Enhanced Search Query Report in Bing Ads, offers an additional set of options to help you drill further into your campaign's search data.
Identify opportunities for new keywords and adjust their bids to maximize ROI. With the Search Query Report shows broad matching keywords, for example: "golf clubs, is attracting many clicks from the search queries golf clubs sales and junior golf clubs. Given those two terms convert very well on your web site, Bing recommend you add those two terms to your keyword list as exact match and bid appropriately to generate more clicks volume."
Control search traffic engaging with your campaign(s). Search Query Report also now indicates that your broad matching keywords, golf clubs, is attracting clicks from the search query, joining country clubs,which in turn doesn't convert well on your website.
As of April 11th, "Bing Ads now includes stop words and additional characters in the Search Query Column of the Search Query Report to give you more insight into searcher intent," Bing explains.
This enhancement will not apply to search queries before April 11th.
Bing notes, that this enhancement will provide greater transparency and enable you to more closely monitor user intent.
"The Search Term column will preserve the stop words and additional characters, enabling advertisers to see performance data for each search term separately and optimize them accordingly," Bing adds.
Here are 3 simple steps to use the new Search Query Report to improve your ROI: