Bing Ads retiring Campaign Planner in favor of Keyword Planner

Bing Ads will be shutting down Campaign Planner on July 26. The Keyword Planner is taking over.
Bing Ads launched its Campaign Planner tool with vertical benchmarks, trending and forecasting data, competitor performance and keyword suggestions in 2014. Almost exactly a year later, Bing Ads launched Keyword Planner in the US for keyword research, bid and budget estimating.
Keyword Planner now offers a lot that Campaign Planner did, and Bing Ads says it will continue to add new capabilities throughout the year. The vertical insights offered in Campaign Planner, for example, can be found under “Your product category” in Keyword Planner.

Keyword Planner is located under the Tools menu in the Bing Ads UI.
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Bing Ads piloting in-market & custom audience targeting

In-market and customer match audience targeting capabilities are coming to Bing Ads. Pilots for both features were announced Tuesday by Bing Ads General Manager Steve Sirich during a keynote conversation at SMX Advanced in Seattle.
In-market: The in-market audience pilot is running in the US only. In building in-market audience lists, Microsoft considers user purchase intent signals from Bing, MSN and other Microsoft properties. There are currently 14 in-market audiences, with more to come.
Advertisers can add in-market lists at the ad group level and apply bid adjustments. From the blog post:
Say you’re a travel site looking to target searchers who are ready to book a summer vacation. Bing Ads looks for people who are clicking on ads related to hotels and flights, searching for relevant vacation terms, or checking out hotel reviews, for example, and predicts whether these users are ready to buy.
That advertiser could then target the Travel & Tourism/Accommodations list.
Custom audiences: The custom audience pilot is global. The caveat is that

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Microsoft expands its Bing Rewards loyalty program to the UK

Microsoft is expanding its Bing Rewards program to the UK today.
The program has long been available to Bing’s US users, and now anyone in the UK logged into their Microsoft account will earn points while searching on Bing. Points can be redeemed toward music, films, games, apps and device purchases from the Microsoft Store. Reward points can also be turned into charity donations.
“Unlike other reward schemes, where you have to spend money to get points, all you have to do with ours is run your searches through Bing and points will automatically register in your account as long as you’re logged in,” says Microsoft’s Head of Consumer Marketing (Search & Loyalty Products) Kevin Stagg in the announcement on Microsoft’s UK news centre.
The Bing Rewards program has two different earning levels. New users enter the program at Level 1, and then advance to Level 2 as they accrue more points. Level 2 perks include exclusive offers and a

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Bing Visual Search lets you search specific objects within images

Bing is expanding its image search toolset with a new product that lets users search for specific items shown within a larger image.
They’re calling it Bing Visual Search, and it’s available now as part of the Bing’s existing image search tools. It’s pretty simple to use and pretty impressive, too.
In my first sample search, I queried Bing for landscape ideas and chose a photo that showed dozens of different plants and bushes in someone’s backyard. On the individual image screen, a small magnifying glass appeared in the upper left — clicking that launched the new visual search tool that let me pinpoint one specific plant from the dozens available. And after I did that, Bing identified my chosen plant as a snapdragon (I’m no green thumb, so can only assume that’s correct) and showed me a new set of search results just for this one plant from the original photo.

My results were a bit mixed when doing

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Bing launches bots for local businesses

Bots are coming to Bing in a big way. Through its Bot Framework, Microsoft is starting to integrate chatbots into search results — to make search more interactive and transactional.
In April, Matt McGee spotted the appearance of chat functionality for selected Seattle-area restaurants. That is now rolling out officially (still only to restaurants) through Bing Places and the newly launched Business Bot program. Microsoft will automatically create a bot from the data in Bing Places.
The business doesn’t need to do anything technical. It just answers a few structured questions and accepts the bot agreement terms. Thereafter, when users search for the business, a screen like the following will appear:

Users can then get basic questions about the business answered through the bot (e.g., “do you have outdoor seating?”). If there’s a question it can’t answer, the bot will refer the user to a phone number.
The bot can also ask business owners additional questions, depending on what information users are seeking. The new

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Bing Remarketing: The best-kept marketing secret

