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Bing Ads Rolls Out Advanced Time Saving & Ad Performance Lifting Features

Bing Ads rolls out slew of new advanced features recently, like Automated Extensions, powered by artificial intellgence (AI) powered, Remarketing exclusions in Bing Ads Editor, Securing URLs with HTTPS, migrate keyword destination URLs to final URLs, setting up conversion trakcing, and new automated bidding strategies Target CPA and Maximize Conversions.

Bing Ads Automated Extensions (formerly Annotations) powered by AI now have an UI reporting and opt-out options. The features was announced on June 26th aims to help improve ad’s visibility and performance while saving you time by reducing operational tasks as well as alleviate ad testing guesswork.

Bing is already harnessing the power of AI and applying machine learning to deliver intelligent and personalized audience targeting, campaign optimization tools, and more customized ad experiences, including Dynamic Search Ads, In-Market Audiences, and Auto-Bidding. Now, AI-powered Automated Extensions “with no action required from you” — “Will analyze huge amounts of data as well as find more effective ways to supplement text ads with extensions for improved visibility and increased performance,” stated Bing,

With the new name, Bing Ads also added new reporting on all Automated Extensions in the web user interface (UI) along with the ability to opt-out. Here are the 10 Automated extensions currently available available in Bing Ads:

  • Consumer Ratings
  • Dynamic Ad Enhancements
  • Dynamic Callouts
  • Dynamic Partner Data Enhancements
  • Dynamic Sitelinks
  • Dynamic Structured Snippets
    Longer Ad Headlines
  • Previous Visits
  • Seller Ratings
  • Automated Location Extensions

How does Automated Extensions work?
Bing extracts all the relevant and useful content that shows up in the Automated Extensions from a variety of sources, including website, ad descriptions, a Bing search query, Shopping feeds, and third-party sources like consumer reviews or Twitter.

The primary objective of automating the extensions is to save advertisers the time by supplementing unique information which is already created by them, like the title, ad description, and display URL, and create additional value in the ad and improved performance that ad extensions can deliver.

Reporting on Automated Extensions can be found in the UI under the Ad Extensions tab — Bing Ads notes, that reporting is only available at Automated Extension level and not at each individual type level under this extension.

And, also clicks on specific Automated Extensions will be charged like an ad headline click. Currently, only Dynamic Sitelinks will be charged for clicks.

Bing Ads Automated Extensions Reporting UI

Advertisers can now opt-out of all or individual Automated Extensions at the account level. Keep the following key things in mind:

  • Opt-out is only available at the account level.
  • Choosing to opt-out of an Automated Extension will opt-out an account from all features under this extension. Specific information about all features can be found on our Bing Ads Help page.
  • Historical opt-outs at the individual types level of Automated Extensions will be honored at the aggregate Automated Extension level.

 Bing Ads Automated Extensions Opt-out UI

Bing Ads now recommends updating your final ad URLs by securing them with HTTPS protocol —“if supported”, announced on July 9.

With Google has begun to mark all HTTP URLs as “not secure.” Now, when a user click on your Bing Ads will see the ad URL marked as “Not secure” in the address bar.

For sites that support HTTPS, Bing Ads suggests following three options for bulk updating your final URLs and mobile final URLs to use HTTPs:

  • Bulk uploads feature in the Bing Ads web interface within Bing Ads  For this option, download your ads and “if necessary” keywords from Bing Ads, and update your URLs, then upload edited ads back into your Bing Ads account.
  • The desktop tool Bing Ads Editor
  • Bing Ads API 

Here is a screenshot showing a treatment of HTTP pages in Chrome 68 omnobox as “not secure”:

Chrome 68 omnibox not secure warning

For those whose site does not support HTTPS,, Bing Ads recommends to contact their webmaster or the administrator of your CMS platform. Then, follow the steps in the previous section, “If your site supports HTTPS,” to change your final URLs and mobile final URLs in Bing Ads.

Bing Ads, will stop supporting to edit or create destination URLs at the keyword level starting on October 31st. That said, Bing Ads is recommeding to migrate all your keyword destination URLs to final URLs.

Until further notice, keywords with existing destination URLs will continue to serve, said Bing Ads on August 6th post. But, it’ll not allow editing destination URLs. However, you will still be able to “pause and enable them.”  

Advertisers can follow these simple steps mentioned below in the Web UI to transition to final URLs — “if their destination URLs don’t include tracking information”:

  1. Click on the Keywords tab and make sure to see the Landing page column. Just go to the Columns drop-down, and select Modify columns, then under the Attributes section, add the Landing page column. See this screenshot below to adjust Landing page column:Adjust Landing page column in Bing Ads Web UI
  2. Click on the Landing page cell for the keyword whose Destination URL you would like to change to final URL
  3. In the pop-up, select the Final URL radio button. Your URL will still be populated in the text box.Image of the Final URL and Final URL warning box with radio button. The screenshot below show migrating exisitng destination URLs to final URLs:Migrate Destination URLs to Final URLs in Bing Ads Web UI
  4. Optional: Enter a mobile URL in the Mobile Final URL field and Click Save.

Those, whose destination URL does include tracking information, can see this help page.

Following, Apple’s recent update to Intelligent Tracking Prevention, Bing Ads on August 7th, published a guide ensuring accurate conversion tracking across your campaigns that work across all browsers.

Digital marketers rely on conversion tracking to help us understand how each of our ad campaigns are performing and how they are contributing to our overall marketing and business goals. To ensure useful reporting and actionable insights, accurate conversion tracking is vital.

