Bing Rolled Out Campaign Planner and Combined Device Targeting Features to Help Advertisers

It seems that Microsoft’s search product is catching up with its main competitor Google in providing services to advertisers and marketers in carrying out their brand promotion campaigns. Recently, Bing Ads rolled out two new features, namely Campaign Planner and Unified Device Targeting Updates with the aim of churning out considerable amounts of ad revenue from the global search market. According to a ComScore report released in July 2014, Microsoft sites gained 19.2% of US search market share from 18.8% in May 2014. It has now held the second position as the most preferred search engine after Google and has beaten Google’s traditional rival Yahoo which holds 10% of the market share.

Bing’s New Ads Campaign Planner to Boost PPC Success

According to its official blog site, Bing Ads have launched Campaign Planner with the aim of providing advertisers both the breadth and depth of insight required to sharpen their ad campaign planning strategy. This new feature showcases marketplace understanding of vertical, product and keyword data. Bing Ads Campaign Planner gathers and pop-ups data from their search network tie-up with Yahoo to reveal industry benchmarks and new investment opportunities. Businesses and advertisers can use this feature to research on keyword suggestions, industry benchmarks and competitor performance, and search traffic trending and forecasting.

You can collect information on marketplace metrics such as search distribution by device, search volume, average cost-per-click and many more using the Campaign Planner. In your Campaign Planner account, select the industry vertical which is provided on the left side of the navigation panel and explore the Vertical Insights. Within each vertical, you can select a product/service for extended investigation. When it comes to understanding industry benchmarks and your competitors, you can see the list of the top ten advertisers and how they perform on the same product category. With Campaign Planner, it will be easy for you to find keyword opportunities for your business. You can create your ad campaign by downloading all the keywords in the associated category, which is under the Keywords tab within each Product Insights page. You can visit official blog site to know more about the Bing Ads Campaign Planner feature.

Bing Merging Desktop and Tablet Targeting Features

It was in June 2014, Microsoft’s search engine announced that it would be making changes to device targeting functionality in September. This move was largely due to the difficulty faced by advertisers in using the feature in which separate tablets and desktops has added unnecessary complexity to their ad campaigns. According to the research conducted by Bing, users on desktops and tablets follow a very similar search behavior pattern.

Bing decided to merge desktop targeting tablet targeting into a unified device targeting feature based on simplicity, efficiency and control. Before the Bing’s decision to merge device targeting feature, it was divided into three categories – tablet devices, desktops and laptops, and smartphones and other mobile devices with full web browsers. After September 15, 2014, it seems that Bing has combined desktops, laptops and tablets in the Bing Ads interface. With this change in Bing’s ad campaign feature, it is important for advertisers to check their ad campaigns as the tablet device targeting update may affect their advertising plans.

If you want to promote your products/services in the Bing network, it will be effective to utilize the services provided by the Microsoft’s search engine and if you are planning to expand your Bing presence, you can get help from professionals who have considerable experience in implementing online marketing campaigns in the Bing search engine.