Export (0) Print
Expand All

Researching and Pricing Keywords

You can research keywords for Bing Ads with the Ad Intelligence service.

System_CLiX_note Note

For information about related programming elements, see Ad Intelligence Service Reference.

Using the Ad Intelligence Service

The Ad Intelligence service is a keyword research service that you can use to:

  • Get past keyword performance.

  • Get the estimated minimum keyword bid that may result in ads appearing in the specified search results position.

  • Get the estimated position where ads may appear given the specified bid.

  • Get suggested relevant keywords from the content of a web page or from other keywords.

  • Get the locations and demographics (age and gender) of the users who have searched for specified keywords.

You can get most of this information broken out by device type.

Some operations, such as GetHistoricalKeywordPerformanceByDevice, let you request data for multiple countries. For information about how the data is aggregated when you specify multiple countries, see Aggregating Data.

Getting a Keyword’s Past Performance

To get the historical performance (bid and traffic) of one or more keywords used in search queries, call the GetHistoricalKeywordPerformanceByDevice or GetHistoricalKeywordPerformance operation. You can use the information to gauge the historical cost of bidding on the keyword and the traffic it generated.

The difference between the two operations is that GetHistoricalKeywordPerformanceByDevice breaks out the performance information by individual device type, while GetHistoricalKeywordPerformance provides performance information only for computers.

For an example that shows how to get the past performance of a keyword, see C# | Java | PHP.

Getting the Search Count of a Keyword

To get a count of the number of search queries that included the specified keywords, call the GetHistoricalSearchCountByDevice or GetHistoricalSearchCount operation. You can use the information to gauge the competitive strength of the keyword and to make sure that you are bidding on keywords that users are using.

The difference between the two operations is that the GetHistoricalSearchCountByDevice operation breaks out the count information by device type and lets you aggregate the count data by day, week, or month, while the GetHistoricalSearchCount operation provides count information only for computers and does not break out the count data by day, week, or month.

For an example that shows how to get the number of search queries that included a keyword, see C# | Java | PHP.

Getting the Estimated Bid by Position

To get the minimum suggested bid value of one or more keywords that could result in an ad appearing in the targeted position in the search results, call the GetEstimatedBidByKeywords or GetEstimatedBidByKeywordIds operation. You can use the estimates of clicks, average cost per click (CPC), and impressions that the keywords could generate based on the suggested bid price to determine whether the cost of landing in that position is worth the possible traffic it could generate.

The difference between the two operations is that GetEstimatedBidByKeywords factors in how well the keyword performed among all advertisers in the specified publisher countries, while GetEstimatedBidByKeywordIds factors in how well the keyword performed in the ad group.

For an example that shows how to get the estimated keyword bid, see C# | Java | PHP.

Getting the Estimated Position by Bid

To get the estimated position in the search results if the specified keywords use the specified bid value, call the GetEstimatedPositionByKeywords or GetEstimatedPositionByKeywordIds operation. You can use the estimated position, clicks, average cost per click (CPC), and impressions that the keywords could generate based on the bid price to determine if you need to bid more or less to achieve the desired position and whether the cost of landing in that position is worth the possible traffic it could generate.

The difference between the two operations is that GetEstimatedPositionByKeywords factors in how well the keyword performed among all advertisers in the specified publisher countries, while GetEstimatedPositionByKeywordIds factors in how well the keyword performed in the ad group.

For an example that shows how to get the estimated ad position based on a bid, see C# | Java | PHP.

Getting Keyword Suggestions

To get keyword suggestions that could perform better than the specified keywords, call the SuggestKeywordsFromExistingKeywords operation. You can specify the type of keywords that the operation suggests. For example, you can request keywords from other ad groups that include the specified keyword or request search queries that contain keywords that are related to the specified keyword.

To get keyword suggestions for your web page, call the SuggestKeywordsForUrl operation.

For an example that shows how to get suggested keywords, see C# | Java | PHP.

