Analyzing New Bing Ads Features

This week Brooke Townsend (@btownsend13) hosted in place of Matt Umbro (@Matt_Umbro) with a great question set titled “Analyzing New Bing Ads Features.” The following is the transcribed Streamcap from the live chat:

Q1: What new Bing Ads features in the past few months have you utilized?

  • Labels and shared budgets. – Jeremy Krantz (@JeremyKrantz)
    • I love that they finally implemented labels! – Brooke Townsend
  • I’ve implemented ETAs, the use of labels, and structured snippet extensions. – Brooke Townsend
  • Haven’t made the time for it. Want to try shared budgets and labels. Imported some ETAs from AdWords. – Kyle Crocker (@kacrocker)
    • I haven’t used shared budgets yet. Is it useful for you? – Brooke Townsend
      • It has come in handy on some AdWords accounts, especially where there isn’t really enough budget for 2 campaigns. – Kyle Crocker
  • Tried shared budgets. No surprises… just like AdWords. – Paul Wicker (@Wickerpedia)
  • Shared Budgets and Labels. – Kirk Williams (@PPCKirk)
  • Definitely ETAs to start testing as well as new extensions. Want to get on the App pilot. – Joe Martinez (@MilwaukeePPC)
  • Mapping across ETAs from Adwords. – Colleen McCaskell (@SpitfirePPC)
  • ETAs, labels and structured snippets. So happy they finally have labels. – Kenzie Forcier (@kenzieforcier)
  • Don’t know if it is new, but like the new campaign set up process. very easy to add ad groups all at the same time. also use ETA. – David Cox (@dcoxdesigns)
  • Parity improvements are great for sake of management, but I struggle to call them “new." – Mark Irvine (@MarkIrvine89)
  • I love the new shared budgets – better management of many small campaigns. – Doug Thomas (@ferkungamaboobo)

Q2: How are Bing ETA’s performance stacking up to Google’s ETA performance?

  • Similar results to start with compared to Google. Seeing higher CTR for sure. Still a little too early to tell. – Brooke Townsend
  • Actually seeing Bing ETAs outperform their AdWords peers in CTR lift across accounts. – Mark Irvine
    • Overall I’ve seen CTR outperform in Bing vs. Google. Do you normally see that as well? – Brooke Townsend
      • Yeah, I do actually. In large part simply due to lower competition on Bing though. – Mark Irvine
  • Same as Google so far. Higher CTR but flat CR changes for the most part. – Joe Martinez
  • Seeing mixed results across my accounts with CTRs, but it is still early. – Kenzie Forcier
  • Just remembered! I love the compare to past feature. Makes it much easier to get an overview of change over time. – Colleen McCaskell
  • Total conversions in AdWords is killing the few Bing ads with higher metrics like CTR & conv. rate. – David Cox

Q3: Have you utilized Bing Ads remarketing? If so, what are your thoughts on its performance?

  • I’m really concerned about inventory and matching our userbase with BingAds display in general. XBOX live is not our demo. – Doug Thomas
    • Just FYI you can exclude partner syndication sites from your campaigns – different to AdWords. – Frances Donegan-Ryan (@FrancesDR)
  • Most of this year, especially lately, Bing shows stronger performance for general Searchiness, but craps the bed with conversions. I run remarketing to say I’m doing it, but it’s been insignificant so far. – Nate Knox (@nateknox)
    • Ny favorite reason for running remarketing. – Kyle Crocker
  • See better numbers with the RLSA campaigns, but the traffic isn’t always there. – Joe Martinez
  • I’ve set up basic lists so far and created a separate RLSA campaign. Traffic is low, however. I also just segmented those lists into my Shopping campaigns. Data is too early to say anything about performance. – Brooke Townsend
  • Bing RLSA is performs well. But limited reach is a real problem. Its hard enough to get prospects excited 4 Bings reach b4 RLSA. – Mark Irvine
    • As someone who works in B2C e-com PPC, I feel like I have like, SUPER advantage over everyone else. – Brooke Townsend
      • If you’ve got search volume, I’m sure it’s phenomenal! – Mark Irvine
        • Volume is still low compared to Google, but expanding to BMM for RLSA helps. ROAS is out of this world! – Brooke Townsend
  • You guys are making me feel better for having put Bing RLSA on the back burner. – Colleen McCaskell
  • Success has been limited to brand terms for RLSA in Bing. 2nding the great ROAS, but lack of scalability limits my excitement. – Rachel King (@rachelking237)

Q4: How will you leverage the new expanded device targeting in Bing?

