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Bing Ads Academy – Bing Ads Reports and How to Tailor Them to Your Optimization Needs Part 2

Welcome to second part of our 2-part series on how to tailor the reports in the Bing Ads User Interface to help you to grow your business. If you haven’t seen our first report blog, you can view it here. In this blog we will go over how you can tailor the standard performance reports to provide you with the information you need by simply adding additional columns to your report. The additional columns we will cover are -  

  • Ad Extension Click Type
  • Quality Score and Quality Impact
  • Keyword and Landing Page Relevance
  • Device Type and Device OS

Bing Ads Standard Reports Overview

Bing Ads Standard Reports offer easy-to-understand data on your accounts performance. As with all Bing Ads reports, you can customize them to fit your individual needs. For example, by taking advantage of the ‘choose your columns’ and ‘filter’ features on the reports page.

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When you’ve finished customizing, save your settings under ‘my report settings’. You can rename this custom report, schedule when it runs, and whether you want it sent to your email inbox on a particular day of the week, of the month, or every day. You will then be able to find your report under ‘custom reports’ in the reports tab.

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Ad Extensions Click Type

As discussed in Creating and Optimizing Sitelink Extensions, the benefits of using Sitelinks are numerous. We now have a new column available through the ‘Ad Extension by Keyword’ report and the ‘Ad Extension by Ad’ report – Click Type. Adding ‘Click Type’ to your performance report gives you full visibility into the overall performance of your ads when they are served with ad extensions.

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Prior to this update, the Ad Extensions by Keyword Report and Ad Extension by Ad Report provided you with information only on the clicks occurring on the ad extension itself, not clicks on the ads headline. Adding the Click Type column to your Ad Extension by Keyword and Ad Extension by Ad reports, gives you visibility into the performance of the entire ad, including the performance of your Sitelink Extensions, as you can see below.

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Quality Score and Quality Impact Reports -

While you’ve probably noticed the Quality Score associated with your performance reports at the Campaign, Ad Group, and Keyword level, I’d like to bring your attention to the “Quality Impact” column available in the Keyword Performance report.

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Quality impact is a way to forecast possible impressions resulting from quality improvements. This column allows you to see estimates of how many impressions you could gain by optimising your keywords with a low Quality Score, helping you to focus your optimisation efforts on the terms that will provide you the higher number of impressions after optimisation, and therefore the greatest return on your time.

Quality score in Bing Ads ranges from 1-10, with 10 being the highest quality score you can achieve. You can find more information on our Quality Score here. Keywords with a quality score of 5 or lower are underperforming in the marketplace, meaning your ads will be less likely to show up when someone performs an online search, and you should focus on improving or removing these keywords.

When running a keyword performance report, to ensure that you are only pulling data for the keywords with a quality score of 5 or lower, you can use the filter option within the reports tab. When you expand the filter option, you then just need to select quality score and tick 5 and lower.

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When you have run your keyword performance report with the quality impact column, the report will then report a forecast on the impact of optimising your keywords quality score. The results will wither be 3 (could gain more than 500 impressions each day), 2 (could gain between 100 and 500 impressions each day) and 1 (could gain less than 100 impressions). If no data is returned in your report for some keywords, there will not yet be enough performance data for Bing Ads to forecast.

This report then allows you to see exactly which keywords you should spend your time on, to ensure you are only focusing your time on the keywords the will give you a great return for the time and effort you put in.

Keyword and Landing Page Relevance

Part of your keywords’ quality score is calculated based on the relevancy of your keyword to your landing page (the website your ad sends potential customers to), and the landing page user experience. When optimising your keywords performance it is really important to remember to review these aspects of your quality score.

In addition to Quality Impact, you can also add Keyword Relevance, Landing Page Relevance and Landing Page User Experience to your Keyword Performance Report. These columns are also available at campaign and ad group level.

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In the report your keyword relevance is scored 1-3 (with 3 being the highest score) and your landing page relevance and landing page user experience are scored 1-2 (with 2 being the highest). This report allows you to see which areas you need to focus on, and if you also run the Share of Voice report, from the first reporting blog, you can see what share of impressions you are losing due to the above quality score components.

To improve you keyword relevance you should look to –

1. Improve the relevance of your ads

2. Write compelling ads

3. Remove any underperforming ads with low click-through-rate

4. Ensure you are only using keywords that are relevant to your website and landing page

5. Assign keyword match types appropriately

6. Delete any underperforming keywords

7. Use a strong negative keyword list to remove any irrelevant traffic

To improve your landing page relevance you should -

1. Group related keywords and ads into their own ad groups. For example, if you're a tea retailer you could have separate ad groups with keywords and ads for green tea, black tea, and herbal tea

2. Create a landing page that gives potential customers an overview of your products or services (for example, the different types of tea you sell)

3. Create individual landing pages for each of your products or services (such as green teas, black teas, and herbal teas) to ensure you are sending potential customers to the page most relevant to them

To improve your landing page user experience you should –

1. Ensure your landing page is organised and easy to navigate through

2. Ensure your landing page is easy to read, with lots of relevant content

3. Not use excessive amounts of flash

Device Reporting

To help you see how much of your paid search traffic comes from each device type or device operating system, you can add the device type and device OS columns to your performance reports.

In the account, campaign and ad group performance reports you can add both the device type and device OS columns, enabling you to report on exactly which devices your clicks are coming from.

In the keyword performance report you are able to add the device type column, allowing you to see where clicks for each of your keywords are coming from.

Once you have run these reports you will then be able to pinpoint which of your keywords, ad groups or campaigns it may be worthwhile creating mobile, tablet dedicated ad groups or campaigns for. See our previous Bing Ads Academy Device Targeting Blogfor more details.

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By repeatedly running this report you can continue to move high mobile or tablet traffic terms into their own device targeting ad groups or campaigns – enabling you to benefit from the high click-through-rates and lower CPCs you receive from targeting the devices separately.

This blog completes our Bing Ads Academy series. We hope that you have found each of our blogs useful, and have enabled you to set up our latest features and optimize your campaign using our suggested best practices.