Even though Google dominates the US search market, advertisers shouldn’t overlook the almost 30% that Bing/Yahoo controls. With most of a PPC professional’s time focused on Google AdWords, it’s easy to miss out on the different features Bing Ads has to offer.
Unlike Google AdWords, in Bing Ads you are able to monitor the performance of the search partner network with their Publisher Performance report. This can be found in the reports area of the Bing Ads UI. Then you can easily exclude the search partner sites that have performed poorly by simply pasting them into Bing Ads Editor. Just select the campaign you want, click on “Exclude Websites” and paste.
Bing has also been retooling the User Interface in order to increase efficiency and productivity. Like Google AdWords, Bing now has added a navigation pane so advertisers can easily navigate their accounts. From the left side of your screen you can switch between your campaigns, ad groups, keywords and even ads. If you are looking for a specific keyword and want it fast, simply type in the search box and the term will appear in the results. On the navigation pane, you can also create a campaign, import campaigns or change your account settings.
If your screen is getting a little cramped and you need more room, just collapse the pane by clicking on the arrow located on the top right side. The new navigation pane definitely makes campaign management much easier and saves you time!
Some other Bing Features you might not be aware of include:
- Reports for negative keyword conflicts
- Device Targeting
- Quality Score Reporting
- Geographic and ad rotation settings at the ad group level
There are always features being added to Bing, so make sure you stay on top of them by checking out the Bing Ads Support website.