The latest release of Bing Ads Editor brings in several usability and performance improvements to help advertisers manage their ad campaigns even more efficiently.
The most requested among others features released with this update is the ability to select multiple campaigns and ad groups for quickly filter out and bulk edit them, as well as copying and pasting multiple items in the grid from the left tree-view pane from one account and drop them into another account.
This feature for now is only supported in Windows version of Bing Ads Editor.
In this update, Bing has also added a new “Device targets” menu in the left pane of the Editor to help easily manage device targeting and bid adjustments directly from the grid and editor pane. This menu was previously located in the campaign and ad group properties dialog.
“Device targeting helps in better connecting with customers, as you can controll your ads to appear on specific devices. While, Bid adjustments for each device type gives control to effectively manage campaign performance and return on ad spend.”
With radius targeting enhancements, bing now let you set multiple radius targets with different bid adjustments for a single location under “Locations,” for example, you can have a location target of 10 miles around Redmond, WA with 15% bid adjustment, as well as a location target of 25 miles around Redmond, WA with a 5% bid adjustment for the same campaign or ad group.
Lastly, the performance improvements now introduces faster navigation, speedier bulk editing from the editor pane, and switching between different statistics views is also now faster. Now, “when you switch back to the view with a previously selected date range, the data does not need to be redownloaded,” says bing, due to Editor now caches “statistics data for up to five date ranges that were previously used.”
Also, bing has expanded its device targeting in an update to desktop bid adjustment, now letting advertisers completely opt out from displaying ads on desktop. The new range for desktop is now in-line with the rest of the devices at -100% to + 900%.
Going forward, advertisers can also import their device bid adjustments from Google AdWords, since Bing Ads will have the same values as AdWords.
This feature is available through all endpoints like Bing Ads Web Interface including Google Import, Bing Ads Editor on Mac and Windows, and Bing Ads API.
Table showing old v.s new bid adjustment range:
Bing Ads is also now offer “Competitive metrics,” sometimes also referred to as “Share of Voice” metrics, to add to in-line performance views across the Bing Ads web experience.
By logging in to Bing Ads account, advetisers by clicking ‘Columns’ button within Accounts Summary, Campaigns, Ad Groups, or Keywords grids, “can add any combination of metrics from ‘Competitive (Share of Voice)’ section and click apply.”
These competitive metrics can be accessed through new columns in the Reports tab and Bing Ads API, across “Account Performance, Campaign Performance, Ad Group Performance, and Share of Voice” reports.
There are six new metrics available, including Impression share (IS) lost to rank and IS lost to ad relevance. All of these new metrics work in conjunction with other reporting features, such as filters, period comparison, segmentation and the ability to download.
To learn more about each of these new metric, and what they represent or how to interpret them, head over to this Help page.
By the end of July, Bing Ads will be retiring Campaign Planner, as the new Keyword Planner is taking over, the 2014 launch of the campaign planner tool, along with vertical benchmarks, trending and forecasting data, competitor performance and keyword suggestions.
Keyword Planner, that includes all the Campaign Planners’ features plus additional features “will continue to add new capabilities throughout the year,” says Bing. “Vertical Insight in Campaign Planner, for example, can be found under ‘Your product category’ in the new Keyword Planner.”
Keyword Planner is located under the Tools menu in the Bing Ads UI: