Improving campaign management Bing Ads rolls out account level ad extension support allowing advertisers to assign an extension across al their campaigns directly from their Bing Ads Editor (BAE)account.
This new feature can help save you time and provide consistency across advertising platforms as you now manage them directily in Bind Ads Editor.
Initial support is limited to Callout Extensions. Support for remaining ad extensions at the account level will be rolling out in the future releases of BAE.
In the screenshot below you can see selection of Add account Callout Extension association:
Bing has first anounced account level association for ad extensions in September 2017, and now it’s finally available to all in BAE.
Associating Ad Extension Shared Library to an Account in BAE
You will need to click on the Add associations button and choose the option to add account level ad extension to associate an ad extension shared library to your account. “An account level association will be ignored if campaign/ad group level associations exist,” said Bing.
Here are few things to note while associating ad extension:
- To see account level associations on the Manager pane grid, you will need to select the Account node on the left Tree view.
- Like Shared libraries, account level ad extension associations are always posted, regardless of whether all campaigns or selected campaigns are being posted.
- If there are errors/warnings on the account level ad extension associations, the error/warning indication will be shown at the account node on the left Tree.
- Note: No error/warning indications are shown at the account node if there are errors/warnings at the Campaign/Ad group level.
Here is an screenshot of errors shown at campaign ad group level:
What are Account Level Ad Extension Associations?
“Account level association for ad extensions allows you to add and edit ad extensions at the account level.” “This specific capability is unique among desktop search marketing tools. Associating ad extensions at the account level ensures that your ad extensions apply automatically to all existing and new campaigns, helping to improve performance and return on the existing ads,” explains bing.
Also, Bing has updated their “exact match close variant” technology to now, include reordered keywords to following new markets, “United States (Aug 2017), United Kingdom (Nov 2017), France (Nov 2017), Germany (Nov 2017), Canada (Jan 2018), and Australia (Feb 2018).?
Bing notes, it’ll evaluate additional markets for this support in the future.
If you are new, “Exact match keywords will match to queries with same exact keyword tokens, whether or not the order of the keyword tokens are the same.” Additionally, “function words, or stop words, (ex: is, a, the, on, for, in) may be ignored if they don’t impact the intent behind a query.” This way, you don’t need to build and manage all the many reordered or reworded variations of your keywords to get the coverage you want.
Using close variations also exposes you to additional valuable clicks and conversions.
Bing Ads will “preference any exact match keyword in the account over a close variation. Additionally, only token will reorder when it doesn’t change the meaning such as “post address change” vs “change post address.” Phrase match is not included in this update.”