Setting up a good ad campaign starts with delivering a quality ad that draws customers. We’ll also show you how to find your ad if it isn’t where you expect to see it.
How your ad ranks against competing ads determines its position on the Bing Network. Two factors determine your ad’s rank: ad quality and keyword bid.
Your ad's quality score is measured by assessing its relevance, user experience and performance. Relevance is determined by your keywords and landing page content, and the value of your goods or services to the customer. User experience is measured by assessing how easily users can find the products, services or information they request. Finally, your ad's performance is measured by its click-through rate.
Bing Ads provides a quality score for each of your keywords. This score helps you understand each keyword and landing page’s relevance to the user's intent. If the quality score merits, the ad will show up on either the top of page or sidebar, above and beside the organic results, respectively.
Following best practices for improving your ad rank helps maximise the efficiency of your search campaigns. Making ads highly relevant can be an inexpensive way to improve your ad performance, allowing you to lower your bid while maintaining the same ad position on the top of page or sidebar.
You have the most control over your ad's relevance because you control keyword choice and attributes, ad copy and landing pages. The more relevant your keywords, ad and landing page, the greater the probability of achieving a high rank. Having a relevant, high-ranking ad helps to improve performance and increases the opportunity to convert users into customers.
You can improve your ad rank by checking your Bing Ads account regularly and adjusting your bid amounts, keywords, ad copy and landing pages. In addition, you can fine-tune other key attributes, such as keyword match type and targeting options.
Your quality score indicates your ad rank. You can use your quality score to determine the best ways to optimise your keywords, ads and landing pages to help improve your ad rank.
Quality score appears on the Keywords tab. Click the ellipses next to the value in the Quality score column to view the components of your quality score. If the total quality score is between 7 and 10, the keyword is competitive in the Bing Network. If the total quality score falls below 6, the keyword is underperforming.
Each keyword’s score is calculated using these three measures:
A landing page with relevant content will also help improve the relevance portion of your ad rank. Landing pages should clearly provide the product or services being offered in the ad, and should not obstruct, delay or confuse users. An easy way to send customers to targeted and specific landing pages is to use dynamic text in your destination URL.
One way to ensure a quality experience for the user is to align your landing page with any special offers that you’ve included in your ad. Your landing page should offer unique and valuable goods, services or information. Work with your website designer to ensure that he/she is using best practices for web design. Applying general search engine optimisation techniques will also help Bing Ads effectively rank your site.
Writing compelling ad copy can greatly improve your ad rank. Be sure to follow the Bing Ads policies. In addition, research the demographics of your customers, and then use that knowledge to write ads that attract them. Address your customers directly by using the words "you" and "your" in your ads.
Describe what sets your product apart, clearly stating your product's benefit. The more specific and clearly written your offer, the better. Give customers a reason to click your ad right now, such as best rates or a limited-time discount. Or, offer a specific call to action, such as booking a room or requesting a brochure.
You can also test different versions of the same ad. Change only the text, the targeting, the keyword list, or another aspect of the ad. Put each ad in its own ad group (because performance is tracked by ad group). After a while, determine what works best and write an ad that combines the winning attributes.
It’s best to continuously assess your campaign’s performance. Use the Bing Ads reports and summary tables to assess the performance of your ads. You may find that some of your ads are exhibiting uneven behavior. Here are some common issues and how to resolve them.
If you’ve created a high quality ad that meets Bing Ads policies, your ad should display soon after you submit it. If not, wait a few hours and check again, as sometimes there can be a delay. If you still don’t see your ad, go to the following tabs to check the most common issues:
The following sections describe troubleshooting tips for your account.
If none of the campaigns in your account is receiving impressions, click on the wrench icon in the top right corner and select the Accounts & Billing link. Here, you will be able to view the account’s information table
Make sure the Status column has a green checkmark. If it has a red dash or a yellow exclamation mark, no ad groups or campaigns under the account are running. Contact support if you want to reactivate the account.
