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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. We call this refinement process campaign optimisation. Bing Ads gives you many tools to continually optimise your PPC campaigns. This training gives you an overview of the tools necessary for optimising your Bing Ads campaigns. After reading this training, you’ll learn about the following topics:

  • Performance measurements
  • Quality advertising experiences
  • Click quality
  • Bing Ads reports
  • Editorial review
  • Bing Ads Intelligence tool

Performance measurements

Bing Ads helps you learn how your campaign engages with users by tracking three performance measurements:

  • Impressions: The number of times your ad is displayed.
  • Click-through rate (CTR): The ratio of ad clicks to the number of ad displays.
  • Conversions: The number of times users complete the desired outcome.

Charts and reports can help you track performance measurements, as well as the factors influencing them. The charts on the Bing Ads home page can provide a quick, visual snapshot of your campaigns.

The Bing Ads Reports page provides detailed information about your impressions, CTR and conversions. 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 optimise your ad campaigns based on findings from the report.

Quality advertising experiences

When it comes to ad content, Bing Ads focuses on quality, to deliver maximum benefits to both advertisers and search users. Bing Ads regularly evaluates ads, advertisers and search results to determine whether ads are providing the best value for users. This includes assessing whether:

  • Ads align with keywords, landing page and offer.
  • Advertisers offer unique and valuable goods, services or information.
  • Bing and Yahoo search results set is unique, relevant and high quality.

Your ad’s position on the Bing Network 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.

Click quality

Click quality is an important issue for pay-per-click advertisers. Accidental clicks and clicks on ads that are not legitimate can waste advertisers’ budgets. Bing Ads uses real-time and post-click systems to limit your exposure to low-quality, budget-wasting clicks.

Bing Ads categorises clicks as standard-quality, low-quality, or invalid:

  • Standard-quality clicks are normal customer ad clicks. These are the clicks for which you are billed.
  • Low-quality clicks exhibit characteristics of low or unclear commercial intent, and can exhibit patterns of unusual activity. You should not be billed for low-quality clicks.
  • Invalid clicks fall into the low-quality category, and are identified as having characteristics typical of user error, search engine robots, or fraudulent activity.

Bing Ads provides tools that can help you identify, monitor, prevent and report suspicious click activity.

Bing Ads reports

Once you’ve done all the work creating your campaigns, writing your ads and honing your keywords lists, evaluate what is working and what is not.

Bing Ads reports allow you to track your online advertising budget and spend, evaluate ad and keyword performance, and develop insights for the next phase of your campaign optimisation.

Bing Ads reports are categorised by five report types:

  • 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 behaviour 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:

Low impressions due to budget and/or keywords

To better optimise your PPC campaigns, consult the Bing Ads Opportunity Tab for suggestions on keyword and bid recommendations, and review the Accounts Summary page to see if the budget is depleted.

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.

Some other reasons for low impressions are:

  • Disapproved keywords
  • Negative keywords that are blocking your keywords
  • Low keyword bids
  • Inaccurate targeting settings

Low click-through rate

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. With Bing Ads you can also use dynamic text so that your ad displays the actual terms people use in their search queries.

Keep in mind that your ads performance history affects its current performance. Since Bing Ads serves better performing ads more frequently, you may want to delete the low performing ad and start over with a new one. To further increase the chance for your customers to see your ads, consider setting incremental bids and use negative keywords to avoid unwanted traffic.

Low conversion rate

If you’re getting impressions and clicks, but low conversion rates, you’re spending money and not getting expected results. Using Universal Event Tracking to tag your site allows you to track customer conversions and understand how visitors behave on your site. Running the Campaign Analytics Goals report will show you where user experience scores are low. To improve these scores, you can add dynamic text to a destination URL that sends people directly to a specific page on your site based on their keyword search. It’s critical to have well-organised and relevant content that directly relates to the search keyword and your product.

Increasing customer conversions is the ultimate goal, but there are some other tools that can help you optimise your ad campaigns and increase your ROI:

  • Bid and traffic estimation tools can help you optimise your keyword bids for the search position that meets your campaign goals.
  • Keyword performance report can help you identify expensive, underperforming keywords that you may want to delete.
  • Keyword research tools can help you find additional keywords that are relevant to your ads and landing pages.

Refer to Bing Ads policies for more guidance on writing ads.

Editorial review

Editorial review is an essential part of online advertising. With many rules and laws governing ads and keywords, it can be difficult to remember all of them. Bing Ads simplifies policy adherence by providing tools throughout the campaign building process. These aid in keeping your ads compliant. The tools include:

  • Style-related alerts and messages that appear inline while you create ads and choose keywords.
  • A comprehensive initial review that grants your ad as either “Active” or “Pending” upon saving.
  • Additional editorial checks that may be done after initial checks.
  • Means for requesting editorial disapproval when possible.

Bing Ads Intelligence tool

Bing Ads Intelligence is a robust keyword research and campaign optimisation tool that operates seamlessly in Microsoft Office Excel. With this tool, you build keyword lists and gauge how they will perform. Being able to view, select and bid on the best performing keywords makes this tool critical for maximising your ad spend.


Campaign optimisation is not only important for your advertising success, but Bing Ads also provides you with many different ways to approach campaign improvement. This has been an overview of those options and tools. In subsequent trainings, we will cover each topic in more detail.

Thanks for reading this training, Introduction to Campaign Optimisation. 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.