Bing Ads API Overview

Bing Ads Entities

One or more Bing Ads users can manage one or more customer accounts. The following figure shows the high level Bing Ads entity object model from the perspective of one user managing a customer.

Business object relationships

The following table describes the core Bing Ads entities.

Data object	Description
User	Defines a Bing Ads user. The user may authenticate through the Bing Ads web application or API. For more information, see User Data Object.
Customer	Defines a customer. All advertising activity is organized by customer. For more information, see Customer Data Object.
Account	Organizes campaigns and identifies the payment instrument used to settle the account. Each customer can have one or more accounts. For more information, see Account Data Object.
Campaign	The campaign object is the parent object of an advertising campaign and is where you specify the campaign’s budget. Each account can include one or more campaigns. Each campaign may have one or more ad groups. For more information, see Campaign Data Object.
Ad group	The ad group object specifies the default bid values for each match type, whether the group contains search ads, content ads, or both; whether to match on keywords or site placement; and the network and country in which the ads display. Each ad group is associated with one campaign, and may have one or more ads and one or more keywords. For more information, see AdGroup Data Object.
Ads	The ad object specifies the creative, such as the title and text of the ad. Each ad group can contain one or more ads. The service determines which ad in the ad group to display if the ad group wins the auction. For more information, see Ad Data Object, TextAd Data Object, and MobileAd Data Object.
Keywords	The keyword object specifies the keyword phrase, bid values for one or more of the match types that override the default bid values specified at the ad group-level, and substitution parameters to use in the ad that gets displayed. For more information, see Keyword Data Object.
Target	The target object defines the types of targeting that you can use to target your ads to users. Targets are maintained in a library available to any campaign and ad group within a specified customer. For more information, see Target Data Object.
Ad Extension	Ad extensions let you decorate text ads with additional information that helps customers find relevant information about your products and services. Ad extensions are maintained in a library available to any campaign within a specified account. For more information, see Managing Ad Extensions.

Bing Ads Services

Ad Intelligence

You can use the ad intelligence service to determine the historical performance of keywords, get the estimated bid and position for a keyword, and to get suggested keywords from an existing keyword or from the content at a specified URL. For related information, see Researching and Pricing Keywords and Ad Intelligence Service Reference.

Bulk

You can use the bulk service to download data in the background including customers, accounts, campaigns, ad groups, ads, and keywords. For related information, see Downloading Campaigns and Bulk Service Reference.

Campaign Management

You can use the campaign management service to manage campaigns, ad groups, ads, and keywords. The service also enables you to set up targets and track conversions, among an extensive list of features. For related information, see Managing Campaigns and Ad Groups, Managing Editorial Review and Appeals, Managing Campaign Analytics, and Campaign Management Service Reference.

Customer Billing

You can use the customer billing service to get invoices, insertion orders, and monthly spend for an account. For related information, see Customer Billing Service Reference.

Customer Management

You can use the customer management service to manage customers, accounts, and users. For related information, see Managing Customer Accounts and Customer Management Service Reference.

Notification

You can use the notification service to get notifications for accounts, campaigns, ads, and keywords. You can get budget-related notifications, such as notification that a campaign’s budget balance is depleted or that an account’s credit card is about to expire. You can also get notification when an ad or keyword is rejected for editorial reasons. For related information, see Customer Billing Service Reference.

Optimizer

You can use the optimizer service to discover opportunities for improving the performance of your campaigns, ad groups, and keywords. For related information, see Optimizing Campaigns and Optimizer Service Reference.

Reporting

You can use the reporting service to get detailed reports about accounts, campaigns, ad groups, ads, and keywords. The information can help you track finances, measure performance, and adjust settings to optimize your budget or campaign. For related information, see Getting Reports and Reporting Service Reference.

Services for Entities

The following maps Bing Ads entities to the corresponding services provided for management, reporting, research, and optimizations.

	User	Customer	Account	Campaign	Ad Group	Target	Ad	Ad Extension	Keyword
Ad Intelligence							X		X
Bulk		X	X	X	X	X	X	X	X
Campaign Management				X	X	X	X	X	X
Customer Billing			X
Customer Management	X	X	X
Notification			X	X			X		X
Optimizer				X	X				X
Reporting			X	X	X		X	X	X

Additional Resources

Topic	Description
Entity Hierarchy and Limits	Provides information about the system limits for Bing Ads entities.
Account and Customer Identifiers	Provides information about getting and using your account and customer identifiers.
Bing Ads Services Protocol	Provides an introduction to SOAP and REST for Bing Ads services.
Using Bing Ads Services Efficiently	Provides tips for efficient use of brand services, and discusses measures to ensure quality of service for all clients.
Versioning	Provides information about when Bing Ads changes the version number of its web services.
Release Notes	Provides information about what’s new in each release.
Developer Community	Provides links to the API Developer blog and forum.
Bing Ads Help for the Bing Ads Web Application	Provides information about the Bing Ads web application.