Bing Ads Accreditation Study Guide

Bing Ads Accreditation Study Guide
Bing Ads Accreditation Study Guide
So you want to become a Bing Ads Accredited Professional
– we’ve got you covered. Use this study guide to prepare
yourself to ace the Bing Ads Accreditation test.
How to use this searchable study guide:
1. All Topics on the next page are tested, so be sure you cover off
on all sections.
2. Remember your best friend is “Ctrl+F” so search for the keywords
(pun intended) you need more info about.
3. Jump right to the section (use the links on the next page) you need to
spend a little more time brushing up on.
4. Raise your hand, tweet or Bing your question if you get stuck!
Study Checklist of Accreditation Topics
 What is Bing Ads?
 Introduction to campaigns, ad groups
and Import from Google AdWords
 Create a quality ad experience and find your
 Monitoring click quality
 Bidding and traffic estimation
 Detailed ad reporting in Bing Ads reports
 Writing an effective ad
 Bing Ads Intelligence
 Choosing keywords
 Universal Event Tracking
 Bing Ads editorial policies
 Bing Ads Editor account basics
 Ad Extensions
 Bing Ads Editor account management tips
 Dynamic text
 Bing Ads Editor exporting and importing
 Ad Targeting with Bing Ads
 Bing Ads Editor customization
 Keyword match type options
 Bing Ads Editor campaign optimization
 Campaign exclusions
 Bing Ads budgeting and billing
 Unified Device Targeting
 Remarketing in Paid Search
 Enhance ad campaign performance with
 Bing Shopping Campaigns
 Bing Ads automated rules
Ok let’s get started…
 What is Bing Ads?
Across the Internet, businesses are realizing the benefits of pay-per-click advertising. Bing Ads can help you reach a new
group of high-quality customers and increase your return on advertising spend (ROAS). In addition, clients with Bing Ads
often have lower costs-per-click (CPC) and costs-per-acquisition (CPA) than with comparable Google AdWords
This overview explains how Bing Ads helps execute marketing strategies to get better results.
After reading this training, you will understand how to:
Reach new, high-quality customers in specific audience segments.
Take advantage of specific targeting methods.
Improve campaign performance using relevant words.
Optimize keywords with keyword bids.
What is an ad?
An ad is an advertisement displayed to a potential customer. You’ll often see ads referred to in the context of an ad or a
campaign. An ad group contains one or more ads and keywords, while a campaign contains one or more ad groups.
What is Bing Ads?
Every day, millions of people type keywords into search engines, looking for products and services. With search
advertising, you create ads and bid on keywords. One of the locations your ad may appear is the “Ads” section of search
results pages. Whether customers want to purchase a product, request a service or sign up for information, your goal is
to get customers to see your ad and go to your website, call your store or download your app. You can accomplish this
by having your ad appear at the top of the search results page, in the “Ads” sections.
Here's an example of a basic Bing Ads ad:
Here’s an example of an “Ads section of the search results page:
When customers view and click your ad, they’re sent to your website. Either they make a purchase, request your service,
sign up for more information or download your app. These customer actions are called “conversions.” Think of
“conversions” as turning a potential customer into an actual customer. Think of making a “conversion” as a better ROI.
Targeting Options
With one Bing Ads ad buy, you can reach 167 million unique U.S. users on the Bing Network. These users spend 26
percent more online than the average internet searcher. Leveraging the powerful targeting features of Bing Ads, you can
reach this engaged audience and connect with high-quality customers.
To get your ads in front of your ideal audience, you need to build campaigns that take advantage of these precise and
flexible features:
Keywords: You can bid on keywords and make them adjustable based on peak or low traffic volumes.
Location: You can show a store address in your search ad. You can also specify a radius within a city or U.S. ZIP code.
This means you can show your ads only, or more often, to search users who live within a short distance to your local
Language: You can set one or all applicable languages for your campaigns. The language you set in your campaign
correlates to the language of the end-user’s web browser settings.
Scheduling: You can pinpoint the scheduling of your ads to 15-minute increments throughout the day. You can also
adjust your campaign settings to serve your ads during days of the week or hours of the day that your local stores are
open for business.
Device: You can connect with customers on a mobile device, tablet device or PC device.
Audience: You can target demographics like age and gender to connect with customers who are part of a unique
Remarketing: You can reconnect to website visitors and also make contact with customers who have visited your website
before, and may have not converted, or are more likely to convert again.
Exploring keywords and keyword bids
Keywords are the words or phrases searched on when looking for a product or service. When creating your campaign,
choose keywords relating to your business that match your customers' needs. For example, Paul is the owner of Contoso
Bistro. Since he wants to increase his lunch take-out business, he uses “lunch take-out” as a keyword for his ad. When
someone searches for “lunch take-out” his ad will show on the Bing Ads search results page.
You can create your own keyword lists, or use the Bing Ads keyword research tools to identify effective keywords and
keyword bids. Creating an effective keyword list is important. You may have a great targeting strategy, but without a
great keyword list, customers may never see your ads. Bing Ads tools help to get suggestions for more keywords you
might not have thought of.
Identify the right keywords.
Choose optimal keyword bids.
Analyze performance & optimize.
Improve campaign performance.
If your ultimate goal is to get a conversion and better overall ROI, you want to drive relevant traffic to your website.
Identifying the right keywords is step one. Optimization your keywords to make it attractive to search engines is step
two. The steps to optimization include choosing the best amount to pay (keyword bid) for each keyword, keeping track
of how well each keyword performs by using Bing Ads reporting tools to review, study and adjust your keywords and
keyword bid accordingly. Running reports and refining your keywords and ads is how you will continually improve your
ad performance, increase your conversions and grow your business.
 Introduction to campaigns, ad groups and Import from
Google AdWords
Campaigns and ad groups — along with importing campaigns from other search engines — make it easy to organize,
manage and monitor your search advertising with Bing Ads, as well as run campaigns from other search advertising
Basics of campaigns and ad groups
Think of the structure of your advertising as a family tree. At the very top of the tree is your Customer, under which your
Accounts act as the container, or parents, of your Campaigns (children). There can be multiple campaigns in your
account. Similarly, Campaigns are the containers of your ad groups. You can have multiple ad groups in each campaign.
Ad Groups are the containers of ad extensions, targets and keywords. You can have multiple ads and keywords in each
Ad Group.
Within this structure, you can build your advertising campaigns any way you wish. For example, you can align them with
how you manage your advertising budget. This will help you easily identify the relationship between the ad dollars you
spend and the results found by using Bing Ads reporting tools.
Campaign organization
Campaign creation is an exciting process. Bing Ads has developed a workflow to reflect changes in new features like ad
extensions, bidding options, and targeting enhancements. The platform provides you with all the tools to set up a strong
campaign quickly.
The first task in campaign creation is establishing a business goal to guide your campaign’s creation. Once you’re in the
site, you will be asked to select your marketing goal for your new campaign. This goal will be used to recommend
different features or different defaults to get your campaigns off to the right start. Regardless of whether you seek
conversions for your website or if you want phone calls to your business, your campaign will have access to all the
newest features.
Shortcuts to other campaign setup tools are also on the set up page: tools like Keyword Planner, File Import, and Google
Import will be looked at in length later.
Your next step is to target specific locations you want your ads to appear. For example, you will now manage your radius
targets in the same view that you manage your other locations.
The third step is targeting the right searchers using tailored keyword suggestions. For each suggestion, you will be able
to see how popular, how costly, and how competitive each keyword is. Your keywords are automatically grouped into ad
groups based on relevance.
By organizing your keywords into multiple ad groups, you can better target your ad copy and your bids to the different
sets of search queries you want to show up for.
Note: These suggestions can even be based on a URL from your website.
Next, you need to include high-value features to your ads. The newest Bing Ad Extensions make your ads more eyecatching to searchers and can help boost clicks and conversions on your ads.
With campaign creation, you have access to the library of ad extensions we will look at further in depth later. Instead of
being limited to only one ad for your entire campaign, you can now set up multiple ads and easily manage them all in
one page.
The last step is setting your budget and bidding options. Based on your campaign creation, Bing Ads will provide
performance estimates on what your campaign’s clicks, impressions, spend, and avg. position might be.
Basics of importing campaigns
Compatibility between search advertising platforms is important. If you already have campaigns in other online
advertising programs, you can import them to Bing Ads, saving you the trouble of having to set them up from scratch.
For example, you can import directly from your Google AdWords account, or you can create an import file and upload it
to Bing Ads.
There are two easy ways to get your campaigns quickly over to Bing Ads: one, import using Bing Ads Editor with a
spreadsheet, or two, import using only your AdWords login and password credentials – no spreadsheets needed.
Import from Google AdWords
The Google Import tool allows advertisers to import 4 million keywords plus ads. You can also import 1 million ad group
product partitions and 2 million negative keywords (ad group level and campaign level combined).
You can do this with just three easy clicks:
Sign in to Bing Ads.
Click Import from Google AdWords.
Follow the steps to import your campaigns.
Another option is to import Google AdWords using Bing Ads Editor. Simply Click Import from Google, and finish by
following the steps to import your campaigns.
Note: Before you begin importing campaigns from Google AdWords to Bing Ads, be sure to review Importing your
campaigns: Requirements. When you're finished importing, you can view your data and have the opportunity to fix any
Importing from a file
Some Bing Ads users are currently unable to import campaigns directly from Google AdWords. If you have Google 2step verification, you need to create an application-specific password for Bing Ads. If you're still unable to import directly
after several attempts, follow these steps to import campaigns using an import file:
Create a Microsoft Excel or CSV (comma-separated values) import file. You can download the import file template here.
In Bing Ads, click Import Campaigns, and then click Import from file. If you have imported from a file in the past 90 days,
you will see a table that tells you the Data/Time and Uploaded file.
Another useful feature is the option to select when you want to import your AdWords data into your Bing Ads account.
For example, you have the option to schedule them to appear Once, Daily, Weekly, or Monthly.
The Import Summary confirms that your import has been scheduled, when it will run and how often it will sync.
Managing campaigns and ad groups
Once you've finished creating or importing your campaign, you can make changes to many of the campaign and ad
group settings.
Edit campaigns: To quickly change the campaign name, status or budget, go to the Campaigns page, click the checkbox
in the row of the campaign you want to change, then click the Edit dropdown followed by the Edit selected rows link.
Alternatively, from the Campaigns page, you can hover over the field in the row you wish to change and click the Pen
icon. To change more advanced settings, like campaign targeting, budget options and exclusions, go to
the Campaigns page, click the name of the campaign, and click the Settings link.
Edit ad groups: To quickly change an ad group name, status, search bid or ad schedule, go to the Campaigns page,
select the Ad groups tab, tick the checkbox in the row next to the ad group name, then click the Edit link followed by the
Edit selected rows link. Alternatively, hover over the field you wish to change in the ad group’s row, and click
the Pen icon. To change more advanced ad group settings, like the ad group targeting, ad distribution, pricing, schedule
and ad rotation, click on the name of the ad group, then click the Settings link.
Google Import is evolving with you. It recognizes more locations from AdWords, and Expanded device targeting can
now be imported. This allows you to get more bid adjustment flexibility and improve your return on ad spend.
When importing an AdWords campaign that contains multiple target languages, Bing Ads will select the campaign
language with the largest market as your ad group target language. If none of your AdWords target languages are
supported in Bing Ads, Bing Ads will flag the campaign as an error.
If you are taking advantage of the new Expanded text ads option, you will need to review whether you need to set an
account-level tracking template.
To do this, select the account into which you want to import your Expanded Text Ads. The account should include the
campaign and ad group specified in the import file.
From the Import menu, simply select Import from a file.
To double-check your campaign set up post-import, you can compare the Google file to be imported by crossreferencing the Bing Ads and AdWords column headers. Ensure that all the column headers in the file match precisely
to the columns in your template.
As you set up your campaigns and ad groups, or import campaigns, keep these key points in mind:
Align your campaigns with your business groups or products.
Manage your campaigns and ad groups from the Campaigns page.
Use goal-setting, targeting, and keyword suggestions in campaign creation.
Import Google AdWords campaigns.
Create an upload file and import it to Bing Ads.
 Bidding and traffic estimation
Launching a new search advertising campaign requires a lot of research and planning. How do you know what to bid?
How much traffic should you expect from a specific keyword? Bing Ads has tools to help you strategize appropriate bids,
estimate the change a bid estimate would make on your campaign’s traffic, and understand your actual cost.
After reading this training, you will understand how to:
Use one of two contemporary bid strategies.
Take advantage of Keyword Planner tool.
Analyze your traffic estimates.
Creating Bids
The heart of online advertising is matching relevant ads with potential customers. Bids are just one of several factors that
affect your ad’s position. Along with bids, keyword relevance and quality score are critical variables that determine ad
rank. However, fully understanding bidding is important because it’s possible to overpay for performance when trying to
display your ad in the mainline (A) and sidebar (B) locations.
When creating your bids, keep in mind:
Your keyword bid is the maximum price you are willing to pay each time your ad is clicked. Your actual cost may be
much lower.
Your budget affects the number of times your ad can be clicked in a given day or month.
Keyword bids are not static. It’s good practice to constantly review and adjust your keyword bids based on actual
results as well as estimated results.
Keyword Planner
You can use Keyword Planner to get traffic estimates for your keywords. Keyword Planner helps you monitor Clicks,
Impressions, Spend, CTR, CPT, and Average position.
To get data on keyword searches, click Get search volume data and trend from the Keyword Planner. For performance
and cost estimates on keywords, click Get performance and cost estimates for keywords.
When you view search volume for specific keywords, a table containing historical statistics will display. This data is based
on the Location, Search Network Targeting, and Date range you select from the sidebar to the left.
Here you will learn about search volume statistics, such as Average monthly searches, Competition, Suggested bid, and
Ad impression share.
Bid landscape
Bid landscape helps estimate the affect a bid change will have on your campaign. Bid landscape provides a range of bids
for a keyword, along with the estimated impressions and clicks those bids might bring for that keyword. If you see a bid
that gives the performance you’re looking for, you can then change your bid within Bid landscape.
Bid landscape is only available if there is sufficient impression and click data for your keywords. If there is data available,
a small graph will appear next to each of your bids on the Keywords or Ad groups tabs. To view the Bid landscape
On the Keywords or Ad groups tab, click on the graph icon next to the current bid you want to review. To change your
bid, select an option from the Bid column or enter an amount in Other bid and click Save.
At the ad group level, you can choose to change all of your keyword bids or you can update only your ad group bid and
leave your individual keyword bids unchanged.
Bid Strategy
You can optimize your campaign two different ways, with respect to your budget limit:
Manual CPC (cost per click): You set your ad group and keyword bids, and Bing Ads uses these bids every time. This is
every campaign's default bid strategy.
Enhanced CPC (cost per click): You set your ad group and keyword bids, and Bing Ads automatically adjusts your bids in
real time to increase your chances for a conversion. Your bid will go up to 30% higher on searches that are more likely
to convert and up to 100% lower on searches less likely to convert. (This change will be applied after you set your bid
Note: You must have conversion tracking set up for Enhanced CPC to work. Also, it is not currently supported for Bing
Shopping Campaigns.
To switch the default Manual CPC strategy to Enhanced CPC, click Settings tab from the Campaign page. Under Bid
strategy, choose Enhanced CPC: Adjust my bid to get more conversions.
This bid strategy will apply to your entire campaign; but, you can set an individual ad group’s or keyword’s bid strategy
to Manual CPC at any time.
For example, if you want full control for some individual bids, you can override a campaign's bid strategy for any ad
group or keyword. As before, this can be done from the Campaigns page. Click either the Ad Groups tab or the
Keywords tab. Select the checkbox next to appropriate ad group or keyword. Under Bid strategy, choose Use my bid.
The Bid strategy type column in the table in the Ad Groups or Keywords tab shows you which bid strategy is being used.
In the Search bid column (Ad Groups tab) or Bid column (Keywords tab), you'll see (enhanced) after the bid value if
you're using Enhanced CPC.
Actual Cost
The bid amount is deducted from your campaign budget each time your ad is clicked. The actual cost for each keyword
or placement varies depending on the following:
Your bid on a keyword or placement. Your keyword or placement bid is the maximum amount you can be charged
when your ad is clicked. Learn more about bidding in Set your campaign budget and bid amounts.
Incremental bids to target customers by time of day, gender, or other targeting criteria. When one or more of your
target criteria is met and your ad is clicked, you also pay the amount of your corresponding incremental bids. Thus
incremental bids can increase the cost of your default and custom bids. Learn about targeting and incremental bids in
How to target my customers by adjusting my bids.
Inline bid suggestions
You can view estimated bid suggestions and how to adjust those bids to meet your performance goals seamlessly in
your keywords grid. You can also get additional keyword delivery status insights for effective optimization.
Inline bid suggestions is a feature in the Bing Ads Web UI that estimates how much you would have to bid for your ad to
show up on the front page, mainline and best position.
In your Campaigns page, click the Keywords tab, and then the Columns icon on the right side of the tool bar to
customize the insights you want to see in your keywords grid. From here, use the Modify columns link and add these
three bid estimation columns (Est. first page bid, Est. mainline bid, and Est. best position bid) and click “Apply.” By
clicking the Save this set of columns checkbox, you can rename and save this view including inline bid suggestions for
easy access in the future.
The estimated bids to reach first page, mainline and best position for each of your keywords will then be located directly
in your keywords grid. Here you can see how to update your bid for your position goal. Also, for example, if you find a
“below first page bid” alert under the Delivery column, simply scroll over to see what you should bid for the first page.*
* You may see your current bid lower than the first page bid suggestion even though your current average position is
well above first page (even on best position).
The key is that for a first page bid suggestion, we take into consideration a reasonable amount of impressions you can
get aside from the average position. You may get a good average position with a very low bid on a small fraction of
impressions. This could be due to a couple of reasons:
This is a brand term that gets you into a high position as long as you have the chance to show.
You win less competitive impressions at a good position (e.g., midnight) but fall out on all the other more competitive
impressions with the low bid. In calculating the average position, only the impressed auctions are taken into account
resulting in a good average position.
Since we consider a reasonable amount of impressions to determine a bid suggestion, the bid suggestion can be higher
than your current bid setting. Therefore, even if your current bid may be winning a small amount of traffic on a good
position there may still be an opportunity to gain more traffic.
