About a month ago, we opined (http://D4K.acquirgy.net) about how Google’s major announcement would affect marketers. Recently Bing (Microsoft) announced several changes to their adCenter, so today we present our POV on them.
The new enhancements at Bing include:
New User Interface
Bing has streamlined the way changes can be made to campaign settings. This will allow us to serve our client needs even more efficiently than today, especially when there are a large number of changes to be made.
Negative Keyword Match Types
This important change will now enable us to optimize and manage keywords to a greater efficiency. When a broad match keyword is not producing the desired ROI, we can now “exact match” these keywords, so that we eliminate the keywords that are too general or irrelevant. This change will increase ROAS. This option has been available on Google for many years and we’re very excited that Bing has upgraded their capabilities.
Actionable Insights With Advanced Reporting
Enhancements in this area by far provide the greatest impact for increased SEM campaign efficiency. They are:
Increased Filter Customization
This enhancement enables us to locate and manage data faster. Like the new interface, this speeds up our ability to optimize our client’s campaigns.
While these changes aren’t as far-reaching as Google’s announcement in November, they are meaningful and welcomed, in that they will improve the efficiency of search campaigns on Bing.