Details on Bing Ads changes with AOL partnership

As Rik mentioned in his blog post this morning, we are excited to share that Bing now powers AOL’s web, mobile, and tablet search, providing paid search ads and algorithmic organic search results to AOL’s properties worldwide, and exclusively in the United States, United Kingdom, Canada and Australia. With this partnership, we are rolling out several changes inside Bing Ads, including the Campaigns page, Reporting page, Google AdWords Import experience, and Keyword and Campaign Planners. This article provides details on what you’ll see.  

Bing Ads – Campaigns Page

Ad distribution setting is used to specify where you want your ads shown. This can be set during Campaign creation and Ad Group creation and updated at the Ad Group level. The options for search Ad distribution has changed to include AOL network as shown in the screenshots below.

Note: You don’t have to make any changes to your Ad distribution settings.  Your current settings will continue to be honored, with the addition of AOL properties in each of the three options. 

bing ads aol

bing ads aol

Bing Ads – Reports Page

1. Network Column

Currently, the ‘Network’ column in reports (e.g. Keyword performance report, Campaign performance report) has following possible values:

We have added a new value to the ‘Network’ column:

bing ads aol

bing ads aol

Note: The above addition will be applicable to reports run from Reporting API as well. Click here to learn more.

 

2. Top Vs. Other Column

Currently, the ‘Top Vs. Other’ column in reports (e.g. Keyword performance report, Campaign performance report) has following possible values:

bing ads aol

We have added new values to the ‘Top Vs. Other’ column:

bing ads aol

Note: The above additions will be applicable to reports run from Reporting API as well. Click here to learn more.

3. Website URL (Publisher) Report

Currently, in the ‘Website URL’ column of the ‘Website URL (Publisher)’ report, all Bing and Yahoo! owned & operated websites are consolidated under ‘Bing and Yahoo! Search Properties Only’. However, for AOL owned and operated websites, the actual website URLs will be displayed as separate line items and not consolidated.

4. Change History Report

If you have made changes to your network distribution prior to January 1st, 2016, your old values and new values in Change History will be updated to include the AOL network. However, please note that your ads have been served only on Bing and Yahoo properties before January 2016. This will also happen to the data in the Change History tab.

Bing Ads Editor

In Bing Ads Editor, Network distribution for ad groups can be changed from the Edit pane of the Ad Groups tab. The options for Network distribution has changed to include AOL network in all three options as shown in the screenshot below.

bing ads aol

Note: You don’t have to make any changes to your Ad distribution settings.  Your current settings will continue to be honored, with the addition of including AOL properties in each of the three options.

Google AdWords Import

Ad groups that are imported from Google AdWords have the default Ad distribution set to “All search networks” -- this is not changing. However, “All search networks” now includes AOL search beside just Bing and Yahoo owned & operated and syndicated search partners.

Bing Ads – Keyword Planner

In Keyword Planner, Network targeting for historical statistics and traffic estimates can be changed from the Targeting section. The options for Network targeting has changed to include AOL network in all three options as shown in the screenshot below.

bing ads aol

With the corresponding selection, both historical statistics - including avg. monthly searches, competition, and suggested bid - and traffic estimates take into account AOL traffic.

Bing Ads - Campaign Planner

Following the same definition of search network distribution across Bing Ads, Campaign Planner calculates AOL into corresponding slices of traffic as well.

You might see traffic volume trending up in vertical, product and keyword levels because of new added AOL properties.

bing ads aol

Questions? Comments?

Feel free to ping us on Twitter, visit us to ask questions at the Bing Ads Answers forum, submit and vote on your top-priority features at the Bing Ads Feature Suggestion forum, or send us your feedback directly at BingAds-feedback@microsoft.com.

Happy Advertising.

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