Simone Schuurer - MSFT
Posted on 05/11/14

From May 19-23 (next Monday to Friday) we’ll be hosting a new Ask an Expert in our Bing Ads Linked group and the expert and host is no-one less than our Bing Ads Editor specialist Senior Program Manager Ping Jen.

What is the Bing Ads Editor?

The Bing Ads Editor -in a nutshell- is a free tool which you can use on- or offline to:

  1. Sync your PPC campaigns and accounts make changes or additions offline, and then upload your revisions with one click.
  2. Easily make edits: edit ads, ad groups, and thousands of keywords at once.
  3. Create and import campaigns with ease: You can define an ad group, create text ads, select keywords, and preview final ad copy. You can even import your account data from other search engines directly into Bing Ads Editor.
  4. Get performance alerts: Adjust your campaign according to automatic alerts that notify you about key performance behaviours and status changes to budgets, ad groups, and keywords.
  5. Research new keywords: Discover new keywords and add them to your account using the keyword research tools.

 

What is an Ask an Expert?

In an Ask an Expert someone at Bing Ads that is particularly knowledgeable about a certain topic is sharing tips on their matter of expertise, but most of all they make themselves available to help you and answer any questions you may have. They do this in our LinkedIn group. Besides relying on the experts we rely on you to ask questions and share opinions.

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To make you familiar with our expert we asked Bing Ads Editor specialist Ping a few questions to give you an idea about who he is and what knowledge you can draw on in the Ask an Expert:

Ping, what is your professional background?

‘I have more than 10 years’ experience in serving patients and developing databases in the healthcare industry where I learned everyone needs help and everyone can help, ones getting help usual become big helps. I joined Microsoft Bing Ads in 2009 to establish an optimization product line which includes quality score and bid recommendations.

In 2013 I moved to the Bing Ads Editor team with the goal to make the editor easier to use and faster. I wrote the Bing Ads Editor Diary series to share my learnings along the way. Today I’m still dedicated to the Bing Ads Editor and really have a passion to address advertisers’ end-to-end needs in SEM management.’

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What are your takeaways from working on SEM business for the past 5 years?

‘Once wrote an post ( Marketing Lessons From Moneyball ) to pivot my learnings through this movie:

  • In baseball the goal shouldn’t to be to buy plays, but buy runs
  • In advertising, the goal shouldn’t to show your products, but show you know customers
  • In products development, the goal shouldn’t to build more features, but deliver a better result.’

What do you think are the strong points of the Bing Ads Editor?

‘It enables users to easily migrate campaigns from other marketplaces to Bing Ads.’

Is there functionality you think advertisers underuse or are not aware off which would help them be more efficient?

‘The editor started providing an advanced extension data management function since version 10.1 to help power users manage a large amount of extensions via Excel with ease.  In a nutshell, this helps to leverage newly established ID and Parent ID columns to associate individual extensions with multiple campaigns/ad group tables.’

Can our LinkedIn group members expect any special scoops from you in the Ask an Expert?

‘We will discuss the next version of Bing Ads Editorwhich is in a beta pilot with selected users right now. The next version of Editor will provide enhanced targeting and a sync management function and additional bulk editing tools to increase users’ productivity at Bing Ads.’

Join the Bing Ads Editor Ask an Expert for news on the editor and to get advice and tips from Ping

‘To make sure you can follow or participate in the Ask an Expert join the Bing Ads LinkedIn group (if you haven’t done so already).’

Finally..

Should you be out next week you can also catch Ping on the golf course! ‘Golf is my favourite sport, I made many life-time friends at Philadelphia FDR Golf Course, Cincinnati Glenview Golf Course and Bellevue Golf Course where I used to play weekly. Through golf, I learned there are no perfect shots, and there are great shots and good shots.  Good shots score pars to get by, great shots get you wins if you can pull them off.  On or off golf courses, I see many play good shots to stay in the game until the competitions made great shots to claim the victory.  Bing Ads Editor Team strives to win, come partnering with us to call the shots and read the greens. Together, we will pull this big one off!’

Tags: Campaign Management, Importing, Bing Ads, AdWords, Editor
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