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.

old bing ads vs new

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.