Advertisers Can Now Preview the Impact of Selected Bid Suggestions in Real Time

There are many reasons why ads don’t appear in search results pages. Perhaps the bid for an ad or the quality of the keywords is too low; that’s why some ads are low on impression, too. Trying to figure out why some ads fail to generate good impressions is a waste of time and money for advertisers. Luckily, Bing Ads now offers advertisers a better way to review their ads.

On January 20, 2015, Bing Ads announced an update to its Ad Preview and Diagnostics tool, which allows advertisers to preview outcomes of suggested bids in real time after identifying the reasons for low text ad impressions. Lei Wu, Program Manager at Bing Ads, said that this change is about “taking things a step further.”

In the Ad Preview and Diagnostic tool under the “Tools” menu, advertisers can now see bid suggestions if the text ad’s reason for not showing in response to a search query is a low bid. As demonstrated in Figure 1 below, if the bid of a text ad is low, Bing Ads informs the advertiser via the “Reason for not showing” tab with a “Bid Too Low” response. If the bid needs to be raised, an icon appears next to the reason, which can be clicked by the advertiser to see bid suggestions.

Clicking the icon directs the advertisers to the bid suggestion window, as shown in Figure 2 below. Various bid suggestions are presented, based on the text ad’s current state, along with estimated cost, clicks, impressions, and top impressions. Advertisers can select from these suggestions or input their own bid in “Other bid”.

What’s more advanced in this feature is the ability to preview the result of the selected bid suggestion in real time. By clicking the “Preview” button, advertisers will be led to the preview window, where they can see if the new bid will make the text ad show in the search results page. [See Figure 3]

If the text ad appears in the search results preview based on the selected bid suggestion, it will be highlighted, as demonstrated in Figure 3 above.

To go back to the bid suggestion window, click “Back” in the preview window. From there, advertisers can either save the new bid, if already satisfied with the previewed outcome, or try and preview other bid suggestions. They can return to the Ad Preview and Diagnostics tool without saving a new bid by clicking “Cancel”.

In the announcement, Lei Wu noted the limited availability of the preview tool to text ads:

This new feature currently only works for text ads. Also keep in mind that sometimes your ads can’t show even with a high bid. There are several possibilities, for example, another keyword already triggers ads for your domain, or your keyword’s quality score is below the threshold.

Visit Bing Ads’ Help Center for more information on this tool.

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