Bing Ads Editor 10.9: Cleaning house and getting faster

bing ads editorBing Ads Editor has always been about enabling you to get things done efficiently. With that in mind, we are pleased to announce the release of version 10.9, which runs faster, while at the same time, consumes significantly less system resources.

Improved performance

For this latest release, our team worked hard on making Bing Ads Editor much faster and improved upon a number of common operations. Compared to previous versions of Editor, v10.9 offers the following improvements:

  • Displaying large accounts (example: 2 million keywords, 1million Ads) is more than 2x faster
  • Downloading large accounts (example: 2 million keywords, 1million Ads) is 30% faster
  • Switching between built-in views is 2x faster
  • Finding and replacing Ads is up to 4x faster
  • Switching between tabs is smoother


Less memory usage

Not only is Bing Ads Editor v10.9 faster, we have also reduced its memory consumption by 70% in comparison to the previous version. Thanks to this memory savings, you can run even more programs in parallel while working with Bing Ads Editor.

Removal of outdated features

Starting with this version, we will no longer support WAP (Wireless Application Protocol) ads. You can learn more about the changes to WAP mobile ads in this blog post.

With the release of Bing Shopping Campaign, we have stopped supporting product ads, product ad extensions, and product targets in Bing Ads Editor. Bing Shopping Campaign is not yet supported in Bing Ads Editor, but you can use Web UI/API to manage your Bing Shopping Campaigns. To learn more about Bing Shopping Campaigns, please see our launch announcement.

Note: If you need to use Product Ads, please install an older version of BAE (v10.8) from here.

Download Editor 10.9 now

This release is being rolled out to ensure an optimal user experience.  You’ll be prompted to upgrade to 10.9 when you launch Editor over the next few weeks, or can download it right away from the Bing Ads Editor download page.

Questions? Comments?

As always, feel free to ping us on Twitter. You can also submit your feature suggestions at our Feature Suggestion Forum.

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Big improvements to Conversion Tracking in Bing Ads

Ever since we first launched Universal Event Tracking, we have been carefully listening and continuously incorporating your feedback into our product. As part of this ongoing effort, we are thrilled to announce major improvements to conversion tracking in Bing Ads. Today, we have something for everyone...

  • If you are not yet tracking conversions using Bing Ads, we are confident that the simplified workflow and comprehensive documentation will make it very easy for you, as a first time user, to understand how it works and get started. 
  • Those of you that are still using legacy Campaign Analytics tags will be excited to know that we have added several parity features and other functional enhancements that will ease your transition to UET.
  • Last but not least, we have made life a lot easier for those that are already using UET for conversion tracking by addressing most of the pain points that you have reported to us over the last few months.


We deeply value your feedback -- please, keep it coming; we're just getting started!



How conversion tracking works for you

Your business is advertising on Bing; people are clicking your ad and visiting your website. What do they do next? How many make a purchase? Is your advertising and web site helping you reach your business goals?

We can answer these questions using Universal Event Tracking (UET), a tracking tool that records what your customers are doing on your web site. By installing a single tag across your web site, you can begin collecting data on your visitors' activity while there. To set up a UET tag, visit How to Create a UET Tag.

bing ads uet

Once you set up UET, you can then begin the process of Conversion Tracking; tracking the number of times visitors to your site “convert” into your business goal a the result of clicking your ad – for example, by making a purchase or contacting you for more information.  You can tell Bing Ads which actions users take to count as conversions by setting your conversion goals, as detailed in Track Conversions and Site Goals.

After you’ve spent some time accumulating and examining your new conversion data, you may want to capitalize on opportunities to improve your results and raise the return on investment (ROI) of your campaign.  Remarketing (coming soon) is a powerful new audience targeting tool that helps you do just that – specifically, by enabling you to reach visitors of your web site after they’ve left.  Remarketing works in conjunction with UET and Conversion Tracking to help you go the extra mile in reaching your business goals.

Now that you understand the importance of conversion tracking and UET in running a strong and successful campaign, here are the ways we’ve made these tools better so that you can be successful sooner.

What's new today?

Your feedback since the initial launch has directly shaped this release by focusing our work on two fronts: workflow and ROI.  At the end of the day, conversion tracking should be easy to use and it should help you achieve a higher ROI.  Let’s look at what’s new in that regard.

