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Microsoft Adds AI-powered ‘Competition tab, Performance Insights’ to Bing Ads

Bing Ads today brings in three new capabilities which use Artificial Intelligence (AI) and Machine Learning (ML) with a key goal to evolve the performance reporting experience of digital advertising tools.

The three new features added today include a competition tab, performance insights and location recommendations.

Competition tab

This will give insights to help search marketers discover “which of their competitors’ ads appear ahead of their ads, and why.”

The new Competition tab is divided into two sections,

Auction insights, a revamped auction insights report now shows rich visualizations of how marketers have fared against their competitors over time.

It offers abilities, like segmenting the data using metrics, such as “time or device” as well as “filter down to specific competitors.”

An image of an Auction Insights tab with a table that states 77% of available impressions were used to generate this report. While the multicolored line graph shows your performance vs the competition:

Bing Ads auction insights section of the competition tab

And, the second one a “recommendations section” offer custom-tailored advice to help search marketers defeat their competition and appear higher in the search results.

Bing Ads analysis “your ads, competitor’s ads and how users interacted with these ads” to show these insights.

Here is an image of the recommendations section:

Bing Ads recommendations sectio of competition tab

The image above shows six different boxes listed with campaign data. The two highlighted box shows “What’s happening with the campaign and what can you do for a campaign. ”

The Image also shows various graphs showing a performance of a campaign.

Performance Insights

A new “performance insight notification” will now help marketers to learn the root cause of an unexpected spike or dip in traffic that caused the sudden change in their campaign’s performance so drastically.

Clicking on the notification will show the root cause analysis of “why that spike or dip occurred.”

Bing says this feature will be rolling out slowly to all advertisers over the “coming few months.” Because, the “machine learning system will take some time to understand the patterns of all campaigns in the system,” the team said.

An image below shows performance insights:

Bing Ads Performance Insights

In the image, you can see All Campaigns tab with the main ribbon listed above to select sections. Below, a line graph shows campaign performance trend as well as a popup box showing some possible explanations for your campaign performance dip.

Location Targeting Recommendations

Through a new capability in the recommendation platform, Bing is now analyzing the best performing advertisers and advises “on how to apply their best practices based on their settings.”

Now, through the new “location targeting recommendations,” marketers will see these recommendations “wherever they can manage location targets in Bing Ads, as well as locations suggestion that already had success targeting.”

Bing says, their machine learning system will not recommend locations that are outside of the business area.

Here is a screenshot of new location targeting recommendations:

In the image, you can see a Settings tab with a command ribbon at the top with locations sub tab highlighted.

The lower part of the image shows some geolocation suggestions below are based upon campaign performance.

Bing Ads location targeting recommendations

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