Improved Demographic Targeting in Bing Ads

Increased age and gender coverage to help you better reach your audience

When it comes to your audience, you don’t just want volume, you also want relevance. You want to reach the right customers that will get you quality conversions and boost your campaign performance. Serving personalized, more relevant ads to your audience through targeting means growth for you or your client’s business. And now on Bing Ads, the opportunities to target your customers just got even better. Introducing Improved Demographic Targeting.

What’s New?

Global Increased Age and Gender Coverage. We have begun leveraging more demographic data from user’s search and display behavior to increase the age and gender coverage for Bing Ads on a global level. Now the coverage of targetable users has more than doubled, allowing you to get your message across to more customers that are relevant to you. This improvement in demographic targeting can lead to an increase in click-through rate and conversion rate for targetable users, thus potentially increasing the overall return on investment for all your campaigns.

Get Started

To take advantage of Improved Demographic Targeting, simply set up targeting rules under “Advanced targeting options” to determine when, to whom, and on what devices you want to show your ad. You can further adjust your bid for each age range and gender, which will enable your ad groups to automatically increase their keywords bids when specific genders or certain age groups are searching. This way, you can greatly improve the chance of your ads showing to the demographic groups you want. 

 

 

More Options

Increased global coverage for the age and gender demographic can both refine and improve your targeting strategy, but don’t forget there are plenty of other methods and strategies you can use to get your message across to customers. Whether you’re using an exclusive targeting strategy or incremental bidding to reach customers, you can also target by location, device and operating system, day of the week, and time of day.  For more information on targeting, click here.

Whatever you choose, you can be sure that Bing Ads is committed to getting your message across to customers who are most relevant to you, delivering quality conversions and boosting your campaign performance.

Stay tuned for more enhancements coming to remarketing in the near future.

These targeting improvements are currently available to US customers and will be coming to all markets in the near future.

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Customizable modules, comparative metrics added to Home Page

Thank you for your feedback on the all new Home Page in Bing Ads!  The response to the new design and functionalities has been overwhelmingly positive and adoption has been strong.  Given its popularity, we didn’t want to waste any time incorporating your top asks on what could make this page achieve even more for you.  That’s why we are pleased to let you know that we’ve added customized modules and period-over-period comparison, the two most requested additions to the Home Page since its launch in May.

Overview of the Home page

bing ads home pageThe 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, you’ll find:

1.  Summary dashboard of your KPIs, Performance trends, and Top Movers

2.  Modules for quick access to information tailored towards users’ needs to monitor, diagnose and improve performance  

bing ads home page

What’s New Today?

We are continuously fielding your feedback to make the Home Page the one-stop-shop for performance managers on-the-go.  That’s why we added customizable modules and period-over-period comparison in this latest release. Now, monitoring accounts and finding opportunities to improve performance just got even easier, allowing you to get more done in less time.

1. Create custom modules effortlessly

You can define your own modules to customize your performance data by applying filters, making campaign maintenance faster and easier. And now when you create and save a filter in the Campaigns page, it will appear as an optional new module in the Home Page. Use these custom modules to get a more detailed snapshot of your account performance and the metrics that matter to you most.

You can create a custom module in two steps:

Step 1.  Create and save a filter in the Campaigns page.

bing ads home page

Step 2:  Add customized module to Home Page by checking Show.

bing ads home page

bing ads home page

2. Check your performance period-over-period

Many of you are frequent users of the period-over-period comparison functionality in Bing Ads’ Campaign Page and Reports suite, which compares your ad’s performance between two periods of time. Now, the Bing Ads Home Page also offers period-over-period comparisons so that you can view performance over time for your account’s top performing KPIs and identify trends.  

bing ads home page

Learn more about period-over-period monitoring and the many other performance tracking features from Bing Ads here.

A tip from our pilot participants

How can the Home Page help you work less and do more?  In talking to our pilot participants and recent customers, we found that many like to see whether edits to their campaign had an impact on campaign performance in a certain period of time following that action.  To do that, they would use the period-over-period performance monitoring function to compare the metrics of interest a week prior to their change to the week following the change.  (Another reason for adding this popular functionality into the Home Page itself).

Keep the feedback coming!

Thank you again for partnering with us on making the Home Page your go-to for fast and easy campaign management.  We appreciate your comments, concerns, and suggestions, which we assemble and work on in each new release.  You can reach out to us on Twitter, email Bing Ads Customer Feedback, or submit an idea in the Feature Suggestion Forum.

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Changes to Content Ads coming in August

bing ads content adsBing Ads Content Ads give search advertisers a way to extend their reach to potential customers who are browsing websites or in apps. Content Ads are text ads displayed next to content on Microsoft and Yahoo websites, across our network of partner sites and in apps for Windows and Windows Phone.

Starting August 1st, Bing Ads will no longer serve Content Ads on Microsoft, Yahoo and our network of partner websites.  However, Bing Ads will continue to serve Content Ads through Windows Media and in apps for Windows Phone and Windows. Advertisers should see little to no impact to the overall clicks and spend in their Bing Ads account with this change.  Content Ads represent a small portion (less than 2%) of the total network traffic available through Bing Ads.

Here at Bing Ads, we’re committed to providing high quality traffic to our customers.  We’ve made large investments in developing sophisticated marketplace algorithms, a suite of rich ad products and robust reporting and tools that make Bing Ads a world-class platform. Innovations like the integration of Bing into Windows 10 and new syndication partnership deals will continue to grow the volume powered by Bing. Deprecating Content Ads on web properties is a part of our constant effort to optimize the supply we have in order to deliver great ROI for our advertisers.

