Micosoft’s shared the latest statistics on its Bing Ads and the Yahoo! Bing Network to take stock of “where we are and where we are headed in the coming year,” it said.
From Microsoft’s standpoint, it all starts with a belief that building a better search product requires that we put our customers first. “We pride ourselves on being different from Google’s “execute first, ask questions later” approach,” stated David Pann, GM, Microsoft Advertising Search Group.
It is the result of a tremendous amount of work, innovation, and commitment to execution, both on the part of Microsoft and Yahoo! to provide the market with a competitive, strong alternative to Google.
“I will continue to be transparent regarding advertising related milestones, perspectives and achievements,” added Pann. “Our philosophy also includes transparency as a foundational element. There is no shroud of secrecy in how we operate our platform.”
Pann noted that , they now have 159 million unique searchers on Yahoo! Bing Network, “51 million of whom do not use Google,” he said. Since last fall, “we have seen a 4.5% and 11% increase in these numbers respectively,” added Pann.
- “Today, we are in 25 international markets and will be in 50 by year-end.
- Over the last year, our click volume has increased 25%.
- Over the last year, we have delivered over 1,000 platform features and improvements to Bing Ads.
- Bing Ad innovations such as Local Ad Extensions (35% improvement in click-through rate, or CTR) and SiteLink Extensions (25% lift in CTR) are bringing more consumers to our site, and keeping them there.
- Today we have 60% more premium and small-to-medium sized businesses running campaigns on our platform than one year ago,” Pann explained.
Revenue Per Thousand Searches (RPS) is the primary metric by which Bing Ads performance is judged. “RPS is based on the simple law of supply and demand.”
- “While a strong RPS is a good indicator of financial health for Yahoo! Bing Network, it’s only a reflection of our overall ability to deliver value for our advertising customers,” says Pann.
- “We are experiencing double-digit year-over-year percentage growth in RPS;
- Our RPS has never been higher, either before or since our agreement with Yahoo!;
- This increasing RPS is having a positive impact on the financial performance of Microsoft’s Online Services Division (OSD); and
- The growth trajectory we are seeing leads us to believe that this upward trend will continue.”
In another post, noted that it seeing success of Sitelink Extensions in the UK market, as well as CTR lift improvements for Sitelink Extensions on US ads.
As an example, Microsoft shared a snapshot of top US verticals and the corresponding CTR lift from adding Sitelink Extensions to an advertiser’s ads. “All verticals saw at least a 10% CTR lift, with Financial Services & Insurance, Technology & Telco, Careers & Education and Travel & Transportation experiencing at least a 15% CTR increase.with the addition of Sitelink Extensions,” it said:
Also, before the end of this year, Microsoft will require all its users to log in to Bing Ads with a Microsoft account. In addition, it will eliminate the option of using a Bing Ads account.
The purpose of this change, as Microsoft expalisn “is to ensure that all Bing Ads users take advantage of the increased security features of Microsoft account such as two step verification. Two-step verification is when we ask you for two pieces of information anytime you access your account.”
“If you’ve previously linked your Microsoft account to your Bing Ads account then there is no action expected from you,” it said.
Microsoft also said that logging in with Microsoft account is not supported in the current version of Bing Ads Editor, however it promise to add the functionality in a future update.
Also, applications that use the Bing Ads API “will need to be updated to utilize OAuth to authorize API requests when authenticating customers using Microsoft account,” it added.
Authentication via OAuth is available in both version 8 and the upcoming version 9 of the Bing Ads API.
To prepare for this change, just go to the Bing Ads login page and select the option to link your Microsoft account:
Update 07/18: Change History Graph pilot, which was launched in June–is now available in Bing Ads to all advertisers.
“”Change History Graph” is a visual performance tracking tool that shows you the relationship between your actions and results. It’s designed to save you a lot of time studying the performance of your campaign by making it visually apparent on one screen. It also helps reduce the risk in making campaign changes that work against your goal, since you can see which of your actions have resulted in what changes to your performance.”
You will find it in your Bing Ads Web UI under the Change history tab.
Microsoft notes, that with the help of pilot participants, it has further customized this new feature for optimal customer satisfaction.