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Once you’ve created your campaigns, written your ads and fine-tuned your keywords lists, the next step is using the SEM and PPC reporting capabilities in Bing Ads to measure campaign performance.

With Bing Ads reports, you can track statistics about your campaigns using selected metrics that matter to you. Running performance reports gained from tracking statistics will help you make informed choices about advertising budget and spend, ad and keyword performance. 

After completing this training, you will understand how to:

  • Compare Bing Ads report types.
  • Choose from a wide range of customized reports.
  • Create a report schedule.
  • Customize reports to optimize ad performance.
  • Use the Accounts Summary features.

Inline ad reporting features

Period comparison reporting

Period comparison reporting helps you understand your ad’s performance. Columns and sub-columns display side-by-side comparisons of how ads performed between two time periods, as well as changes in impressions and clicks.

You no longer have to switch between the Reports tab and the Campaigns grid to piece together your Bing Ads reports to find important seasonal patterns. Now, absolute change and percentage change in performance metrics are calculated automatically to reduce user error.

With period reporting, you can:

  • Compare ad reporting displays performance for the previous period, the same period last year, or a custom date range.
  • Review performance from the previous period, the same period last year or a custom date range.
  • Filter, sort and download reports.

How does it work?

To use the feature for your PPC or SEM reports, start by opening the date range selector in either the Campaigns, Ad Groups, Ads, Keywords, or Ad Extensions grids. Turn “Compare” from Off to On by clicking on the toggle.

Select a time period for comparison out of the three options, and select Apply.

  • Previous period: If the current time range selected is this month (e.g. 3/1-3/31), then the previous period would be last month (e.g. 2/1-2/29).
  • Same period last year: If the current time range selected is this month (e.g. 3/1/16 – 3/31/16), then same period last year would be this month last year (e.g. 3/1/15 – 3/31/15).
  • Custom: Any length of time within 3 years before today can be selected as a comparison period.

After you click Apply, every performance metric column can be expanded by clicking the ‘+’ icon. You will see four sub-columns under every performance metric to use for deeper analysis:

Performance from your current period
Performance from your comparison period
Change (Current Performance - Comparison Performance)
Change % ((Current – Comparison)/Comparison * 100%)

You can also see this sub-column data for any segments you’ve applied to your grid. You can see these new columns in your downloaded file as well.
 
You can also filter on the sub-columns – for example, you might choose to filter out campaigns that saw a 10% decrease in impressions and adjust your keywords accordingly in those campaigns. 

Note: Performance comparison reporting is only available in US markets

Segment your performance data

Segmentation allows you to split your Campaign page performance data into rows based on Time, Network, Device and Top vs. Other. For example, you can segment your impression, click, and CTR data by device to see what devices your audience is seeing your ad on. This gives you greater insights into how your campaigns are doing and you no longer have to go to the Reports page to get this level of detail.

To add segments to the table, select either the Campaigns, Ad groups, Ads, Keywords, or Ad extensions tab on the Campaigns page. Click Segment and then select the one you want to apply.

Once you have your data the way you want it, you can download it into a .csv or Excel report to conveniently share the information with your clients, or use for further analysis.

Some segmentation types only have data for a specific period of time. Read a summary of what is available and what date ranges you should avoid if using that segment.

Removing segments from your Bing Ads reports is easy. On the Campaigns page, select either the Campaigns, Ad groups, Ads, Keywords, or Ad extensions tab. Click Segment and then None.

Download your Campaign page performance data

On the different tabs on the Campaigns page, you can use columns and filters, segments, and the date range to organize your performance data in the table. Once you have your data the way you want it, you can download it into a .csv (regular or zip) or Excel report to conveniently share the information with your clients, or use for further analysis.

On the Campaigns page, click the tab for the table that you want to download as a report. For example, Ads or Keywords. Click Download and then select the Format of the report. Click Download.

Accounts Summary

With Bing Ads Account Summary, you can track and compare performance and budget data all in one place. It allows multi-account users to set up or modify accounts, and provides visuals for data in the grid and line charts.

You can view account details like currency, clicks, impressions, CTR, conversions, CPC, and spend in the Performance tab. From the Budget tab, you can view the status of insertion orders or campaign budgets.

