Bing Ads is Microsoft's answer to Google Ads. While it's an underdog to the search giant's advertising platform, Bing has been improving it a lot since its inception.
The search engine from Microsoft has rolled out the Competition tab in the web interface globally. First introduced back in September, the feature offers several ways for advertisers to view their competitive landscape on the platform, as well as seeing machine learning-powered recommendations for gaining advantages.
Here, Bing Ads has added two main sections to this Competition tab.
First, is the Audience Insights.
The tab has been revamped to have reporting in the UI more clearly visible. The Audience Insights view defaults to showing how advertisers' impression share has been trending against the competition.
They can also see, for instance, that a competitor came on the auction scene suddenly and has dominated impression share since its arrival.
The Audience Insights give details for each competitor, which are then included in a table below the chart.
From the dropdown menu, advertisers can also see competitive trends for other metrics, including: overlap rate, average position, position above rate, top of page rate and outranking share.
The second is Recommendations.
This section shows suggestions for advertisers to improve performance against the competition that are derived using machine learning. In this first version, Bing Ads focuses on seven recommendation areas:
- Bid more competitively on keywords.
- Optimize campaign device targets.
- Fix campaigns that are limited by budget.
- Optimize campaign location targets.
- Target new locations.
- Expand reach.
- Add similar keywords.
Advertisers can filter and segment the data in Recommendations as well.
For example, they can filter the data by campaign, ad group, keyword, domain, or any of the Audience Insights metrics. They can also segment the data based on device type, day of week and time of day.
This update is showing how Bing Ads is incorporating more automation and machine learning technology into its platform to improve overall experience, and provide advertisers the tools to help them work more efficiently and productively.
"Knowing the competitive landscape is critical to staging a successful ad campaign, but it's often difficult to understand which competitors’ ads appear before yours, and why. Furthermore, deciding what actions you should take to stay ahead can be daunting," said Prince Bajracharya, Bing Ads' Program Manager.
"We're excited to roll out these new AI-powered capabilities and we hope you find them valuable in growing your business."
"Explore the Competition tab and see what it can do to help you keep your business ahead of the pack."