Not only can you see the estimated bid suggestions for a particular keyword right there in your grid, but you can learn
how to best to change the bid by clicking the icon under your Current bid value to instantly view its bid landscape as
It’s important to remember that estimation is based on all auction data from the previous seven days. For example, if
your keyword bid is $0.50 U.S. dollars, estimation shows you how your $0.50 U.S. dollar bid would have performed
based on data from the last seven days. For comparison purposes, if you change your bid to $1 U.S. dollar, you’ll see
what your results would have been with a $1 U.S. dollar bid. Although the estimation does not predict future
performance of bids, looking at hypothetical bids in relation to real data can give you valuable insight into trends and
probable results.
Traffic status by location
You can use the Geo location report to find out how your ads are doing in different locations, which can help you decide
where to focus more of your advertising efforts. With the “Location type” and “Most specific location” columns, you can
view which location type – “Physical location” or “Location of interest” – that was used to serve your ads.
To create a Geo location report, click Reports. If not already expanded, click Standard reports. Click Targeting, and then
click Geo locations (New version). Select the unit of time (Show (unit of time)), Date range, and the download Format you
Optionally, you can do one or more of the following:
Set your report to include all accounts (the default) or select Specific accounts, campaigns, and ad groups and
then choose the items you want.
Click Choose your columns to select or remove attributes and performance statistics for the report.
Click Filter to display specific types of data in your report.
Click My report settings to save the report as a custom report or schedule the report to run at a certain time.
Click Run to run the report, or Download to download the report as a CSV or TSV file.
Note: You can also create a Geographical location report from the Dimensions tab. On the Campaigns pages, click the
Dimensions tab, and then next to Show, click Geographical location.
Understanding your traffic estimates
After seeing the estimates related to keyword performances and cost, you might wonder why you are seeing certain
traffic estimates. Here are some reasons that can impact how your traffic estimates display.
Limited by budget: You may sometimes see a shaded area in the graph. This means that our system estimates that
your budget is too low to accommodate all the clicks and impressions available for your keywords for the shaded
bids. You may also see the line in the graph curving down. This means that the estimated number of clicks your
keywords might get are decreasing as your bid increases.
To get more clicks and impressions, try increasing your daily budget. By increasing your budget, your ads may get
more clicks and impressions. You can also try to lower bid, as it might reduce the average amount you pay when
your ad gets clicked and help your budget go further to get more clicks.
Estimates are not available in the tables: If you haven’t entered a bid and daily budget (optional), you will see
dashes “-“ in the table. Enter Bid amount and Daily budget (optional) above the graph and click Get estimates to
view the weekly estimates.
If you see a dash “-“ instead of a number in the Avg. Position column, our system determined that your ad will likely
not get any impressions. Historical ad performance for your ad and other ads using similar keywords are used to
calculate the average position. Usually, you’ll see a dash when different factors like your bid or click-through rates
aren’t sufficient to earn an ad position. Try to increase your bid amount to get an average position estimate.
As an advertiser, you want your ad to display at or near the top of the search results page. Optimal keyword bids are
critical for achieving a high rank while not overpaying. Bing Ads provides tools that allow you to analyze estimated
results and apply informed keyword bids. As you work with your bidding strategy, remember these key points:
Use the bid and traffic estimation tools to help you place optimal bids.
Monitor and adjust your campaigns as needed.
Adjust bids using bid landscape.
 Writing an effective ad
Writing effective ads is one of the fundamental tasks of creating your online ad presence. It’s critical to learn about the
general ad structure and Bing Ads policies so you can write ads that will increase your click-through rate (CTR) and
improve your quality score.
In this training, you will learn tips and techniques to help you write ads that are effective and relevant. This training will
help you understand how to:
Use advertising basics to craft a compelling ad.
Preview your ad and submit your ads for approval.
Adhere to important Bing Ads policies
Advertising Basics
You’ve created your campaign and adjusted your bids for researched keywords. Your ad is now getting in front of your
targeted customer, which means it’s time to make sure your ad message gets their attention.
Test implementing the following ideas when writing your ad to help improve your overall campaign’s performance:
Describe what sets your product apart. Why do customers buy your product? Does it solve a problem? Does it help save
time or money? Or, does it have unique features or qualities? For example, if your product is available in many more
colors than the competition can offer, you might mention color choices in your ad.
Use your customers' language. Research the age group and gender of your typical audience, and then use that insight
to write your ads. Use words and a writing tone that are likely to attract your typical customer.
Address your customers directly. Use the words "you" or "your" in your ads so that you are speaking directly to them.
Pre-qualify your visitors. Use words in your ads that help attract true potential customers. For example, if you offer only
high-end products, stay away from words like discount, bargain, and cheap. Be clear in your ad who your products are
for. This can save you money by eliminating clicks that are not likely to convert to sales.
List the price of your product or service. If your product or service is competitively priced, consider featuring the price in
your ad. To help ensure that your ad gets approved, make sure that the ad links to a landing page that includes both the
product (or service) and the price.
Be specific. The clearer and more specific your offering, the better. For example, rather than "big discounts," specify an
exact percentage, such as "50% off."
Include a call to action. Give customers a reason to click your ad right now. Offer a specific call to action, such as
encouraging customers to request a brochure or consultation, download a free e-book, subscribe to a newsletter, or
take advantage of a limited-time discount.
Attention-grabbing ad titles. Include the keywords customers use when they run their searches.
Make the ad eye-catching. Use ad extensions to make your ad stand out from the competition. Test any extensions that
are appropriate - Sitelink Extensions, Location Extensions, Call Extensions, App Extensions, Callout Extensions and more.
Note: Make sure your website’s landing page is relevant to both the ad and the keyword.
Expanded Text Ads
Expanded Text Ads are a new, mobile-optimized ad format that enables you to craft longer ad copy and optimize your
ad text to better engage with potential customers before they click on your ads. 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.
Here's how Expanded Text Ads compare to standard text ads:
Ad part
Standard text ads
Expanded Text Ads
Ad title
25 characters
60 characters (two 30-character ad titles separated by a hyphen)
Ad text
71 characters
80 characters
35 characters, manually
entered and error-prone
Domain and subdomain automatically generated from your final URL
(preserving capitalization) plus two customizable URL paths.
We recommend you set up Expanded Text Ads in parallel with your existing standard text ads. This
will help you test your Expanded Text Ads' creative performance against standard text ads and give
you insights for optimizing your message in the new format.
Multiple ads
Start by creating multiple ads in an ad group. Each ad group can contain as many as 20 ads, which Bing Ads displays in
an even rotation. To learn which words and phrases are most compelling to your target audience, try experimenting with
a variety of ad titles and text. After you've identified your most effective ad or two in terms of CTR and conversions, you
can help maximize your campaign ROI by deleting the other ads from the ad group.
The Ad Preview and Diagnostics tool
The Ad Preview and Diagnostics tool lets you quickly confirm that your ad is showing correctly on Bing without
impacting impressions or clicks. If your ad isn't on the first page of search results, you will receive an explanation, with
suggestions on getting it there.
You can preview both your text ads and product ads. To see if your ad is on the first page of search results click Tools in
the top right corner of the page, and then click Ad Preview and Diagnostics Tool.
On the Ad Preview and Diagnostics Tool page, type the keyword or search query for which you want to find search ads.
Select the targeting options (Language, Domain, Location, and Device) for which you want to preview your ads. Click
If you see the message saying, “Do you want to view only the webpage content that was delivered securely?” click No to
If you see the message saying, “This message contains both secure and nonsecure items,” click Yes to proceed.
If you see the message saying, “Your ad is not showing,” in the Reason for not showing column for each keyword listed,
click the short summary to see a full description and a suggested action. Follow the action suggested. Click Close.
The Bing Ads Ad Preview and Diagnostics tool gives you a preview of which ads are appearing on the first search results
page. If your ad is lower than ad position 9, the tool will not preview it for you.
Disapproved content
If your ad has been disapproved, you will be notified by email. You can also select the arrow next to the disapproved
Delivery status on the ad or keyword tab in Bing Ads to get actionable information about the reasons for the disapproval
Often, it is hard to find your ad in search results pages. Issues with low keyword bids, product ads not loading correctly,
poor ad position, low budget, etc. can interfere with ad display. There are a lot of strategies to use for troubleshooting
problems with your ad not showing.
General policies
Microsoft can refuse to accept any advertising content that does not meet Bing Ads policies. When writing ads, it’s
necessary that you adhere to these guidelines to decrease the likelihood that your ad is disapproved. Disapproval can
inhibit the execution of your campaign, so, it’s best to read the editorial guidelines article in Bing Ads online help to
become familiar with the list of acceptable ad content.
Four of the most important general policies that you must adhere to when writing ads are:
Do not use offensive language or profanity.
Do not advertise illegal products.
Do not mislead your customers or create the wrong impression.
Use correct style and grammar in your ads and avoid common mistakes such as more than one exclamation
point per sentence, repeated or unnecessary punctuation, or repeated words.
The following are several other policies and practices that you should commit to memory.
Policies for intellectual property
You are responsible for ensuring that your ads and keywords do not infringe on another party’s intellectual property.
However, you can use trademarked words or phrases in certain instances.
Landing pages
The landing page for your ad should provide clear content that is relevant to your ad text and keywords. If the landing
page is inaccessible, is under construction, generates pop-up ads, or does not have content that is relevant to your ad
text, your ad could be disapproved.
Sending customers to landing pages specific to the product or service that are most relevant to the search queries or
other input can help boost click-through rate, conversions, and conversion rate. You do this by associating appropriate
destination URLs with specific keywords.
For example, if you sell shoes and you're bidding on the keyword running shoes, you can "link" a destination URL for the
webpage where you sell running shoes to that keyword. When a customer searches for running shoes and your ad is
displayed, it will include the destination URL you've linked with the keyword.
To write effective ads that get noticed, remember these key points:
Use your customers' most popular search query keywords in your ad titles and text.
Implement basic advertising principles, like calls-to-action and specific language.
Take advantage of the Ad Preview and Diagnostics tool to check your ads relevancy.
Review and follow the Bing Ads policies to help your ad go live as quickly as possible.
 Choosing keywords
Keywords are single words or phrases that are used to target user search queries on search engines like Bing. When a
customer’s search query matches your keyword, this triggers your ads to display. Choosing keywords is one of the most
important aspects of creating and maintaining a successful pay-per-click (PPC) advertising campaign. But where to start?
How do you identify the many possible keywords that describe your business? How much should you bid on those
keywords to be competitive with other advertisers?
After reading this training, you will understand how to:
Brainstorm, research and choose keywords following best practices.
Understand the concept of match types and negative keywords.
Use Bing Ads Keyword Planner to research and discover keywords.
Building a quality keyword list
The most important tool at your disposal for building a quality keyword list is brainstorming. Who knows your
business better than you? Start with what you know:
Your brand.
Your products.
Your services.
Review your competitors’ websites.
From here, shift your brainstorming to questions like these:
Why do consumers need your products and services?
Why would a consumer choose you over your competitors?
What types of questions might a consumer ask to find your products and services?
The end result of this brainstorming exercise should be a seed keyword list. These seed keywords will help you plug into
actual tools to take your keyword research to the next level.
Bing Ads Keyword Planner
There are a wide variety of tools at your disposal for research and optimization of your keyword lists. One of these tools
is located directly within Bing Ads. On the top menu, click Tools and then click Keyword Planner. Click Search for new
keywords using a phrase, website, or category.
The seed keyword list that resulted from your brainstorming will become the starting point for your research with
Keyword Planner. To start, enter one or more of the following in the boxes that appear:
Up to 200 words or phrases that describe what you're advertising
The URL of your website or a page on your website (see note below)
A category relevant to your product or service
You can multiply your keyword lists to get new keyword suggestions. On the top menu, click Tools and then click
Keyword Planner. Click Multiply keyword lists to get new keywords. Enter keywords in List 1 and List 2.
You can enter keywords one per line or separated by commas. Click Get estimates. To get detailed estimates for your ad
groups, enter the Bid and Daily budget (optional) and click Get estimates.
You'll be presented with a bid landscape for all the generated keywords. You can also change the graph's data by
selecting Ad group, Keyword, Device, or Location from the tabs above the graph. After reviewing the recommended ad
group and keyword suggestions, you can Add keywords or Export the suggestions.
Alternately, you can get the search volume for your multiplied keyword. Click Get search volume after entering your
keywords in the list boxes. You can then view the graph's data by Search volume trends, Mobile trends, Breakdown by
device, Breakdown by location, Compare to competitor domains, or Compare to market leader domains from the
dropdown list above the graph.
You'll also see two tabs below: A tab for ad group suggestions and a tab for keyword suggestions. After reviewing the
recommended ad group and keyword suggestions, you can click the Save to account button on the upper right corner
to directly save to your account by creating a new campaign or adding to an existing campaign.
Bing Ads Intelligence
Another powerful tool for working with keywords is Bing Ads Intelligence – an extension for Excel. This tool seamlessly
operates in Microsoft Office Excel 2016, 2013, 2010 and 2007 and provides many features and templates for researching
or expanding your keyword lists.
Negative keywords and match types
As you build your keyword list, you will find there are keyword variations that are a perfect match – and some that are
close, but not perfect. How do you deal with those keywords that are only “close” to perfect? Match types. You control
how Bing Ads matches your keyword to user search queries.
Exact Match: end user must type your keyword into the search box – word for word.
Phrase Match: end user must type your keyword into the search box, but additional words may be included
before or after.
Broad Match: end user’s search query must be close to your keyword and may contain synonyms, slang or
similar words.
If you find there are keywords that are not relevant to your business at all, you have the option to exclude those words.
Negative keywords allow you to define exceptions to when your ad will be triggered. For instance, if your ad sells shoes
and you’ve specified “tennis shoes” as a keyword, you can prevent your ad from being displayed in response to a search
on “tennis courts” by adding “courts” as a negative keyword.
Disapproved keywords
On occasion, you may upload a new keyword just to find that it has been rejected, or disapproved. Keywords that do not
meet Bing Ads editorial policies are given a disapproved status. You will be alerted to any issues with your keywords in
the Delivery column of your keywords list, as well as by an email notification, at which time you can either fix the issue or
request an exception.
The words and phrases you include in your keywords list help determine whether or not a customer will see your ad. Be
sure to focus on keyword relevancy to maximize the effectiveness of your strategy. When choosing keywords, remember
these points:
Your knowledge of your business is the best place to start for keyword brainstorming and research.
Use Bing Ads Keyword Planner and Bing Ads Intelligence tools to research and expand your keyword lists.
Take advantage of match types to control how your keywords are matched to user search queries .
 Bing Ads editorial policies
Bing Ads policies help advertisers learn what makes a great ad, as well as what is and isn’t allowed in them.
The ad and keyword editorial review is a quality check to help ensure that ads are well written and relevant to potential
customers. After you submit an ad group, the content goes through a review to ensure that it meets Bing Ads policies. If
your ads and keywords don't raise any flags, they pass the review and become active.
After reading this training, you will understand how to:
Adhere to style and content policies.
Avoid disapproved ads and keywords.
Fix limited or disapproved status.
Find resources about specific Bing Ads policies.
Ad style policies
Style refers to the way your ad looks and reads with the use of capitalization, grammar and punctuation. By following the
style policies, your ad will be effective and clear.
Style policy highlights:
Capitalization is allowed for proper names, branded words and legitimate acronyms. Don’t use random
capitalization, even if you’re trying to emphasize part of your ad copy.
Approved: Purchase Cheddar cheese from England.
Disapproved: Find GREAT deals on soFTwaRe.
Phone numbers: The use of phone numbers in ad copy or Call Extensions must comply with Bing Ads policies.
You can only use Call Extensions or Local Extensions to add a phone number to your ad copy in the following
markets: US, CA, UK, HK, TW.
Symbols or special characters including currency, trademark, copyright, model numbers, acronyms, ISBNs and
trademarks containing special characters, are ok. Non-standard character sets for the language, superscripts or
subscripts, or enhanced fonts, like bold and italic, are not allowed.
Approved: Games & software at A*DATUM for $99.
Disapproved: Find great deals on software *restrictions apply
Use correct punctuation at the end of your ad. Multiple exclamation points or question marks are not allowed.
Exclamation points are not allowed in the title.
Approved: Great deals on software! 50% off all titles.
Disapproved: Great deals on software!!!! 50% off all titles!!!
Character limits are calculated, including ads with dynamic text. If your ad title, ad text or destination URL
exceeds certain character limitations, you will receive an error message. The limitations:
Ad placement
Text ad
Mobile ad
Ad title
Ad description
Display URL
Destination URL
Phone number
Business name
For effective ads, use correct spelling and grammar. Common abbreviations or substitutions, like ampersand,
are acceptable. Gimmicky spelling and jargon should not be used.
Approved: Big sale on all 4X4, 4WD and Jeeps.
Disapproved: Tell your friends to git their carz here.
Approved: Save 50% on wicker chairs & tables.
Disapproved: $ave! $ave! $ave!
Keep your pricing and discount language accurate. Price quotes may appear in ads if they are also visible on the
landing page. Pricing must accurately reflect the actual offer that users will find on the site.
Approved: Get cable for as low as $9.95 per month.
Disapproved: All items 20% off. (*If only a portion of the landing page items are 20% off.)
A combined total of at least three words is required in the ad title and ad text for a mobile ad. Ads with two or
fewer words are not allowed.
Ad content policies
There are two specific content policies that will help you eliminate redundancy, low quality ads or confusing user
Duplicate Ads:
Content that is too similar runs the risk of being disallowed. To comply, don’t submit multiple ads that link to sites whose
content or design is very similar.
Multiple ads may be displayed if the target site for each ad has:
A separate, distinct brand
A unique look and feel
Different products or services
Foreign Language:
As a general rule, you may not use two different languages within the same ad copy, except for commonly used terms
or brands. Also, landing pages should be in the local language(s) of the market. (Case by case decisions may be made
based on the general comprehension of the language in a specific market.) Foreign language words are allowed where
they naturally fall into local language usage. For example, in English-speaking regions, the following foreign words are
allowed: résumé, faux, burrito, café, fiancé, cliché, curriculum vitae, Zeitgeist.
Approved Examples:
Tour Mexico
Packages for families.
Prices for the summer!
Disapproved Examples:
Tour Mexico
Packages for families.
Precios para el verano!
URL and landing page policies
URLs should accurately describe your ad’s landing page. Also, landing pages should load and function as normally
expected — disruptive or deceptive content is not allowed.
The display URL must be of
valid format.
The display URL
cannot be used in a
misleading manner.