When you think about remarketing, I’m sure the top three platforms that immediately come to mind are Google, AdRoll and Criteo. But how often is the Bing Network associated with a successful remarketing program? I recently attended a Bing webcast on “The Art and Science of Remarketing Optimization” (PDF) and was pleasantly surprised by what I discovered.
Here are several recommendations for managing a successful Bing remarketing program based on my learnings.
Why consider remarketing?
Remarketing is a great way to (re)reach prospects who have already shown interest in your products or services. Remarketing allows you to personalize and customize search ads to these prospects and can lead to significant improvements in engagement and overall conversion rates. Additionally, remarketing ads can be served both natively on Bing and/or as a Bing Shopping Campaign.
3 steps to getting started

Add the UET to your website. Bing remarketing relies upon the implementation of their Universal Event Tag (UET). Bing uses this single tag to track

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Bing Ads Editor gets Review Extension support, better keyword import & more

A slew of helpful new changes have made their way into Bing Ads Editor’s new release, version v11.10. The changes enhance functionality, add features and alleviate issues within the Bing platform.
Support of Review Extensions
Thankfully, the new version of Bing Ads Editor supports Review Extensions and will be a godsend for paid search managers everywhere. No longer will advertisers be relegated to the web version for review extensions. The upgrade will allow for managing of the third-party reviews, along with implementing shared Review Extensions that can be added to multiple campaigns and ad groups.

Reviews will now be able to be easily copied/pasted, edited or associated between accounts. Advertisers will also be able to see columns within Ads Editor that show the associated campaigns and ad groups to help with insight and troubleshooting.
Smarter keyword import
One of the more annoying complications with Bing Ads Editor has been the inability for the software to differentiate between match types on a keyword list

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Bing Ads Editor now supports Enhanced CPC, exports to create expanded text ads

The latest version of Bing Ads Editor is out. Version 11.9 offers support for Enhanced CPC bidding and the ability to export standard text ads to a spreadsheet formatted for enhanced text ads.
If you’re not importing expanded text ads from AdWords, you can convert Bing Ads standard text ads to enhanced text ads (ETA) via Editor by selecting “Export as expanded text ads” from the Export tab in the Ads view. You’ll need to manually add a column titled “Title Part 2” to the Excel sheet. Once you update the ads to fit the ETA framework, import them back into Bing Ads Editor as Expanded Text Ads.

At the ad group or keyword level, you can select Enhanced CPC from the Bid Strategy drop-down in Editor instead of Manual CPC. Enhanced CPC adds an element of dynamic bidding in which bids may be increased automatically by up to 30 percent higher for searches deemed more likely to convert and up to

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The value of search across the modern consumer decision journey

As disruptive technologies reshape the digital marketing landscape, advertisers are scrambling to stay relevant and top of mind with consumers. In this shifting landscape, paid search continues to evolve outside of the traditional search format as an omnipresent influencer throughout the entire consumer decision journey.
For years, search marketers have obsessed over bottom-of-the-funnel activity for its seemingly higher CTRs and conversion rates, in part fueled by last-click attribution. I’ve certainly been guilty of obsessing about conversions and bottom-of-the-funnel tactics, because they would win me incremental search budget in the future.
But most marketers today agree that it is essential for a brand to appear at all stages of the funnel — and thanks to some new findings from the Bing Ads research team, we now have even more visibility and hard data to show how paid search is driving brand affinity and recall across the decision journey.
Deconstructing modern decision journeys & query paths
In many ways, today’s search marketers must unlearn

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Bing UK now displaying National Health Service data for GP & hospital search queries

According to the UK’s National Health Service (NHS), the publicly-funded national healthcare system has been working with Bing UK during the last year to improve search results for general practitioner and hospital queries.
“Over the last year, we have collaborated with our friends at Bing to provide users with a comprehensive GP and hospital search experience,” reports a recent post on the NHS Choices blog.
The NHS says that queries for “GP in [location]” on Bing UK will now surface a list of local options with information on specific locations, open times and user reviews – all data that has been pulled from the NHS.

Clicking on a result will display more information for the GP’s office.
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