Every search marketer knows how frustrating Bing Ads and Bing Ads Editor has been over the years; however, Bing has significantly invested in listening to us and building a better interface that is more “familiar” (don’t say more like Google AdWords!). In early August, Bing Ads began rolling out its’ new interface and features. There are seven features we’d like to highlight as well as one that we are particularly excited about. To get it straight from the source watch this video and visit their page documenting the evolution of Bing Ads.
1. New Bing Ads Keyword Limits!
Starting off with the most exciting news, Bing has increased its’ keyword limits view-able in the Bing Ads UI to 250,000 and has plans to increase to 1,000,000 by end of year. Previously, if you attempted to load keywords for an entire account or even a large campaign, Bing Ads asked you to narrow the scope down to a particular ad group. Having been used to massive keyword reports in AdWords, this was frustrating and created a significant number of extra steps to effectively analyze and optimize keywords on the fly. The new 250,000 limit has also been extended to ads and ad groups as well.
2. URL Parameter Auto-Tagging
Dynamically setting utm parameters on media landing page URLs has often required large bulk sheets or other tedious efforts. The addition of auto-tagging for Bing Ads is greatly appreciated and will save time, especially on smaller accounts that haven’t opted to use 3rd party search management tools that include this capability.
3. Instant Digital IOs
I particularly love the addition of instant digital IOs. On some of our most complex media buys inclusive of digital radio, paid social, programmatic display and more, Bing was sometimes the only vendor that still required us to print, sign and have a manual review of our IOs. Digital IOs will be great for campaigns that spring up overnight, have very short flights or for large clients that have lengthy approval processes.
4. Redesigned Interface
The new Bing Ads UI design is flatter and seems to run much lighter than the previous design. Although I don’t have measurements on this, load times, especially when loading keywords and other stats, seem to happen significantly quicker. Some of our larger accounts were some of the last to be updated and we haven’t had a chance to push Bing’s limits too much but we are hopeful that we’ll see the same performance across the board. This, in combination with the higher UI load limits on keywords, ad groups and ads means we’ll be able to do a lot more without requiring a bulk sheet.
5. Top Movers Dashboard
Locating keyword or copy performance volatility just got easier. The new Top Movers feature mirrors Google functionality on the Adwords account home tab showing which items have had the largest increases and decreases across metrics. Read more about it here.
6. Opportunities Tab
Another great feature is Bing’s new opportunities tab which you can read more about here. For some reason it really reminds me of the opportunities tab in AdWords:
7. Bid Landscape
Bing Ads has also added a nice bid projections tool for forecasting impact based on bid changes. This is something we’ve grown accustomed to on the keyword level in Google but there are some nice features Bing has added that were highlighted in a Search Engine Watch article by Jennifer Slegg here.
To read more about Bing Ads features, they’ve been nicely covered by Search Engine Land since the roll-out on the 4th here. Last week they also provided a nice write up of some Bing Ads Editor features here. Overall, many of the new features help Bing Ads catch up to some of the better added features in Google AdWords. We’re primarily excited to see how much faster their UI gets and if they will achieve their 1,000,000 keyword limit goal by 2015.
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