Display URL cannot be used as another line of
Display URL:
Landing page URL:
Display URL:
Landing page URL:
http:// Buy floor here
[email protected]
Display URL:
Landing page URL:
Display URL: call us now
Landing page URL:
Remember, a reliable landing page is essential for quality clicks and impressions – especially at peak times. With regard
to site behavior and navigation approvals, the Back button on your landing page must always be functional.
The landing page must not:
Use "fake" close behavior. For example, when a user clicks a "close" button on the page, it should close
that page, and no other behavior should result:
Be designed to look broken or simulate a non-working webpage in any way.
Mislead the user with "imitation" dialog boxes or browser windows.
Especially important is your URL sends users to the same static landing page every time.
Disapproved ads
Editorial checks do not stop once an ad is live. The Bing Ads team performs ongoing reviews to help ensure a quality
marketplace. For this reason, ads and keywords that have previously displayed may be disapproved.
Common causes of disapprovals
The Bing Ads Disallowed content policy reserves the right to reject or remove any ad at any time, especially in the case
of certain content considered sensitive, illegal, dangerous, harmful and/or potentially unethical in nature. Please also
review the Disallowed and restricted products policy for a better understanding of specific laws in different regions.
Here are general guidelines to avoid common editorial disapprovals:
Intellectual property & counterfeit
Microsoft take allegations of trademark infringement seriously. If trademark and/or copyright are infringed, Bing
Ads will remove an ad. The same goes for counterfeit. If you are a trademark owner and want to submit an
allegation, please complete the Intellectual Property Concern Form.
Pharmacy and health care
Bing Ads restricts/limits the promotion of prescription-only drugs. Advertisers may not bid on keywords relating
to prescription-only medications, including prescription medications for animals, unless they are properly
certified in the market they are serving.
Adult content
If your ads, keywords or destination website include adult content, like sexually explicit content (pornography,
sexually oriented dating sites, prominently featured sex toy sites, etc.), then you must participate in the Bing Ads
Adult Advertising Program — please apply through the Adult advertising program participation form.
Gambling and contests
Sites that accept wagers or require payment or other consideration in exchange for the chance to win prizes are
not allowed. Likewise, sites that offer both information and links related primarily to the promotion of online
gambling are not allowed. Policies vary by region.
Online fraud
Advertising for ponzi schemes, pyramid schemes, chain letters, certain solicitation of money, and any other
legally questionable business opportunities, is not permitted.
Financial products
Advertisers who promote financial products and services must ensure they comply with all applicable local laws
and regulatory requirements.
How do I fix a Disapproved or Approved Limited status?
Approved Limited is a delivery status related to location targeting. It means either your ad or keyword is approved and
eligible to serve in at least one of its targeted locations, and/or your ad or keyword is either pending or disapproved in
at least one other targeted location.
If you receive an email saying you had a Disapproved or Approved Limited ad or keyword, take the following steps:
Click the Ads tab or the Keywords tab. The delivery status of your ads or keywords can be found in the Delivery column.
(You can sort the Delivery column to more easily find the Disapproved or Approved Limited items by clicking the
Delivery column header.)
Click the ellipsis icon
next to the status in the Delivery column to see the ad or keyword's disapproved terms and the
reasons for the disapprovals.
If the status is Approved Limited, you will also see the specific market(s) in which the ad or keyword is disapproved. This
ad or keyword is not functional in the listed market(s), but it is functional in all other targeted locations. If an ad or
keyword is listed as Approved Limited in Bing Ads, click on the three dots next to the words Approved Limited.
If it was disapproved in at least one of your targeted locations, you will see:
The reason it was disapproved.
The location(s) in which the disapproval occurred.
The part of the submission that triggered the disapproval.
How do I challenge disapprovals?
If you feel that your ad or keyword should not have been disapproved, you can request an exception. If an ad or
keyword is disapproved as you are creating it, click the Request an exception button.
In the Tell us your reason for requesting an exception box, tell us why you believe the ad or keyword meets the policies
and should not have been disapproved, or why the policy in question doesn't apply. Click Save. You can also request an
exception to the disapproval after the editorial review. Go to the Campaigns page and click the Ads tab or the Keywords
Find the affected ad(s) or keyword(s). Disapproved ads or keywords will have either Disapproved or Approved Limited
listed in the Delivery column. Select the checkbox to the left of the affected ad(s) or keyword(s). Select Edit > Request
exception, and then select either Selected ad(s) or All ads/keywords in this ad group.
In the Tell us your reason for requesting an exception box, tell us why you believe the ad or keyword meets the policies
and should not have been disapproved, or why the policy in question doesn't apply. Click Request an exception.
Note: If your exception request is denied, the decision is final.
Disapprovals in Bing Ads Editor
While making bulk edits to your campaigns offline using the Bing Ads Editor, you can quickly:
Search for keywords that have failed editorial review.
See whether their status is appealable.
Appeal multiple keywords in bulk using one appeal entry.
In Bing Ads Editor, the View drop-down menu allows you to work with your campaigns, ad groups, text ads, and
keywords by sorting and presenting data in group types, such as active, paused, pending and deleted. One group is
Editorial Disapprovals, which contains the sub-groups: adult, drugs and weapons. Choose these sub-groups to see
keywords that have failed editorial review.
If you have disapproved keywords, and their status is Active-Appealable, you can submit an appeal for one, several or all
of your keywords directly from the Edit Selected menu found in the Manager pane. Simply select the keyword or
keywords you would like to appeal, and type your response in the reasons for requesting exceptions to editorial
disapprovals text field. The next time you post changes, your appeal will be sent to Bing Ads for review.
Similarly, in the Bing Ads interface within the Keywords panel you can submit a request for exception by clicking on the
ellipsis icon next to the “Disapproved” notification within the “Delivery” column. Simply tell us your reason for requesting
an exception and submit the request exception.
Bing Ads Policies are sets of rules that apply to style, content and functionality for ads, keywords and landing pages.
They are designed to ensure the quality and consistency of the search ads Bing Ads delivers across the Bing Network.
When writing ads, it’s important to remember:
Ads must meet editorial policies for capitalization, punctuation, spelling, character limits and promotions in
order to go live.
Ads, keywords and links to landing pages must adhere to the Bing Ads content policies, or they will be
Guidelines can vary from country to country.
Bing Ads offers features and documentation to keep you up to date on our editorial guidelines, helping you
create compliant, successful ads.
 Ad Extensions
Bing Ads offers a suite of easy-to-use features called Ad Extensions that enable businesses to build more informative ads
to attract customers across PCs, tablets and mobile devices. There are currently seven types of ad extensions available. In
addition, you can take advantage of Enhanced Sitelinks to add two lines of descriptive text and enable larger headlines.
After reading this training, you will understand how to:
Create Sitelink Extensions, as well as edit and delete existing extensions.
Update your existing Sitelink Extensions with Enhanced Sitelinks.
Use Location Extensions to display your local business information.
Create Call Extensions with your business phone number or a forwarding number that provides better analytics.
Take advantage of Callout Extensions to showcase how your business is unique.
Use Review Extensions to create customer trust with positive third-party reviews.
Create Structured Snippet Extensions to highlight extra products and services.
Use App Extensions to promote your app.
Sitelink Extensions
Sitelink Extensions are additional links in your ads that take customers to specific pages on your website without having
to enter a URL. They offer your customers a quick and convenient way to access the information they’re searching for,
which can increase both click-through rate (CTR) and conversions.
Improving your CTR is not only a function of keyword-to-ad relevance, but an indicator of how well you are able to show
potential customers that you have what they’re looking for. For example, if you’re a retailer bidding on brand terms, it’s
smart to include an extension for your store locator page. Why? Searcher behavior data shows that when people enter a
store name into the search box, they’re often looking for basic information like store location and hours.
Sitelink Extensions provide a way to add links to your ads, and are especially useful to mobile consumers who want to
take immediate action when they’re out and about and need quick access to your business information. You can enter
up to ten Sitelink Extensions for each campaign; they will apply to all ad groups and ads in your campaign. Bing Ads will
only show Sitelink Extensions in the mainline, and only for high-quality ads and campaigns. Therefore, make sure to add
Sitelink Extensions to your highest performing campaigns. It might take some time for new campaigns to start showing
Sitelinks Extensions due to time required to build a history and quality score for the campaign.
To create new ad Sitelink Extensions, on the All Campaigns page choose the Ad Extensions tab. Click create ad
Sitelink Extensions can be associated at either the campaign or ad group level. Select the campaign you want to
associate the new Sitelink Extensions to, then add up to 35 characters of description. (You must add both lines of text for
Enhanced Sitelinks to be enabled.) Click save.
To update existing Sitelink Extensions, click on the Ad Extensions tab. You’ll see the list of ad extensions. Select the
campaign you want to add additional text to by checking the box on the left-hand side. In the Edit drop-down menu,
select Edit an Extension.
If you want to delete an existing Sitelink Extension, go to the Campaigns page and select the Ad Extensions tab. Find the
Sitelink Extension you want to delete, then select the checkbox to the left of that extension. Click delete, then save.
Enhanced Sitelinks
Enhanced Sitelinks let you add additional text underneath these links to make your Sitelink Extensions larger. You can
update your existing Sitelink Extensions to enhance them and get your ads to stand out even more.
Enhanced Sitelinks provide larger headlines and the ability to add two lines of customizable, descriptive text to each
sitelink. There’s a 35-character limit for each line of Enhanced Sitelinks (70 total for two lines), but using less than 25
characters are best practice in the event that truncated text is enabled for smaller screens.
Enhanced Sitelinks will only show in the mainline 1 ad position (the first ad found on the search results page), which
means you must bid competitively to take advantage of this feature. Best practices include using strong traffic keywords
(such as brand terms), and specific pricing details and call to actions.
Important features of Sitelink Extensions (including Enhanced Sitelinks):
Display up to six links to deeper pages on a website.
Tailor the URL for each Sitelink Extension.
Enter up to 10 Sitelink Extensions per campaign.
Measure using detailed Sitelink Extensions reporting, including Ad Extension by Keyword, Ad, or Details reports.
Location Extensions
Location Extensions display your business information, such as your address, phone number and directions link, in your
ad – and give mobile users a one-click way to Get a Ride to your location. *
*Currently available for U.S. iPhone users and through Uber only.
Setting Locations Extensions allows you to set different locations for different campaigns. Multiple brands within the
same customer account can now use Location Extensions. The business locations in use as center point for radius
targeting will be migrated to custom locations and the existing campaigns will run without any issues.
You can take advantage of space by displaying up to 2 of your closest locations in one ad. (For locations to display, they
must be within 50 miles or 80 km of the user.)
Users can click Directions to go to your business. The destination is instantly populated into map directions, and
automatically populates origin for smartphone users, assuming users have opted into ‘use my location’. A route is
calculated, and a customer can be on their way in seconds.
Note: All clicks on Directions are billable and cost the same as clicks on the title.
Location Extensions on Smartphones
Searchers on the move ready to take action can simple Click to Call or click to get directions to reach your business. The
Get a Ride feature for Location Extensions is like an annotation, where it could be automatically included and requires no
additional set-up. A customer can click the ride icon in your ad that launches the Uber app, and if they are logged in to
their Uber account, the destination will be pre-populated with your address. (To opt out of Get a Ride, customers must
contact their Account Manager or contact support.)
Location Extensions can be created in the Ad Extensions management screen. Click the Ad Extensions tab. Create
extension, then choose a campaign and select country. Existing extensions can be added to specific campaigns on this
Locations that you create apply to all of your campaigns within a particular Customer ID. Also note that you enable
Location Extensions at the campaign level and they get applied to all ad groups and ads in the campaign.
As with the one-click Directions option, all clicks on Get a Ride icon are billable and cost the same as clicks on the title.
Call Extensions
You can generate great leads for your business by adding Call Extensions to your Bing Ads campaign. We know that
customers are much more likely to make a purchase when they call a business. With Call Extensions, your phone number
will appear right inside of your text ad, where customers can click to call you. *
*Depends on device and user settings.
Advertisers can create a Call Extension with a forwarding number on the Campaigns page. Click ad extensions and
then call extensions, then create and create new. Select the appropriate campaign and enter your phone number.
A Bing Ads forwarding number allows you to track all calls from your ad so that you can analyze performance. Select on
desktops and tablets using a Bing Ads forwarding number, and on smartphones using my own phone number. Indicate
if you want to use a toll-free phone number or a local number; also indicate the links you want to display. Click save.
You can also elect to show both your website link and the phone number in your ads. Or you can elect to just show the
phone number in ads. Click save to exit.
Call forwarding numbers tracks campaign and ad group performance areas such as:
phone impression count; call count; phone thru rate; phone cost; average CPC; and total spend.
Additionally, the call details report analyzes the following: call start/end time; missed/completed calls; call duration; caller
area code; and call type. When call forwarding is enabled, tracking and analytics can be reviewed within the account
view, campaign, ad group, keyword, ad and call forwarding details.
Note: Call Extensions are available in the United States and United Kingdom on all devices. In all other Bing Ads markets,
Call Extensions are available on smartphones only.
The Call Extensions on all devices (smartphones, PCs and tablets) option requires a Bing Ads call-forwarding
number and gives access to detailed call analytics.
The Call Extensions on smartphones only option allows use of a business phone number. Performance analytics
include impression and click data. Call-specific analytics are not available.
Callout Extensions
Callout Extensions showcase the products, services, deals and promotions that make your business unique. They appear
with other Ad Extensions, and are positioned below the ad description. This larger-formatted ad can increase your clickthrough-rate.
Callout Extensions text is not clickable and has a different color than the other extensions. Four items per ad may be
showcased, and each Callout should have less than 25 characters. Callout Extensions can appear for mainline ads.
Note: A minimum of two Callouts must be associated with a given campaign or ad group. Each campaign or ad group
can have up to 20 Callout Extensions.
Select Create ad extension in Ad Extensions tab. Callout Extensions can be associated at either the Campaign or Ad
group level. Select the Campaign or Ad Group to which you want to associate the Callout Extension.
Click the +Add new callout link. In the dialog box, enter your Callout text. Click save to add this new extension.
The new Callout is automatically selected. Callouts not currently selected for a Campaign or Ad Group are listed as
Available Callouts. Callouts can be edited by clicking Edit. Click save to save the edited extension.
You can manage Callout Extensions using Bing Ads Editor. Create a shared Callout Extension from the Shared Library
and associate it with multiple campaigns and ad groups.
*Depends on device and user settings
*Available in all markets except China, Hong Kong, and Taiwan
Review Extensions
Review Extensions highlight positive third-party reviews in your search ads. A free, clickable link by a respected thirdparty source appears below descriptive ad text. This builds customer confidence and lets the world know what others are
saying about you.
After you select Create ad extension in Ad Extensions tab, you will want to associate your Review Extension at either the
Campaign or Ad Group level. Select the Campaign or Ad Group, and Click the +Add new review button.
In the dialog box, select the Format your review appears in. Enter the review Text, Source, and Source URL information.
Click save to create this new review.
Only one Review Extension per ad is allowed, with limits for Review Text + Review Source at max 67 characters (Review
URL limit is 255 characters, and includes http:// or https://).
*Available in all markets except China, Hong Kong and Taiwan.
Structured Snippet Extensions
Structured Snippet Extensions enhance your ads with product and service highlights. You can add an extra line of text
with up to 25 characters per word, and they will appear underneath the ad description. Structured Snippet Extensions
can appear in mainline and sidebar ads and are not clickable, meaning they will not connect a user to a link.
In the Ad Extensions tab, select Structured Snippet Extensions from the drop-down menu. Click Create ad extension.
Structured Snippet Extensions can be associated at either the campaign or ad group level.
Select the Campaign or Ad group you want to extend with a structured snippet. Click the +Add new structured snippet
link. Pick your category from the drop-down menu. Add up to 10 descriptions under Values. Click save.
Note: Structured Snippet Extensions are available on PC/tablet traffic and on Bing-owned and operated sites.
App Extensions
App Extensions are additional elements of your ad that promote your iOS, Android and Window apps across PC, tablet
and smartphones from your ad. App Extensions help you meet two goals at once — boosting traffic and app installs —
and work across devices, including smartphone, tablet and PC.
You can manage App Extensions in flexible ways to meet your needs, in campaigns or ad groups. Plus, information from
the app store automatically shows in your dashboard, such as icon, ratings, etc. App Extensions can tell which device and
operating system your customer is using, then sends them to the correct app store.
Here are a few key benefits of using App Extensions:
Adding an App Extension to your ad is free and you only pay when your App Extension link is clicked.
Promoting app installs in your ad with a clear call-to-action link can increase application downloads and usage
of your apps, in addition to website visits.
Clicks and app installs can be tracked as conversions at the campaign and ad group levels. *
Configure multiple versions of App Extensions to rotate into your ads.
Your App Extensions will automatically update as you make changes to your app metadata.
* Available on Bing Mobile and Bing tablet traffic in all markets and on Yahoo tablet traffic in U.S.
With App Extensions, a customer’s device and operating system is automatically detected and will take the user directly
to the correct app store, unlike Sitelink Extensions. If you’re currently using a Sitelink Extension to promote your app,
switch to App Extensions moving forward. Sitelinks are great to take customers to specific pages on your website but
aren’t designed to take them directly to the app store. As a result, a sitelink could directly customers to the wrong app
Advertisers can add App Extensions by clicking Campaigns at the top of the page and click the Ad Extension tab. If not
already selected, click App Extensions.
Click Create new app extension and select the campaign and ad group you want to add the app extension to.
Select Available apps. The Selected apps will appear in the right window.
Select your Mobile operating system.
Enter your App ID/Package name. The app ID/package name can be found in the URL of the app from the respective
app store. Click Save.
Bing Ads offers features that let you enhance your ads so potential customers can find your business information quickly
and easily.
Key takeaways:
Adding Sitelink Extensions to your ad helps attract more customers to your website.
Using Enhanced Sitelinks will increase traffic to your site and double the size of your mainline ads.
Using Call Extensions and Location Extensions will help customers contact your business.
Creating Callout, Review, and Structured Snippet Extensions will boost ad performance by highlighting products
and services.
App Extensions can help drive downloads of your apps.
 Dynamic text
Dynamic text is a word or phrase that is automatically inserted into your ad title, ad text, display or destination URL.
Using dynamic text helps create more relevant ad copy to tailor ads to a user's actual search query. This can help you
get more clicks and conversions, as well as improve your quality score and ad placement.
After reading about our dynamic search ad extensions, you will understand how to:
Customize your ad title or text based on search queries.
Change the destination URL based on search queries.
Automatically customize with text ad parameters.
Apply default text and character limits.
What can I do with dynamic text?
Dynamic texts allow 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.
