Bing Ads Editor makes campaign optimisation simple - with the power to optimize and refine PPC campaigns for Mac or Windows even while you're offline.
After reading this training, you will understand how to:
- Use the keyword research menu features.
- Make keyword edits in the Shared library.
- Use the keyword bid estimation to place optimal keyword bids.
- Use Audience targeting to improve your bidding strategy.
- Bulk-edit target and incremental bid settings.
With Bing Ads Editor, you can discover new keywords and bids using the keyword research tools, then easily add them to your campaigns.
From the account, campaign or ad-group level, select a keyword and choose Find related keywords. A list of similar keywords appears with additional performance data such as impressions, CTR and CPC. If you want keywords that match the language on a particular website, click Get keywords from a website and enter a URL.
Either way, make your selections by clicking the check boxes next to the terms. In the Add selected keywords to drop-down menu, choose whether to add them as ad group keywords, a campaign or ad group negative keywords. As always when using Bing Ads Editor, remember to sync your changes to make them active.
With Bing Ads Editor, you can edit existing keywords, as well as edit their bids, status, and match type. You can also add keywords in bulk.
To edit the status, match type or bid of an existing keyword, Click Campaigns along the top of the page. Click the Keywords tab.
Find the keyword you want to change in the table. Make sure you find the keyword that is associated with the correct campaign and ad group. If helpful, you can sort by campaign or ad group by clicking the appropriate column header.
Hover over the Status, Match type or Current bid value that you want to change and click on the small pen icon that appears. You can then edit that value. After you have made all your changes, click Save (located at the upper left corner of the table).
Similarly, you can edit negative keywords easily in Bing Ads Editor.
The shared library feature in Bing Ads and Bing Ads Editor takes negative keyword management to another level, allowing you to make a change to multiple campaigns with a single edit.
You can cut, copy and paste negative keywords from one shared list to another. Simply go to Shared library > Negative Keywords > Neg. keywords in list. Select the keywords you want to copy, right-click and cut or copy. You can then paste those negative keywords into another list or into a specific campaign or ad group. Similarly, you can right-click, then cut or copy negative keywords already in a campaign or ad group and add them to a shared list or different campaign or ad group.
You can also drag and drop a shared list from the Negative keywords lists tab to a campaign in the Browser pane to associate that list with the campaign.
Keyword bid estimation
Bing Ads Editor’s recommended bid estimates can help you set your keyword bids, or use the recommendations as a benchmark that will keep your bids from going too low.
To get bid estimations, choose a keyword. Then, in the Estimate Bid drop-down, click Get bid estimates. The Editor displays recommended bids for three different targeted positions: Est. first page bid, Est. main line bid, and Est. best position bid. If keywords don’t get suggested bids, it’s because they are already competitive or data may be unavailable.
Now, select the keywords with bid amounts that you want to change. From the Estimate bid dropdown list, choose Apply est. bid for first page, Mainline or Best position.
Learn more about optimizing keyword bids and watch a video about using Bing Ads Editor.
Bing Ads Editor makes it easy to simultaneously set targets and incremental bids for multiple campaigns or ad groups.
Select a campaign or ad group and, in the Editor pane, click Targeting. In the following example, we click Ad schedules, and set the target at the campaign level. To set specific times, simply click the check boxes.
Next, click the Bid adjustment cell in the summary table. For each targeted time, select the percentage by which you want to increase the bid. Once Bing Ads Editor has been synced, the time of day targeting will be applied to all ads in this campaign.
Remember, with Device Targeting, desktops, laptops and tablets are now combined into a single device target. You can now adjust your bids for desktop anywhere from 0% to +900%. Bid adjustment ranges for tablet and mobile has also increased to be -100% to +900%.
Remarketing in Paid Search
Remarketing in Paid Search lets you improve your return on investment by optimizing your campaigns for specific audiences, which are the people who have visited your website before.
First you create a remarketing list to define the audience based on actions people take on your website. Then you associate the remarketing list with an ad group and optimize the ad group by adjusting bids, targeting ads, or broadening keywords.
Before you can target audiences using remarketing lists, you also need to set up Universal Event Tracking (UET) so that Bing Ads can collect the data from you website. Once you create this list in Bing Ads, you can associate it with an ad group and set a bid adjustment in Bing Ads Editor.
Learn more about to associate an audience with an ad group using Bing Ads Editor.
In Show traffic history, you are given that keyword’s search data from the previous three months, and an estimate of its usage for the current month.
Click Age demographic to display the percentage of keyword searches across six age ranges. Clicking Gender demographic displays the percentage of keyword searches made by males, females and unspecified gender. You can use age and gender data to increase ad delivery to your target audience.
Expanded Text Ads
If you still have Standard Text Ads running in your campaigns, you can export them in the Expanded Text Ad format, make necessary changes, and then import them back as Expanded Text Ads.
Expanded Text Ads work seamlessly on mobile, tablet, and desktop devices, giving you a way to create more compelling calls to action for consumers and drive higher conversions to your business. For example, Bing Ads Editor allows you to save time by using Google Import to directly import your campaigns with Expanded Text Ads from your Google Ads account into Bing Ads.
Bing Shopping Campaigns allows you a fresh way to organize, track, and optimize your Product Ads. Bing Ads Editor supports bulk management of all your Shopping Campaigns, Product Groups, and Product Ads.
Bulk edit changes are made from the Edit menu on the Campaigns, Ad groups, Ads, Keywords, Audiences or Auto Targets tabs.
Errors & warnings
Bing Ads Editor makes it easy to see errors, warnings and opportunities with the following:
- Notification icons appear in the notification type column in the Summary Grid.
- Notification bars appear at the top of the Summary Grid. The notification message column is not displayed in the Summary Grid by default, but you can select the row to view the message in the Edit pane.
- Account-level notifications appear in a red bar at the top of the Summary Grid, and indicate when and why an account is inactive.
In the Summary Grid, items with errors are indicated by a red circle with an exclamation point (”!”). The error icon also appears on the tabs that contain errors. Error types include:
- Warning notifications indicate the potential for undesired behavior, like negative keyword conflicts.
- Information notifications provide additional details that are unrelated to delivery issues, like pending editorial review.
- Opportunity notifications indicate opportunities for improvement, like low bids.
The Bing Ads Editor management tool makes it easy to focus on critical items first. Just sort or filter by the notification type, or click the View errors button in the Errors notification bar. The error view reveals only items with errors. It enables the error message column, which explains how to correct them. Once you’ve corrected all errors, click View and select the preset view All.
If your campaigns contain data generating warnings, the Warning notification bar replaces the Error notification bar. This occurs when you are in All view. Click the View menu and choose Warnings to filter by the warning notification type.
If you modify the data generating warnings and return to the All view, the Information notification bar replaces the Warning notification bar. This occurs when your campaigns contain data generating information notifications. Close Notification bars to increase your work area. You can always return to a view by selecting it from the View menu.
Bing Ads Editor has powerful features that save time and make it easy to optimize multiple campaigns quickly.
- Optimize keywords with the Keyword research menu features.
- Set Bing Shopping Campaigns product filters to manage campaigns in bulk.
- Export Standard Text Ads to Expanded Text Ads format.
- The Keyword Bid Estimation tool gives bid estimates for three results page positions: first page, mainline and best position.
- Set targets and incremental bids for multiple campaigns or ad groups with Audience targeting.
- Use the Bing Ads Editor management tool to view errors and warnings.
Thanks for reading this training on Bing Ads Editor campaign optimisation. Continue your training or take the Bing Ads Accredited Professional exam to become accredited.