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Nov122018

Bing Ads Launches AI-powered New ‘Competition Tab’

In their efforts to help advertisers running a successful ad campaign Bing Ads introducing a new ability called Competition tab.

Advertisers across the world can now use Competition tab to receive important information on these competitors and quickly decide on actions to stay ahead.

The new (AI) artificial intelligence-powered functionality is designed to help marketers know which competitors’ ads appear before theirs and why. Using machine learning it analysis campaigns to recommend optimizations.

Competition tab appears in the Bing Ads account next to regular Campaign, Ad Groups, Setting, Ads, etc. tabs as shown in the image below:

Here is what comes with the Competition tab:

The new competition tab is divided into two section including auction insights and recommendations.

Auction Insights

The revamped auction insights report provides rich visualizations such as the ability to segment data. Marketers can use metrics like time or device type and can also filter specific campaigns or competitors.

The “Over Time” view offers an instant view of the competitive trend as it graphs the metric across the selected date range.

Here is an image of Bing Ads Competition tab auction insights dashboard “over time”:

Bing Ads Competition Tab over time

  • Segmenting data by device type advertisers can see where exactly their ads are showing.
  • Day of the week segmentation shows on what days competition is beating.
  • Slice the data by hour of the day and optimize campaigns at a more granular level.
  • Filter domains to see the data of specific competitors, Or
  • Filter on specific campaigns or ad groups.

Auction Insights can also help to see the data for a set of keywords, just go to the Keywords tab, and select the specific keywords, go to Details and Auction Insights, and then Selected.

Optimize Campaigns with Recommendations

By leveraging ML Bing Ads looks within the campaigns and offers the recommendation. Bing Ads currently focuses on the following seven recommendation areas:

  • Bid more competitively on keywords
  • Optimize your campaign device targets
  • Fix campaigns that are limited by budget
  • Optimize your campaign location targets
  • Target new locations
  • Expand your reach
  • Add similar keywords

Here is an image of Bing Ads Competition tab recommendations: “Bid more competitively on keywords and Optimize your campaign device targets”

Bing Ads Competition Tab Recommendations: Bid more competitively on keywords

Data Chart offers the same insights as the overtime graph but in a tabled layout. Additionally, it offers the data for all the competitors identified.

Available metrics to be shown in the graph with a quick drop down menu include Impression Share, Avg Position, Overlap Rate, Position Above Rate, Top of Page Rate and Outranking Share.

Summary view puts the information into a bar graph and aggregates the competitor data across the entire date range.

Bing Ads’ has also published a video providing a quick overview of the Competition tab:

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