New Feature: Top Movers Helps Identify and Diagnose Performance Variations with Ease
What factors are driving a fluctuation in clicks or spend? What campaigns or ad groups are seeing the biggest change and why? What can I alter in my campaign that will make it more successful?
Do you find yourself pondering these questions and looking for answers? Look no further as the Bing Ads web interface now offers a Top Movers report!
The new Bing Ads Top Movers report allows you to determine account clicks and spend variations, identify campaigns and/or ad groups that are seeing the biggest changes, and provides the ability to reveal possible causes behind these changes. Even when overall account performance appears stable, the Top Movers report helps you highlight big moves that may be easily overlooked. It can also be used to regularly track account performance on a weekly or monthly basis.
Located under the Dimensions tab in All Campaign’s view, the Bing Ads Top Movers report is now available to all US advertisers. More markets will be supported soon.
How it Works & Descriptions
A “top movers” list is up to 10 campaigns and/or ad groups that have experienced the largest performance change— by size, not percent— during two specified time frame. With this list, you can quickly identify which campaigns have contributed most to your account’s performance variation, from both a positive and negative perspective. Other descriptions include:
- “Top increases” – total positive change from “top movers”
- “Top decreases” – total negative change from “top movers”
- “Other changes” – changes from campaigns and/or ad groups that experienced less than significant changes, and as a result are not considered a “top mover”
- “Details table” – displays list of “top movers” that have the biggest impact on account performance
Discover Account Performance Variations
The Comparison time period selection is designed to compare your account’s performance—aka your clicks and spend— week over week, two weeks over two weeks, or even four weeks over four weeks. Similarly, the Summary table helps you understand your account’s performance change and the impact from “top movers.”
Possible Cause Identification
For individual “top movers” that impact campaign results -- both positively and negatively -- the report identifies a list of possible causes that can help explain such variations, when they are available. Whereas other search providers only offer possible causes based on changes made within your account, Bing Ads Top Movers report takes three types of changes into consideration:
- Your account – such as campaign add/deleted/pause/un-pause, bid increase/decrease, budget constraint, editorial status changes, etc.
- Search traffic – aka changes in your eligible search volume (e.g. people who search more frequently in your target locations or devices could cause a variation to your eligible impressions)
- Competitor data – your bid price can become less competitive under certain circumstances (e.g. a competitor raises their bids, or a new competitor joined in with a high bid
Another key feature that differentiates the Bing Ads Top Movers report from other search providers is the ease of access to the Opportunities tab—which allows the user to explore keyword, bid, budget and other factors that can drive an increase in clicks/spend for the related “top decrease” movers.
In an effort to further build a reporting tool that provides infinite data outcomes, Top Movers report will soon deliver a more granular level of detail to identify which elements of a campaign and/or ad group had the biggest changes. This will allow you to identify specific factors that contributed most to the overall change in performance. In addition to offering “top movers” for spend and clicks, we also plan to expand reporting to support metrics, such as conversions. Stay tuned for more on this soon.
It’s not news we have been listening closely to you, our customers. It’s also not news we’ve been working hard to implement your feedback that will help increase efficiency, save time and ultimately produce positive results. It’s about comprehensive campaign optimization, and the addition of Top Movers report is one of the imperative steps needed to complete this optimization. We are committed to providing insights and analytics that help you be more successful, and we are hopeful Top Movers report will become a permanent go-to resource in managing your campaigns.
To learn more about the Bing Ads Top Mover report, check out the video below, or visit the Bing Ads Help Center.
Program Manager, Bing Ads Platform
NOTE: The information contained in this blog post is intended for agencies and advertisers that are self-managed or supported by Microsoft. If you are an agency or advertiser managed by Yahoo, the details therein may not be applicable, and you are encouraged to contact your Account Representative for more information.