Add default text to the {Keyword} dynamic text parameter. For example, {Keyword:default} Click Save.
Dynamic text parameters
You can automatically customize what shows in your ad based on what people search for by inserting dynamic text
parameters into any part of the ad. This means your ads are updated "on-the-fly" to match what people are looking for.
Let’s say you have a different landing page for each of your keywords, like this:
If the keyword is:
The landing page is:
To create your destination URL, click Campaigns along the top of the page, then click the Ads tab. Click Create an Ad.
Below the Destination URL field, click dynamic text, and then click Placeholder {KeyWord}.
Add default text to the {Keyword} dynamic text parameter. For example, {Keyword:default}. Click Save.
Last, you can also add some custom text for each keyword. Say, for example, you have different discounts for different
Desired ad
Our Kona coffee is 50% off!
Our Sumatra coffee is 25% off!
You can display the desired text with just a single ad. To do this, you use the parameters: {param1}, {param2} or
{param3}. Values for these parameters get assigned to specific keywords.
Combining this with the {keyword} variable, you would create your ad text like this:
"Our {keyword} coffee is {param1} off!"
To do this, 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 {param1},
Placeholder {param2}, and Placeholder {param3}. You can add them to multiple places in your ad.
Add default text to the {param1}, {param2}, and {param3} dynamic text parameter. For example, {param1:default}. Click
Click the Keywords tab. Click Columns and then Modify columns to ensure that Param1, Param2 and/or Param3 are
selected to display.
Find the keyword where you want to add the dynamic text, then hover over the empty space in the appropriate Param
column. A small pen icon will appear.
Click the pen icon and enter the text for that parameter. Repeat for each keyword and each parameter as appropriate.
Click Save.
Default text and character limits
The reason you should provide a default string that the system will use if Param1 for a keyword is null, or if including the
Param1 substitution value will cause the expanded string to exceed the element’s limit; is because without it, the ad will
not serve.
When you use any dynamic text, such as {param1} or {keyword}, make sure you don't end up with ads that exceed the
character limits:
Ad titles: 25 characters
Ad text: 71 characters
To avoid this, simply add default text to your dynamic text keywords. To set a default keyword, insert a colon
after {Keyword} and add the default text you want to appear in place of a dynamic keyword.
Note: If default text is used anywhere in the ad, it will be used for all parameters in the ad.
Capitalization options
You can use the {KeyWord} placeholder to make your ad title, ad text, display URL, and destination URL display keywords
that match, or closely match, the text that a customer types. After you write your ad, insert the {KeyWord} placeholder
where you want the keyword to appear.
Note: Bing Ads policies specify that you can't have more than one fully capitalized word in your ad title or ad text. For
example, you can say "Order FRESH fruit today" but not "Order FRESH fruit TODAY."
Bing Ads dynamic search ad extensions transform generic ads into custom ads. Custom ads have a better chance of
success because they are more specific and relevant to your target customers.
Keep these key points in mind as you use dynamic text in your ads:
Dynamic text displays account keywords that were triggered by the customer’s search phrase, so keywords
should be chosen carefully.
Dynamic ads will only display keywords that have either been included in your Bing Ads account, or included as
default text like with {KeyWord:roses}
Keywords can be paired with unique parameters so ads display different promotions, sales and shipping
Default text ensures ads display if dynamic text exceeds character limits.
 Ad targeting with Bing Ads
Targeting helps you focus a campaign or ad group on potential customers who meet specific criteria, so you can
increase the chance that they see your ads.
The Bing Ads targeting feature can help maximize your ad's exposure to customers who are likely to be interested in
your products or services. Ads that display for customers in specific areas at opportune times are more effective. For
example, with mobile ad targeting, you can target customers within a one-mile radius of your restaurant at noon when
they would be looking for a place to eat.
After reading this information on targeting ads, you will understand how to:
Configure targeting options in Bing Ads.
Arrange bid adjustments for targeted customers.
Set ad language and country.
Targeting basics
You can set mobile and display ad targeting options at the campaign level or at the ad group level. The targeting
options you set at the campaign level apply to all ads in the campaign. However, you can override campaign targeting
with different target settings at the ad group level.
You can target ads according to the following:
Geographic location
Day of the week
Time of day
Gender and age
Setting up targets in your campaign
You can target your ads using a variety of variables. There are four ways to target your ads: Location, Date, Device,
and/or Age/Gender. You can use these individually or in combination:
To get started, click 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.
Select locations you want to target or exclude. You can target and change your bid adjustment for:
 United States and Canada
 All available countries/regions
 Selected cities, states/provinces, countries/regions, and postal codes by searching for your specific
location and clicking Target or Exclude from the search results.
Select who exactly should see your ads: People in your targeted locations, people searching for or viewing
pages about your targeted locations, or both.
To target by specific day or time of day, click Advanced campaign settings, then click Ad schedule. You can increase bid
adjustments up to 900% and decrease them by as much as 90%. Note: When targeting by time, you are targeting the
searcher’s local time zone.
To target by device type, click Advanced campaign settings. Then click Device. You can target desktop (including laptop)
computers (bid adjustments 0% to +900%), tablets (-100% to +900%), or smartphones (-100% to +900%).
To target by age or gender, click Advanced campaign settings, then click Demographic. You can increase bid
adjustments up to 900% and decrease them by as much as 90%. Keep in mind that when you apply bid adjustments to
age group and gender, your ads will appear more frequently for the targeted demographic but will still also appear for
non-targeted demographic.
Click Save.
Bid Adjustment
Remember, a bid on a keyword can increase your ad’s exposure to potential customers who meet the specific targeting
criteria mentioned above. So, a bid adjustment is a percentage of your keyword bid – an addition to your original
keyword bid.
Think of bid adjustments as an opportunity to bid more competitively against target areas that are most relevant to your
business, or more likely to generate a conversion. For example, a user searching on a tablet over the weekend within a
10-kilometer radius of your businesses location.
When you select any of the specific targets, you can place an optional extra bid. Placing a bid adjustment increases the
likelihood that your ad is displayed in a better position for customers who meet your targeting criteria.
Ad language and country
When determining if your ads are eligible to be shown to a particular search user, Bing Ads first determines if your ad
language allows for your ad to be shown in a particular country, then considers the location target (and other target)
settings you have configured. If the target criteria is met and the ad language is available in the country, the ad is eligible
to display.
Here are the steps you'd take to determine where your ads are shown:
Set ad language. The language you set for your ads also determines where those ads can be shown. You can create
different ad groups with different languages.
Select location target settings. When selecting your location targets, you can choose from:
All available countries and regions.
Selected cities, metro areas, states/provinces, and countries/regions.
Near a specific business, landmark, zip code, or coordinates.
Select advanced location targeting options. In addition to selecting your location target settings, you can:
Show ads to people in your targeted location.
Show ads to people in, searching for, or viewing pages about your targeted location.
Let’s say you set your ad language to German. Because the language you set for your ads also determines where the
ads are shown, setting the language to German will show your ads in not only Germany, but Austria and Switzerland as
well. But because your ads are specific to a market, you decide to select your location target to Berlin, and even more
specifically, show your ads only to people in your targeted location. Now, your ads will only show to searchers physically
located in Berlin.
Your ad language setting determines what countries your ad can be displayed in. For example, ads in German will not
display in Italy.
This is true even if you have set location targeting to show your ads in “all available countries and regions.” Germanlanguage ads, for example, will still only show in countries where German is supported. English-language ads will still
only show in countries where English is supported.
Targeting exceptions
There are some exceptions and important details you should be aware of when using Bing Ads targeting options.
Location: Bing Ads will only serve ads within the area of your targeted location unless you specify otherwise with
advanced targeting features (e.g. show ads to people in, search for, or viewing pages about your targeted
Language: Bing Ads will only support one language target per campaign or ad group. If you require additional
languages, you will need to create additional campaigns or ad groups to cover each additional language.
Time of day: Bing Ads displays ads according to the end-users’ local time zones. You can pinpoint the
scheduling of your ads to 15-minute increments throughout the day and adjust your bids based on peak or low
traffic volumes.
Gender and age: You can target customers by age and gender so that your ads are displayed more
competitively to people you think will be more interested in them.
Device: By default, your search ads are displayed to all customers who use browsers on smartphones, tablets,
laptops and desktop computers. Incremental bids can be applied to all device types.
If you use targeting, you should set your basic targets at the campaign level and then refine your targets at the ad group
level. If there is no conflict between the targeting settings at both the campaign and ad group levels, Bing Ads uses both.
If there's a conflict, ad group targets take precedence. Remember, campaign targets apply to all ad groups in that
campaign. Ad group targets override campaign targets within that ad group.
Remember these key points when considering targeting options:
Target your ads by geographical location, day of the week, time of day, gender and age and device.
Make bid adjustments for your most important, targeted customers.
Set both location (country) and language targeting criteria for an ad to display.
 Keyword match type options
Match types help Bing Ads determine how closely your keywords match user search queries.. Generally, the more
precise your match type, the higher your click-through and conversion rates and the lower your impression volume
tends to be. Finding the right balance between clicks, conversions and impressions can help maximize the ROI of your
After reading this training, you will understand how to:
Describe the different keyword match types.
Choose the appropriate match type or match types for your keywords.
Bid on the appropriate match type for your campaign.
Here's an introduction to the different available match types:
Broad match triggers the display of your ad when a user searches either the individual words in your keyword in any
order, or words related to your keyword.
Use broad match when you want to sell a broad set of products to a large group of customers. With broad match, you
can give your keywords more focus without using phrase or exact matches.
Broad match keyword
Trigger search term
winter vacations
winter vacation
vacations winter
tropical winter vacations
winter ski vacation
ski trips
winter ski villa vacation
red flower
crimson poppies
buy crimson flower
red roses
Broad match modifier
Let's say you create the broad match keyword Hawaii Hotels. A query for Hawaii Rentals might also trigger your ads,
since "rentals" is related to hotels. But you own a hotel and don't want traffic from searchers looking for rental properties.
The solution? Simply add the "+" broad match modifier to your keyword to make it Hawaii +Hotels. This tells Bing Ads
that the word Hotels (or one of its close variations) must be in the query in order for your ads to be eligible to be served.
Use broad match modifiers to affect search ads. On the content network, broad match modifiers serve as broad match
Here is an example of how your ad might show using a broad match modifier:
Search term
Is ad eligible?
Broad Match Keyword:
Broad Match Modifier Keyword:
Hawaii Hotels
Hawaii +Hotels
Hawaii Hotels
Hawaii Rentals
Maui Hotels
Maui Rentals
Hotels Hawaii Maui
Hotels Maui Rentals
Rentals Hawaii Maui
For English ads in the United States, United Kingdom, Australia and Canada, grammatical variations are allowed when
ads are selected for all match types. This means that a match will still occur when there are minor variances between
your keyword and the search term. Here are some examples of close variations:
Trigger terms
luxury resort
luxury resorts
swim team
swimming team
Hawaii vacation
Hawaii vacation
Abbreviations and acronyms
Redmond Washington
Redmond WA
Word blending and splitting
super market
Common spelling variations
community theater
community theatre
real estate
homes in Andre
homes in André.
Phrase match triggers your ad when all of the words in your keyword match the words in a user’s search query, in exactly
the same order, even if other words are present in the search term.
Use phrase match when you want to see a particular type of product to a targeted group of customers. Phrase match
can increase the relevance of the matching queries as compared with broad match.
Phrase match keyword
Trigger search term
winter vacations
ski winter vacations
winter vacations discount
Lake Tahoe winter vacations deals
Exact match triggers your ad when the exact words in your keyword appear in a customer's search query, in exactly the
same order — including singular and plural forms.
Use exact match when you want to see an exact product to a very targeted set of customers.
Exact match keyword
Trigger search term
winter vacations
winter vacations
winter vacation
Content match triggers your ad when search queries that contain any word in your keyword, ad title, or ad text, in any
order, match input from Windows apps that are part of the content network. For example, if your keyword is red flower
and a page on a website requests ads containing the word flower, your ad will be triggered.
Note: Delivery only occurs in mobile apps and on Windows Media properties, and on Windows Phones and Window
apps downloaded from the US Windows store.
Use content match for better targeting on content networks. While you may get fewer impressions, you may get a
higher click-through rate (CTR), because your ad is shown to an audience looking for exactly what you’re advertising.
Best practices include:
When you select a match type, consider your advertising goals, as well as the audience you are targeting.
Cross-reference your keywords with your bids and budgets.
Always run a search query report to make sure you are covering the queries you want.
Make sure exact ad groups have up-to-date ad copies.
Additionally, use negative keywords when you know a term doesn't apply to your business. Negative keywords can be
specified at either the campaign or ad-group level.
Negative keywords and website exclusions
Negative keywords let you specify words that you want to ignore. Negative keywords can 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. A useful way to discover and manage more nuanced negative keywords is
to run the Search Query report. This report presents search queries in their entirety, including words such as “from,”
“where” and “how.” For example, if you are a business based in New York City, you may want to set high bids for
consumers searching “travel to New York City” and create a negative keyword for “travel from New York City.”
On the Campaigns page, under Shared Library, you can also create lists of negative keywords and associate them with
as many campaigns as you like. You can easily edit these lists to add or remove keywords in bulk, and link or unlink them
from campaigns. You can have up to 20 lists per account with a maximum of 5,000 negative keywords per list.
Website exclusions can prevent your ads from appearing on websites that do not further your advertising goals. Website
exclusions can be specified at either the campaign or ad group level. Your ad group level exclusions will override the
campaign level exclusions.
Which match type is used?
If you bid on multiple keywords with similar text but different match types, the narrowest match type will take
precedence when your ad is displayed. For example, if you bid on both the exact match keyword [red flower] and the
broad match keyword flower, a search on red flower will trigger the exact match and not the broad match. The order of
match types, from broadest to narrowest:
Clicks on the ad will be charged to the narrowest match bid. Also, to avoid duplicate reporting, all reports, such as
keyword performance reports, will only report the match type that took precedence.
Using multiple match types
This lets you track your keywords' success in Bing Ads more easily and lets you customize the bid for each
match type independently. You can refine your bidding strategy as you gain data about what is successful for
your searches.
If you choose not to place separate bids on each match type, you can simply bid on the broad match type for
your keyword, and the system will treat it as a bid on broad, phrase, and exact match types, all at the same
amount. Or you could bid on phrase match only, and the system will treat it as a bid on phrase match and exact
match, but searchers will not see your ads if they represent a broad match to their queries.
Landing page by match type
Customize your landing pages by keyword match type to provide a more relevant experience for potential
customers with the Landing Page by Match Type feature. You can measure and track performance by keyword
match type to more effectively optimize campaigns. You can pause or resume ads by keyword match type.
Inheriting Bids
If you do not specify bids for all match types, bids are inherited from less restrictive match types. Thus, while bidding on
broad match is convenient and easy to manage, bidding on each match type independently gives you greater control
and allows performance data to be broken out by match type.
In the absence of a bid, the next less restrictive bid is inherited by the match type without a bid. This means
exact match inherits the phrase match bid, and the phrase match inherits the broad match bid.
If neither exact match nor phrase match bids are specified, then both match types inherit the broad match bid.
This is never reversed; exact match bids are never applied to a phrase match, and phrase match bids are never
applied to a broad match.
Creating, monitoring and refining match types for your keywords is imperative for efficient ad spend and optimal clickthrough rates. When working with keyword match types and campaign exclusions, remember these key points:
Broad match exposes your ads to a wider audience. Broad match modifiers fine-tune your broad match target.
Phrase match helps prevent your ad from being displayed for irrelevant variations of your keyword.
Exact match precisely matches your keyword and lowers your costs.
Content match triggers your ad to show in the content network.
Use negative keywords when you know a term doesn't apply to your business.
Website exclusions prevent your ads from appearing on websites that do not further your advertising goals.
 Campaign exclusions
Campaign exclusions allow you to control when and where you don’t want to display ads at the campaign or ad group
level. You can set exclusions on each ad or across multiple ads at the same time.
If you want to prevent your ad from appearing in specific locations, on specific web sites within the search network, or
prevent your ads from displaying to certain IP addresses, you can configure exclusions.
After reading this training, you will understand how to:
Prevent your ad from showing in specific locations.
Prevent specific websites from showing your ad.
Block specific IP addresses from seeing your ads.
So, what is the benefit of not displaying an ad? You want to be sure people who see your ad and visit your website are
your target consumers. By utilizing a combination of excluded regions, website lists, and IP addresses, you don’t waste
ad impressions and spend on customers who will never convert. In some cases, minimizing your audience is a more
efficient solution than maximizing your audience.
Targeting and campaign exclusions are, in a sense, similar functions of Bing Ads. Both allow you to display your ads to a
select group. The distinction is a matter of whether you’re adding to, or subtracting from, your target audience.
The Campaign exclusions feature allows you to begin with a large target audience and selectively reduce it to just the
customers who can benefit from your offering, thereby increasing the effectiveness of your ad spend.
For example, let’s say your ecommerce site reaches everyone in the U.S., but doesn’t ship to Alaska. Instead of using
targeting to choose every state except Alaska, you can choose to display your ad across the U.S. and simply make one
exclusion: Alaska.
Exclusions at the campaign level
Exclusions set at the campaign level will apply to all of the ads in your campaign. To set up campaign exclusions, start on
the Campaigns page and click the Settings tab. You will see a list of campaigns created in your account. To edit the
settings of a campaign, click a campaign name from the list below to bring you to the Campaign settings page.
Location exclusions
To prevent your ads from showing in specific locations, click Locations from the Settings tab. Choose Selected cities,
metro areas, states/provinces, and countries/regions.
Add the locations to exclude by clicking Search or Browse, then searching (or browsing) for the right location and finally
clicking Exclude next to the appropriate items on the list. Click Save.
Website exclusions
To prevent specific websites from showing your ads, click the name of the campaign (in the Campaign column) that you
want to edit. Click the Settings tab.
Select the checkbox next the campaigns or ad groups where you want to add the exclusion. Click Edit, and then click
Other changes. In the Campaign settings list, select Website exclusions.
In the Website exclusions box, enter websites that you do not want to show your ads, one website per line (for example, To exclude your ads from an entire domain, leave off the "www" prefix (for example,
Click Apply.
IP address exclusions
To block specific IP addresses from seeing your ads in Campaigns, select the checkbox next the campaigns where you
want to add the exclusion.
Click Edit, and then click Other changes. In the Campaign settings list, select IP address exclusions.
In the IP address exclusions box, enter the IP addresses that you want to be blocked from seeing your ads. Enter one IP
address per line. You can also add a range of addresses using a wildcard character (*). Click Apply.
Note: IP exclusions must be added at the campaign level, not the ad group level.
Exclusions at the ad group level
If you have certain ads in your campaign that you’d like to treat differently, you can override campaign exclusions with
ad group exclusions.
Setting ad group exclusions works the same way as for campaign-level exclusions.
Location exclusions
To prevent your ads from showing in specific locations, click the Ad groups tab. Click on the ad group title (in the Ad
group column) that you want to edit. Click Settings.
Click Locations, then choose Selected cities, metro areas, states/provinces, and countries/regions.
Add the locations to exclude by clicking Search or Browse, then searching (or browsing) for the right location and finally
clicking Exclude next to the appropriate items on the list. Click Save.
Website exclusions
To prevent specific websites from showing your ads, Click the Ad groups tab. Click on the ad group title (in the Ad group
column) that you want to edit. Click Settings.
Select the checkbox next the campaigns or ad groups where you want to add the exclusion. Click Edit, and then click
Other changes. In the Campaign settings list, select Website exclusions.
In the Website exclusions box, enter websites that you do not want to show your ads, one website per line (for example, To exclude your ads from an entire domain, leave off the "www" prefix (for example,
Click Apply.
Note: Ad-group-level website exclusions override campaign-level website exclusions.
Remember these key points:
Exclusions can be set at both the campaign and ad group levels.
You can exclude geographical locations, websites and IP addresses.
Creating a negative keyword list can help prevent your ad from appearing in searches.
 Unified Device Targeting
Use Ad Campaigns to Grow Customer Conversions
Bing Ads has changed the way device targeting works. With Unified Device Targeting, instead of separate options for
targeting desktops, laptops, tablet and mobile searchers, you will now automatically reach people across the Bing
Network wherever they are searching – all with one easy campaign setup. This single device migration promotes a
simplified campaign and ad group settings management system.
After reading this training, you will understand:
How to manage the performance differences between tablets, desktops, and laptops.
How to apply bid modifiers for tablet and smartphone users.
How multiple bid modifiers work together.
How to segment data by Device Type in reports.
With Bing Ads new device targeting, it is no longer necessary to run separate campaigns to target tablet, desktops,
laptops, and smartphone users. If you have only been targeting desktop/laptop users, your existing campaigns will be
atomically opted-in to receive traffic from tablet and smartphone users as well. You can make special bid adjustments for
smartphones and tablets to improve the chance that your ad will display to people searching on a specific device type.
With this major change, compatibility between how ad campaigns are managed in Google AdWords and in Bing Ads are
Note: If you are targeting tablet or smartphone users for the first time, it’s important to make sure your site is fully
compatible with these devices to ensure a great customer experience.
How to segment data by Device Type in reports
It is essential you review your clicks, impressions, average position, and other performance metrics broken down by
device type in order to optimize your bid adjustment going forward. There are a couple of ways to do this. The first is by
running a report that includes the Device Type column. The second is to use the Segment feature in-line with your
campaigns, ad groups, ads and keywords.
To run a report, go to the Reports tab and select the report you want to run. Expand the Choose your columns menu
and select Device type from the available Attributes. To retrieve data for only specific device types, expand your Filter
menu, check Device type and then the specific device type(s) you are interested in, e.g. Smartphone and Tablet. Click
Run. Once the report is complete it will contain data broken down by device type.
To analyze device data in-line with your campaign structure, click the Segment dropdown and choose Device Type.
From here you can review device performance at the campaign, ad group, ad and keyword levels.
How to set a bid modifier for tablets and smartphones
You can adjust your bidding so budgets will go toward the best performing devices and ads; specifically, you can
increase or decrease your bid for traffic coming from tablets and smartphones. (There are no bid adjustments for
laptops or desktops, since your bid for those devices is the baseline on which you can modify the bid for tablets and
The update for smartphones is particularly important, because mobile searchers currently drive over 30% of the searches
on the Yahoo Bing Network. If mobile is not currently part of your campaign targeting, you may be missing the
opportunity to connect with valuable new customers.
Once you log into your account and select a campaign, you’ll see desktops, laptops and tablets are all targeted by
default under Advanced targeting options. Click on Devices to modify the bid for tablets or smartphones according to
your campaign goals.
Bid modifiers for smartphones and tablets can be adjusted from -100% to +900%. This range allows you to effectively
exclude either tablet or smartphone traffic as needed. Desktops, including laptop computers, can have their bid adjusted
from 0% to +900%. In short, you cannot exclude desktop traffic from your campaigns.
API users
Unified Device Targeting also works in the API. When specifying the array of devices to target in
the DeviceOSTarget object, three separate bids for computers, tablets, and smartphones should always be specified
together. If you do not specify all device types, the missing bids will be added with the default bid adjustment of zero.
This allows you to specify the bid adjustments you’d like to make for tablets and smartphones which will now range from
-20 to +300 percent, and -100 to +300 percent, respectively.
Any attempts to create a device target of tablet for a campaign or ad group via the API will automatically have desktops
& laptops added by the Bing Ads platform and vice versa.
Multiple bid modifiers
If you set up multiple bid modifiers, and more than one of your target criterion is met and your ad is clicked, you pay for
each of the bid adjustments that match (but not for those that don't match). For example, let's say you have set up the
following bids and targeting:
Keyword bid = $3.00
Target location = Chicago, Bid adjustment = Bid + 20 percent
Target days = Saturday, Bid adjustment = Bid + 10 percent
Target device = Tablet, Bid adjustment = Bid - 20 percent
Given the above data, the potential maximum amount for your bid using the new method is as follows:
Review your campaigns to determine if your campaigns are targeting either mobile devices only or PC/tablet devices
only. If you have campaigns that are only targeting one or the other, review to see if you have more than one campaign
targeting the same keyword (for example: a mobile-only campaign targeting the keyword “roses” and a separate
desktop/tablet campaign also targeting the keyword “roses”). Combine the campaigns into a single campaign so you
don’t compete against yourself for ad placement.
If you have campaigns that are targeted to desktops and laptops, it’s essential that your sites are ready to handle tablet
and smartphone traffic. You can take advantage of device query parameters to serve different landing pages based on
the searcher’s device type.
Similarly, it’s always best practice to create a mobile-friendly landing page or website, so no matter which device people
are using, your site will look great.
With Unified Device Targeting, you get to treat tablets, desktops/laptops, and smartphones as a single device target in
your Bing Ads applications. This gives you all the flexibility you need without adding the complexity of managing multiple
campaigns to reach tablet or smartphone users.
Key takeaways:
After setting a baseline bid for desktops/laptops, tablets and smartphones, you can apply a bid modifier to
increase or decrease your bids for tablet or smartphone traffic.
If you set up multiple bid modifiers for your campaign, you only pay for the bid adjustments that match.
Review and merge separate device campaigns into a single campaign that uses bid adjustments.
 Enhance ad campaign performance with optimization
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.
After reading this training, you will understand how to:
Optimize your campaign 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.
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 campaign.
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.
You can zero in on a particular audience for a specific ad group or campaign.
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 get started, click 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 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.
1. Reports
Taking full advantage of all the available performance reports is the fourth component in optimizing your campaigns.
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
Ad Spend, which work to improve 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 on 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
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 performance, listed in order of estimated impact.
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.
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 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.
Special features
An important part of optimizing your campaigns 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.
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.
 Create a quality ad experience and find your ad
The Bing Ads quality score shows you how competitive your ads are in the marketplace by measuring how relevant your
keywords, ads, and landing pages are to customers' search queries and other input.
You can find scores in your Keyword Performance Reports and in your Keywords list.
After reading this training, you will understand how to:
Understand quality score values.
View your keyword quality score.
Find out your impression share.
Troubleshoot why your ad isn’t displaying.
Quality scores and their impact
You can use your quality score to determine the best ways to optimize your keywords, ads and landing pages to help
improve your ROI.
There are three elements to a quality score:
The expected click-through rate score reflects how likely your ads will be clicked and how well your keyword
competes against other keywords targeting the same traffic. This score predicts whether your keyword is likely
to lead to a click on your ads, taking into account how well your keyword has performed in the past relative to
your ad's position.
The ad relevance score indicates the relevance of your ad and landing page to users. This score helps
determine whether your landing page has sufficient information to engage with user intentions.
The landing page experience score describes whether your landing page is likely to provide a good experience
to customers who click your ad and land on your website. Pages containing content commonly found on other
websites, or that redirect users to advertising links will likely receive a score of Below Average, with limited
eligibilty to run.
To calculate an overall quality score, each category is judged to be Below Average, Average, or Above Average.
If one or more of the three components of quality score are Below Average, most likely your score will be 5 or below.
This means your keyword is underperforming.
If all three components are Average, or a combination of Average and Above Average, most likely your score will be 6 or
higher. This means your keyword is considered to be competitive.
If all three components are Above Average, most likely your score will be 7 or above. This means the keyword is very
competitive in the marketplace.
Note: Quality score is updated every day, so changes to any of the components can impact your quality score.
Factors that affect quality score
Keywords with scores of Above Average or Average, are eligible to serve ads on Bing and Yahoo search results pages.
Keywords with scores Below Average with have limited eligibilty to serve ads in search queries.
The expected click-through rate ad relevance, and landing page experience scores are combined to create an
aggregated quality score between 1 and 10.
To view your quality score, click Campaigns at the top of the page. Click the Keywords tab. Click Columns and select the
Qual. score column if it isn't already in the table. The Qual. score column displays the score for each keyword. Click the
arrow to the right of the quality score to see the ratings for each performance.
You can use the historic quality score options in Reports to review historic averages as far as 18 months from the current
To view your historic quality score, click Reports at the top of the page. Click the Keywords performance report.
To view historic quality scores at the campaign or ad group level, select the Campaign or Ad group performance report.
You can select specific campaigns or ad groups in the What to report on list.
Select Day as the unit of time. In the Choose your columns section, select Historic quality score and any other historic
attributes you want. Click Run.
Ad relevance
Quality and relevance are an essential part of your ad campaign. Let’s say a customer types in her keyword, and a list of
highly relevant search results and ads appear. Because the ad at the top seems most relevant, she clicks it. The
advertising landing page appears, containing the offers shown in the ad, along with clear instructions with how to
proceed. With a few more clicks, she executes a transaction.
What made the customer proceed? In this ideal example, the advertiser succeeded in creating a tight connection
between keywords, ad copy, and landing page experience, as well as other established key advertising principles. The
advertiser likely understood how the web and search are dynamic, and decided to make reviewing their historic quality
score a best practice.
Can’t find your ad?
If you’ve created an ad with a high quality score, your ad should display soon. Nonetheless, there are several other
reasons why your ad may not be displaying. Here are some to check:
Valid payment method: Bing Ads requires a payment method on file before your ads can display. For info on
payment methods, see What are my billing options?
Enabled status: Ads won't run if the related campaign, ad group, or keywords are not enabled. For information
on changing their status, see How to change your status, bid, and other settings.
Issue with a keyword: Check the Delivery status of your keywords on the Keywords tab. If a keyword's status is
anything but Eligible, click the ellipsis icon next to the status for an explanation of the problem and how to fix
Editorial review: Offers from your catalog are typically processed within 48 hours after we receive the feed.
However, if you wait to create your product ad campaign until the feed is approved, that can take another 24
hours for the ads to be eligible to be served.
If you’ve reviewed all of the above and still don’t see your ad, it might be due to the following:
Different ad position: Changes by your competitors to their bids could be affecting your ad position, for
example, causing your ad to drop to another search results page. See What is "ad position?" to learn more.
Budget issues: Ads stop running when your campaign budget is depleted. For example, if you're using the daily
budget option and you deplete your budget in the middle of the day, that's when your ad will stop running. For
more info, see What are my budget options?
Targeting: If you have scheduled your ad to run only on certain hours of the day or days of the week, you may
be looking for your ad at the wrong time. For more info, see How can I get my ads in front of my customers?
Lastly, if your ad group is targeted to specific geographical locations, times of day, or other target settings, you need to
search using those same settings.
Ad Preview and Diagnostics Tool
After you make the necessary changes, use the Ad Preview and Diagnostics Tool on the Tools page. If your ad's
anywhere on the first page of search results, you'll see a preview without any impact on your impressions or clicks. If
your ad isn't on the first page of search results, the tool will explain why and offer suggestions on getting it there
Note: If your ad is lower than ad position 9, the tool will not preview it for you.
Impression share
Impression share is the percentage of impressions that your ads receive compared to the total number of impressions
that your ads could get. Impression share is a good way to understand whether your ads might reach more people if
you increase your bid or budget.
You can use the Bing Ads share of voice report for statistics about the percentage of ad impressions and clicks you may
be losing. The report shows impression and click share information for account, campaign, ad group, and keyword
To create a share of voice report, click Reports. If not already expanded, click Standard reports. Click Performance, and
then click Share of voice.
Select the unit of time (Show (unit of time)), Date range, and the download Format you want. Click Run to run the report,
or Download to download the report as a CSV or TSV file.
Remember these key points for improving your quality score, and making sure your ad appears on the Bing Network:
Ad quality is determined by keyword and landing page relevance along with click-through rate performance.
Track your historic quality score in performance reports to monitor changes in your quality score over time.
Use share of voice reports to analyze impression share and make bid adjustments.
Use Bing web resources to troubleshoot why your ads aren’t displaying.
 Monitoring click quality
Click quality is an important concern for pay-per-click advertisers. Invalid, or low-quality, clicks can negatively impact
overall campaign performance. Consider that click-through rate (CTR) is the ratio of the number of times an ad is clicked
to the number of times the ad is displayed. If there is a significant amount of irrelevant clicks, CTR will be inflated, thus
throwing off performance reporting.
Bing Ads uses real-time and post-click systems and performance reports to guard against low-quality or invalid clicks.
After reading this training, you will understand how to:
Recognize how Bing Ads categorizes clicks.
Monitor low-quality clicks.
Report low-quality or invalid clicks.
Basics of click quality
Each time your ad is clicked, Bing Ads categorizes the click as either a standard-quality click, a low-quality click, or an
invalid click.
Standard-quality: Clicks that have the highest potential to drive customer awareness of your business and boost
your conversion rate.
Low-quality: Clicks that exhibit a low likelihood of commercial intent and rarely result in conversions or value to
your business.
Invalid: Clicks that fall into the low-quality category which exhibit characteristics of user error, search engine
robots, spiders, test servers, questionable sources, or fraudulent activity.
You are billed for standard-quality clicks, and should not be billed for low-quality or invalid clicks.
Using Reports
You can use several different kinds of performance reports to help you identify low-quality or invalid clicks:
The Keyword, Campaign, Ad and Ad group reports tell you which campaigns are performing well and how your
keywords are contributing to campaign performance.
The Search term report shows you which keywords cause your ads to display.
The Share of voice report gives you an estimate on where you are losing to competitors in the marketplace.
Note: Bing Ads doesn’t include campaigns, ad groups, keywords, etc. with zero impressions in any reports.
The data available in the different performance reports offer a snapshot of how your campaigns are performing with
regards to click quality. Each Bing Ads report contains a subset of attributes and statistics, displayed in a column.
Here are the definitions of the most common report fields you need to know for understanding click quality:
Clicks: the number of clicks or other user input on any clickable element of your ad, including the ad title,
display URL or phone number.
Click Call: the number of clicks on a clickable Call Extension phone number. This includes clicks on metered (call
forwarding) and non-metered phone numbers.
Click share: the percentage of clicks that went to your ads. It is the share of the prospective customer's
mindshare and buying intent you captured.
Conversion rate column (%): the number of conversions, divided by the total number of clicks.
Low-quality click conversion rate (%): the conversion rate of clicks that originate from low-quality clicks.
Low-quality click conversions: Conversions that originate from low-quality clicks.
Low-quality click rate (%): The number of low-quality clicks, divided by the total number of clicks.
Low-quality clicks: Clicks that exhibit a low likelihood of commercial intent and for which customers are not
Note: After you run a report, you can customize its layout by rearranging the attributes and performance statistics or by
filtering out unwanted data.
Monitoring clicks
To understand where your business’s high performing traffic comes from, you may also need to exclude certain websites
from the Bing Ads Syndicated Partner Network. You can find out what those are by accessing the Website URL
(publisher) report on the Reports page.
Much like click-through rate is a percentage of impressions resulting in a click, conversion rate is the percentage of ad
clicks that result in a conversion, for example, a purchase or a registration. A sudden change in your conversion rate
could mean an increase in low-quality and invalid clicks. Using conversion tracking and Bing Ads Universal Event
Tracking makes it possible to analyze the number of clicks your ads are getting and the number of conversions being
Quality Score
Bing Ads quality score shows you the quality of your keywords, ads, and landing pages, which helps you understand how
competitive your ads are in the marketplace. Your quality score can range from 1 to 10, with 10 being the best.
Monitoring your quality score regularly can help you identify keywords, ad groups or campaigns where click quality may
be an issue.
Components of quality score include CTR and Expected click-through rate, which has sub-scores of Above Average,
Average, and Below Average. If there is an influx of low-quality or invalid clicks and CTR drops, quality score may drop as
well. Beyond click quality, monitoring quality score can help you to determine the overall relevancy and health of your
Let’s say your keyword had a quality score of 4. You could research the Expected click-through rate component to
investigate if it’s Below Average. If it is, then you can make changes to improve it by optimizing negative keywords, ad
copy or landing pages.
Increased Traffic
Sudden increases in click volume can be the result of many factors, and can often be good for you and your business.
Increased click volume could be entirely made up of good clicks. Check if the following may be causing increased click
Seasonal changes, such as an increase in online shopping during the holidays.
Sales, discounts, or promotions that increase visibility and bring extra traffic to your site.
Recent news events that stimulate online consumer interest and web traffic.
Changes to your ad headlines or text, or changes to your landing pages.
To account for natural fluctuations, set up a daily or monthly budget that allows for trends and fluctuations.
Reporting low-quality clicks
If you’ve identified low-quality click activity Bing Ads has not detected, contact Bing Ads Support. A Bing Ads
representative will contact you once they receive your inquiry. Depending on the outcome of the investigation, your
bill may be adjusted.
Click quality is important to all pay-per-click advertisers — it directly correlates with campaign performance. While
working with your campaigns, remember these key points about click quality:
Monitor ad click-through and conversion rates.
Use performance reports to identify sources of low-quality activities.
Set up a monthly budget allowing for trends and fluctuations.
Review your quality scores to identify potential Below Average click-through rates.
Contact Bing Ads Support to report suspected low-quality click activity.
 Detailed ad reporting in Bing Ads reports
Once you’ve created your campaigns, written your ads and fine-tuned your keywords lists, the next step is using the
reporting capability 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 reporting features
Period comparison reporting
Period comparison reporting helps you understand your ad’s performance. Columns and sub-columns display side-byside 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 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 reporting displays performance for the previous period, the same period last year, or a custom date
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, 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 subcolumns 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 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
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 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 also 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 in 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 in 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
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
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
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 reports can help you:
Evaluate your search advertising campaign performance.
Identify optimization opportunities.
Track and compare performance and budget data all in one place.
 Bing Ads Intelligence
Bing Ads Intelligence is a powerful keyword research tool that allows customers to build and expand on their keyword
lists using the Excel interface. Customers can easily gauge the performance of relevant keywords and apply those
insights to improve their keyword selection and campaign performance.
After reading this training, you will understand how to:
Download Bing Ads Intelligence.
Apply the keyword suggestion and keyword analysis features.
Create customizable keyword research workflows.
Download and leverage the integrated keyword research templates.
Tool installation
Before you install the tool, be sure you have Microsoft Visual Studio Tools for Office and Microsoft Office Excel 2007 or
newer installed and closed on your computer. Also, you must uninstall any previous versions of Bing Ads Add-in for
Excel, or Bing Ads Intelligence. Next, sign in to your Bing Ads account and navigate to the Tools tab. Click the Bing Ads
Intelligence menu item to link to the Bing Ads Intelligence download page. From here you may select “Download now”
and follow the Install Wizard prompts.
Bing Ads Intelligence interface
Once installed, launch Excel and click the Bing Ads Intelligence tab.
Step 1: Sign in and select an account. Click the Sign in button, enter your Bing Ads credentials and click OK. In the Select
Account dialog box, enter the name of the account you want to use and click the search icon. From the resulting list,
select the account you want and click OK.
Step 2: Select a campaign and ad group. Once you have selected an account you then select the campaign and add up
to 50 Ad Groups. From there, you’ll be able to download the keywords in the ad groups you’ve selected, along with their
performance data.
Step 3: Download keywords to a worksheet. In the Select Data Range dialog box, select a data range from the list. If you
select Custom data range, you’ll need to choose start and end dates. Then click Download. You can enter Keywords,
Keyword Phrases, or URLs in a worksheet and select the keywords you want to use.
Keyword Research & Account buttons build or expand keyword lists with additional relevant keywords.
More Research Options buttons create a keyword strategy based on attributes like historical performance, geography
and demographics, as well as review data to optimize keyword bidding strategies. Most of these buttons require the
input of parameters to fine-tune results, e.g., match types, bids, devices and date ranges.
Note: The Auction Insights button can now be found in the Bing Ads Web UI in the “Details” drop-down menu in
Campaigns, Ad Groups and Keywords tabs. Additionally, you can export them as a report in the UI.
Likewise, the Find Broad Match Opportunities in the “Opportunities” tab can now be found in Bing Ads Web UI. You can
also export them as you would in Bing Ads Intelligence. Sorting and Filtering are done through the table in the Bing Ads
UI. You can also dismiss the opportunities you don’t want or apply selected opportunities only.
Both Auction Insights and Find Broad Match Opportunities can be viewed at an account or campaign level.
Keyword research & bid strategy
The Keyword suggestions buttons help you perform integrated research on keyword and bid estimates. You can tailor
your bidding strategy based on pricing data for keyword-specific metrics such as clicks, impressions, position, clickthrough rate and cost per click.
To generate a suggested keyword list, select the keywords you want to use from your Account Keywords Worksheet (or
any worksheet with a column of keywords). Select keywords from only one column. On the Bing Ads Intelligence tab,
click Keyword Suggestions. If you want to customize the list, click Customize and select the options you want in
the Keyword Suggestions dialog box and click Submit. After you’ve created your list of suggested keywords, use Create
Bulksheet and import them into your Bing Ads account(s).
With the Bing Ads Intelligence tool, you can work with keyword lists of up to 200,000 generated words, easily filtering out
adult/brand terms from your keyword expansion.
Bing Intelligence also takes you straight to the data story you want to see. To develop informed keyword strategies and
optimize your keyword research and bid estimates, you should:
Click Traffic for daily, weekly and monthly search query counts. Traffic is useful for spotting trends in search
Click Keyword Performance to view historical performance data for the specified keywords, including clicks,
impressions and costs.
Under More Research, you may explore the following:
Click Webpage Keywords to generate keywords from a specific website.
Click Keyword Expansions to get more ideas from the keywords you select in the sheet.
Click Searches with Your Keyword to generate a list of search queries containing your keywords.
Click Associated Keywords to generate new keywords based on other advertisers' bidding behavior.
Click Related Searches to create a list of search queries based on the Bing Related Search results. The related
search terms are derived from the related searches list that appears on the left side of the Bing Search results
Click Keyword Categories to view a list of business categories for specified keywords.
Click Search User Location to generate a list of locations within a country, state/province or city with the most
searches on specified keywords.
Click Age Group & Gender to generate age group and gender percentages for the specified keywords over the
last 30 days. Click Bid Estimation for New Keywords to research bid suggestions and estimated performance
data for existing keywords.
Clicking Submit returns bid estimation data in a spreadsheet with the following columns:
Estimated Min Bid
Average Cost Per Click (CPC)
Estimated Min Impressions
Keyword Research Templates
These are pre-generated keyword research ideas in the form of dashboard spreadsheets.
Accessing these templates is easy. Click on the Keyword Research Templates button to open the Template panel. Scroll
to the desired template and click to open.
Most templates contain instructions, but, in general, they are easy to use. You enter information into highlighted cells
and click on the Refresh All button.
Templates are powerful and flexible. You can extend existing templates with additional Bing Ads Intelligence and Excel
features, or create custom templates based on your own unique workflow. Templates can be saved and shared with
colleagues, or even shared with the Bing Ads Intelligence user community. To submit custom templates, email [email protected]
Create a template
Bing Ads Intelligence lets you choose where to display results in your workbooks. In addition, you can manipulate data
with favorite Excel features, like pivot tables, filters, sorts and graphs.
Let’s say you want to create a list of Generated Keywords from the seed keyword, “digital camera.” From the Generated
Keyword column, select the keywords to return data. Click Traffic to open the dialog box. Choose Existing Worksheet,
and select the cell where the returned traffic data should be placed. In this example, we chose D6.
Click Submit, and the Traffic data is inserted at the cell location selected, D6.
You can save this workflow and use it again later. If you need traffic data for a different keyword, simply select a new
range of keywords and click Refresh All in the ribbon.
Bing Ads Intelligence is a powerful keyword research tool that helps you build, expand and optimize suggested keyword
lists and bid estimates using familiar Excel.
Bing Ads Intelligence helps you:
Build lists of up to 200,000 generated keyword lists.
Create original keyword research templates that let you analyze data for your business.
Discover bid estimation data in a simple spreadsheet.
 Universal Event Tracking
Universal Event Tracking (UET) helps customers track their campaign performance with the ability to count unique
conversions, associate conversion goals with a single account and track the status of tags and goals. Remarketing works
in conjunction with UET and Conversion Tracking to help you reach your business goals.
After reading this training, you will understand how to:
Set up a conversion goal, including unique options.
Track and count the conversions you’ve received.
Tag your site and use a Tag Helper tool.
Take advantage of inline overviews and alerts.
What is a Tracking Tag?
Universal Event Tracking (UET), uses a single tag by which advertisers can retarget their search audience and track
conversions, even across multiple accounts and campaigns. With UET tags, customers can yield a significant percent
click-through rate and ad spend increase in Remarketing in Paid Search.
To get started, you just need to create one UET tag and add it to your website once. This tag records what your
customers do on your website.
How do I create a UET tag?
It is easy to create a UET tag in Bing Ads. All you need is a name.
Click the Campaigns page, and then on the left pane, click Conversion Tracking. Under Conversion Tracking, click UET
tags. Click Create UET tag and then enter a name.
Optional: Enter a description that helps you identify the UET tag in the future, like your website page name or URL.
Click Save. In the View UET tag tracking code box, click either Copy, Download or Email, and then click Done.
Conversion tracking
Once you set up your UET tag, you are ready to begin the process of Conversion Tracking.
To get started, you need to create a conversion goal to track actions people take on your website after they click on
your ad. When the action matches your conversion goal, it is counted as a conversion. You can tell Bing Ads which
actions users take to count as conversions by setting your conversion goals.
How Do I Create a Conversion Goal?
Click the Campaigns tab, and then on the left pane, click Conversion Tracking.
Under Conversion Tracking, click Conversion Goals.
On the conversion goals page, click Create conversion goal.
Enter a name for your goal in the Goal name box. When naming your goal, use a descriptive name that makes sense to
you. (For example, "Checkout page".)
Choose the type of conversion you want to track: Destination URL, Duration, Pages viewed per visit, Event, or Mobile
app install. Fill in the appropriate values for the goal type you choose.
Once you’ve decided on a goal type, under Scope, select if you want this goal to apply to all accounts or a specific
If you select all accounts, you won't be able to set the currency of the revenue value. The currency of the revenue value
will be determined based on the account currency to which the conversion was attributed.
If you want to add a monetary value for each conversion, under Revenue value, select one of the following:
Each time it happens, the conversion action has the same value checkbox. Enter the amount and select the
currency (if available). This is a static revenue value that doesn't change.
The value of this conversion action may vary (for instance, by purchase price) checkbox. Enter the default
amount and select the default currency (if available) to be used when no value is received for a conversion. The
revenue value will change based on the customization you make to the UET tag tracking code that you add to
your website.
You can also assign a Count to the conversion and enter a Conversion window to track up to 90 days in the past. Select
the UET tag that you want to associate with this conversion goal. Click Save.
Bing Ads matches UET logs with strings defined in destination URL and custom event goals in a case insensitive way. For
example, you can create a Destination URL goal type to track visits to your Thankyou.html page as conversions using the
condition URL contains Thankyou.html.
New UET Settings
The following updates can strengthen your campaign’s performance:
Support for Unique conversions allows you to count conversions according to your business needs. When you are
creating a conversion goal, there will be 2 options available to you for the Count property:
All Conversions will count all conversions that happen after a click. If you are tracking purchases as conversions,
this is a good option to use.
Unique Conversions will count only one conversion that happens after a click. Pick this option if you want to
track the number of unique leads generated on your website as a conversion.
All your existing conversion goals will be defaulted to All conversions. You will be able to edit those goals to update
them to Unique conversions.
Account level conversion goals specifies if a conversion goal is at the account scope or across all accounts via the new
Scope property.
In the new Conversions goals page, you can now see the number of Conversions, Revenue and Repeat Rate (defined as
All Conversions/Unique conversions) for each conversion goal that you have created right in the Conversion Goals page.
Use the date range selector to view data for different time periods.
UET Tag Helper
When set up correctly, UET tags are a powerful tool for helping you to reach your ROI goals. However, it can be tricky
to set them up, which is where the UET Tag Helper comes in handy.
UET Tag Helper is a Chrome browser extension that automatically validates Bing Ads UET tags on any webpage. The Tag
Validates UET tags in real-time.
Let’s you know whether you implemented the UET tag correctly.
Helps troubleshoot any common errors with the UET tag.
You can install the UET Tag Helper from the Chrome web store. Simply clicking Add to Chrome and then Add
Universal Event Tracking lets you create and track conversion tracking and remarketing goals in a few easy steps.
Key takeaways:
Associate conversion goals at the account level.
Support for unique conversions that happen after only one click.
Find inline alerts, tag and goal tracking status in the UI.
Analyze conversion metrics on the new conversions goals page.
 Bing Ads Editor account basics
Bing Ads Editor is a powerful tool that lets you make updates to your campaigns from a local desktop application, and
then publish the changes to your Bing Ads account, or to multiple accounts in bulk.
After reading this training, you will understand how to:
Sync Bings Ads with Bings ads Editor.
Make changes in bulk and copy/past across accounts.
Update keywords and bids.
Use filtering criteria to select campaigns.
Syncing Bing Ads with Bing Ads Editor
To sync Bing Ads Editor with Bing Ads, from the Bing Ads Editor page, click on your Account, (or accounts), then get
your Bing Ads data into the Bing Ads Editor tool. Click OK.
You can also use the import tab to import campaigns from Google, Yahoo, or an external file. Click Get changes each
time you sign into Bing Ads Editor to make sure what you’re looking at is the most up-to-date information.
Now that the data is synced, you can make changes on a single account, or multiple accounts at the same time. You can
navigate your entire structure from the left hand Campaign navigation panel. Use tools such as Search and Filtering to
find specific campaign details.
Bing Ads Editor lets you make updates as granular as changing the bid price for a single keyword, and as big as bulk
changes, where you can click Make multiple changes to create a whole new set of campaigns.
You can find and replace specific pieces of information, or copy and paste entire campaigns and ad groups within the
same accounts or across multiple accounts. Remember, changes you make will not be reflected until you Post the
Support for Updates
With Bing Ads Editor, you can work faster syncing campaigns. You can make changes offline, and then upload your
revisions with one click. And, do it in bulk. A visually pleasing user interface makes navigation simple.
Bing Ads Editor supports management processes for new updated features in Shared budgets, Expanded Device
Targeting, Callout Extensions, Editorial messaging, Bing Ads Shopping, and more. Bing Ads editor also supports Mac
Bing Ads Editor for Mac beta
If you’re using a Mac, you will now benefit from the overall speed increase of account downloads and bulk edits. As with
Windows users, you can now manage multiple accounts, saving you hours each day.
Two important features with Mac alignment include:
Support for managing multiple accounts: You can simultaneously sync your campaigns, quickly start a Google
Import and easily perform local bulk edits.
 Copy + paste across multiple accounts: You can copy optimized campaigns and ads from one account to
multiple with copy and paste. (Editor for Mac natively supports OS X keyword shortcuts such as Command ⌘+
C and Command ⌘ + V.)
Note: Bing Ads Editor for Mac is in beta testing with limited access and only localized in US-English right now, but
support for all the Bing Ads languages and markets is on the way.
Apply negative keyword lists using shared libraries
The best way to eliminate unwanted search traffic is by using negative keywords. With the negative keyword library
feature in Bing Ads Editor, you can efficiently apply whole lists of negative keywords to multiple campaigns.
To create a list, click the Shared library tab, making sure you are in the Negative Keywords Lists view. Click Create List,
and name your new list. To add negative keywords, click Negative Keywords In List and then click Add Negative
Keywords To List.
From there, you will able to enter the negative keyword and select a match type (Exact or Phrase) inside the main 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/pasting the list from your spreadsheet.
With Bing Ads Editor, it’s simple to manage your Bing Ads campaigns in bulk. Whether you’re online or offline, Bing Ads
Editor gives you the flexibility and control to optimize multiple campaigns anytime and anywhere, from multiple devices.
Key takeaways:
Efficiently manage multiple accounts and make edits offline.
Monitoring and reporting on campaign performance.
Available for both PC and Mac.
Import campaigns from external sources like Google AdWords.
 Bing Ads Editor account management tips
Bing Ads Editor is a powerful offline tool with features that make creating and updating your campaigns simple. These
features allow you to make bulk changes to campaigns, ad groups, ads and keywords quickly and efficiently.
After reading this training, you will understand how to:
Use features like copy/paste and find/replace to optimize keywords.
Identify specific errors and warnings.
Create and manage a shared budget and make keyword edits.
Use Advanced search options to filter items.
Similar to copying a Word file to modify and save as a new file, you can create a new campaign by copying an existing
campaign from one account to another. Here’s how to do it:
In the left hand navigation, select the account containing the campaign you want to copy. In the Summary Grid, click
the Campaigns tab, then find the campaign, right-click, and select Copy. This campaign is now on your clipboard. In
the left hand navigation, select a different account, right-click and select Paste. The entire campaign, including its
properties, ad groups, ads and keywords is now duplicated in a different account and ready for your changes.
You can copy just the shell of a campaign or ad group — including settings like language, device target, demographics,
and site exclusions — in order to fill it with new ads and keywords.
You can also copy just the keyword text of selected keywords, making it easier to paste them into an editor such as
Microsoft Excel. Another option is to selectively paste different settings of a selected campaign or ad group.
If you only need to make changes to one or two campaigns, you no longer have to download all recent changes or your
full account. You can now pick which campaigns to get and to post. Just click Get changes and then select Campaigns I
select — or click Post changes and then select the campaigns you want to upload.
Note: You can now drag and drop items within your account or across accounts.
Find and replace
The Find and replace feature lets you update ad copy, like a holiday name, in seconds.
Begin by selecting the ads you want to update from the Ads tab. In the Editor pane, click the Replace text button. In
the Find what box, type the words you want to change. In the Replace with box, type the replacement text. From
the Search In drop-down menu, select which parts of the ad copy you would like to update. Now, click Replace All. The
specified ad copy is updated in all selected ads.
Advanced search
The Advanced search window in Bing Ads Editor gives you easy access to search criteria.
You can set multiple parameters in order to find items with several attributes. Choose from Active, Paused, Inactive,
Disapproved and Deleted.
For example, say you want to update only the bids in your Paused campaigns. Click Paused, and add your search
If you think you’ll use this filter again, click the Save as a view. Once saved, you can use it anytime from the View dropdown above the Summary Grid.
Click Search. The filtered keywords will be displayed in the Summary Grid. Now, select the keywords and change the bid
amount in the Editor pane. Notice how the bid changes for all keywords, and the Sync state column signals the changes
with updated icons.
Note: Any duplicate items except one, will be skipped, eliminating the need for you to manually delete them.
Keyword Edits
With Bing Ads Editor, you can edit the text of your keywords and post the changes to Bing Ads. Just click the Keywords
tab and then edit your keywords in either the Manager pane or the Editor pane.
You can cut, copy and paste negative keywords from one shared list to another. Simply go to Shared library > Negative
Keywords > Neg. keywords in list. Select the keywords you want to copy, right-click and cut or copy. You can then paste
those negative keywords into another list or into a specific campaign or ad group. Similarly, you can right-click, then cut
or copy negative keywords already in a campaign or ad group and add them to a shared list or different campaign or ad
You can also drag and drop a shared list from the Neg. keywords lists tab to a campaign in the Browser pane to
associate that list with the campaign.
Shared Budgets
Bing Ads supports shared budgets, where the ads are automatically distributed in a single daily budget across multiple
campaigns within your Bing Ads account. You create and manage them in Bing Ads, and see them in Bing Ads Editor.
