Platform Update: Bing

Bing Ads Rolls Out AdWords-like Labels

Most advertisers know that the success of most accounts is having a well-thought-out strategy, testing frequencies, and of course, campaign organization. Although Bing only controls just over 22% percent of the search-engine market, it’s still beneficial for most advertisers to advertise on the search engine. Bing requires most of the same strategies as you would run on Google, along with key organizational skills as well. Microsoft announced in August 2017 that it was adding labels to its advertising platform, which will make it easier to manage and segment your campaigns.

Use Labels to Organize Your Ad Groups, Keywords, and More

Labels in Bing work the same way as labels do in AdWords. Easily accessible through Bing Ads Editor for Windows (Mac version will roll out shortly), this feature allows you to assign colors and names to each label. This organizational feature will help you understand your Paid Search campaign at a glance. Some ways to use these labels include:

  • Assigning colors and names to each label so you can segment and pull data at a glance. This will also help anyone new coming into the account to get integrated as quickly as possible.
  • Setting labels for campaigns, ad groups, keywords, and also ads. How you will apply these labels depends on your organizational structure, your KPIs, and your historical data.
  • Mimicking what works on Google to ensure consistency through all accounts.

Why Do Labels Matter?

You probably use labels for lots of purposes, whether you're marking documents with colorful sticky notes or emphasizing rows and columns in a spreadsheet. Colored labels draw your attention, which makes them visually useful, and using them in Bing can help you get a better idea of how well your campaigns are working without having to search too far for the details.

Split your performance data by label so you can see exactly how well each metric performs. You can manage labels singly or in bulk, depending on your preference, and you get to select what colors and label names you choose, so make them specifically for your business.

Labels offer a seamless filtering tool. Filtering your data can help you better understand what user behaviors or ad creative led to a specific outcome, which in turn can lead yout o better optimize your campaigns. 

How Can Labels Facilitate Testing?

It's become increasingly important for marketers to segment their audiences as well as their ad campaigns. Otherwise, they can't tell what features work and which fall flat.

Labels allow you to distinguish campaigns from one another based on one or more factors. 

For instance, let's say that you want to compare ad groups for branded terms versus generic terms. Simply assign a label on the keyword level to track those results. You'll get actionable data that might influence how and when you bid on certain keywords.

You could also use labels to create new rules. If you want to change your bid on a specific keyword, you could create a rule using a label as a trigger. It's a faster, more elegant way to manage your keywords, ad groups, and campaigns on a granular level.

Understanding how various factors work together to help your overall marketing goal is important. Whether it’s factors of a Paid Search campaign or different marketing channels working together, it’s important to conduct testing to see what works. If you want to learn more about how different marketing channels can work together to help your overall bottom line, check out our case study on how search, display, and social advertising boosted high-end retailer's YOY sales by 70%

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