Bing Ads API Overview
Bing Ads is a pay-per-click (PPC) advertising service used to display text ads based on the keywords used in a user’s search query. PPC ads may appear in numerous locations on the Yahoo! Bing Network, for example, next to search results. With the Yahoo! Bing Network, you can reach up to 159 million unique searchers. For advertisers placing a large number of ads or developers building advertising tools, the Bing Ads API provides a programmatic interface to Bing Ads.
To see exactly where in the Yahoo! Bing Network your ads will appear, please see Where is Bing Ads available and where will my ads display?
Who Should Use the API
You may want to consider using the Bing Ads API if you fall into one of these categories:
You are a direct advertiser managing your own ad spend and you want to integrate our PPC marketing with your internal inventory management or conversion tracking systems
You are an advertising agency and manage ad campaigns for many clients
You are a tools vendor developing advertising management solutions for advertisers or agencies
You are a reseller and want to build Bing Ads applications to manage the campaigns of your advertising clients.
Using the Bing Ads API is the most efficient way to manage many large campaigns or to integrate your marketing with other in-house systems. The Bing Ads API also supports multiple customer accounts making it easy for ad agencies to manage campaigns for many clients. Some organizations may choose a hybrid approach; using the web UI for most tasks but automating reporting or campaign optimization with the API.
Managing Campaigns with the Bing Ads API
The core features of the Bing Ads API allow advertisers to create advertising campaigns, track the performance of their campaigns with detailed reporting, and find ways to optimize campaigns using the Ad Intelligence service. By iterating on these three steps, advertisers can create and maintain campaigns that maximize their advertising spend.
Campaign Creation and Management
Campaigns are created and modified using the CampaignManagement service. A campaign contains ad groups; each ad group contains ads and associated keywords. A bid can be assigned to an ad group and is used as the default bid for all keywords. A bid can also be assigned to keywords individually that will override the ad group’s bid.
Campaigns and ad groups can be targeted to specific groups of users. Bing Ads supports targeting by age, gender, day/time, device, and location. A target can include one or more target types, and an incremental bid adjustment can be specified for each target type. For example, you may want to have a higher bid for a given keyword hit in New York in the evening and a lower bid for the same keyword in Los Angeles at midday.
Additional Bing Ads features such as site placements and ad extensions allow you to further customize where your ads will appear and what additional information will be shown with your ads.
For more information about managing Bing Ads campaigns, see the following topics:
Using the Bulk Service to Manage Campaign Data
In addition to the operations available through the Campaign Management service, developers may use the Bulk service to manage large scale campaign data. The Bulk service allows you to download data as a TSV or CSV file, modify it as needed, and then upload your changes.
For more information, see Downloading and Uploading Campaigns.
Once your campaigns are up and running, you’ll want to monitor their performance using the Bing Ads Reporting service. Bing Ads can generate reports to track ad delivery, budget, and targeting.
All types of reports are generated with the SubmitGenerateReport Service Operation. The developer creates one of the many report request objects derived from the ReportRequest Data Object and passes that object to the SubmitGenerateReport Service Operation which returns an Id that can be passed to the PollGenerateReport Service Operation to poll for the report’s completion status and get an URL that can be used to download the report.
Report Types will be the most useful as you tune your campaigns for best performance. These reports show the overall effectiveness and cost of ads and keywords for a specified time period. You can include details in the reports - such as clicks, conversions, and spend - that you can use to identify the ads and keywords that are performing well, and those that you may need to adjust.
Each report type aggregates data at a different level and has a different focus. For example, You would use the account and campaign performance reports to monitor click and spend data to ensure that you are optimizing your budget, and you would use the ad and keyword performance reports to identify ads and keywords that are performing well in terms of click-through rate and conversions.
To learn more about Bing Ads reporting, see the following technical guides:
Optimizing Campaigns with Ad Intelligence
The Bing Ads Ad Intelligence service uses historical performance, web page data, and demographic data to provide data and bid suggestions that you may find helpful as you optimize your campaigns over time. The available services include:
You can get a summary of a keyword’s past performance using the GetHistoricalKeywordPerformance Service Operation. These operations ultimately return an array of KeywordKPI Data Objects which contain data such as the number clicks this keyword received, how many times it was displayed, the average bid, and more. Use these operations to research keyword performance and cost.
You can determine how many search queries contained a specified keyword using the GetHistoricalSearchCount Service Operation. You can use the information to gauge the competitive strength of the keyword.
The GetEstimatedBidByKeywords Service Operation and GetEstimatedBidByKeywordIds Service Operation operations can help determine the bid that will be required to have the associated ad served in a specified location. For example, you might use these operations to estimate the bid required to have your ad with the keyword “flower pot” displayed on the main line.
To get the estimated position in the search results of a keyword with the specified bid, call the GetEstimatedPositionByKeywords Service Operation or the GetEstimatedPositionByKeywordIds Service 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 Ad Intelligence service can provide other helpful data. To learn more, see the following topics:
Bing Ads is a rich platform with services beyond those discussed above. For example:
To use the API, you’ll first need a Bing Ads developer token and valid user credentials. The Getting Started With the Bing Ads API topics will walk you through the process and get you started writing your first application in C#, PHP or Java.
Once you’ve created your first application, you may want to dive directly into Bing Ads Code Examples.
The Bing Ads API Version 9 Reference provides comprehensive reference documentation for all of Bing Ads service operations and data types.
The Bing Ads Developer Center provides links to code galleries, forums, account information, support and more. It’s a one stop shop for all things Bing Ads API.
The Bing Ads API forum is a great place to get your questions answered. We’re also always eager to hear your feedback.
Navigating the Content
Provides information about the system limits for Bing Ads entities.
Provides an introduction to SOAP and REST for Bing Ads services.
Provides tips for efficient use of brand services, and discusses measures to ensure quality of service for all clients.
Provides information about the Bing Ads web application.