A new richer reporting feature in the Accounts Summary page in Bing Ads, to help those managing multiple accounts to identify which of those accounts need optimization quickly and conveniently is announced Thursday.
With this new reporting feature, Bing makes it easier to compare performance of how accounts performed between two time periods, that provide additional context to fluctuations in clicks, impressions, and other performance metrics.
To get satrated, open date range selector, and turn on Compare, then select a time period (for example, Last 7 days) and finally, apply any of following options:
- Previous period: If the current time range selected is this month (e.g. 12/1-12/31), then the previous period would be last month (e.g. 11/1-11/30).
- Same period last year: If the current time range selected is this month (e.g. 12/1/16 – 12/31/16), then same period last year would be this month last year (e.g. 12/1/15 – 12/31/15).
- Custom: Any length of time within 3 years before today can be selected as a comparison period.
Now, expanding performance metric by clicking '+' icon, will show 4 sub-columns under every metric for deeper analysis into: "Performance from your current period", "Performance from your comparison period", "Change (Current Performance - Comparison Performance)", and "Change % ((Current – Comparison)/Comparison * 100%)."
This data will be visible for any segment applied to a table and can be filter as well on these sub-columns (available in downloaded file as well).
Segmenting data can be done by clicking Segment in the toolbar above the table, and then segment you're interested in such as:
- Time (Day, Week, Month, Quarter, Year, or Day of the Week)
- Network (Bing & Yahoo, AOL, Syndicated Search Partners)
- Device Type (PC, Smartphone, Tablet)
- Top vs. Other (Mainline vs. Sidebar ads)
A segment selected will automatically apply to performance metrics expressed in the table, with each account's performance displayed by segment. This data can be downloaded for further processing or sharing.
"Segmentation allows you to slice and dice your data, right in the campaigns grids. You can see how you're performing by network, device, ad positions, or time segments."
Visualize performance across all accounts and detect patterns or anomalies quickly with the line chart above the table. "You can compare up to two performance metrics (Avg. CPC, Clicks, CPA, Conversions, CTR, Impressions, Spend, Avg. Pos., Conversion Rate, Revenue, ROAS)," writes the Bing team.
When period comparison is turned on, "performance of the compared-to time period will be in a lighter shade. Hovering over each point on line graph will show exact numerical value of that performance metric at that time." The line chart will honor filters applied to a table.
Finally, select additional data points with the column chooser to examine additional metrics including: "Avg. Position, Quality Score, Avg. CPM, CPA, Conv. Rate, Revenue, and ROAS." These metrics can also be compared between time periods, as well as segmented, filtered, and downloaded.
Bing says using this feature, you can get performance insight across each of your accounts, along with answer to questions like: "Which of my accounts increased in clicks this week compared to last week, so I know how to allocate my budget?," "How are each of my accounts doing on computer, mobile, and tablet?," "How does my overall performance across all accounts look over time?," "What is the quality score of each of my accounts?"