Bing recently introduced campaign planner for advertisers which would help them with added benefit of new keyword ideas, understand the competitive landscape & fine tune their campaigns for better performance. Planner would offer marketplace insights like trending search traffic, industry trends, benchmarks, competitor performance & keyword suggestions.
What is Campign Planner?
It’s web interface (UI) through which marketers can drill into insights by verticals, product and keywords. It collects the data from Yahoo & Bing network to reveal the industry benchmarks & investment opportunities. Marketers can use this feature to research for:
- Search traffic trending and forecasting.
- Industry benchmarks.
- Keyword suggestion.
Campaign Planner provides marketplace metrics such as search volume, search distribution by device, Avg. CPC (cost-per-click) and more through an intuitive, top-down taxonomy. Use the navigation panel on left to choose the industry vertical you are interested in to explore Vertical Insights.
Understanding Industry Benchmarks & Competitors
Competition tab would help an advertiser to see the top 10 advertisers and how they perform in the product segment. Here one can review one’s competitor’s ad coverage (percentage of time this competitor’s ad showed up compared to the total ads displayed for this product) to identify whose ads are getting the most air time, and where on the page they’re strongest.
Get Keyword Ideas For Your Campaigns
Campaign Planner makes it especially easy to find keyword opportunities for your business. Within each Product Insights page, under the Keywords tab, click to download all the keywords in the associated category and then use them to create one’s ad campaign.
Campaign planner provides Key Performance Indicators at the keyword level, including search volume, search distribution by device, weekly change, clicks, Avg. CTR, and Avg. CPC. Filter by column and select the best performing keywords for campaigns.
One can also click on the individual keyword to drill down for further information. Similar to Vertical and Product Insights, we can get search trends, various performance metrics, and competition data under Keyword Insights.
Tracking Products one is Interested In
One can now track the changing marketplace dynamic for his business simply by adding the products they are interested in following to one’s library of My Favorite Products.
These inputs are really exciting for advertisers & Bing seems to be offering some really granular insights for marketers. Although some of the features sound similar to tools & opportunities tab in Google AdWords. But this would be nice leap in making the platform better for paid advertisers.
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