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KeywordPerformanceReportColumn Value Set

Defines the attributes and performance statistics columns that you can include in the KeywordPerformanceReportRequest.

The attribute columns that you include in a report affects the values within the statistics columns as well as the number or rows. For more information, see Columns that Group the Data.

For a list of columns that you must include, please see the Required Columns section below.


<xs:simpleType name="KeywordPerformanceReportColumn">
  <xs:restriction base="xs:string">
    <xs:enumeration value="AccountName" />
    <xs:enumeration value="AccountNumber" />
    <xs:enumeration value="AccountId" />
    <xs:enumeration value="TimePeriod" />
    <xs:enumeration value="CampaignName" />
    <xs:enumeration value="CampaignId" />
    <xs:enumeration value="AdGroupName" />
    <xs:enumeration value="AdGroupId" />
    <xs:enumeration value="Keyword" />
    <xs:enumeration value="KeywordId" />
    <xs:enumeration value="AdId" />
    <xs:enumeration value="AdType" />
    <xs:enumeration value="DestinationUrl" />
    <xs:enumeration value="CurrentMaxCpc" />
    <xs:enumeration value="CurrencyCode" />
    <xs:enumeration value="DeliveredMatchType" />
    <xs:enumeration value="AdDistribution" />
    <xs:enumeration value="Impressions" />
    <xs:enumeration value="Clicks" />
    <xs:enumeration value="Ctr" />
    <xs:enumeration value="AverageCpc" />
    <xs:enumeration value="Spend" />
    <xs:enumeration value="AveragePosition" />
    <xs:enumeration value="Conversions" />
    <xs:enumeration value="ConversionRate" />
    <xs:enumeration value="CostPerConversion" />
    <xs:enumeration value="AverageCpm" />
    <xs:enumeration value="PricingModel" />
    <xs:enumeration value="BidMatchType" />
    <xs:enumeration value="DeviceType"/>
    <xs:enumeration value="QualityScore" /> 
    <xs:enumeration value="KeywordRelevance" /> 
    <xs:enumeration value="LandingPageRelevance" /> 
    <xs:enumeration value="LandingPageUserExperience" /> 
    <xs:enumeration value="Language"/>
    <xs:enumeration value="HistoricQualityScore" /> 
    <xs:enumeration value="HistoricKeywordRelevance" /> 
    <xs:enumeration value="HistoricLandingPageRelevance" /> 
    <xs:enumeration value="HistoricLandingPageUserExperience" /> 
    <xs:enumeration value="KeywordMatchTypeId"/>
    <xs:enumeration value="QualityImpact"/>
    <xs:enumeration value="BusinessListingId" /> 
    <xs:enumeration value="BusinessListingName"/>
    <xs:enumeration value="BusinessCategoryId " /> 
    <xs:enumeration value="BusinessCategoryName" /> 
    <xs:enumeration value="CampaignStatus" /> 
    <xs:enumeration value="AccountStatus" /> 
    <xs:enumeration value="AdGroupStatus"/>
    <xs:enumeration value="KeywordStatus"/>
    <xs:enumeration value="Network"/>
    <xs:enumeration value="TopVsOther"/>
    <xs:enumeration value="DeviceOS " /> 
    <xs:enumeration value="Assists" /> 
    <xs:enumeration value="ExtendedCost" /> 
    <xs:enumeration value="Revenue" /> 
    <xs:enumeration value="ReturnOnAdSpend"/>
    <xs:enumeration value="CostPerAssist"/>
    <xs:enumeration value="RevenuePerConversion"/>
    <xs:enumeration value="RevenuePerAssist"/>
  </xs:restriction>
</xs:simpleType>

Values

Value

Description

AccountId

The Id element of an Account.

AccountName

The Name element of an Account.

AccountNumber

The Number element of an Account.

AccountStatus

The AccountLifeCycleStatus element of an Account.

AdDistribution

The AdDistribution element of an AdGroup.

AdGroupId

The Id element of an AdGroup.

AdGroupName

The Name element of an AdGroup.

AdGroupStatus

The Status element of an AdGroup.

AdId

The Id element of a MobileAd, ProductAd, or TextAd, which is inherited from the Ad base object.

AdType

The Type element of a MobileAd, ProductAd, or TextAd, which is inherited from the Ad base object.