  • The fact that I’m able to bid -100% in tablet? YES. Tablet never performs for me. Which is odd, I know. – Brooke Townsend
    • Same. tablets = money suck for my campaigns. – David Cox
    • Honestly, the definition of what is considered “mobile” vs “tablet” vs “computer” has always seemed subjective to me. And Microsoft is only making that distinction more fuzzy as they make more Surface-esque products that play manyroles. – Mark Irvine
      • We have a highly personalized product, so we thought tablet would perform decent to desktop. Absolutely inaccurate. Meaning we also know it doesn’t do well on mobile, but have shifted our mobile strategy to sample requests. – Brooke Towsend
      • We still consider the Surface as a laptop that replaces all tablets & laptops. – Frances Donegan-Ryan
  • Just as an FYI on Bing Ads for Remarketing & for all campaigns you can control & exclude where ads are showing. – Frances Donegan-Ryan
  • Removing or dramatically decreasing tablet bids in some cases. – Melissa Mackey (@Mel66)
  • I’ll be honest and haven’t played to much with it yet. But tempted to go +900% on some branded campaigns just because I can. – Joe Martinez
  • Not doing it, but random thought: Content promotion to drive that RLSA/Retargeting for Tablets only? Waste of $$, maybe, though. – Doug Thomas
  • Actually have a few clients where tablet does pretty well. Might take advantage of everyone else’s negative adjustments. – Kyle Crocker
  • This is tough bc I want to devalue desktop and Bing is only allowing positive modifiers. Presumably bc desktop is primary. – Rachel King
    • They have updated their device targeting so you should be able to add negatives! – Brooke Townsend
  • I quite like implementing modifiers tied into the CPA performance of a device against the average or target for the campaign. – Colleen McCaskell
  • Does anyone actually bid up on certain devices? And does it work for you? – Brooke Townsend
    • It all depends on the campaign. Tablet does work for me in several campaigns in AdWords or BingAds. Have to look at the data. – Joe Martinez
    • Yes, we often bid up mobile, esp for businesses looking for phone call conversions. Works great. – Melissa Mackey
    • Mobile! It does impact position. With limited mobile impressions position is imperative for high CTR in my program. – Rachel King
    • Sometimes I’ll see 80% of my clicks in Shopping come from mobile w/ no conversions, so being able to really exclude that! – Brooke Townsend
  • Eventually you’re going to have to stop bidding down on mobile and work on creating a good mobile experience. – Joe Martinez
  • Been enjoying adjusted tablet bids in AdWords…need to dig in more on the Bing end. – Timothy Jensen (@timothyjjensen)
  • I’m waiting for the bid adjustments to be automated in the bid strategies I’m using, but it’s manual for now and performing well. I have some pretty insane mobile bid adjustments to serve some newer test units from the Ads Lab, but there’s no scale. – Nate Knox
    • Acquisio automates mobile bid adjustments. It’s awesome. – Melissa Mackey

Q5: What features would you like to see in Bing that aren’t already available?

