Bing offers several features in Bing Ads that are not offered by Google AdWords. Since many PPC marketers focus all their energies on AdWords and follow each update regularly, they miss out on several features offered by Bing.
If you use AdWords regularly then you may have realized that other than cumulative metrics, there is hardly any opportunity to look at specific performance figures related to Google’s search partners. However, Bing offers several features to help you explore the search partner network of the company.
In case you want to extract reports for individual performances of specific search partners in Bing, you can go to the Reports section in Bing Ads and choose Standard Performance, then Performance, and then Website URL.
You can also exclude search partners not only from ad groups, but also at campaign levels. You need to go to Campaigns or Ad Groups and check the box that requires exclusions before clicking on Make Bulk Exchanges. Next, you need to choose Website Exclusions in the drop-down menu and can choose up to 500 websites, which can also be copy/pasted from a list in case there are many sites.
You can also target only search partners in Bing if you wish, on an ad group level. You will need to click on the chosen ad group and go to Settings where you will be able to view Ad Distribution in Advanced Settings.
In addition, Bing offers several other features that include reports on negative keyword conflicts, reports on trended quality scores, settings for time zones at campaign level, better device target control, and settings based on day parting, ad rotation, and geographical location on ad group levels.
You can also get a wealth of information and tips from the Bing Ads blog that has guest bloggers such as Melissa Zeiger of HP, John Rampton of Maple North, John Whipple from BoostCTR, and Ian Harris from Search Laboratory, among others. Google AdWords blog too features guest posts from notable experts such as Avinash Kaushik, Jen Syverud, and Matt Mierzewski, among others.
You should certainly explore all features offered not only by AdWords, but also by Bing to better understand and improve your ad campaign.