Another feature is Flexible segmentation filters, where you can slice and dice your rows by various dimensions – time (day, week, month, quarter, year, day of week), network, and device type to better see how to optimize your performance. Once a segment has been applied, they will be split up into sub-rows and add up to the total performance in the Overall total row.

Period comparison and segmentation is also available in the Accounts Summary grid.

The Reports tab

How to run a report

Now that your campaigns are up and running, you’ll want to take some time to track how they're performing. Think about the goals you have for your campaigns and take advantage of the data Bing Ads provides to better manage your campaigns.

To get started, click Reports. If it's not already expanded in the left pane, click Standard reports, and then click the type of report to expand the list of reports available. Select the report you want to run. Complete each of the fields in the different sections. Click Run to run the report, or Download to download the report as CSV, TSV, or XLSX (Microsoft Excel) file.

Report types

The following are some important Bing Ad reports that you should consider looking at to improve the relevance and freshness of your campaigns and the visibility, click-through rate, and conversion rates for your ads.

A Keyword report shows the impressions, clicks, click-through rate, quality score, bid, cost-per-click, position, and conversions for each individual keyword within your campaign.

  • Run it to find out which keywords are triggering your ads and which ads are getting clicks. You can use this type of SEM and PPC reporting to identify keywords that aren’t performing well to determine if you want to delete them.

A Campaign report shows impressions, impression share (%), clicks, spend, and average cost-per-click for each campaign or account. This data can be sorted by campaign, campaign status, and quality score.

  • Run it to view high-level performance statistics and quality attributes for each campaign or account. This is also a quick way to identify any major campaign or account problems.

An Ad report shows the impressions, clicks, spend, and average cost-per-click for each ad. This data can be sorted by ad ID, ad status, ad title, display URL, and destination URL.

  • Run it to determine which ads lead to clicks and conversions, and which are not performing. Having underperforming ads in your account can pull down the quality of your campaigns.

An Ad group report shows the impressions, impression share (%), clicks, spend, and average cost-per-click of your ad groups. This data can be sorted by ad group, ad group status, language, and network.

  • Run it to compare delivery performance statistics by ad group, campaign, or account attributes rather than at the keyword level.

A Search term report shows the impressions, clicks, click-through rate, and average position for search terms that have triggered your ads.

  • Run it to see what your audience is searching for when your ads are shown. You can use this information to make informed additions, removals, or edits to both your keyword and negative keyword lists.

A Share of voice report shows the impressions, impression share (%), impression share lost to budget (%), and impression share lost to bid. This data can be sorted by keyword, keyword ID, landing page experience, and quality score

  • Run it to view impression share (%) of successful bids for each keyword, and identify opportunities to increase impression share.

Create a customized report

You can customize a standard report and save it to make it easy to run it again in the future.

On the Reports page, in the left pane, click Standard reports, and then click either Performance, Change history, Targeting, Campaign analytics, or Billing and budget.

Select the report you want. Select the Show (unit of time), Date range, download Format and What to report on either all accounts or specific ones.

Under Choose your columns, add or remove the columns to set up your report to show what you want. (Optionally, you can select a Filter to apply to your report.) Click My report settings and then select the Save as custom report check box.

Click Run. In the left pane, click Custom reports and you will see the report you just created. You can click this report anytime to run the report again.

Set up a scheduled report

Follow the same instructions for creating a customized report. When you click My report settings, select the Schedule this report check box. Select the frequency, day of the week, time of day, start date, and end date for the scheduled report.

Enter the email address where you want the report sent to, and indicate if you want the report sent as an email attachment. Click Run.

To cancel a scheduled report, click Custom reports in the left pane. Select the report you want to delete and then click Delete.

Summary

Because you can choose between specific reports, customize your own, and scheduled them on-demand, Bing Ads reports is a powerful tool for campaign optimization. With the Accounts Summary page, you can access data from multiple reports all in one place.

Bing Ads SEM & PPC reporting tools can help you:

  • Evaluate your search advertising campaign performance.
  • Identify optimization opportunities.
  • Track and compare performance and budget data all in one place.

Thanks for reading this training on ad reporting. Continue your training or move on to take the Bing Ads Accredited Professional exam to become accredited.

Get more information about how to customize data and run reports.

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