Assists

The number of conversions from other ads within the same account that were preceded by one or more clicks from this ad.

An ad is considered to have assisted the conversion if it was clicked before the most recently clicked ad that was credited with the conversion. Additionally, the click corresponding to the assist must occur within the conversion period of the goal.

System_CLiX_noteNote

Available for accounts that are setup to use Bing Ads Campaign Analytics. For more information, see Managing Campaign Analytics Scripts.

AverageCpc

The average cost per click (CPC). The total cost of all clicks on an ad divided by the number of clicks. This is the average amount you're actually charged each time your ad is clicked. For example, if you paid a total of 48.35 for 300 clicks, your average CPC is 0.16.

The formula for calculating the average CPC is (Spend /Clicks).

AverageCpm

The average of the cost-per-thousand impressions of the ads.

The value will be 0 (zero) if the corresponding ad groups do not specify the Content ad distribution medium or if the customer does not belong to the CPM pilot program.

AveragePosition

The average position of the ad on a webpage.

BidMatchType

The MatchType element of a Keyword. This can be different from the DeliveredMatchType column, for example if you bid on a broad match and the search term was an exact match. For more information, see Match Type and Bid Values

System_CLiX_noteNote

The column name in the downloaded report is BiddedMatchType, not BidMatchType.

BusinessCategoryId

Reserved for internal use.

BusinessCategoryName

Reserved for internal use.

BusinessListingId

Reserved for internal use.

BusinessListingName

Reserved for internal use.

CampaignId

The Id element of a Campaign.

CampaignName

The Name element of a Campaign.

CampaignStatus

The Status element of a Campaign.

Clicks

The number of times that the ads in the account were clicked.

ConversionRate

The conversion rate as a percentage. The number of conversions, divided by the total number of clicks. For example, if the ads in your campaign got 300 clicks and four conversions, the conversion rate is 1.33 (%).

The formula for calculating the conversion rate is (Conversions / Clicks) * 100.

System_CLiX_noteNote

Available for accounts that are setup to use Bing Ads Campaign Analytics. For more information, see Managing Campaign Analytics Scripts.

Conversions

The number of conversions. A conversion is the completion of an action by a customer after viewing your ad. The action could be purchasing your product, registering for your webinar, joining an organization, or whatever you consider your goal and best measure of the ad's success.

System_CLiX_noteNote

Available for accounts that are setup to use Bing Ads Campaign Analytics. For more information, see Managing Campaign Analytics Scripts.

CostPerAssist

The cost per assist. The formula for calculating the cost per assist is (Spend / Assists).

System_CLiX_noteNote

Available for accounts that are setup to use Bing Ads Campaign Analytics. For more information, see Managing Campaign Analytics Scripts.

CostPerConversion

The cost per conversion. The formula for calculating the cost per conversion is (Spend / Conversions).

Only ads in campaigns that enable conversion tracking contribute to the conversion number, so unless all campaigns in the account enable conversion tracking, the number will not be accurate.

System_CLiX_noteNote

Available for accounts that are setup to use Bing Ads Campaign Analytics. For more information, see Managing Campaign Analytics Scripts.

Ctr

The click-through rate (CTR) is the number of times an ad was clicked, divided by the number of times the ad was shown (impressions). For example, if your ads got 50 clicks given 2,348 impressions, your CTR is 2.13 (%).

The formula for calculating CTR is (Clicks / Impressions) * 100.

CurrencyCode

The CurrencyType element of an Account.

CurrentMaxCpc

The maximum cost per click.

DeliveredMatchType

The match type used to deliver an ad. This can be different from the BidMatchType column, for example if you bid on a broad match and the search term was an exact match. For more information, see Match Type and Bid Values.

For possible values, see the DeliveredMatchTypeReportFilter Value Set.

System_CLiX_noteNote

The column name in the downloaded report is MatchType, not DeliveredMatchType.

DestinationUrl

The DestinationUrl element of the TextAd, MobileAd, Keyword, or BiddableAdGroupCriterion.

If the destination URL contains dynamic text substitution parameters (for example, {param1}), the report will contain the URL after substitution occurs.

DeviceOS

The operating system of the device specified in the DeviceType column and corresponding to the OSNames element of a DeviceOSTargetBid.

If the operating system of the device cannot be determined or is not one of the operating systems that you can target, the value in this column will be Unknown.