Getting the Location of Users Who Searched for a Keyword

To get the geographical location of users who have searched for specific keywords, call the GetKeywordLocations operation. You can request that locations be shown at country, state, metropolitan, or city level. The operation returns the location information broken out by device type. You can use the information to target your ads to device types with the most reach and to locations with the most searches for the keyword.

For an example that shows how to get the location of a user who searched for a keyword, see C# | Java | PHP.

Getting the Age and Gender of Users Who Searched for a Keyword

To get the age and gender of users who have searched for specific keywords, call the GetKeywordDemographics operation. The operation returns the demographics information broken out by device type. You can use the information to target your ads to device types with the most reach and to boost your bid for users of a specific gender and age group.

For an example that shows how to get the age and gender of a user who searched for a keyword, see C# | Java | PHP.

Aggregating Data

For operations that provide historical performance such as GetHistoricalKeywordPerformanceByDevice, you can request data for multiple publisher countries. If you specify multiple countries, the data is aggregated across the countries. If you set PublisherCountries to NULL, the data is aggregated across all countries that support the specified language.

For example, if you set Language to English and PublisherCountries to NULL, the GetHistoricalKeywordPerformanceByDevice operation will set the AverageBid value to the maximum bid specified across all countries that support English. However, the other KPI values, such as Clicks, will be set to the sum of those values across all the countries that support English.

Likewise, if you set Language to English and PublisherCountries to a list of countries, the GetHistoricalKeywordPerformanceByDevice operation will set the AverageBid value to the maximum bid specified across the countries and set the other KPI values, such as Clicks, to the sum of those values across the specified countries.

If your goal is to compete successfully in a country, you should specify only that country. Specifying a single country will provide more appropriate bid information for that country. If you specify multiple countries, the bid will be the highest bid across all countries, which could result in overbidding in some countries. However, if your goal is to get the historical cost of doing business in multiple countries in order to plan your budget, you should specify all the countries that your campaign will target.

For operations that provide estimates, such as GetEstimatedBidByKeywords, you can request data for multiple publisher countries but the behavior is different in the case where PublisherCountries is NULL. In this case, instead of aggregating the data across all countries, the response calculates results using data from the country with the most impressions.

For operations that suggest keywords, such as SuggestKeywordsFromExistingKeywords, the behavior is the same as that of operations that provide historical performance.

Get Increased Bid Coverage

For operations that provide bid and traffic estimates such as GetEstimatedBidByKeywordIds and GetEstimatedBidByKeywords, you can request high bid coverage in which case an estimated minimum bid will be returned for all requested keywords, or stay with the default bid coverage where estimates may not be returned for all requested keywords.

For increased bid coverage, set the GetIncreasedBidCoverage element to true within the corresponding service request. If you request increased bid coverage, then with the exception of MatchType, Currency, and EstimatedMinBid, the other elements returned in the EstimatedBidAndTraffic Data Object may be NULL. The following table details which EstimatedBidAndTraffic elements may be NULL depending on the value of the GetIncreasedBidCoverage element.

Element

GetIncreasedBidCoverage False

GetIncreasedBidCoverage True

AverageCPC

May not be NULL

Can be NULL

CTR

May not be NULL

Can be NULL

Currency

May not be NULL

May not be NULL

EstimatedMinBid

May not be NULL

May not be NULL

MatchType

May not be NULL

May not be NULL

MaxClicksPerWeek

May not be NULL

Can be NULL

MaxImpressionsPerWeek

May not be NULL

Can be NULL

MaxTotalCostPerWeek

May not be NULL

Can be NULL

MinClicksPerWeek

May not be NULL

Can be NULL

MinImpressionsPerWeek

May not be NULL

Can be NULL

MinTotalCostPerWeek

May not be NULL

Can be NULL

The recommendation is to set GetIncreasedBidCoverage to True and handle possible NULL values as noted above.

Community Additions

Show:
© 2014 Microsoft