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With Bing Ads, it’s important to continually learn about and improve your campaigns. You do this by evaluating how your ads, keywords and targeting choices are performing.  This fine-tuning process is called campaign optimization.

This training gives you an overview of the tools necessary for optimizing your Bing Ads campaigns.

After reading this training, you will understand how to:

  • Optimize PPC campaigns with negative keywords, dynamic text, and targeting.
  • Use Bing Ads reports to review your campaign performance.
  • Take advantage of special Bing Ads features.
  • Use the Opportunities page for keyword and bid suggestions. 

Campaign Optimization

Your campaign is well-structured and up and running. Now you’re ready to use key tools like negative keywords, dynamic text, and ad targeting to optimize your ad campaigns. 

Negative Keywords

Negative keywords let you specify words that you want to ignore. They help prevent your ad from being displayed when a search query is similar, but unrelated to what you’re advertising.

For example, if you specialize in tropical winter vacations, you do not want the keyword "winter vacations" to match searches for "ski winter vacations.” In this case, specify, "ski" as a negative keyword.

You can add negative keywords to individual ad groups or the entire campaign. To add them at the campaign level, click the Campaign name, then click Keywords. Under the view menu, choose negative keywords, then add negative keywords. Click Save.

Targeting

You can zero in on a particular audience for a specific ad group or PPC campaign.

You can target your ads using a variety of variables, and then you can increase your bid amount to improve the chance that your ads are displayed.You can target your ads using a variety of variables. There are four ways to target your ads beyond the keywords you’ve chosen: Location, Date, Device, and/or Demographics. You can use these individually or in combination.

To optimize your PPC campaigns, get started by clicking Campaigns located at the top of the page. Click the name of the campaign you want to change. Click Settings.

To target by geographic location, click Edit location targets next to Location under Campaign settings.

You can target and change your bid adjustment for who exactly should see your ads: people in your targeted locations, people searching for or viewing pages about your targeted locations, or both.

Dynamic Text

Dynamic text allows you to optimize ad campaigns by allowing you to insert specific keywords into your ads, send customers to specific landing pages, and insert customized text. There are specific steps to take to start utilizing dynamic text in your search ads.

To insert specific keywords into your ads, click Campaigns along the top of the page, then click the Ads tab. Click Create an Ad.

Below the Ad title, Ad text, Display URL, and Destination URL, click dynamic text, and then select Placeholder {KeyWord}. You can add {KeyWord} to multiple places in your ad.

Watch a video on PPC optimization and how to optimize your Bing Ads campaign.  Use inline opportunities to update keyword and bids

Reports

Taking full advantage of all the available performance reports is the fourth component in campaign optimization. You can run performance reports for an account, campaign, ad group, keyword, destination URL, ad, ad dynamic text, website placement, publisher and search query, then optimize your ad campaigns based on findings from the report.

You can also customize a standard report and save it to make it easy to run it again in the future. In some cases, you might want to schedule a report, or use period comparison reporting to understand your ad’s performance.

Bing Ads reports are categorized by five report types inside of which sub-categories exist, such as Revenue and Revenue on Ad Spend, which work to improve PPC campaign optimization:

  • Performance reports track how an advertising campaign is performing at the account, campaign, ad group, ad or specific keyword levels.
  • Change history reports track the changes made to your campaigns.
  • Targeting reports track which audiences a campaign is reaching.
  • Campaign analytics reports track conversions, revenue from conversions, advertising costs and visitor behavior on your website.
  • Billing and budget reports track how much is being spent against the campaign budget.

Once you run these reports you’ll be better informed about how your campaign is performing and can make adjustments as needed. Here are a few common scenarios and solutions:

If you’re losing impressions because of how your ad is ranked, you can run a Keyword Performance report to identify which keywords have generated impressions during specific time periods and then evaluate their performance. You might also run a Search query performance report to see the search queries that resulted in impressions and clicks for your ads. This information can then be used to create new lists derived from the successful keywords.

The campaign performance report will show the number of impressions, overall customer traffic and click-through rate (CTR). Low CTR can be the result of vague ad copy and a generic value proposition. Therefore, your ad could be improved by rewriting it to include more popular search keywords in the title and text.

Your ad’s position is determined by how your ad ranks amongst competing ads. Two factors determine your ad’s rank: keyword bid and ad quality (which includes ad performance). Higher ratings on these factors mean a higher ad ranking.

You can use the Campaign Analytics Goals report to look at low quality scores, which will give insight that can help you understand how to optimize PPC campaigns like where to add dynamic text to a destination URL so it sends people directly to a specific page on your site based on their keyword search.

Learn more about the different reports to choose from. 

Opportunities

You can now get to the Opportunities page from anywhere on the Bing Ads page. In it, you can use specific and personalized steps to help optimize your ad campaign's performance, listed in order of estimated impact.

Use the inline opportunity on the Campaigns tab to update your keywords and bids. Use inline opportunities on the Campaigns tab to see and apply keyword and bid suggestions, which can help boost impressions and clicks as well as improve ROI.

Click Campaigns at the top of the page. Click the Campaigns tab. In the Delivery column, if the status is "Eligible" and there is an inline opportunity, you will see a light bulb icon.


Inline opportunities icon 

Click the light bulb icon, and review the inline opportunities.

Once you know if an opportunity is eligible, you can use the text box in the top right corner to review your top suggestions across all campaigns, or filter by campaign. For example, you may want to choose between categories like gift cards, locations, merchandise, or promotions.

Once you’re inside your category, Opportunities will give you suggestions for campaign optimization, such as add new keywords, which will help increase potential customers to your site. Data about added clicks and impressions will be included. 

Similarly, it might suggest you add broad match versions of your exact and phrase match keywords, again with data around more impressions and clicks.

These prompts help you consider questions like:

  • How much would a reasonable increase in bid amount improve your ad’s position?
  • How many more times would your ads appear if you increased your campaign budget?

For each opportunity, you’ll see the estimated impact the change would have on spend, impressions, and clicks. You can make the adjustments by clicking the Keywords checkbox, and clicking Apply.

Learn how to Use Bing Ads Opportunities for ideas to improve your campaign.

Special features

An important part of PPC optimization is constantly using the Bing Ads resources designed to help you boost performance. Take advantage of the following Bing Ads features to review and improve your campaigns:

  • Accounts Summary is a place to review if your budget is depleted.
  • Universal Event Tracking allows you to tag your site, track customer conversions, and understand how visitors behave on your site.
  • Bing Ads Intelligence lets you use Excel to build keyword lists and gauge how they will perform.
  • Bing Ads Editorial Review provides style-related alerts and messages that appear while you create ads and choose keywords. It also shows your ad as either “Active” or “Pending”, and gives you options for what to do when your ad is disapproved.

Summary

PPC campaign optimization is an important piece of your overall advertising strategy. Bing Ads provides you with different ways to boost performance, including tools to determine negative keywords, targeting the right audience, and using dynamic text. Reporting tools help you review your performance, and other tools help you improve upon what you’ve learned from reports.

In subsequent trainings, we will cover each topic in more detail.

Thanks for reading this training, Introduction to Campaign Optimization. Continue your training or take the Bing Ads Accredited Professional exam to become accredited.

Please note all features in this training may not be available in your market.