Confirm that the Financial Status column reads no hold. If it reads hold or credit hold, it means that we tried to process a payment multiple times, but the charges were not authorised by your card or PayPal account. To resolve a hold or credit hold state, read How do I remove the hold or credit hold? for solutions or contact support.
If the ads in a specific campaign are not receiving impressions, check the delivery status of your campaign in the Delivery column of the campaign data summary table. Confirm the following:
If you’re able to confirm all campaign level checkpoints, move to the Ad groups tab and confirm the following:
See the complete list of delivery statuses
Confirm the Delivery column does not say negative keyword conflict. If so, your keyword is being blocked by your own negative keyword settings elsewhere.
Let’s take a closer look at some of the tools you can use to dig deeper into why an ad may not be displaying.
The Ad Preview and Diagnostics Tool is a powerful tool that allows you to see which ads will be displayed on the first page for a specific keyword. In addition, the tool offers diagnostic recommendations as to why your ads are not displaying, or, if they are displaying below the first page, how to improve them so they display on the first page. Keep in mind that running this tool does not affect the impressions, click-through rates, or budget of your live campaigns.
To access the tool, click Tools in the upper right navigation, then Ad Preview and Diagnostics Tool. Enter your keyword, select any targeting options, and then click preview. If you see a message about insecure content, there’s no risk, so go ahead and choose the answer that will give you the most information. Look for your ad. If you don’t see it, click the drop-down menu next to Showing ads right now? and click the link associated with the keyword in the Reason for not showing column to receive a suggested action.
If you don’t see your ad in the preview window, and you don’t see any suggested actions, your account may be inactive or paused. If you don’t see a preview of your ad and you’re sure your account is active, then the ad will most likely appear below position 9, or beyond the first page. In this case, look for any suggested actions, and review how to improve ad copy and relevance.
You can begin to resolve your ad delivery concern by examining the Impressions column in the Bing Ads data summary tables.
If your ad is not receiving impressions, the data summary tables can help pinpoint the level at which you should run a Delivery report. If your ad isn’t receiving impressions now, but you think it did in the past, select a different date range.
Running delivery reports can help you further pinpoint whether your ad has received impressions during a specific time period, and, if so, when the ad delivery issue began.
If you find an ad delivery issue, sometimes it coincides with recent changes that you’ve made to your keywords and negative keywords lists, creating a conflict. Negative keyword conflicts can occur due to importing Google AdWords broad match negatives, which convert to phrase match negatives in Bing Ads, or by simply losing track of how you’ve set up phrase and exact negative keywords to work with your campaign and ad group keywords.
To avoid any keyword conflicts, it is good practice to run the Negative Keyword Conflicts report after you’ve imported or made changes to your keywords and negative keywords. This report tells you:
To run a Negative Keyword Conflict report, click reports from the main navigation bar. From here, select the Report Type drop-down menu, then select negative keyword conflicts. Here, you can customise your report to include either your entire account, or specific campaigns and ad groups by clicking radio buttons.
If you do find a keyword conflict, removing it is simple. Just delete the negative keyword, or amend the match type it’s associated with. Discovering and removing negative keyword conflicts is critical to making sure your ads are not blocked from relevant traffic and potential conversions.
If your ad and keyword are receiving impressions but you still can’t see your ad, the problem might be that the ad has a low quality-based ad rank, or that your search query, targeting options or browser settings don’t correspond to those you’ve set for your keyword or ad group.
Don’t forget, your ad rank determines the position of your ad on the Bing Network. Check for your ad in both the top of page and in the sidebar. Be sure to also check beyond the first page. Other ads may have a higher ad rank and display before your ad.
To improve your ad rank, increase the relevance and performance of your ads, keywords and landing pages.
Remember these key points for improving your ad performance on the Bing Network:
Thanks for reading this training on quality advertising experiences. Continue your training or take the Bing Ads Accredited Professional exam to become accredited.
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