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Viewing how your performance changed from one time period to the next in the Campaigns workspace can be crucial to identifying where you need to focus your optimization efforts. Navigating to the Reports workspace and manually creating these comparison views in Excel can be a hassle.
Comparing how your performance changed between select time periods without having to leave your Campaigns page is now available as a preview within Bing Ads for advertisers in the US. If you’d like to have access to it, please scroll to the bottom of this post on how to opt-in. Note that while this feature is in preview, we’ll be collecting data and feedback to evaluate functionality prior to making it available in all Bing Ads markets. Updates may be made to the feature while it’s still in preview phase.
How It Works
To use the feature, start by opening the date range selector in either the Campaigns, Ad Groups, Ads, Keywords, or Ad Extensions grids.
Turn “Compare” from off to on by clicking on the toggle, and selecting a time period for comparison.
Select a time period for comparison out of the three options, and select Apply.
- Previous period: If the current time range selected is this month (e.g. 3/1-3/31), then the previous period would be last month (e.g. 2/1-2/29).
- Same period last year: If the current time range selected is this month (e.g. 3/1/16 – 3/31/16), then same period last year would be this month last year (e.g. 3/1/15 – 3/31/15).
- Custom: Any length of time within 3 years before today can be selected as a comparison period.
After Apply has been clicked, every performance metric column can be expanded by clicking the ‘+’ icon.
You will see four sub-columns under every performance metric to use for deeper analysis:
- Performance from your current period
- Performance from your comparison period
- Change (Current Performance - Comparison Performance)
- Change % ((Current – Comparison)/Comparison * 100%)
You’ll also be able to see this sub-column data for any segments you’ve applied to your grid, and you will be able to see these new columns in your downloaded file as well.
You can also filter on the sub-columns – for example, you might choose to filter out campaigns that saw a 10% decrease in impressions and adjust your keywords in those campaigns.
As always, feel free to ping us on Twitter. You can also submit your ideas for how to improve Bing Ads on our Feature Suggestion Forum.