Workflow improvements for speed and simplicity

You told us that the workflow involved in setting up UET and Conversion Tracking was confusing and time consuming.  In response, we’re releasing the following solutions to make the process simple and seamless:

1.  Decoupled management of UET Tags and Conversion Goals - Functionality to manage both UET tags and Conversion Goals was previously embedded in Goals and Conversions page under Shared Library. There was no way to create a tag without creating a conversion goal or view all the tags created in a centralized manner.

In this release, we have decoupled UET Tag and Conversion goal management into separate pages, UET Tags and Conversion Goals, respectively. In order to improve discoverability, these two new pages are listed under a new node called Conversion Tracking that has been added to the left menu (at the same level as Shared Library).

bing ads uet


2.  Better Revenue tracking - Bing Ads allows you to track revenue associated with your conversions. Today’s update gives you more control and insight into your options for doing so and makes it easier to understand overall.

bing ads uet


3.  Inline Alerts – Who can remember everything all the time?  That’s why we created instant inline alerts -- a gentle reminder of your next steps that help you along the way. For example, when you create a custom event type goal, we will remind you of the need to customize UET tag tracking code to report custom events.

bing ads uet

4.  Help – We have added several help popups -- noted with a bing ads uetsymbol --  throughout the UI to make sure you never feel stuck.  We’ve also given the help documentation for UET and Conversion Tracking a complete makeover, making it your comprehensive new one-stop-shop for all your questions.

New features to supercharge your ROI

The more you know, the more empowered you are to make the right decisions to achieve your goals.  That’s why we’ve added the following solutions for strengthening your campaign’s performance:

1.  Support for Unique conversions – With this update, we're introducing the flexibility for you to count conversions according to your business needs. When you are creating a conversion goal, there will be 2 options available to you for the Count property...

a.  All Conversions – If you use this setting, Bing Ads will count all conversions that happen after a click. If you are tracking purchases as conversions, this is a good option to use.

b.  Unique Conversions – With this setting, Bing Ads will count only one conversion that happens after a click. Pick this option if you want to track the number of unique leads generated on your website as a conversion.

bing ads uet

All your existing conversion goals will be defaulted to All conversions. You will be able to edit those goals to update them to Unique conversions.

2.  Account level conversion goals – Starting today, you will have the option to specify if a conversion goal is at the account scope or across all accounts via the new Scope property.

 bing ads uet

If you manage multiple accounts, running campaigns that all send users to one web site when they click on your ads, you should set Scope property to "Across all accounts." If different accounts lead users to different web sites, you should set the Scope property to the current account in context so that conversions that happen on different website are correctly tracked and attributed to clicks from their corresponding accounts only.

All your existing conversion goals will have the scope of "Across all accounts." We do not allow edit of the scope property; please create a new conversion goal if you are looking to set up account level goals.

3.  Tracking Status of UET Tags and Conversion Goals - You can now verify in the Bing Ads UI if your tags and goals are functional. The tracking status column has been added to both the UET Tags page and the Conversion Goals page to let you know if your tags are reporting user activity and if goals are counting conversions, respectively.

Learn more about the different values for the UET tag and Conversion Goal tracking statuses and what they mean.

a.       UET Tags page

 bing ads uet

b.      Conversion Goals page

 bing ads uet

4.  Conversions, Revenue and Repeat Rate data in Conversions goals page – You can now see the number of Conversions, Revenue and Repeat Rate (defined as All Conversions/Unique conversions) for each conversion goal that you have created right in the Conversion Goals page. Use the date range selector to view data for different time periods.

 bing ads uet

5.  Support for Contains clause in Destination URL and Custom Event type conversion goals – To make it easy for you to define conversion goals based on a the presence of a string in the URL visited by the user on your web site, we have introduce the support for "Contains" clause. You can see this option when creating a conversion goal of type Destination URL and Custom Event. This should reduce or eliminate the need for using regular expressions in your conversion goals.

 bing ads uet

6.  Removal of infrequently used columns from performance reports – To improve the ability of our platform to provide you conversion related reports in a timely manner, we are eliminating a number of columns from conversion-related performance reports which were rarely used, but expensive to generate. Specifically, we are eliminating the Bounce rate, Avg pages/visit, Total visits and Avg. visit duration metrics from performance reports. In addition, we are also removing the Spend and ROAS columns from the Goals report.

