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Your campaign is now up and running, and you’re ready to make adjustments as necessary to improve its performance. This fine-tuning process is called campaign optimisation.

A couple of things you can do right away is research more keywords, enter some good negative keywords, target your ad groups, and improve your ads with dynamic text. And don't forget to regularly use the many powerful reports that Bing Ads offers.

After reading this training, you will understand how to:

  • Optimize PPC campaigns with negative keywords, audience targeting, and dynamic text insertion.
  • Use Bing Ads reports to review your campaign performance.
  • Use the Opportunities page for keyword and bid suggestions. 
  • Take advantage of Bing Ads resources designed to help you boost performance.

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, let’s say in a summer airfare campaign, you bid on a broad match keyword, European airfare, which means your ad could display for related queries like European airlines and European cruises. To make sure the ad doesn’t display for searches like this, we can add the terms as negative keywords.

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.

Negative keywords are one of the most important tools to help you achieve your campaign ROI goals, so make sure to take advantage of them as much as possible.

Audience targeting

Audience 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.

You can target your PPC ads using a variety of variables, and then you can increase your bid amount to improve the chance that your ads display. You can target your ads using four audience variables: Location, Time, Date, and Device type. You can use these individually or in combination.

Past behaviors are also useful predictors of future activities. Who someone is influences his or her buying preferences. For example, some ages or genders have stronger affinities to certain product categories. Likewise, where, when and how they search can provide useful context. This is called targeting for behavior and demographics.

Remarketing in Paid Search

Remarketing in Paid Search lets you improve your return on investment by optimizing your campaigns for specific audiences, which are the people who have visited your website before.

First, you create a remarketing list to define the audience based on actions people take on your website. Then you associate the remarketing list with an ad group and optimize the ad group by adjusting bids, targeting ads, or broadening keywords.

Before you can target audiences using remarketing lists, you also need to set up Universal Event Tracking (UET) so that Bing Ads can collect the data from you website. Once you create this list in Bing Ads, you can associate it with an ad group and set a bid adjustment in Bing Ads Editor.

Learn more about to associate an audience with an ad group using Bing Ads Editor.

Dynamic text insertion

Dynamic text 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, or dynamic keyword insertion, 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.

Using dynamic text parameters, you can automatically customize what shows in your dynamic keyword insertion 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.


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. 


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.

  • 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.

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.

A Keyword performance report shows you all of the impressions, clicks, click-through rate, quality score, bid, cost-per-click, position, and conversions for each individual keyword within your campaign. You can find out which keywords are triggering your ads and getting clicks. You can also identify keywords that aren’t performing well to determine if you want to delete them.

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 on Ad Spend, which work to improve PPC campaign optimisation:

  • 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.


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 your ad campaign's performance. It shows you what you can do, and what changes they might have. For example, it reminds you that you can increase keyword bids to show your ads more often than other advertisers’ ads. If you were to do that, your ads might show up more often than your competitors by simply increasing the bids for 22 keywords.

Opportunities Home

You can click any of the View Opportunities buttons to see suggestions in either a Simple View, which is the default view, or an Advanced View, which gives you a more detailed, tabular way to review, apply, and dismiss opportunities. You can toggle between Simple View and Advanced View without losing your last setting.

Opportunities Home

Sitelink extensions are one way to improve your ad’s click-through rate (CTR). It adds to your ad copy a handful of deep links to specific pages on your website such as product categories, quick actions, or contact info. This extension also helps your ad be more visible to search users that can result in more clicks to your website.

To set a callout extension opportunity, first Click Opportunities at the top of the page. If you can edit the suggestion, click View to make changes. If you want to accept the suggestion, review the estimated improvement and then click Apply. If you want to delete the suggestion, click Dismiss.

Learn how to Use Bing Ads Opportunities for ideas to improve your campaign.

Special features

An important part of PPC optimisation 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.

Watch a video on PPC optimisation and how to optimize your Bing Ads campaign. 


PPC campaign optimisation 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.

In subsequent trainings, we will cover each topic in more detail.

Thanks for reading this training, Introduction to Campaign optimisation. Continue your training or take the Bing Ads Accredited Professional exam to become accredited.

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