If you’re managing multiple accounts, you may want to identify which of those accounts need optimization quickly and conveniently. That’s why we’ve added richer reporting features to the Accounts Summary page in Bing Ads. In addition to giving you more performance insight across each of your accounts, you’ll be able to easily answer questions like:
- Which of my accounts increased in clicks this week compared to last week, so I know how to allocate my budget?
- How are each of my accounts doing on computer, mobile, and tablet?
- How does my overall performance across all accounts look over time?
- What is the quality score of each of my accounts?
Compare performance between two time periods
It is now easier to understand how your accounts performed between two periods of time, which can provide additional context to fluctuations in clicks, impressions, and other performance metrics. Start by opening the date range selector, and turn on Compare
. Select a time period (for example, Last 7 days) and Apply
any of the following options:
- Previous period: If the current time range selected is this month (e.g. 12/1-12/31), then the previous period would be last month (e.g. 11/1-11/30).
- Same period last year: If the current time range selected is this month (e.g. 12/1/16 – 12/31/16), then same period last year would be this month last year (e.g. 12/1/15 – 12/31/15).
- Custom: Any length of time within 3 years before today can be selected as a comparison period.
From there every performance metric in the table can be expanded by clicking the ‘+’ icon
. You will then see 4 sub-columns under every performance metric for deeper analysis into:
- Performance from your current period
- Performance from your comparison period
- Change (Current Performance - Comparison Performance)
- Change % ((Current – Comparison)/Comparison * 100%)
You’ll be able to see this data for any segment you’ve applied to your table, and you can filter on these sub-columns (for example, you might choose to isolate the accounts that saw a 10% decrease in impressions to focus your optimization efforts that day). You can see these sub-columns in your downloaded file as well.
Segment your data
Segmentation allows you to slice and dice your data, right in the campaigns grids. You can see how you’re performing by network, device, ad positions, or time segments. To segment your data, click Segment
in the toolbar above the table, and then the segment you’re interested in, as shown below.
The following segments are available for analysis:
- Time (Day, Week, Month, Quarter, Year, or Day of the Week)
- Network (Bing & Yahoo, AOL, Syndicated Search Partners)
- Device Type (PC, Smartphone, Tablet)
- Top vs. Other (Mainline vs. Sidebar ads)
The segment you select will automatically be applied to the performance metrics expressed in the table, with each account’s performance displayed by the segment, as shown in the example (by Device Type) below.
This data can also be downloaded so you can do further processing or share your findings with clients and colleagues.
Visualize your performance
The line chart above the table helps you visualize your performance across all accounts and detect patterns or anomalies quickly.
You can compare up to two
performance metrics (Avg. CPC, Clicks, CPA, Conversions, CTR, Impressions, Spend, Avg. Pos., Conversion Rate, Revenue, ROAS). When period comparison is turned on, the performance of the compared-to time period will be in a lighter shade. You can hover over each point on the line graph to see the exact numerical value of that performance metric at that time. Any filters you apply to the table will also be applied to the line chart.
Find even more metrics to analyze
With the column chooser, you can select additional data points to examine, including:
- Avg. Position
- Quality Score
- Avg. CPM
- Conv. Rate
Similar to those shown in the preceding examples, these additional metrics can also be compared between time periods, as well as segmented, filtered, and downloaded.
Feel free to reach us on Twitter
. You can also submit your ideas for how to improve this feature and Bing Ads in our feature suggestion forum