities as soon as they arise.     

Benefits of the new home page

The Bing Ads Home Page in the web user interface (UI) is a single place for you to access and customize the account information that matters to you the most.  Specifically, it provides:

  • A summary dashboard for an at-a-glance view of your:


o   Key performance indicator (KPI) summary 

o   Performance trend graph

o   Top Mover report

  • Modules for quick access to information tailored to your needs for monitoring and tracking performance.  You can select which modules to display, reorganize the module layout, change a module’s display columns and rows, etc.  With the Bing Ads Home Page, you can:


o  Quickly assess your campaign performance. 

o  Easily identify issues to resolve. 

o  Easily find opportunities to optimize your campaigns.


Modules at a glance

There’s always more you can do and dive into, if you choose.  That’s why we have the modules for you to leverage and customize at your convenience.  The opportunities are endless, so here is a reference table for your convenience.          

bing ads home page

bing ads home page

bing ads home page

What's next?

Thank you for your feedback in making this release possible.  We’re already preparing for the next iteration, which will incorporate our top ask from pilot participants to enable period-over-period comparison in the trend graph, and allow customizable module definitions through filters. 

Connect With Us

We would love to continue to hear from you and your thoughts. Questions, concerns and thoughts are welcome on our Feature Suggestion Forum, through email feedback to, or reach us on Twitter.

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Register now for a free Bing Ads Connect event near you

bing ads connectIf you're in the search marketing industry and are located in the metro regions of Chicago, Seattle or Los Angeles, you won't want to miss out on this opportunity to attend a free Bing Ads Connect event coming to your area next month.

If you haven't heard of Bing Ads Connect, these are hands-on, workshop format events where you'll get expert help and valuable insights to make your Bing Ads campaigns the best they can be. At a Bing Ads Connect event, you will...

  • Learn about new search marketing resources
  • Talk to experts about growing search advertising opportunities
  • See a sneak peek of upcoming Bing Ads enhancements
  • Gain skills to fine-tune your Bing Ads campaigns
  • Get 1:1 support in creating and optimizing your account
  • Earn your Bing Ads Accreditation


These events are free of charge, but space is limited, so reserve your spot now to avoid getting shut out! Here are the registration links by location so you can learn more about where the event is being held, who will be there and what the day's agenda will look like:

Register here for Chicago, IL on Friday, June 5th.

Register here for Redmond, WA on Wednesday, June 10th.

Register here for Los Angeles, CA on Wednesday, June 17th.

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Reach local customers with Bing Places for Business

When it comes to gaining exposure for your business online, you want to make sure you're leaving no stone unturned. Now that reaching mobile customers has become more important than ever, having a strong online presence is especially true for businesses with a physical location that could benefit from being visible to those who're looking for what you have to offer while on-the-go.

You've got your PPC campaign up and running with your most relevant keywords and most eye-catching copy, but have you claimed your Bing Places for Business listing yet?

If you're not familiar with Bing Places for Business is, it's a free service that helps connect businesses with their local customers. For example, as I mentioned in my last blog post, my husband and I are in the midst of summer vacation planning.  Given that our usual dog sitter isn't going to be in town when we're going to be away, one of the loose ends we need to tie up is to locate a dog boarding facility close to home.

To keep my search local, I enter the query, "dog boarding redmond wa"... this is what I see:

bing places for business

Many local businesses will show up regardless of whether the business owner has claimed the listing or not -- not all will, in some cases, you may have to add your business. Those that claim their listings can include helpful information like hours of operation, photos, services offered and more. Because Bing Places for Business is free, there's no reason not to tell the best possible story about your business when it shows up in local results like these. For example, without even clicking on any of these listings to see which ones have more info and which don't, I can already tell that Canine Behavior Center is worth looking at just based on the number of Yelp reviews alone, better yet that the majority of them are positive.

It's small details like that that can make or break a sale, so if you haven't already claimed your Bing Places for Business listing, there's no time like the present!

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Updates on how we match keywords

Update 5/21: In order to ensure a smooth transition, we’ll be ramping the normalization and close variant changes on small amounts of traffic over the next few weeks to better assess the impact. We also want to give you more time to add any stop words and special characters to your accounts to prepare for this change. 

As for the negative keywords section, based on feedback from you, we’ll revisit the functionality and work on a solution that more effectively avoids at the source.

