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.