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AdCenter Feature Catch-Up: Matching the Competition

By | 07.23.14

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.

Geographical Targeting

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.

Bing Geo Targeting
Now you can see where Fort Worth ends and Arlington begins.

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.

Bid Suggestions

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.

Bing Columns Selector
In the keyword listing interface, click “Columns”.
Bing Columns List
Select the estimation columns you’d like to add.
Bing Estimated Bids
Review your bid estimations and optimize as you see fit.

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.

Bing Keyword Delivery Status
Instead of a blank slate with zero impressions, you’ll now see brief explanations.

This is useful information, especially now that you can filter based on keyword eligibility status.

Bing Eligibility Filter
This way you can ignore low volume keywords and focus on what really matters.

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.

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