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Bing Ads “Advertisers Deserve Control” Says “No” to Follow AdWords Enhanced Campaigns

Reponding to questions from customers about whether Bing intend to follow the same path that Google has taken with their Enhanced Campaigns, David Pann, said that Bing Ads will not go the way of AdWords enhance campaigns in reducing device targeting options.

Pann notes, “While enhanced campaigns can provide greater management efficiencies and improved mobile traffic performance for certain advertisers, our customers have expressed concern that this change may introduce inefficiencies for more sophisticated advertisers or those with specific targeting needs.”

Adding, “our answer is no,” he said at the San Francisco Forum.

“Our stated goal of providing advertisers the ability to do in 15 minutes what it takes them 45 minutes to do on Google, should not – and does not – come with any caveats or loss of control,” Pann added.

“At Bing Ads, we believe very strongly in giving advertisers the tools and flexibility to control their spending, target the most relevant audiences, and ensure they can get the best return on investment. We do not believe bundling mobile, desktop and tablet advertising together in an opaque manner is in the best interests of our customers,” he added.

In a follow up post, Dare Obsanjo of Bing Ads writes, “After reviewing the user guide for upgrading to enhanced campaigns and additional material on the enhanced campaigns website, we can see why our advertisers are worried. Consequently, we are taking the unprecedented step to announce our future product direction as it relates to functionality recently announced by a competitor.”

Obasanjo highlights the difference in device targeting pre and post Enhanced Campaigns using the images:

evice targeting in AdWords prior to enhanced campaigns

Device targeting in AdWords after migrating to enhanced campaigns

Obsanjo also announced several changes in Bing Ads taking effect “toward the end of the third quarter of this year” to coincide with the mandatory roll-out of enhanced campaigns for all AdWords avertisers.

“We do have customers who have taken advantage of the ability to Import their AdWords campaigns into Bing Ads and may wonder what it means to bring their campaigns over if we don’t have similar concepts and constructs to those in enhanced campaigns. He said, “we will be updating our product to ensure advertisers can continue to seamlessly transition between both products”.”

Adding, he noted to help advertisers import campaigns from AdWords, “they plan to support the ability to mark ads as being mobile optimized and will honor this as a directive.”

“This means ads that are marked as mobile optimized will not serve to desktop or tablet users. However we will continue to support being able to go into that campaign to mark the ad as only targeting mobile, tablet or PC users,” Obsabjo explained.

Bing Ads also plan to augment existing incremental bid functionality to support negative bid percentages as well as mobile and location radius targeting to ensure that “ad campaigns that will have to use these features as part of AdWords enhanced campaigns can expect this functionality when imported into Bing Ads.”

The team also recently noted that nearly 5.5 million Australians now use Bing every month, and that soon it will bring Bing Ads to advertisers in Australia/New Zealand.

Bing Ads already existis in 20+ markets worldwide.

Bing also unveiled a newly redesigned Bing Ads search advertising site, a single, unified web site that combines resources from the Bing Ads Community site, the Bing Ads search advertising support center and the Bing Ads platform help files.

It offers an integrated, one-stop shop where you can find Bing Ads How To and Get Started material, a multimedia gallery, vertical insights, case studies, text-based trainings and accreditation, tool downloads, and much more!

And, an improved browsing experience for all content related to Bing Ads and the Yahoo! Bing Network, informs bing.

bing ads search advertising hub

Update 04/09: Windows Store Integration with pubCenter for Windows 8 Apps–going forward, “pubCenter will automatically sync the app category in pubCenter with the app category in Windows Store,” informs Microsoft Advertising.

This integration applies only to Windows 8 apps in pubCenter (e.g., it excludes phone).

When this integration goes live the following changes in Windows Store Category: “for both existing and new ad units;” and “if a developer changes their app category in Windows Store their category will be updated in pubCenter within 24 hours.”

Key benefits to developers include:

More relevant ads. Over time, “we will target ads based on contextual environment,” the team said.

Your apps will receive more relevant ads when the correct content category is assigned.

Improved ease of use. If the application category is updated in Windows Store, it will automatically be updated in pubCenter within 24 hours.

The developer will no longer need to also update the category in pubCenter.

Windows Store Integration with pubCenter for Windows 8 Apps

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