Last fall, Apple debuted a feature called Intelligent Tracking Prevention.  It restricted access to cookies after 24 hours and because this impacted the way some conversions could be tracked on Safari, we published the steps advertisers would need to take to maintain accurate conversion tracking across Safari.  Apple has recently updated this feature to further restrict all third party cookies, and if you haven’t yet completed all the required steps, virtually all conversions tracked on Safari will be impacted.

  • Enable auto-tagging of Microsoft Click ID, and ensure the MSCLKID parameter is passed through any redirection trackers to the final landing page. See this screenshot showing adding Microsoft Click ID to allow conversion tracking:Enabling auto-tagging of Microsoft Click ID in Bing Ads
  • “Auto-tagging of Click ID” box needs to be selected within the URL options of the Shared Library for each of your accounts.
  • Add tan UET tag to all webpages, especially to ad landing pages where your Microsoft Click ID will be automatically captured from the URL and stored in a first party cookie.
  • Use JavaScript version of UET tag. Don’t place the UET tag within any iFrames.

Once you have added UET tag, you can validate the setup by using UET Tag Helper to see if it correctly across your website:

  • Add the UET Tag Helper to your Chrome browser and turn the extension on.
  • Go to Bing.com and search for and click on your own search ad.
  • On the landing page you can see detailed information about your UET tag, including whether is it set up correctly or if there are actions needed.

For more information, refer to this help page.

Bing Ads Editor, now allow marketers to add a negative remarketing lists enabling you to exclude specific audiences to achieve higher ROI, announced the feature on August 1st.

Associating specific remarketing lists to ad groups makes it easier to deliver the right ad to the right customer. And now, you can further refine your ad audience with remarketing exclusions that “allow to focus on the people who matter most to a business by excluding the ones who may not fit within the objectives of your ad campaign,” bing explained.

You can associate one or more remarketing lists as negatives for one or more ad groups. Just go to the Bing Ads Editor and create, modify, or delete negative remarketing associations.

Here is an example screenshot showing Negative Audiences association in Bing Ads Editor — In the screenshot you can see ad campaign are listed out on the left rail with management options, while Negative Audience Association selections shows up in main window.

Negative Audiences association in Bing Ads Editor 

Bing Ads Editor let you associate negative remarketing lists to ad groups, but to create, modify, or delete remarketing lists, you will need to go to Bing Ads online.

On July 30, Bing Ads announced that Automated bidding strategies Target CPA and Maximize Conversions are now generally available for campaigns targeting locations, such as: Australia, Canada, France, Germany, United Kingdom, or the United States.

The two new bidding strategies joins Bing’s features that aims to automate and simplify workloads, including Google Import, In-Market Audiences, and Dynamic Search Ads. Both, Target CPA and Maximize Conversions are designed to help achieve conversion performance goals. 

Target CPA 
The feature most requested by users optimizes campaigns to generate conversions at the average cost-per-acquistion (CPA) set by the advertiser. Because, the CPA is set at the campaign level, advertisers don’t require to manage bids for ad groups or individual keywords. Additionally, a maximum CPC (cost-per-click) can also be set by the advertiser. 

Maximize Conversions
This feature aims to create as many conversions as possible within a campaign’s budget without exceeding it. Similar to Target CPA, there is also an option that allow advertisers to set a maximum CPC at a campaign lever. But, they don’t need to set bids for individual keywords and ad groups.

Like other bidding strategies, Bing leverages a variety of unique signals to drive real-time dynamic bidding adjustments, such as browser activity, operating system, search queries, and ad copy. Also, to better achieve a bidding goal, Bing make bidding adjustments in real-time based on time of day or day of week, user location, and their device type.

To use either of the two conversion-based bidding strategies, a campaign must have at least 15 conversions within the past 30 days. Bing Ads recommend testing bidding strategy on a few campaigns at first and allowing to run at least 2–3 weeks for its system to learn and achieve the target goals.

Before getting on advertisers must meet the follwing requirements in order to use these two features:

  • Campaigns must have a minimum of 15 conversions in the last 30 days.
  • Universal Event Tracking (UET) must be implemented on the advertisers’ websites for conversion tracking.
  • Campaigns must be targeting USA, Canada, Australia, France, Germany, or the UK.

Here is an screenshot of showing enabling Maximize Conversions and Target CPA in Bing Ads campaings:

Enabling Target CPA and Maximize Conversions for Bing Ads campaigns

Here are a couple of unique features:

  • Bing Ads allows to use manual bidding on individual ad group or keywords at a campaign level to set Target CPA or Maximize Conversions. You can do this by changing the bid strategy type of the ad group or keyword to Manual.
  • Advertisers when setting up automated bidding can optionally set a maximum CPC that automated bidding will not exceed.
  • Advertisers can use bid modifier values between -90% to +900% with automated bidding to increase or decrease the amount of clicks a campaign is getting from the related targeting option, include device type, location, ad schedule or audience.  
  • A bid modifiers value of -100% will continue to function as a way to opt-out of the related targeting option. Bing notes, that any bid adjustments in campaigns that uses automated bidding don’t changes CPA goal and i”t may cause your bids to go above your maximum CPC.”

The screenshot below shows comparision between bidding strategies:

Bing Ads Bidding Strategies Comparision Chart

For all other bidding startegies related additional information, refer to this Help page, or watch the video below.

Lastly, advertisers in the US can add a Security Badge Annotation on their Bing Ads, enabling searchers to know that site is secured. This annotation require a website to be secured by a third-party antivirus provider.

The new badge can also increase click-through rates, while it increases searchers’ trust in a website. As Bing Ads writes, “When your website is secured by a third-party antivirus provider, like Norton or McAffe, it increases customers’ confidence in your website. This added level of trust will also help to increase clicks and higher reliability for customers.”

Here is an example screenshot of the new security badge annotation appearing for search results in the US:

Bing Ads Security Badge Annotation in US Search Results

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