  • I would like to see the ability to bid on LinkedIn audiences in Bing Ads. – Kirk Williams
  • Unless I’m completely missing it, I NEED account-level ad extension capability. Don’t want to copy/paste phone to 100 campaigns. – Joe Martinez
  • Sounds like negative bid modifiers on desktop has been mentioned several times. i vote neg. desktop modifiers. – David Cox
  • Volume/scale. – Chris Kostecki (@chriskos)
  • “Need” might be a stretch, but custom audiences from email would be appreciated. – Kyle Crocker
  • An adwords import I can trust. – Nate Knox
  • LinkedIn integration. – Kyle Crocker
  • Display “Excluded” in SQRs if there is already a negative in place. It makes my team crazy to constantly cross reference. – Rachel King
  • I would like to see more bid strategies in Bing. The ROAS one works well for me in Google. – Brooke Townsend
  • Going to be unfairly vague here, but I want a killer reason to suggest Bing. LinkedIn Data? TV Ad Programmatic timing? Bees? I mean when a client asks me to solve a business problem, I want BingAds to be the answer, not an add-on. Want content promotion? Go to Facebook. Want to follow people all over the web? Go to GDN. Techbros your Demo? Go to Twitter. – Doug Thomas
    • I see. Honestly, I use AdWords and Bing in conjunction. Bing is lower volume, but higher ROAS for me. – Brooke Towsend
  • A better dimensions tab where we can remove the ad group & campaign columns. Need to view aggregate acct performance. – Melissa Mackey
  • I still have issues with conversion tracking. Even with UET, I can’t always get it to work right away when loading through GTM. – Joe Martinez
  • Ad Group level call extensions. Campaign level only hinders our tracking visibility. Can we have extensions at all levels? – Rachel King
  • I love having a Mac Editor, but people want more new things immediately, I’d like to be able to paste across more than 1 ad group. – Nate Knox

Q6: How do you feel about Bing’s ability to compete with Google’s ad features?

  • I think Bing has done a great job lately of keeping up with Google. Also, the Bing Ads team really listens to us. – Brooke Townsend
  • There has been remarkable growth in this area since the Bing/Yahoo split. Very encouraging. Especially in the Ads Lab. Cool stuff. – Nate Knox
  • Most features are at parity now and the rollout pace has increased greatly. V. few differences now. – Melissa Mackey
    • Echos my thoughts. I do think Bing is faster to market and more nimble that Google. – Rachel King
  • Scripting. (Might be there, haven’t looked extensively). – Kyle Crocker
  • Video consumption online is rising consistently. To reach the damn millennials in the future video will need to be an ad option. – Joe Martinez
  • Seems like gap is closing on search. I need to work with shopping more. And YouTube is still an AdWords advantage. – Kyle Crocker
  • I also hear Display is coming (sometime) to Bing. I’m very curious to see how this performs! – Brooke Townsend
  • I like how i can easily move between platforms without having to learn a new system. good for AdWords users new to Bing. – David Cox
  • I love Bing Ads but selling Bing was easier when they had unique features to Google. Like when Bing had demo targeting and G didnt. And I credit Purna Virji of being so successful in the fact that she harps a unique value of Bing Ads in voice search so well. I’m also surprised Bing does not sell it’s own image extensions and similar non-google features as a value prop more loudly. – Mark Irvine
  • Half of me wants parity with Adwords and ease of management and the other half wants to see innovation in the search space. – Colleen McCaskell

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More PPCChats

Don’t forget to stay tuned for the next #PPCchat on Tuesday at 12 noon Eastern, 9 am Pacific and 5pm in the UK. Same Chat time, same Chat channel.


Check out the PPCChat Twitter list to see and connect with all current and prior participants.

• Matt Umbro (@Matt_Umbro)
• Brooke Townsend (@btownsend13)
• Paul Kragthorpe (@PaulKragthorpe)
• Chris Kostecki (@chriskos)
• Colleen McCaskell (@SpitfirePPC)
• David Cox (@dcoxdesigns)
• Doug Thomas (@ferkungamaboobo)
• Frances Donegan-Ryan (@FrancesDR)
• Jeremy Krantz (@JeremyKrantz)
• Joe Martinez (@MilwaukeePPC)
• Kenzie Forcier (@kenzieforcier)
• Kirk Williams (@PPCKirk)
• Kyle Crocker (@kacrocker)
• Mark Irvine (@MarkIrvine89)
• Melissa Mackey (@Mel66)
• Nate Knox (@nateknox)
• Paul Wicker (@Wickerpedia)
• Rachel King (@rachelking237)
• Timothy Jensen (@timothyjjensen)

Writing & Analyzing Streamcaps

This is a guest post by Paul Kragthorpe; works at WebRanking in Minneapolis, Minnesota.
Connect with Paul @PaulKragthorpe, and Google Plus.

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