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Arianne Donoghue, Paid Media Development Manager

The author

Arianne Donoghue

Paid Media Development Manager

I have a surprising affinity for Bing Ads; and with a market share that is constantly increasing and is now up to 25% in the UK, I doubt I’m the only one. Let’s have a look at some features and tricks that you might not know existed:

1. Performance reporting

Bing Ads has a reporting function that lets you see how different URLs are performing, across sites both in the Bing network and also on syndicated partner sites.

From this report, you can review how your campaigns are doing, then remove any sites with poor performance, either at the ad-group level or campaign level.

This way, you can keep on top of any sites that aren’t aiding your efforts, making sure your campaigns are as efficient as possible.

2. Better synchronicity

One of Bing’s well-known functions is that it lets you automatically import the campaigns you’ve put into Google AdWords into Bing Ads. But what happens if you need to make changes?

Thankfully, Bing has the functionality to let you automatically import the changes you make to campaigns in Google AdWords over to Bing Ads too, without having to duplicate your efforts.

3. You can suggest changes

The search engine has a forum that’s used by Bing users and engineers to suggest, talk about and help to implement the changes those using the service daily would like to see.

The forum has a voting system, so if you submit an idea that other users would like to see happen too, they can ‘up vote’ it.

4. Schedule your ads with extensions

Bing gives you the power to schedule when your ads show. While this is something that Google AdWords also allows, the difference with Bing is that you can schedule them according to the time zone of the people you’re targeting.

If you run ad campaigns in both the UK and the US, for example, this can be extremely helpful, as without it you’d need to duplicate your efforts for each time zone.

5. Bing Ads Intelligence

It’s been around for a while, but this Excel plug-in features some handy functions:

Multiple levels of insight

When building up a campaign, the plug-in lets you view the wider keyword landscape. Once you’ve chosen your keywords, you can view extra associated keywords, then look at various levels of data around them, such as volume per specific timeframe, device, performance and location, as well as age and gender reports.

The plug-in then lets you pick and choose the info you’d like to see in one handy Excel sheet – perfect for making the most of your campaigns.

Intelligence helps you research campaigns

If you need some assistance in creating a campaign, the Campaign Templates function can help. Of these, the Search Query Insights Dashboard gives you information on trend analysis, rising queries and useful demographic insights, so it’s well worth checking out in the research phase of your campaign.