After you’ve set up your shared budgets, you can easily go back to your Shared Library and click View Budgets again.
The shared budgets you created will appear in the table. You can keep track of each shared budget's performance, and
if a shared budget has run out of funds for the day, its status will appear as Budget paused. You can also click the budget
in the table to see how the budget is spent across the different campaigns that use it. (You can always go back to using
individual budgets for complete control over how much you spend on each campaign.)
Errors & warnings
Bing Ads Editor makes it easy to see errors, warnings and opportunities with the following:
Notification icons appear in the notification type column in the Summary Grid.
Notification bars appear at the top of the Summary Grid. The notification message column is not displayed in
the Summary Grid by default, but you can select the row to view the message in the Edit pane.
Account-level notifications appear in a red bar at the top of the Summary Grid, and indicate when and why an
account is inactive.
In the Summary Grid, items with errors are indicated by a red circle with an exclamation point (”!”). The error icon also
appears on the tabs that contain errors. Error types include:
Warning notifications indicate the potential for undesired behavior, like negative keyword conflicts.
Information notifications provide additional details that are unrelated to delivery issues, like pending editorial
Opportunity notifications indicate opportunities for improvement, like low bids.
Bing Ads Editor makes it easy to focus on critical items first. Just sort or filter by the notification type, or click the View
errors button in the Errors notification bar. The error view reveals only items with errors. It enables the error message
column, which explains how to correct them. Once you’ve corrected all errors, click Back to All view.
If your campaigns contain data generating warnings, the Warning notification bar replaces the Error notification bar. This
occurs when you are in All view. Click View warnings to filter by the warning notification type.
If you modify the data generating warnings and return to the All view, the Information notification bar replaces
the Warning notification bar. This occurs when your campaigns contain data generating information notifications.
Close Notification bars to increase your work area. You can always return to a view by selecting it from the View menu.
We’ve just covered many powerful features of an updated Bing Ads Editor that give you greater control over getting and
posting ad copy. You can use Bing Ads Editor to edit campaigns, ad groups, ads and keywords quickly and efficiently.
 Bing Ads Editor exporting and importing
With Bing Ads Editor, you can edit campaigns offline and then publish changes at your convenience when you are back
online. You can manage your accounts in bulk, from the campaign level down to the individual ad level. Another key
feature is the ability to import Google AdWords directly into Bing Ads.
After reading this training, you will understand how to:
Export campaigns and ad groups from Bing Ads Editor.
Import campaigns and ad groups to Bing Ads Editor from a file.
Import Google AdWords into Bing Ads.
Exporting Data
When exporting data, Bing Ads Editor allows you to be selective. You can export data from entire accounts, individual
campaigns or specific ad groups.
You can export the campaign or ad group you have selected using the Export current campaign/ad group option under
the File menu in the top ribbon. Export all the rows in the Manager pane using the Export current view option.
Here you can choose do the following:
Export an entire account or only the selected campaign or ad group.
Include or exclude additional data: targeting, negative keywords and sitelink extensions.
Choose to work on the data immediately by selecting Open file after export.
If you don’t plan on working with the information in the Also include… section, don’t export it as it will significantly
increase the file size. If you want to work on your data immediately, select Open file after export. Upon saving, the data
automatically opens in an Excel workbook. Click Export, and in the Save as dialog, specify the folder, filename and file
There are times, however, when you’ll want to edit just a few items and not run a full export. To do this, copy rows
directly from the Editor grid and paste them into your Excel workbook. To select multiple rows from the grid, hold
the Control key while selecting rows. Press Control-C to copy, open your Excel workbook, choose the cell where you
want to insert the rows, and press Control-V to paste them.
Your data and row headers will be inserted, and will be in the correct format for importing back into Bing Ads Editor.
Importing campaigns
To import campaigns into Bing Ads Editor, in the top ribbon, click the Import button. From the four choices,
choose Import from a file. Select a file, and click Next to open the Import Wizard dialog.
In the drop-down lists above the table, select the appropriate Bing Ads column header to apply to each column of your
imported data. Click Import. When the import finishes, an import summary page opens. Campaign information may
appear across several columns.
The New, Updated and Deleted columns, located in the View drop-down within Bing Ads Editor, display how the
imported data has been changed. Skipped items will not be created or updated, as they duplicate existing values or
contain invalid data.
You can also create a Microsoft Excel or CSV (comma-separated values) import file. (Download the import file template
here.) Click Import Campaigns, and then click Import from file. If you have imported from a file in the past 90 days, you
will see a table that tells you the Data/Time and Uploaded file.
Default import settings
The default mode of Bing Ads Editor is that all active campaigns are imported, with options to import paused campaigns
and to search for specific campaigns. You can select an option to adjust your bids and budgets to meet Bing Ads
Editor's minimum requirements, and if you are importing a file from Google AdWords, you will now have all of the same
import options available with other types of import.
To set defaults, click the Tools button in the main menu and select Options. From the options dialog, select Defaults on
the left hand side and then edit values like Customer language, Location targeting and Ad distribution to your desired
Google AdWords
If you're already using Google AdWords, you can save a lot of time by importing your AdWords campaigns directly into
Bing Ads. Simply import your Google Campaigns using your Google AdWords sign-in credentials.
Bing Ads allows customers to use the Google Import tool to schedule and sync imports from Google AdWords
campaigns automatically.
The Google Import tool allows advertisers to copy a combination of 1.5 million keywords and ads from Google AdWords
over to Bing Ads, as well as up to 200,000 negative keywords, campaigns, ad groups and extensions.
Customers can do this with just three easy clicks:
Sign in to Bing Ads.
Click Import from Google AdWords.
Follow the steps to import your campaigns.
Another option is to import Google AdWords using Bing Ads Editor. Simply Click Import from Google, and finish by
following the steps to import your campaigns.
Because there are some differences between the Google and Bing Ads platforms, you’ll want to review your data after
you import it. Once you’ve reviewed and fixed any import errors, sync your Editor to Bing Ads to make the new
campaigns active. Editorial checks are performed when you sync your campaigns with the Bing Ads platform.
Bing Ads Editor Export and Import features help you manage your campaigns more efficiently.
Key takeaways:
Set default values for campaigns, ad groups and keywords before importing.
Use your Google credentials to quickly import those campaigns directly into Bing Ads.
Bulk-edit exported campaigns in Excel, and then re-import the data to update or create new campaigns.
 Bing Ads Editor customization
Bing Ads Editor is a tool that allows you to download your campaign, make changes offline, and synchronize with your
active campaigns with just one click. Although the interface is simple and intuitive, the tool is robust enough to allow
After reading this training, you will understand how to:
Set default values for new and imported campaigns, ad groups and keywords.
Set default keyword bids at the ad-group level.
Select columns to view in the Summary Grid.
Set custom date ranges for downloading performance statistics.
Set a custom view of the Manager pane.
Default values
Default settings save you time when importing or using bulk-creation features, such as the Multiple Changes wizard. You
can set default values for new campaigns, ad groups and keywords.
Begin by clicking Tools > Options from the main menu (in the upper right). Once there, select Defaults from the lefthand navigation bar. From this menu, you can select the default budget type, additional budget settings and a default
time zone, which are campaign-level defaults. Further down the page you are able to select the default ad distribution
and language, which are ad group defaults. Finally, scroll down to Keyword match type where you can select a default
match type.
The default values you set in this dialog will be applied each time you import or create new campaigns, ad groups and
Default keyword bid
If you’d like to set a default keyword bid, specify the bid at the ad group level. Simply select the ad group and enter the
default search and/or content keyword bids that will be applied each time you import or create new keywords.
Setting Summary Grid columns
Displaying Summary Grid columns is another useful customization. For example, you may want to see which ad groups
were recently modified. To view those changes in a custom columns view, right-click any column in the Summary Grid,
select the check boxes next to the columns you want to view, and clear the ones you don’t. If you no longer need your
custom columns, click Reset to default columns.
The Choose columns drop-down menu also offers two options to automatically resize the columns in the grid: Fit to
content and Fit to window. Double-clicking on the right border of a header column will also resize the column to fit its
contents. The Summary Grid retains the column settings, including column selection, order and size.
Custom date ranges
Sometimes you want to see how your campaigns, ads or keywords performed during a holiday season, special
promotion or significant time period. Each date range on the Show statistics drop-down menu displays the exact dates
that will be included in your query.
Also appearing in the menu is the last custom date range you selected. Simply click any of the date ranges to view that
If you need to see a different date range, click on Select campaigns or custom date range at the bottom of the dropdown menu. Calendar buttons allow you to set the range. Click OK and it appears in the list. When selected, statistics for
this new date range download into the Editor.
Create a custom view
You can use the advanced search feature in Bing Ads Editor to perform a customized search for information about your
campaigns, ad groups, ads, or keywords, and then save the results in the View list as a custom view with a name that you
In the Manager pane, click Advanced search. Select the criteria. To select additional criteria, click Add criteria, and then
repeat step 2.
To save these search parameters as a filter, enter a name in the Save as a custom filter box, and then click Save. When
you are finished selecting criteria, click Search.
To use your custom view, on the View list, click the name of the custom view.
Customize the Manager pane
In the Manager pane, you can switch between views of campaigns, ad groups, ads, and keywords. You can configure the
Manager pane to provide either tabs or a drop-down list for selecting the type of item that you want to view.
To Select a Manager pane view, click Desktop Options in the upper right. Click Display. Under Information display, click
either Tabbed or Drop-down list. Click OK.
Switch between types of data in the Manager pane as needed.
In the tabbed style, click the appropriate tab.
In the drop-down list style, in the list in the Manager bar, click the appropriate item.
To add or remove columns in the Manager pane, select a data view (Campaigns, Ad groups, Text ads, WAP mobile ads,
or Keywords) in the Manager pane. In the Manager toolbar, click Choose columns. In the Select Columns dialog box, do
one of the following:
Select the check boxes for the columns that you want to view, and clear the check boxes for the other
To use the default columns, click Reset to defaults.
Click OK.
Bing Ads Editor provides customization options that help you create and monitor campaigns according to your needs
and work flow.
Key takeaways:
Bing Ads Editor lets you customize:
Default values for new and imported campaigns, ad groups and keywords.
Default keyword bids at the ad-group level.
Columns displayed in the Summary Grid.
Dates ranges for downloading performance statistics.
Configure the Manager pane to provide either tabs or a drop-down list.
Bing Ads Editor campaign optimization
Bing Ads Editor makes it easy to optimize and refine campaigns while 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. 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 Create list, and name your new list. To add negative keywords to the list, click Add negative keywords in list,
and then Add negative keyword to list.
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 drop-down next to the Choose columns tab, select Estimate bid
from the top of the summary grid and 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 Keywords 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 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 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.
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 Expanded 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.
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.
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
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
Bing Ads budgeting and billing
Bing Ads is equipped with budgeting functionality to help control your advertising spend, as well as features that make
payments flexible and easy. This training will explain available budgeting and billing, show you how to maximize budgets,
and set up a daily or monthly campaign budget. It will also review payment methods, issues with customer credit, and
new account management systems.
After reading this training, you will understand how to:
Set up a Shared Budget and choose budget options.
Identify and fix errors that prevent accounts from serving ads.
Link prepay billing methods and become the bill-to party.
Optimize allocated budgets and identify credit holds and limits.
Update client address and provide proper invoicing.
Find your billing threshold and create limits on spending.
Budgeting basics
Your campaign budget is the total amount covering expenses across your campaign’s ad groups. Bing Ads allows you to
budget on a daily or monthly basis. The daily option lets you control how quickly your budget is spent. If you choose the
monthly option, you set a monthly maximum that depletes as customers click your ads. There are, however, variations of
the two options, and ways to quickly and easily modify them.
Shared Budgets
The Shared Budgets feature lets you spend between campaigns using the same account. Either set a single Shared
Budget to be applied across all your campaigns, or select specific campaigns for distribution. With a Shared Budget, Bing
Ads automatically adjusts how your budget is spent across its campaigns to help you improve your ROI.
Let's say you want to spend $40 per day on Campaign A and $40 per day on Campaign B. One day, Campaign A gets
fewer clicks than usual, and only spends $30. Meanwhile, demand for ads from Campaign B is higher than usual. With
individual budgets, Campaign B could run out of funds, leaving potential clicks on the table. But with a Shared Budget,
Bing Ads reallocates the $10 Campaign A didn't need to Campaign B, letting it capitalize on the additional demand.
You can always go back to using individual budgets for complete control over how much you spend on each campaign.
To set up a Shared Budget, click Shared Library in the left navigation pane. Click View Budgets. Click Create budget.
Give your Shared Budget a unique name and set a budget amount. Keep in mind that this amount needs to be large
enough to cover all of the campaigns to which the Shared Budget is applied. Select the campaigns you want to use this
Shared Budget. Click Save.
Note: Once you have set up at least one Shared Budget, when you create a new campaign, you will have the option to
choose a Shared Budget for it to use.
Choose an appropriate budget option
Before you can submit your ad campaign, you need to set up your campaign’s budget and keyword bids. You also need
to select a budget type. Don't worry, you can change your budget amount and budget types at any time. Changes to
your budget generally take effect within an hour or so.
There are five budget types to choose from:
Set a Daily – Standard if displaying your ads throughout the entire day is important and you are willing to monitor your
budget daily so you can make adjustments if necessary.
Set a Daily – Accelerated if you want to maximize impressions but are also are willing to monitor your budget daily so
you can make adjustments if necessary.
Set a Shared – Standard if displaying your ads across multiple campaigns throughout the entire day is important and
you are willing to monitor your budget daily so you can make adjustments if necessary.
Set a Shared – Accelerated if you want to maximize impressions across multiple campaigns but are also are willing to
monitor your budget daily so you can make adjustments if necessary.
Monthly budgets show your ads as quickly as appropriate (based on your keywords and bids) without spreading those
impressions over the entire month. Choose this method if you aren’t worried about a daily cap.
Setting a daily or monthly budget
When initially creating a campaign, start with either the Daily – Standard or the Shared – Standard budget type.
To choose the Daily budget option, select Daily from the drop-down menu next to the Campaign budget box. In
the Campaign budget box, enter your daily amount. When you set a daily budget, the Bing Ads system multiplies the
daily amount by the number of days in the current month and automatically calculates the maximum monthly budget.
Expand Daily budget options to select how you want the budget spent, Standard or Accelerated.
To change your budget type later on, simply click Campaigns located at the top of the page. Click the name of the
campaign you want to update. Click the Settings tab. Select the appropriate budget type, enter an appropriate amount,
and click Save.
Budgeting suggestions
To conveniently manage budget issues, access the Budget Suggestions tool from the opportunities tab. For each
campaign with a depleted, or nearly depleted budget, Bing Ads provides a recommended budget, along with an
estimated increase in clicks.
Using this tool, it’s easy to make adjustments to budget recommendations, and apply the new budgets to your
Account Alerts
When an account has an error, the ads in that account do not run. With Bing Ads Account Alerts, status alerts are
consolidated in one place, with links to help you resolve any issues. Simply visit the Accounts Summary and Account
Details pages. You can filter for specific errors and export errors from Bing Ads online. A dropdown displays the different
types of errors, which can be filtered. Account errors will be dismissed automatically when resolved.
Billing basics
Bing Ads billing is flexible, giving you the choice between pre- and postpay options, as well as multiple payment
methods. You can also spend time getting familiar with your Bing Ads account and the Bing Ads interface prior to setting
up payment information. When ready, enable your account for live activity by establishing a billing method. Remember,
with Bing Ads search engine advertising, you are not charged until someone clicks your ad.
To set up billing for the first time, click Accounts & Billing. Click the Payment Methods tab. Click Add card or another
payment method of your choice.
Select the country of your billing address, and then select your billing options, including how you pay (payment setting)
and what you pay with (payment method).
Enter the required information based on the payment method you select.
Prepay and postpay options
There are two ways to pay for your pay-per-click advertising charges: prepay and postpay. With prepay, you add funds
to your account and have charges deducted from those funds. With postpay, you pay on a regular basis after charges
There are two postpay billing options: Threshold or Monthly Invoice.
With Threshold, you pay with a card when you reach your billing threshold amount or on your monthly billing date,
whichever comes first. With Monthly Invoice, you get credit approval to charge up to a specified monthly amount and
pay using a monthly invoicing process.
If clients use pre-pay, their account managers can become the bill-to party. Clients can opt into recurring charges and
managers can specify the amount to prepay on their behalf, and decide between using a credit card for pre-pay and
PayPal or a credit card for post-pay.
With Bing Ads Standard User Role, you can now manage billing-related actions at the account level, such as managing
insertion orders and switching payment settings. Select access and alerts for accounts relevant to you.
Billing threshold
Billing threshold is the charge against your primary payment method when you reach your billing threshold or your
monthly billing date, whichever comes first.
Say in your first 30-day period, your charges are well below your billing threshold of $50. Your primary payment method
is thus charged on your monthly billing date. In the next 30-day period, you hit your billing threshold a few days before
your monthly billing dat. In this instance, your primary payment method is charged at that time.
You can set a limit on the amount Bing Ads can charge your payment method. For example, if your billing threshold is
$2,500, but you don't want charges to your credit card that are greater than $2,000, you can set a limit.
You can find your billing threshold by clicking Accounts & Billing. Click the Billing tab.
If you have more than one account, click the account number for the account you want to set the limit on. At the top of
the page, in the box titled When you pay, the amount shown is the current billing threshold applied to your account.
To set a billing threshold limit, click set a limit in the When you pay summary at the top of the page. Select Limit each
charge to and enter the payment amount you do not want to exceed.
Managing insertion orders
You can create and manage your IO’s online, or call your Bing Ads account manager to have them do it for you.
You can create an insertion order following these easy steps:
From the Accounts & Billing tab, click the insertion orders tab. Click on Create Order. The required fields are the Start
date, End date, and Budget. When finished, click Accept.
You’ll notice Pending Bing Ads review in the Status column. Once the Bing Ads team has reviewed the IO, the status will
be updated to active, and your ads will run on the ordered start date.
If your account manager creates the IO, you will get an email asking you to review to order. On the insertion orders
page, click Review pending orders. You can then choose to accept or decline the order. If you need to cancel an order
for any reason, such as budget or scheduling changes, just select it and click Cancel order.
Managing your payment method
You can add, remove or change the payment method on your account at any time. (Note: You cannot change between
prepay and postpay options.)