A reminder about campaign analytics

With these updates, conversion tracking powered by UET provides a superset of the functionality of our deprecated Campaign Analytics offering. We’d like to remind you that Campaign Analytics will be shut down in the coming months and we strongly recommend that you migrate over to UET based conversion tracking as soon as you can.

Connect with us

We're always looking for feedback on how we can improve our product to help you do more and work less. We invite you to ping us on Twitter, suggest a feature on the Bing Ads Feature Suggestion Forum, or send us an email with your thoughts to:

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Webinar recap: Audience mining with Bing Ads Remarketing

We recently held a webinar called Striking Gold: Audience Mining with Bing Ads Remarketing. If you weren't able to attend, or if you did, but would like a refresher, you can catch up on all the actionable strategies presented with the deck and on-demand recording (both are embedded below for easy access).




Questions? Comments?

You can always ping @BingAds for general questions on Twitter, but if you have questions specific to this webinar, feel free to reach out directly to the presenters, MJ DePalma, Purna Virji and Eric Couch.

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Optimize your mobile campaigns with bid modifiers

For every year I’ve been in PPC, each has been called the “Year of Mobile”. This year, I can say with confidence that it’s actually true. We’re seeing explosive growth across smartphones and tablets, and if you’re still not optimizing for these users, then you’re in severe danger of missing out.

That being said, optimizing for mobile traffic can be a difficult task, particularly if you’re unfamiliar with the reporting interface. With that in mind, I’m here to show you a few ways you can analyze your mobile advertising efforts, starting with the campaign-level bid modifier.

As of right now, the number one place for all of your mobile needs is the Bing Ads Reports center, located in the top row of the Bing Ads UI. 

bing ads bid modifier

If you haven’t already taken a look in there, it’s basically a one-stop shop for every single reporting metric you need to analyze a Bing Ads Account. For mobile, it means you can select device types and operating system segments for just about every single report in there.

If you want to use this post as a walk-through on how to analyze your performance, I’d recommend downloading a Campaign report for the last 30 days, looking at a summary view of your data.

Pull your campaign report

bing ads bid modifier

For your columns, I recommend choosing Device Type under the Attributes tab, and some of your Impression share metrics in the Performance statistics tab. In particular, you’ll want to focus on Impression share lost due to bid (%) and Impression share lost due to rank (%). I tend to choose these myself because the mobile bid modifier can help you rectify any problems with these two columns.

bing ads bid modifier

bing ads bid modifier

If you have conversion tracking enabled, I highly recommend you also include your conversion metrics; the Device Type Attributes column will help give you some insight in to your mobile return on investment (ROI). With all of these options selected, download your report in to Excel.

Filter and review your data

Once you have your report open in Excel, filter your reports for Device Type: Smartphone, Tablet. 

bing ads modifier

With this filter in place, we’re now focused on *only* our Smartphone and Tablet performance, now segmented by campaign.  

bing ads bid modifier

We can use a few more Excel filters to drill down in to our top bid modifier opportunities by looking for the following red flags:

  • Average Position greater than 1.5
  • Lost impression share due to bid (%) greater than 0
  • Lost impression share due to rank (%) greater than 0

bing ads modifier

In addition, if you also included your conversion metrics, I recommend filtering for mobile bid opportunities by looking at your cost per conversion on each device. If you have some low-CPA campaigns, it’s a quick-win opportunity to be even more aggressive with your bid modifiers than you might be otherwise.

Analyze and optimize

So, why these filters? Well, it’s a well-established fact that mobile click-through rate falls off much faster than it does on desktops. If you have mobile campaigns that are not close to position 1, you’re facing severely reduced click-through rates.

With these filters in place, we have some clear suggestions for positive Campaign-level device bid modifiers -- both on tablets and on smartphones.

bing ads bid modifier

If we take our analysis one step further and utilize CPA as another guide, there are three campaigns from the report pictured above in which we *absolutely* need to increase our bids: 

bing ads bid modifier

With this data in hand, we can cross-reference these campaigns with their tablet and smartphone bid modifiers, either in the Bing Ads interface or in the Bing Ads Editor. You can make edits to your campaigns in either of those spots, or you can make use of the bulksheet functionality to do them quickly. Regardless of how you do it, this kind of analysis is the first step towards making the most of an increasingly mobile search advertising marketplace.

Questions? Comments?

Feel free to ping us on Twitter, or register for an upcoming Bing Ads Connect. For additional optimization tips and opportunities, be sure to check out the Marketplace Trends page here on the Bing Ads site.

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