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Bing Shopping Campaigns: Performance and optimization tips

For those currently participating in the pilot, Bing Shopping Campaigns offers deeper granularity, more flexibility and better insight into your Product Ads performance. Best of all, setting up your Bing Shopping Campaigns is easy!  

Today, we will focus on tracking and viewing performance statistics for Shopping Campaigns in Bing Ads, or, step 4 ( Reporting & Optimization) below.  If you are not familiar with the previous  steps, you can learn more about each by following these links: Claim your domainSet up your BMC Store Upload a feed | Setup Shopping Campaigns.

bing shopping campaigns

Tracking Performance for Your Bing Shopping Campaigns

You can track the performance of your Bing Shopping Campaigns in 3 ways, using the Product Groups page, Reports, or Dimensions tab.

1. Product Groups page

You can view the performance data - Maximum Cost per Clicks (Max CPC), Impressions, Clicks, Spend, Click through rate (CTR) & Conversion Metrics by clicking on the tab: Product Groups. These metrics are available on all levels of your Product Group.

bing shopping campaigns

For flexibility and ease-of-use, you can also customize the columns with what data you want to see.

2. Reports

Data for Bing Shopping Campaigns will no longer be  available in the Product ads reports (Product target and Product offer report). Instead you’ll want to use the Product Partition Report or the Product Dimension Report.

a. Product Partition Report

The Product Partition Report gives you aggregated data at each level of the product group. If multiple segments are used to more granularly target your product group, you will get more than one row of data per product group in this report.

For example, if you had a product group that was set up like this:

bing shopping campaigns

The Product Partition report would have data for All products represented as * in the report.

Brand = Contoso [which is the parent layer in this case] is as represented as *\Brand

The subsequent layers which have a bid associated will be represented as below:

*\Brand = Contoso\Custom Label 0 = Costume Jewelry and

*\Brand = Contoso\Custom Label 0 = High End Jewelry, etc.

As you can see, there will be a total of 6 rows in your Product Partition report. Some additional details to note:

  • In the Product Partition report, an impression or click associated with a product appears in all the levels that contain the product. Filter on the Product Group column for only * and add those rows to get totals across campaigns and ad groups. This occurs due to the presence of overlap.
  • The report only reflects the current state of the product group at the time it was generated.

 

b. Product Dimension Report

This report provides statistics at the product level [Merchant Product Id / MPId]. You will also be able to view other product attributes such as brand, category, custom labels, etc associated with that product captured during the time of the event.

You can use this report to track how your offers have been performing and adjust your bidding strategy and targeting based on that.

3. View the Dimension tab for Shopping views

In the Dimension tab we have introduced 4 new views for you to access your shopping campaign statistics:

  • Shopping : Category
  • Shopping : Product Type
  • Shopping : Item ID
  • Shopping : Store ID 

 

Each of these views are pivoted across one particular dimension based on the feed that you have set up, e.g. Shopping Item ID view has statistics against each merchant product ID. Similarly, if you look at the category view, it will have statistics pivoted against the set categories you have in your feed. This information can be very helpful if you want to drill deep into your performance metrics to figure out how your products are performing.

bing shopping campaigns

Key points and optimization tips

On Feed Setup:

  • Product Ads are created based on the feed data that you have provided in Bing Merchant Center,  so report results are closely tied to your feed data. Unlike the traditional PA campaigns, all the reporting for Bing Shopping Campaigns are at the product level so you need to ensure that your feed data is accurate and updated.
  • Go beyond the list of required attributes by using the below recommended attributes so that you have a more granular campaign structure and richer reporting information.

o   Custom Labels – very helpful if you want to group your products based on Best sellers, High/Medium/Low ROAS, Seasonality etc.

o   Bing Category – categorize products at the lowest categorical level, example: Apparel & Accessories > Clothing > Outerwear > Coats & Jackets > Blazers. This helps to ensure that we pick the right product for the right query.

o   Product Type [Merchant defined taxonomy] – again, very useful if you have a different internal taxonomy that you want to map your products to for easier management.

  • For better performance of your Product ads, the image you upload against your offer is a key contributor. Images with a white background and a high resolution tend to perform better when compared to others.  Ensure that the image you upload has a high resolution and is at least 220x220.
  • Utilize Bingads Redirect – this will allow you to add third party tracking and track redirects.

 

On Campaign Management:

  • Use appropriate Campaign Priority settings to ensure the right campaigns and bids are used:

a) Low – Default for regular Bing Product Ads

b) Medium – Will serve BSC over your regular PA

c) High – Will serve over your regular PA and any BSC campaign that is set at medium

o   Put a strategy in place for your bidding – bid up on the items you want to emphasize on such as top sellers by ID or top brands/categories ( using custom labels to identify such segments in your feed can help with this)

o   If you are not sure where to start out on bidding use the same bid as similar  text ad campaigns and tweak it based on your ads performance.

o   Have a separate campaign for the All Product/Everything else as the catch all bucket – this should have the lowest target bid to ensure coverage for all your products and low campaign priority

  • Utilize the search term report to negate and search terms you may deem irrelevant to your BSC campaign.

Stay tuned

Learn more about Product Ads here, and stay tuned for our announcement on when this program will be widely available to all advertisers beyond the pilot program.

As always, feel free to reach out to us on Twitter, visit the Bing Ads Feature Suggestion Forum, or email your thoughts on what to include in the next release to Bing Ads Feedback.

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