Go to the Accounts & Billing page and choose the payment methods tab. To change to an existing payment method,
click the Set button. Click the ADD option of your choice. Click the Edit button. To edit a selection. Click
the Delete button to remove a payment option. Click the Add funds link to draw money from the payment method (if
you are using pre-pay accounts).
Invoice mailing address
The Bing Ads mailing address field ensures that invoices are not sent to the wrong address. You get to choose where to
receive your billing information for your multiple accounts.
You can receive monthly invoices at a separate specific mailing address, and even receive your billing information
internationally, including a country that is different from your business address.
If you have a single account, you can add or edit your business location and, if required, tax information*, on the
Accounts tab.
To add the mailing address, select the Billing tab under the Accounts & billing section. Click on the Settings button from
the billing view. In the Billing Settings section, select the Bill-to customer for which you want to add/edit the mailing
address. Make the changes to the Invoice mailing address field. Click Save.
*Customers in Europe, the Middle East and Africa are now billed by Microsoft Ireland Operations Ltd. Because the billing
entity is located in the European Union, the purchase of Bing Ads advertising services is subject to value-added tax
(VAT*) in some business locations.
To edit the business location and, if required, tax information for multiple accounts, select the accounts you want to edit,
and click Edit Taxes.
Your new billing documents will reflect Microsoft Ireland Operations Ltd. as the new billing entity.
Note: Invoices will be sent to legal addresses as usual, if you do not provide new, separate mailing addresses.
Credit holds & limits
The Bing Ads single guided workflow helps resolve credit holds and provides visibility into the status of any issues with
credit limits.
From the dashboard, click Remove the Hold button to see when you’re nearing your credit line. There, you will see
information about when you will reach your credit limit, as well as payment due. Going over the limit places your
accounts on hold.
You can view all credit holds in your account from your dashboard as well. First click the Resolve Credit Hold button,
then choose your payment method and enter the information. Click Pay Due Balance. You can check the status of your
transaction in the Summary section.
Review your billing statements
You can review your billing statements at any time in several ways:
Click Accounts & Billing and select the account. Look for the “Statements” in the right column to immediately
find recent statements.
Click the Billing tab to see more detail and statements.
 Remarketing in Paid Search
Searchers who know your brand and products are more likely to convert and engage with your ads. On average, 96% of
first time visitors leave websites without converting, and 70% of shoppers put products in the shopping carts but
abandon them.*
Remarketing in Paid Search gives you second chance to covert and engage with these high-value audiences.
After reading this training, you will understand how to:
Use Universal Event Tracking (UET) to tag your site for remarketing.
Create a customized remarketing list.
Associate remarketing lists with ad groups.
Optimize bids and ad groups for remarketing.
Manage your remarketing lists with a new set of APIs.
* Forrester, Understanding Shopping Cart Abandonment, May 2010
How does Remarketing in Paid Search work?
Before you can target audiences using remarketing lists, you need to set up Universal Event Tracking (UET) so that Bing
Ads can collect the data from your website. UET a powerful tool that records what customers do on your website. It
tracks conversion goals and builds audiences for you, so you have everything you need for Remarketing in Paid Search.
Simply create one UET tag and then add it to your website pages to get started. This tag records what customers do on
your website, then places them in a Remarketing list based on your definitions (e.g. visited home page, purchase
confirmation page, etc.). Now when they search on the Bing Network, you can use a custom bid for them and serve a
tailored ad to them.
Once you’ve tagged your website, you can begin defining and creating remarketing lists based on a user’s activity.
Note: Tagging your entire site (web and mobile) gives you more ways to define and create audiences.
Creating a remarketing list
We offer a wide set of targeting options that help you connect with just the right audience at just the right moment with
just the right message. In addition to targeting by time of day, geography, demographics and device, with remarketing
you can target user activity. What that means is you can target someone if they visited your homepage, a category page,
or even people who partially filled out a lead or abandoned a shopping cart.
General visitors are visitors who visited any page on your site. This is typically the largest list you will be able to create
because it includes any person who has expressed interest in your business by visiting your site.
Create a remarketing list for anyone that has visited any page, even one page, by defining that the URL contains
your domain. For example: People who have visited a page with any of the following: URL contains:
Product visitors are potential customers who visited specific pages on your site or browsed specific products.
Create a remarketing list for anyone that has visited a specific category page by defining that the URL contains
the product. For example: People who have visited a page with any of the following: URL contains:
Shopping cart abandoners or lead form abandoners are visitors who placed products in their shopping cart or filled out
a lead form but did not complete the purchase or did not submit the lead form. These visitors are one of the most
valuable prospects for your business.
Create a remarketing list for anyone that has placed items in your shopping cart or started your lead form, and
exclude anyone who has completed a purchase or submitted a lead form. For example: People who have visited
a page with any of the following: URL contains: “” but didn’t visit another page with the
following: URL contains: “”.
Recent converters are visitors who have either completed a purchase or submitted a lead form. These visitors provide an
opportunity to cross-sell or upsell additional products.
Create a remarketing list for anyone that has completed a purchase or submitted a lead form. For example:
People who have visited a page with any of the following: URL contains: “”.
Loyalty members are visitors who are your current and potentially best customers.
Create a remarketing list for anyone that has visited your loyalty website, if you have one. For example: People
who have visited a page with any of the following: URL contains: “”.
Associate remarketing lists with ad groups
Remarketing in Paid Search campaigns can help you achieve a number of goals, such as:
Driving desired actions that are valuable to your business (e.g., conversions, sign ups).
Improving your ROI.
Upselling or cross-selling to customers.
Once you have created your remarketing lists and they begin to populated with qualified users, it’s important to
associate these lists to ad groups so that they can be actioned.
You can achieve each of the above goals by engaging with your audiences with one or a combination of strategies as
outlined below.
Increasing bids
You can increase your bids up to +900% to someone who has abandoned a shopping cart or started but did not
complete a lead form – since these are high-value customers.
You can increase your bids by 200% in your Thank you page. Or, by 100% on a Category page, or 50% on your
You can also tailor your ads and landing pages. For example, serving an ad with an offer or discount can help drive
conversions to those who may have visited a category page on your site.
Customizing ads
When you create your remarketing lists, you may serve customized ads to each audience that you’ve defined. Serving
different ad copy, extensions, and/or landing pages can be good for cross-selling or up-selling additional products to a
specific audience. For example, a retailer created a remarketing list for users who have recently purchased running
shoes. The retailer can then serve an ad that cross-sells running apparel or offers customers a discount for their next
Start by:
Creating a new campaign and/or ad group that targets only your remarketing list.
Creating ads and/or landing pages that are unique to that remarketing list.
Increasing your bid setting to ensure your customized ads will serve to the audience.
Monitoring your campaign performance and making any changes necessary.
APIs (application programming interface) can help you make associations and other big changes to your remarketing
lists in bulk across all your accounts. Customers can now manage their remarketing lists with a new set of APIs.
APIs are a great way for tool providers to make campaign changes across your accounts. Remarketing in Paid Search
APIs can now:
Retrieve existing remarketing lists.
Set, get and delete associations for remarketing lists.
Set bid adjustment for associated remarketing lists.
Set targeting setting to either “bid only,” or “target and bid”.
For a risk-free way to get started, associate your remarketing lists to existing campaigns on the Bid Only setting without
adjusting bids. Not only will you be able to evaluate the impression share generated by users in your remarketing lists,
but you will be able to see the performance of those users (CTR, conversion rate, etc.). Based on the performance of
your remarketing lists, you can either choose to adjust bids, customize ads or broaden keywords.
Remarketing in Paid Search lets you improve your return on investment by optimizing your campaigns for specific
audiences, like high-value audiences who have visited your website before.
Key takeaways:
Implement Universal Event Tracking across your entire web and mobile site.
Create and segment your remarketing lists that makes the most sense for your business.
Test your remarketing lists by making associations to ad groups without any bid changes.
Engage your audiences with a variety of strategies, such as broadening your keywords, and customizing your ad
copy and bids.
Monitor your remarketing lists and ad groups, and make any adjustments to achieve your business goals.
 Bing Shopping Campaigns
Product Ads, which are created using shopping campaigns, are a great way to showcase your products in an impactful
ad format via image, price and store-name. Using Product Ads, you can enhance your ads with real-time, specific
product information from your Bing Merchant Center store catalog.
After reading this training you will know how to:
Create Product Ads and understand what they are.
Get started building shopping campaigns in your account.
Use product groups to organize your campaigns.
View reports to monitor performance and optimize campaigns.
What are Product Ads?
Products Ads include custom images from your own product catalogs (created in the Bing Merchant Center), plus
specific promotional text, pricing and seller details.
Product Ads use your specific product information to determine who sees your ads. If someone's search query is
relevant to your products, your Product Ad can show up on the search results as shown below.
Here are some examples of Product Ads:
This rich visual presentation helps catch a search user's interest, and helps them make purchase decisions even before
they click your ad. This can translate into greater engagement, higher click-through rates and higher conversion rates.
Creating Product Ads
To get started using Product Ads, complete the four steps below:
1. Verify that you own your URL on the Bing Webmaster Tools website.
Go to the Bing Webmaster Tools URL:
Sign in using the same Microsoft account that you use to sign in to Bing Ads.
Click Profile and then fill out the About Me, Contact Preference and Alert Preference sections.
Under My Sites, enter your URL and click Add.
Enter your URL info.
Complete one of the three options listed and then click Verify.
You will see the Dashboard page if your URL is verified.
2. Create a Bing Merchant Center Store.
In Bing Ads, click Tools in the upper right corner.
Click Bing Merchant Center.
Click Create a store.
Enter your store information.
3. Upload your catalog
In Bing Ads, click Tools in the upper right corner.
Click Bing Merchant Center.
Click the store that you want to update.
Click the Catalog Management tab.
If you are creating your first catalog, enter your Catalog name. If you are creating additional catalogs,
click Create New Catalog and then enter your Catalog name.
Submit your file.
4. Create your shopping campaign.
In Bing Ads, go to the Campaigns tab.
Click Create campaign.
Click Shopping campaign. Bing Ads will walk you through the remaining steps.
Get started with shopping campaigns
When creating a new shopping campaign in your account, you have two options. You can create a shopping campaign
from scratch, or, if you are using Google shopping campaigns, you can import directly from AdWords.
To create a shopping campaign from scratch, click Create campaign and select Shopping campaign from the dropdown
menu. Make sure to name your campaign, set a daily budget and choose the location you want to target.
There are also campaign settings unique to shopping campaigns: Campaign priority and product filters. Campaign
priority can be set at high, medium or low and will prioritize which campaign to run when multiple campaigns are
advertising the same product. Product filters narrow the campaign to specific products in your feed.
If you want to import AdWords shopping campaigns, you use the same process as you would a standard search
campaign. In Bing Ads, click Import Campaigns, and then click Import from Google AdWords. Sign in to Google and
select the shopping campaigns you want to import.
Understanding and using product groups
Product groups are used to specify which products from your Bing Merchant Center catalog should be included in a
particular ad group.
After you create a shopping campaign, Bing Ads creates a default ad group. That ad group includes a product group
containing all of the products in your Bing Merchant Center catalog feed. However, you don't typically want an ad group
to contain all products. With product groups you can narrow down that default group to a customized list of specific
You can use the following attributes from your catalog feed to choose the specific products you want to include in any
particular product group.
Category (up to five for each offer)
Item ID (also known as Merchant Product Identifier)
Product type
Custom label (up to five for each offer)
You can use multiple attributes to narrow your group even further. For example, you can create a product group based
on brand and condition.
Bing Ads shopping reports
One of the most important things to remember when using shopping campaigns and Product Ads is to use the same
strategies you're already familiar with for your other ads. Techniques such as setting appropriate targeting, using
negative keywords and regular monitoring are still important.
You can track performance using performance reports, including Product Ad and shopping campaign-specific reports.
Useful reports include the shopping reports, found on the Dimensions tab, and the Share of voice report.
With shopping reports it’s easy to view your performance by attributes like product type, brand, category or even item
ID. You can set appropriate bids for product groups based on performance.
Use Impression share lost to budget (%), Impression share lost to rank (%), benchmark bid, benchmark CTR(%), and
Impression share (%) to gain sights in your Share of Voice metrics. These can be found in the Reports tab, under the
Report Type and then by clicking performance statistics. These insights can be useful for bidding and positioning.
Product Ads allow advertisers to showcase their products in an engaging and impactful ad format. Product Ads can help
you drive:
Greater engagement.
Higher click-through rates.
Higher conversions.
 Bing Ads automated rules
Bing Ads automated rules save you time and effort by allowing you to make campaign changes based on selected
criteria. With automated rules, you can to set up recurring rules for optimization in campaigns, ad groups, ads, and
By the end of this article, you will understand how to:
Create rules to automatically optimize your campaign, ad groups, ads, or keywords.
Increase bids or budgets based on performance goals you set for click-through rate, campaign conversions and
Set up rules that will start or stop your campaigns based on date, time, budget or other criteria you define.
How automated rules work
Most common bidding, budgeting and campaign planning tasks that advertisers big and small perform align well with
Bing Ads’ Automated rules. The ability to schedule keyword bid adjustments and campaign operations on daily, weekly,
and monthly basis can amount to invaluable time savings and efficiency gains.
Imagine you were running a campaign which has a strict budget that fluctuates month to month. Chances are you don’t
want to be staring at your watch at 11:58 PM waiting to change budgets at the end of every month. Automated rules
provide a perfect opportunity to launch a campaign when you’re on vacation and unplugged. You can automatically
increase your ad group and keyword bids during holiday rushes, and receive emails when rules run and make changes
at your convenience.
Examples of common automated rules
Although your campaign will always require some monitoring, there are many tasks you can have Bing Ads do for you
automatically. Here are a few examples of how advertisers are using automated rules to help them manage their
Start and stop your campaigns for special events, such as a Black Friday or special Game Day sales.
Avoid letting a maxed-out budget stop your best-performing campaigns.
Keep your ads on the first page.
Avoid costs on poor performing keywords or ads.
How to create an automated rule
From the Campaigns, Ad Groups, Ads or Keywords tabs, click Automate to see all the rules you can set. Choose what
you want to have happen, and when you want it to happen. click Save.
How to create a specific automated rule
Let’s say you want to display ads for a limited-time-only sale on New Year’s Day. You want to do this without working at
your desk at midnight. Before creating the rules, you need to create your special-event campaign, complete with
keywords and ads. Set that campaign to Paused. Once you've got your campaign ready, create the first rule to start the
campaign and the second rule to pause it again at the end of the day:
Click Campaigns at the top of the page, then click the Campaigns tab. Click Automate and select Enable campaign
when. Then set the following:
Apply to: Selected campaigns
Do this: Enable campaign
How often: Once, January 1, 12 AM
You can also create a second rule to stop the campaign at the end of the day. Click Campaigns at the top of the page,
then click the Campaigns tab. Click Automate and select Pause campaigns when. Then set the following:
Apply to: Selected campaigns
Do this: Pause campaign
How often: Once, January 2, 12 AM
Notify me when
You can also set an automated rule to notify you by email -- but not to make any changes -- when certain criteria are
met. From the Campaigns, Ad Groups, Ads, or Keywords tab, click Automate, then click Notify me when. Create a rule as
outlined above. Click Save.
When the criteria are met, you will receive a notification email*. You can edit, pause, or delete this rule the same as any
other rule.
*These emails will only be sent to the author of the rule. If more than one person with access to the same campaign
wishes to receive the same notification, each person will need to create his/her own rule.
Tips when using automated rules
Use maximum and minimum CPC limits
When creating automated rules, ensure that you have a good idea of what changes will be made to your selected
keywords, campaigns or ad groups. Imagine you had an automated rule which increased bids on keywords with a clickthrough rate higher than 2.5 percent. Every time a keyword’s bid is increased, the keyword will have a higher likelihood
of appearing higher on the Bing Ads search results page, which in turn could also increase your click-through rates,
causing an endless spiral which could possibly have a negative impact on your campaigns’ performance.
Unless you’re monitoring your automated rules regularly and are confident in the criteria you’ve set, be sure to set
minimum and maximum CPC thresholds to help manage costs and avoid unexpected increases to ad spend.
Be careful of overlapping rules
Imagine you had two automated rules, one which decreases keyword bids by 5 percent if your click-through rate is less
than 2.5 percent, and another which increases your keyword bid if your cost per conversion is less than $10. Now
imagine that one of your keywords has a click-through rate of 2.4 percent and a cost per conversion of $4. This would
match both rules, and both sets of changes would be made, which might not be a desired action in this case.
Make decisions based on a useful amount of data
When using automated rules, you want to ensure that you’re gathering enough information before making decisions
that impact performance. If five people walked into your store on Saturday and bought a table and chair set, would you
close your housewares business, or stop selling couches and loveseats? Probably not, and the same applies here. Make
sure the rules you are creating provide you with enough information to make an informed decision. Use daily data for
daily rules, weekly data for weekly rules, and monthly data for monthly rules.
Apply automated rules to subsets of your account
Businesses with multiple products and services should evaluate the application of automated rules based on the
performance of each product or service within their Bing Ads account. Rather than applying one automated rule to your
entire account, try applying similar rules with different criteria to subsets of your account instead. This way you are
customizing rules to different subsets to optimize the performance of each.
Automated rule previews provide a way for you to evaluate the impact of your automated rules before applying these
changes to your Bing Ads account. This can help you determine whether the criteria in your automated rule is capturing
the right keywords, and whether the rules you create will have the desired impact.
Note: The Automated Rules feature is available in all Bing Ads markets.
Save time with fewer clicks
Combining automated rules with the Opportunities tab, Save Column and Filter Sets option can help you optimize your
campaigns in less time. The updated Simple View in the Opportunities tab is designed to allow you to quickly review
impacts and apply new opportunities.
The new Save Column and Filter Sets option lets you save your favorite views in the Campaign grids. Now you can move
between the views you want with minimal effort.
Automated rules offer advertisers the opportunity to maximize their efficiency by using specific criteria to make changes
to their Bing Ads account. These changes can be in a wide variety of ways, but should be used carefully.
When creating automated rules, it’s important to remember:
Rules can be applied to campaigns, ad groups, ads and keywords.
Adjust your automated rules settings as appropriate for your own campaign and advertising goals.
When you create rules, add each automated rule one by one.
Monitor rules regularly and include minimum and maximum bids to ensure they have the desired impact.
Preview any changes for your rule before you schedule it.
Editing a rule made by others will change the ownership of a rule.
Now, let’s get accredited!
Sign in to the Bing Ads Accredited Professional program to take the test.
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