DeviceType

The DeviceName element of a DeviceOSTargetBid. The type of device which showed ads.

For possible values, see the DeviceTypeReportFilter value set.

System_CLiX_noteNote

The column name in the downloaded report is Device type, not DeviceType.

ExtendedCost

Cost information that is optionally provided by advertisers, including non-advertising costs, taxes, and shipping. The extended costs correspond to the optional taxcost, shippingcost, and nonadvertisingcost parameters of a Bing Ads campaign analytics tracking script.

System_CLiX_noteNote

Available for accounts that are setup to use Bing Ads Campaign Analytics. For more information, see Managing Campaign Analytics Scripts.

HistoricKeywordRelevance

The numeric score that indicates the historic relevance of your keyword to the search term. Use the historic keyword relevance score to find out how the keyword relevance score may have changed over time.

The score for each row is the score that was calculated for keyword relevance on that date. For example, if you specify a time period that spans three days, the historic keyword relevance score for day one will be the keyword relevance score calculated on day one, the historic keyword relevance score for day two will be the keyword relevance score calculated on day two, and so on.

This score may vary from the score in the KeywordRelevance column, which is the current score and same value for each day in the time period.

You may include this column only with Daily aggregation.

HistoricLandingPageRelevance

The numeric score that indicates the historic relevance of your ad and landing page to the search term. The score for each row is the score that was calculated for landing page relevance on that date.

Use the historic landing page relevance score to find out how the landing page relevance score may have changed over time. For example, if you specify a time period that spans three days, the historic landing page relevance score for day one will be the landing page relevance score calculated on day one, the historic landing page relevance score for day two will be the landing page relevance score calculated on day two, and so on.

This score may vary from the score in the LangingPageRelevance column, which is the current score and same value for each day in the time period.

You may include this column only with Daily aggregation.

HistoricLandingPageUserExperience

The numeric score that is the aggregate assessment of the historic quality of all landing pages on your site. The score for each row is the score that was calculated for landing page user experience on that date.

Use the historic landing page user experience score to find out how the landing page user experience score may have changed over time. For example, if you specify a time period that spans three days, the historic landing page user experience score for day one will be the landing page user experience score calculated on day one, the historic landing page user experience score for day two will be the landing page user experience score calculated on day two, and so on.

This score may vary from the score in the LangingPageUserExperience column, which is the current score and same value for each day in the time period.

You may include this column only with Daily aggregation.

HistoricQualityScore

The historic quality score of the keyword. The historic quality score for each row is the value that was calculated for quality score on that date.

Use the historic quality score to find out how the quality score may have changed over time. For example, if you specify a time period that spans three days, the historic quality score for day one will be the quality score calculated on day one, the historic quality score for day two will be the quality score calculated on day two, and so on.

This score may vary from the score in the QualityScore column, which will be the same value for each day in the time period.

You may include this column only with Daily aggregation.

Impressions

The number of times an ad has been displayed on search results pages. Without impressions there are no clicks or conversions.

Keyword

The Text element of a Keyword.

KeywordId

The Id element of a Keyword.

System_CLiX_noteNote

The KeywordMatchTypeId and KeywordId columns are mutually exclusive—you cannot specify the KeywordMatchTypeId column and the KeywordId column in the same report.

Most advertisers will not include the KeywordMatchTypeId column. For information about whether you should include this column or the KeywordMatchTypeId column, see the Remarks section.

KeywordMatchTypeId

An identifier that uniquely identifies the keyword and match-type combination.

If you specify this column, you must also specify the BidMatchType column.

System_CLiX_noteNote

The KeywordMatchTypeId and KeywordId columns are mutually exclusive—you cannot specify the KeywordMatchTypeId column and the KeywordId column in the same report.

Most advertisers will not include the KeywordMatchTypeId column. For information about whether you should include this column or the KeywordId column, see the Remarks section.

KeywordRelevance

The numeric score that indicates the relevance of your keyword to the search term. The score reflects the competitiveness of your keyword in the marketplace.

A score of 3 is good; a score of 2 is neutral; and a score of 1 is considered poor.

If you specify a time period that spans multiple days, the score will be the same for each day in the time period, and the value is the most recent calculated score.

System_CLiX_noteNote

Data for this column is typically updated 14-18 hours after the UTC day ends.

KeywordStatus

The Status element of a Keyword.

