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Bing Ads: Change History Graph, Bing Ads Keyword Distribution Graph

Bing Ads Change History Graph, a pilot feature is now available to those interested, is a progressive approach to campaign analysis that visually connects your actions to your performance.

The Change History Graph reduces the time you spend analyzing your campaign so you can spend more time optimizing the results. “Use this tool for quick visual insight into the effectiveness of your optimization efforts, and then invest in what’s working for you and correct or eliminate what isn’t,” informs Bing Ads.

“We expect this feature to significantly reduce the time you spend analyzing your campaign, so you can spend it optimizing the results instead,” adds the team.

Bing Ads: Change History Graph

Here is how does it work?

  • “Click Change History in the Campaigns page of your Bing Ads web interface.
  • Instantly identify when and what changes recently influenced the performance of your ad.
  • Then filter by type of changehone in on what drove that change in your ad’s performance.”

And, to optimize your campaign, just follow these stesp:

  • “Quickly seeing all the changes you’ve made to your campaigns by type of change (new keywords or different ad copy, for example).
  • Pinpointing influential adjustments as they relate to your campaign’s performance over time.
  • Determining which of those adjustments were successful and to what extent.
  • Visualizing the relationship between your actions and their effect on your entire account, a particular campaign, or a set of keywords,” explains Bing.

Bing in April this year, announced the Keyword Distribution Graph, now after a few additional tweaks, he feature is available to all Bing Ads users.

“”Keyword Distribution Graph” enables you to step back and visualize your keywords as a whole, and then visually identify opportunities to attract more business.”

Bing Ads Keyword Distribution Graph :How it works

The feature is located under the Keyword tab in Bing Ads online interface. The purpose of the keyword distribution graph is “to reveal the keywords most important to the success of your ad. Use it to identify these particular keywords, and then build out those advancing your goal, and edit or remove those that aren’t.”

Bing said using Keyword Distribution Graph, you can filter and interact with multiple graphs and metrics simultaneously. “Just select the performance metric you’re interested in improving (Clicks, Impressions, Spend, etc.) and toggle with the tiers in the resulting keyword distributions to see where your keywords are working for or against you.

bing ads keyword distribution graph: select a range

Hovering over the keyword distribution graph prompts a tooltip, which will tell you how many keywords are each eliciting X number of clicks (if you select “clicks” as your performance metric, for example) on your ad. Move your cursor around the bars on the graph to prompt different data, and to get a quick visual summary of how your keywords are performing relative to each other,” bing explains.

Bing Ads Keyword Distribution Graph: Tooltip

To optimize your ad with this feature:

  • Keywords with a high ROI. Select Average CPC in the drop-down menu above the first graph, and the bottom tier of the resulting keyword distribution, and then the top tier of keywords inside the Clicks graph.
  • Keywords with a low ROI. Identify them by selecting Average CPC (Cost-Per-Click) and the top tier of the resulting keyword distribution, and then the bottom tier of keywords in the CTR (Click-Through-Rate) graph.
  • Most expensive keywords. Select Average CPC (Cost-Per-Click), and the top tier (highest CPC) within the graph.
  • Keywords that should be negative keywords. Identify your keywords with low relevance (they match users’ search queries, but not what they’re actually looking for, which means you’re showing the ad to non-potential customers) by selecting keywords with 0 clicks, and then keywords with non-zero impressions.
  • Keywords to cut costs with. Select Conversions and the keywords with 0 conversions (very bottom of the graph), and middle-top tier of your Spend graph to identify the possible “fat” in your keyword collection.
  • Keyword Outliers. For example, we pinpointed two keywords with extreme results by displaying the Conversions and CPA (Cost-Per-Action) graphs below and eyeballing oddities. “In the Conversions graph we recognize an encouraging outlier, representing a keyword generating lot of conversions. In the CPA graph we see a less encouraging outlier, representing an unusually costly keyword,” explains bing.

Bing Ads Will Support Importing of AdWords Enhanced Campaigns: Mobile Device Preference on Ads

In another post, Bing goes in detail on the changes it is making to Bing Ads to enable interoperability with Google Adwords Enhanced Campaigns along with timelines for the delivery of this functionality.

The features are coming up on Bing Ads by the end of the 3rd quarter of 2013 include:

  • Bing says it plan to add support for device preference on ads as well. After this change, “you will continue to be able to create specific campaigns or ad groups that target one or more of the following”: Desktops and Laptops; Smartphones and other mobile devices with full browsers; and Tablets.”

    This will indicate that an ad prefers to be shown on mobile devices. In addition, we will continue to support device targeting at the campaign and ad group level.

  • New variable for dynamic text for destination URLs will be added. Specifically you will be able to use {ifmobile} and {ifnotmobile} to specify what destination URL to use depending on whether the user is on a mobile device or not.
  • Bing will also make significant changes to bid adjustments including adding support for negative bid adjustments, more granular bid adjustments, increased ranges for bid adjustments and introduction of bid adjustments for device targets. These changes are discussed in detail in last week’s blog post.
  • Site link extensions can be created on an ad group which override the site link extensions associated with the campaign. “This will be the only ad extension that will support this functionality in the near future,” adds Bing.
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