Bing recently made some announcements that bring their feature set a little closer to what Google offers. They’ve improved several areas, including tweaks to geographical targeting, bid suggestions, and keyword delivery statuses. These changes may seem minor, but they could have a big impact when it comes to optimizing your AdCenter campaigns.
Until recently, geographical targeting for AdCenter was a matter of selecting areas and seeing pins drop on your map accordingly. Bing has decided to give more context to their targeting options by showing outlines of the targeted locations. This allows for a better visual understanding of the precise areas being targeted.
Improvements have also been made to the radius targeting feature. If you think the metric system is awesome (or just want a little more precision), you can now specify your radius in kilometers instead of miles. You can also make settings in increments of 1 mile or 1 kilometer, with any setting ranging from 1 to 500 miles or 1 to 800 kilometers. This brings Bing up to par with Google’s radius targeting options.
Another change they made has eliminated the need for the “Estimation” drop-down. Instead of having to open up a separate interface to make keyword bidding decisions, you can simply add a few columns to the existing interface.
This new process should help streamline the process of bringing your ads to your desired position.
Keyword Delivery Status
One of the more common questions in search engine marketing goes something like this: My keywords are active and approved, so why aren’t my ads showing up? Bing has sought to bring a little less vagueness to the AdCenter interface by trying to answer that question.
This is useful information, especially now that you can filter based on keyword eligibility status.
All three of these are minor changes that seek mostly to reach parity with the Google feature set, but advertisers should take some time to familiarize themselves with the new interface. You might find that these features improve your workflow and allow you to run your campaigns more efficiently.