LandingPageRelevance

The numeric score that indicates the relevance of your ad and landing page to the search query. The score reflects the competitiveness of your ad and landing page in the marketplace.

A score of 2 is neutral; and a score of 1 is considered poor.

If you specify a time period that spans multiple days, the score will be the same for each day in the time period, and the value is the most recent calculated score.

System_CLiX_noteNote

Data for this column is typically updated 14-18 hours after the UTC day ends.

LandingPageUserExperience

The numeric score that is an aggregate assessment of the quality of all landing pages on your site. The score reflects the degree to which your landing pages adhere to Editorial Guidelines.

A score of 2 is neutral; and a score of 1 is considered poor.

If you specify a time period that spans multiple days, the score will be the same for each day in the time period, and the value is the most recent calculated score.

System_CLiX_noteNote

Data for this column is typically updated 14-18 hours after the UTC day ends.

Language

The Language element of an AdGroup.

Network

The Network element of an AdGroup. The following is a list of possible values.

  • Bing and Yahoo! search

  • Syndicated search partners

  • Content

PricingModel

The PricingModel element of an AdGroup.

Possible values include Cost per click and Cost per 1000 impressions.

QualityImpact

The numeric score that indicates the possible increase in the number of impressions that the keyword could receive if the corresponding QualityScore column would rise above underperforming.

  • 0 – Not available. Could be because the keyword is not underperforming.

  • 1 – Low impact. Improving the quality score could increase impressions by less than 100 additional impressions per day.

  • 2 – Medium impact. Improving the quality score could increase impressions by 100 to 500 additional impressions per day.

  • 3 – High impact. Improving the quality score could increase impressions by more than 500 additional impressions per day.

QualityScore

The numeric score shows you how competitive your ads are in the marketplace by measuring how relevant your keywords and landing pages are to customers' search terms. The quality score is calculated by Bing Ads using the KeywordRelevance, LandingPageRelevance, and LandingPageUserExperience sub scores. If available, the quality score can range from a low of 1 to a high of 10.

Quality score is based on the last rolling 30 days for the owned and operated search traffic. A quality score can be assigned without any impressions, in the case where a keyword bid did not win any auctions. Traffic for content and syndicated networks do not affect quality score. The value in the report will be blank if the score was not computed. This can occur if there have been no impressions for the keyword for 30 days or more.

System_CLiX_noteNote

Quality score is typically updated 14-18 hours after the UTC day ends. Keywords in all time zones will be assigned a quality score for the corresponding UTC day.

If you run the report multiple times in a day, the quality score values could change from report to report based on when you run the report relative to when the scores are calculated.

If you specify a time period that spans multiple days, the quality score is the current and most recently calculated score and will be reported as the same for each day in the time period. Use the historic quality score to find out how quality score may have changed over time. Historical quality score is a daily snapshot of the rolling quality score. For more information on historic quality score, see the HistoricQualityScore column.

ReturnOnAdSpend

The return on ad spend (ROAS).

The formula for calculating the ROAS is (Revenue / Spend).

System_CLiX_noteNote

Available for accounts that are setup to use Bing Ads Campaign Analytics. For more information, see Managing Campaign Analytics Scripts.

Revenue

The revenue optionally reported by the advertiser as a result of conversions. Corresponds to the optional revenue parameter of a Bing Ads campaign analytics tracking script.

System_CLiX_noteNote

Available for accounts that are setup to use Bing Ads Campaign Analytics. For more information, see Managing Campaign Analytics Scripts.

RevenuePerAssist

The revenue per assist.

The formula for calculating the revenue per assist is (Revenue / Assists).

System_CLiX_noteNote

Available for accounts that are setup to use Bing Ads Campaign Analytics. For more information, see Managing Campaign Analytics Scripts.

RevenuePerConversion

The revenue per conversion.

The formula for calculating the revenue per conversion is (Revenue / Conversions).

System_CLiX_noteNote

Available for accounts that are setup to use Bing Ads Campaign Analytics. For more information, see Managing Campaign Analytics Scripts.

Spend

The cost per click (CPC) summed for each click.

TimePeriod

The time period of each report row.

System_CLiX_noteNote

You may not include this column if the Aggregation element of the request object is set to Summary. If you include the TimePeriod column, the column label in the downloaded report depends on the aggregation level that you specify in the report request. For more information, see TimePeriod Column.

