Search Engine Land
  • SEO
    • > All SEO
    • > What Is SEO?
    • > SEO Periodic Table
    • > Google: SEO
    • > Bing SEO
    • > Google Algorithm Updates
  • PPC
    • > All PPC
    • > What is PPC?
    • > Google Ads
    • > Microsoft Ads
    • > The Periodic Tables of PPC
  • Focuses
    • > Local
    • > Commerce
    • > Shopify SEO Guide
    • > Content
    • > Email Marketing Periodic Table
    • > Social Media Marketing
    • > Analytics
    • > Search Engine Land Awards
    • > All Focuses
  • SMX
  • Webinars
  • Intelligence Reports
  • White Papers
  • About
    • > About Search Engine Land
    • > Newsletter
    • > Third Door Media
    • > Advertise

Processing...Please wait.

Search Engine Land » Google » Google Ads » 10 Features Unique To Bing Ads That You Might Not Know About

10 Features Unique To Bing Ads That You Might Not Know About

On the Bing Ads blog this week Marta Turek from Mediative spotlighted several features offered in Bing Ads that are not available in Google AdWords. Most PPC practitioners spend more time in AdWords than Bing Ads, so it can be hard to keep up with the different features offered in Bing Ads. AdWords users will be familiar with the […]

Ginny Marvin on August 30, 2013 at 1:21 pm

bing-ads-square

On the Bing Ads blog this week Marta Turek from Mediative spotlighted several features offered in Bing Ads that are not available in Google AdWords. Most PPC practitioners spend more time in AdWords than Bing Ads, so it can be hard to keep up with the different features offered in Bing Ads.

AdWords users will be familiar with the fact that there is essentially zero visibility into Google search partner performance beyond aggregated metrics. Turek, who shared her AdWords geo-targeting case study with us recently, highlights three features she uses as a result of Bing Ad’s transparency into the Bing and Yahoo search partner network.

1. Bing Ads offers reporting on individual search partner performance. You’ll find this in the Bing Ads UI under Reports > Standard Performance > Performance > Website URL (publisher)

2. There is the ability to exclude search partners from both the ad group and campaign levels. To do this, check the box next to the campaigns or ad groups you want to add exclusions, and click “Make Bulk Changes” in the sub-navigation. From there, select “Website exclusions” from the drop down and add up to 500 sites you want to exclude (you’ll want to have the list in a format where you can just copy and paste it).

3. Bing Ads offers the ability to target just search partners at the ad group level. To adjust the targeting options, click on an ad group and select Settings. You’ll find Ad distribution listed under the Advanced Settings section.

The other features unique to Bing Ads that Turek highlights are:

  • More flexibility in setting cookie windows based on your own sales cycle vs. AdWords 30-day option
  • Trended quality score reporting
  • Negative keyword conflict report
  • Geographic, day parting and ad rotation settings at the ad group level
  • Time zone settings at the campaign level
  • Control over device targeting

Turek listed nine unique features of Bing Ads, but I’ll add that inviting outside search marketing practitioners to guest blog is another. The Bing Ads blog has guest posts going back as far as 2009 (when Microsoft changed the search engine’s brand name from MSN to Bing). This year’s guest bloggers have included from Ian Harris of Search Laboratory, Bryant Garvin who also wrote about Bing search partners, John Whipple from BoostCTR, Melissa Zeiger from HP and John Rampton from Maple North. (To find them easily, search “guest blogger” on the Bing Ads blog.)

Google’s Inside AdWords blog has featured a guest post from analytics guru Avinash Kaushik  in 2011 and one from Matt Mierzewski and Jen Syverud from RKG in January of 2012 on dynamic search ads.


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


New on Search Engine Land

    Webinar: Transform your content operations with DAM

    Lucid visibility: How a publisher broke into Google Discover in less than 30 days from launch

    We’ve crawled the web for 32 years: What’s changed?

    GA4 isn’t all it’s cracked up to be. What would it look like to switch?

    What to look for in a technical SEO audit

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 wrote 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.

Related Topics

Google AdsMicrosoft AdvertisingPPC

Get the daily newsletter search marketers rely on.

Processing...Please wait.

See terms.

ATTEND OUR EVENTS

Learn actionable search marketing tactics that can help you drive more traffic, leads, and revenue.

March 8-9, 2022: Master Classes (virtual)

June 14-15, 2022: SMX Advanced (virtual)

November 15-16, 2022: SMX Next (virtual)

Learn More About Our SMX Events

Discover time-saving technologies and actionable tactics that can help you overcome crucial marketing challenges.

Start Discovering Now: Spring (virtual)

September 28-29, 2022: Fall (virtual)

Learn More About Our MarTech Events

Webinars

Data-Driven Answers to Achieve Omnichannel Success

Is Your Marketing Stack Ready for Omnichannel CX?

Outrank in Organic Search with These 5 Core Tactics

See More Webinars

Intelligence Reports

Enterprise SEO Platforms: A Marketer’s Guide

Enterprise Identity Resolution Platforms

Email Marketing Platforms: A Marketer’s Guide

Enterprise Sales Enablement Platforms: A Marketer’s Guide

Enterprise Digital Experience Platforms: A Marketer’s Guide

Enterprise Call Analytics Platforms: A Marketer’s Guide

See More Intelligence Reports

White Papers

Reputation Management For Healthcare Organizations

Unlock the App Marketing Potential of QR Codes

Realising the power of virtual events for demand generation

The Progressive Marketer’s Ultimate Events Strategy 2022 Worksheet

CMO Guide: How to Plan Smart and Pivot Fast

See More Whitepapers

Receive daily search news and analysis.

Processing...Please wait.

Topics

  • SEO
  • PPC

Our Events

  • Search Marketing Expo - SMX
  • MarTech

About

  • About Us
  • Contact
  • Privacy
  • Marketing Opportunities
  • Staff

Follow Us

  • Facebook
  • Twitter
  • LinkedIn
  • Newsletters
  • RSS
  • Youtube

© 2022 Third Door Media, Inc. All rights reserved.