Bing Ads Power Tools: Ad Insights

Want to glean deeper insights into your search ad performance? Columnist John Cosley discusses four valuable ad insights tools within Bing Ads.

In sports, politics and business, you’re only as good as who you surround yourself with. But when it comes to strategy, you’re only as good as what you know — and having the right tools to keep you informed can mean the difference between great campaign performance and mediocre results.
With that in mind, I wanted to share my four favorite ad insights tools within Bing Ads to keep you informed – and outperforming both your advertising objectives and your competition.

Top Movers

Many shifting variables can lead to account performance variations, making tough work for marketers. Top Movers is an account-level report that is generated when certain click thresholds are met. The report provides a snapshot of changes in clicks, spend, and conversion over a selected time period, identifying campaigns and ad groups with the biggest performance changes.
Top Movers suggests possible causes of performance fluctuations, whether those are internal account changes, competition or eligible search volume. Even more important, it suggests possible actions to fix those undesirable performance fluctuations.
Top Movers is a one-stop shop to check account performance, increase productivity and reduce workload. Use this tool every week to quickly monitor your account’s performance over time.
Top Movers allows you to quickly diagnose your performance variation issues by providing the drivers (Campaigns and Ad groups) and possible causes of those changes. Bing Ads goes one critical step further, suggesting actions to resolve the issues.

Auction Insights

The Auction Insights report uses display URLs to help you quickly identify advertisers who are competing in the same auction, and to strategize how to compete effectively.
The Auction Insights report is generated at campaign, adgroup, and keyword level (preferred), providing an overview of who your competition is and where you stand against them in the auction – using parameters such as impression share, average position, overlap-rate, position above-rate, and top of the page rate.
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