TopVsOther

The report will include a column that indicates whether the ad impression appeared in a top position or elsewhere. The following is a list of possible values.

  • Bing and Yahoo! search—Top

  • Bing and Yahoo! search—Other

  • Syndicated search partners—Top

  • Syndicated search partners—Other

  • Content network

  • Unknown

System_CLiX_noteNote

Bing Ads began tracking TopVsOther data on March 14, 2013. Data that was processed prior to the feature launch is marked as Unknown.

Required Columns

The report must include the following column.

Column

TimePeriod

System_CLiX_noteNote

This column is required for all aggregation types except Summary.

The report must also include one or more of the performance statistics columns available with this value set. For more information, see Report Attributes and Performance Statistics.

Bing Ads used to allow multiple match types per keyword identifier, and between the years 2012 and 2013 migrated to the current hierarchy whereby only one match type is allowed per KeywordId. If you do not require data prior to 2013, then these remarks are not applicable and you should not include the KeywordMatchTypeId column.

Before the keyword by match type keyword migration occurred, the keyword identifier identified the keyword and not the combination of keyword and match type. For example, as shown in the following table, the keyword identifier for the keyword car is 1001 for all match types.

Date

Keyword ID

Keyword

Bid Match Type

Clicks

March 1

1001

Car

Broad

20

March 1

1001

Car

Phrase

12

March 1

1001

Car

Exact

5

The migration process did not change the historical data, so all data prior to the migration remained the same; however, all new data will use keyword identifiers that identify the unique keyword and match-type combinations. The migration process assigned the pre-migration keyword identifier to the best performing match type at the time of the migration. In this example, Broad is the best performing match type, so it will maintain the 1001 identifier going forward.

In the following table, the March 1 rows represent data reported before the migration and the March 2 rows represent data reported after the migration.

Date

Keyword ID

Keyword

Bid-Match Type

Clicks

March 1

1001

Car

Broad

20

March 1

1001

Car

Phrase

12

March 1

1001

Car

Exact

5

March 2

1001

Car

Broad

8

March 2

2001

Car

Phrase

5

March 2

2002

Car

Exact

3

If you do not include the KeywordId column or the new KeywordMatchTypeId column in your keyword performance report, the report will behave as it did before the migration.

If your report includes the KeywordId column, the report behaves as it did before the migration and aggregates the data for each keyword identifier. For example, using the data from the previous example, the broad-match clicks reported on the March 1 and March 2 are aggregated. The phrase and exact-match clicks are not aggregated because they use different identifiers.

KeywordId

Keyword

Bid-Match Type

Clicks

1001

Car

Broad

28

1001

Car

Phrase

12

1001

Car

Exact

5

2001

Car

Phrase

5

2002

Car

Exact

3

If your report includes the KeywordMatchTypeId column, the post-migration keyword identifiers are used in the report. The data reported before the migration and the data reported after the migration is aggregated as shown in the following table. For example, the 12 phrase clicks reported before the migration for keyword ID 1001 are aggregated and reported with the five phrase clicks reported after the migration for keyword ID 2001.

KeywordMatchTypeId

Keyword

Bid-Match Type

Clicks

1001

Car

Broad

28

2001

Car

Phrase

17

2002

Car

Exact

8

You do not need to change your keyword performance report request if:

  • You do not include the KeywordId column in your request.

-or-

  • You do include the KeywordId column in your request, but are not concerned about aggregating the pre- and post-migration click data for a keyword and match type under one keyword ID. The report shows click data for the pre-migration keyword ID separately from the post-migration keyword ID.

However, you will need to change your report request to use the KeywordMatchTypeId column if both of the following are true:

  • You include the KeywordId column in your request.

-and-

  • You want the pre- and post-migration click data for a keyword and match type aggregated under the new keyword ID. Aggregation adds the click data reported using the pre-migration keyword ID to the click data reported using the post-migration keyword ID.

If you have an ad group that specifies the search and content distribution networks and the matching keyword does not explicitly bid on the content match type, the report will show the bid and delivered match type as Content and the keyword ID will be that of the least restrictive search match-type (broad, phrase, or exact) that you bid on. The bid amount will be the default content bid amount specified in the ad group.

Requirements

ReportingService.svc v9

Namespace: https://bingads.microsoft.com/Reporting/v9

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