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Introductory walkthrough of Bing Ads Campaign Planner

Have you heard about the Bing Ads Campaign Planner yet? If not, it's a great tool that provides you with industry insights that can help you to understand the competitive landscape, plan out your campaigns and measure your performance against industry benchmarks. 

What is the Campaign Planner?

The Campaign Planner is a new tool that sits within the Bing Ads user interface. It provides a range of marketplace data, sorted by verticals, sub verticals and product types.

Using the Campaign Planner, you can find the expected search volume, clicks, average CPCs and much more for your relevant vertical. You can also identify competitors, top performing keywords and performance by device type.

To start using the Campaign Planner:

1.      Navigate to: https://planner.bingads.microsoft.com

2.      Select your target market from the top right dropdown menu (in the screen shot below, the advertiser's audience is in Australia):

Utilizing the Campaign Planner

Market Place Insights

Using the panel on the left hand side, you can select a vertical (e.g. Finance) to find relevant metrics such as search volume, average CPCs and device performance for that vertical. You can then select a sub vertical (e.g. Banking) to find more specific insights. To dive even deeper, you can then choose a product from that vertical to get product-specific insights (e.g. Online Banking).

Competitor Insights

You can have a look at who your competitors are and what they are doing by selecting the “Competition” tab. This will show you Ad Coverage and Average Position for your top 10 competitors. This data can be exported to an excel file for further analysis.

Keyword Insights

You can select the Keyword tab to view the top keywords for your vertical. For each keyword, you can see Search Volume, Impressions, Clicks, average CPC and CTR. Since there are multiple pages of keywords, you can filter by the relevant column, e.g. Search Volume or CPC. Alternatively, you can export the keywords so that you can sort through them and upload any relevant ones into your account.

Customizing Your Campaign Planner

You can add Products to your “Favorites” list so that they appear when you login to the Campaign Planner. To add them to your list, select the button at the top of the page.

 

For more on this useful tool, check out Eric Couch's post about Campaign Planner in the Bing Ads Power Tools series.