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Bing Ads Editor makes campaign optimization simple - with the power to optimize and refine PPC campaigns even while you're offline. When you download Bing Ads Editor for Mac or Windows, you'll get an intuitive and simple desktop application that streamlines your search campaign management — online or offline.

After reading this training, you will understand how to:

  • Use the keyword bid estimation feature to place optimal keyword bids.
  • Use the keyword research menu features.
  • Bulk-edit target and incremental bid settings.

Negative Keyword Library

The best way to eliminate unwanted search traffic and boost performance is by using to negative keywords in your PPC campaign optimization. A negative keyword is a specific word or phrase that helps to prevent your ad from being displayed to customers who are unlikely to click your ad.

You can use the Negative Keyword Library feature in Bing Ads Editor to apply entire lists of negative keyword lists to multiple campaigns in a few simple clicks.

To create a negative keyword list, start by clicking the Shared library tab, making sure you are in the Negatives keywords view. Click Add negative keyword list, and name your new list. To add negative keywords to the list, enter one keyword per line, and then click Save

You will be able to add a negative keyword and select the match type – phrase or broad – inside the grid. If you already have your list of negative keywords in a spreadsheet, you can add them all at once by clicking Make multiple changes, and then copying and pasting the list from your spreadsheet.

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 Estimated 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.

Keyword opportunities

The Keyword opportunities menu under Tools provides the following three areas of functionality:

  • Keyword suggestions to help expand keyword or negative keyword lists
  • Traffic history and demographic data to help target the most relevant audience
  • Bid suggestions, for improved ad impressions and click-through rates

Let’s take a closer look at how these feature groups work.

Keyword research

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.

Traffic and demographic research

When you select a keyword and choose 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. This information can help you improve your PPC campaign optimization and your bidding strategy. For example, you might want to increase your bid during the months a keyword performs better.

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. For example, you might use incremental bids to target a gender that searches more often for the keywords in an ad group.

Targeting

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%.

Expanded Text Ads

Another important way to optimize ad copy is taking advantage of the transition from using standard text ads and destination URLs to using Expanded Text Ads. Bing Ads Editor supports a newer, mobile-optimized ad format that gives you additional ad copy to better engage with web searchers before they click on your ads. You can bulk manage your Expanded Text Ads, and sync your campaigns and accounts with one click.

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 AdWords account into Bing Ads.

Note: Speak with your Account Manager to understand your Expanded Text Ads strategy.

Shopping Campaigns

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.

Download Statistics

Downloading statistics in Bing Ads Editor is available for particular campaigns or ad groups, and is compatible with Google AdWords.

You can download statistics using the date ranges in the View Statistics drop-down menu. Bing Ads Editor will show the corresponding date range to remind you of the date range represented by your statistics. You can save up to five custom date ranges for easy access later.

Summary

Bing Ads Editor has powerful features that save time and make it easy to optimize multiple campaigns quickly.

Key takeaways:

  • Optimize your audience ad groups by fine-tuning bids, tailoring ads, or adjusting your keywords.
  • Set Bing Shopping Campaigns product filters to manage campaigns in bulk.
  • The Keyword Bid Estimation tool gives bid estimates for three results page positions: first page, mainline and best position.
  • Keyword Research tools can help you find additional keywords, view keyword statistics and set optimal keyword bids.
  • The Keyword Opportunities tool allows you to find detailed statistics about the audiences searching for your keywords. Target settings can be bulk edited and then copied and pasted across campaigns, or across ad groups.

Thanks for reading this training on Bing Ads Editor 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.