Bing Ads Updates Campaign Planner Tool For Search Trends, Keyword And Competitive Research

In September, Bing Ads released its Campaign Planner tool, which includes vertical and product trend data, keyword research and competitive insights. This week, the first update to the tool was released.

If you’re not already familiar with this tool, I recommend taking some time and digging into it. It’s located under the Tools menu in Bing Ads.

Here’s an overview of what you’ll find:

Industry Vertical & Product Trends

This is the area where you can see search volume trends on pre-defined industry verticals and products categories. With this update, you can now compare search volume trends year-over-year or week-over-week.

You can also visualize search volumes by device and location from the last seven day period, and get benchmarks such as average CPC.

Below the chart is the total number of times the keywords in the vertical or product group were searched in the last seven day period of Sunday to Saturday.

The Network drop down allows you to include or exclude Search Partners data.

The Keyword Tab will show you the top keywords at the Sub-vertical or Product level you’ve currently selected with basic performance metrics (impressions, average CPC, etc) and search volume breakouts by device as well weekly change in total search volume.

You can also search for other keywords using the search box.

The Competition Tab provides data on up to 20 domains advertising in the vertical or product group selected. Metrics include ads coverage (impression share) and coverage share by best position, top of page and sidebar along with an average position.

Seasonal Insights

Somewhat hidden under the Occasions & Gifts umbrella vertical, the sub-vertical Holidays & Seasonal includes product breakouts that include Christmas, Holiday & Seasonal Decorations, Thanksgiving, Jewish Holidays and New Year’s.

For example, so far this year, search volume for Holiday & Seasonal Decorations was highest on the Wednesday before Thanksgiving.  The keyword “thanksgiving table settings” dominated searches in this product category on that day — rising from just 19.6K on the Tuesday before Thanksgiving to 148.2K on Wednesday.

Opinions expressed in this article are those of the guest author and not necessarily Search Engine Land. Staff authors are listed here.

About The Author

Ginny Marvin

Ginny Marvin was Third Door Media’s former Editor-in-Chief (October 2018 to December 2020), running the day to day editorial operations across all publications and overseeing paid media coverage. Ginny Marvin writes about paid digital advertising and analytics news and trends for Search Engine Land, Marketing Land and MarTech Today. With more than 15 years of marketing experience, Ginny has held both in-house and agency management positions. She can be found on Twitter as @ginnymarvin.