----------------------------------End of update, original post text follows---------------------------------- 

Understanding a searcher’s intent based on their search query is never a perfect science. Adding stop words, characters, symbols, etc... to a keyword or query can add ambiguity to the definition and the intent. Most of the time, the addition of these stop words, characters or symbols deliver the same intent.  For example, a user searching on the term “buy a car” vs. “buy car” have the same intent and interact with ads similarly.  However, in a few select instances these keywords may deliver different intent.  For example, a user searching on the term “the office” vs. “office” could be looking for different things (The TV show vs. Microsoft Office) and thus could engage with an ad differently based on their particular intent. Today in Bing Ads, we treat these terms as one through a process called normalization – the process by which extraneous characters, such as punctuation marks, special characters and stop words are removed from keywords in Bing Ads campaigns and then dynamically handled when ads are served against user queries in the auction.

While normalizing keywords provides you a better way to scale your keyword lists, we have received feedback that for some highly specific keywords this approach limits precision and control. That’s why starting May 21st we are making improvements in our matching technology.

Normalization Improvements for Better Control

You may recall our blog post last spring announcing relaxed constraints for uploading keywords containing stop words and characters. This relaxed constraint was in preparation for upcoming changes in our normalization process.  Starting in late May, we will begin incorporating this enhanced normalization logic into our auction process.  A description of the changes can be found in the table below along with examples of how raw user queries are normalized today on Bing Ads, and what the query will look like after the normalization change. 

As we transition to this new normalization process, we encourage you to review your keyword list and add any relevant characters or words into your account to ensure you maximize traffic from your ads. Moving forward to show on queries containing stop words you will need to bid on them directly in Bing Ads. A great way to learn what words to add is to opt into broad match and review search query term reports to understand what users are searching for.

Close Variants Changes

In addition to the normalization changes, we will be removing the opt-out functionality for close variants starting May 21st.  Advertisers today are already automatically opted into close variants, so most of you will see little to no impact.

Close variants help drive highly qualified and relevant click volume to your campaigns by maximizing your presence on queries that are the most relevant to your products and services.  Since testing close variants last August, on average we’ve seen ~2-3% growth in click volume while retaining existing ROI for advertisers.  With close variants, advertisers can scale their keywords without spending time building keyword lists of plurals, misspellings and other close variants that have similar intent.

For those who are concerned about matching to some of these variants, you can leverage negative keywords to help control your traffic and costs. The search query term report is great way to see what queries your keywords are matching to, how they perform and what negative keywords you may want to consider adding to your account.  Additionally, Bing Ads prefers to match queries to keywords that are identical so you can still add your own close variants, and adjust the bids based on performance, which becomes even more valuable with the enhanced normalization logic.

Negative Keyword Conflicts

Finally, we’re also making some small changes to how our negative keywords match. Negative keywords are intended to selectively suppress ads when your keywords are matching to queries that may not be relevant to your products or services.  Sometimes, however, negative keywords are added that completely block one or more of the keywords that you’ve intentionally bidded on. For example, if you have the keyword [discount shoes], adding the negative keyword “discount shoes” will cause [discount shoes] to never match.

Moving forward, we will honor your bidded keyword over your negative keyword where there is a complete conflict. In the examples provided below, you can see the scenarios where we will now serve your ad on the query discount shoes where there is a direct conflict.  Note that we will continue to honor your negative keyword on queries like discount shoes in seattle and find me discount shoes, unless those queries also have conflicting bidded keywords.  In addition, we will continue to honor your negative keywords in cases of partial conflict.  For example, the keyword “discount shoes” is in partial conflict with the negative keyword [discount shoes].  We are sensitive to the fact that this configuration of keywords is common and often intentional. 

The different kinds of conflicts are summarized in the following table, and case affected by the new changes are highlighted.


If you have keywords affected by this changes that you would prefer not to match, keep in mind that you can always use the negative keyword conflict report to discover these keywords and then either pause or remove them.

How to prepare for these upcoming changes

To prepare your campaigns for the upcoming changes, we encourage you to review your keyword lists and search query reports and add new keywords that will no longer be normalized.  To maximize your click volume, consider opting into broad match if you haven’t already. Additionally, you can leverage search query reports to consider any negative keywords you may want to add.

We often hear our customers asking for more efficiency and more volume from us and we believe these changes will help you better manage campaigns and achieve better performance.

UPDATE: With the 5/21 release date, we will be launching these changes to all major English speaking markets across all devices (US, AUS, UK, and CA_EN), while we take the next 12 months to ramp globally.

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