Campaign Setup and Basics
The Bing Ads API provides access to all of your campaign settings, including ads, keywords, ad extensions, and targets. For an introduction to the account and campaign hierarchy within a customer, see Entity Hierarchy and Limits.
One or more advertising campaigns can be created within a Bing Ads account. Before you can add a campaign, you must know the identifier of the account that you want to add the campaign to. Typically, when you create an account, you store the account identifier locally because you often have to refer to it. However, to get the account identifier if you do not store it locally, call the GetAccountsInfo operation using the Customer Management Service. Note that your campaign must adhere to the Budget Rules.
One or more ad groups can be created within a campaign. You'll want to give these ad groups meaningful names and keep them tightly focused with related keywords and a small number of ads, for example 3 ads per ad group. If you do not specify default bid values for the ad group, the ad group will use default bid values based on the currency of the account, and pricing model, and the bidding model. For more information, see Budget and Bid Strategies. To change the ad rotation behavior of rotating the best performing ads to rotating all ads in the ad group evenly, set the ad group's ad rotation property. For more information, see Rotating Ads.
To advertise with a text ad you should bid on keywords in a Search and Content campaign. For text ads the combination of the ad’s title, text, and display URL must be unique for all ads within an ad group. You can extend the ad layout to be more visually appealing and feature rich using Bing Shopping Campaigns. To advertise in a Shopping campaign with a product ad from your Bing Merchant Center store, you should bid using campaign and ad group criterion which filters ads from your store. For product ads, the promotional text must be unique for all ads within an ad group. For more information, see Bing Shopping Campaigns.
You can specify the landing page URL where a user is directed when your ad is clicked. In Bing Ads the landing page URLs are typically referred to as Final URLs. Global parameters, custom parameters, and tracking templates are optional features that you can use for advanced management of your landing page URLs. For more information, see URL Tracking with Upgraded URLs. Dynamic parameters are used to customize the ad at display time, for example to reflect the user’s search term. Using dynamic parameters can help increase the ad’s click-through rate (CTR). For more information, see the Bing Ads help articles What tracking or URL parameters can I use? and Automatically customize your ads with dynamic text parameters.
Finally for Search and Content campaigns, take a look at the keywords you've created for your ad group. Are they all closely related? Do you want to add any others? Are you using a mix of match types? Consider using the Ad Insight Service to get ideas for additional keywords you might want to include in this ad group, and for suggested starting bids. For more information, see Researching Bid and Budget Opportunities. You should create a keyword for each match type that you want to bid on. For example, to bid on exact-match and phrase-match for the keyword car, you must create two Keyword objects. When you add the keywords, you’ll get a unique keyword ID for each keyword and match-type combination. For details on specifying a bid amount, see Budget and Bid Strategies. Keep in mind that you cannot change a keyword’s match type from one match-type bid to another match-type bid. For example, you cannot update a keyword from exact match to phrase match. Instead, you must add a new keyword that specifies a bid amount for the new match type. Optionally you may delete the original keyword if you do not want to bid on its match type.
You should also be aware of keyword normalization, which is the process by which extraneous characters such as punctuation marks are removed from keywords, negative keywords, and customer queries. Normalizing keywords and queries allows more user search queries to match your keywords, thus potentially increasing ad coverage. Knowing which characters are removed can help you make your keywords more effective. For more information, see Keyword Normalization. You can also use negative keywords to prevent you ads from being served if the user’s search query contains one of your negative keywords. For more information about negative keywords, see Negative Keywords.
Before an ad can be served, all related entities must pass editorial review. For more information, see Managing Editorial Review and Appeals.
You can show your ads to customers in specific locations, like cities or countries, to users of a certain age group or gender, or to display at a certain day and time of the week. These target settings can be set for each campaign and ad group. For more information about showing ads to your target audience, see Show Ads to Your Target Audience.
You can manage advertising campaign settings with either the Bulk Service or Campaign Management Service. You should use the Bulk Service if you need to upload or download a high volume of entity settings. For example you can update all keyword bids for your entire account in a single upload. In comparison, with the Campaign Management Service you can only update 1,000 keywords per call and those keywords must be in the same ad group. For details see the following sections.
- Managing Advertising Settings with the Bulk Service
- Managing Advertising Settings with the Campaign Management Service
- Budget Rules
- Rotating Ads
- Keyword Normalization
The Bulk Service create, update, and delete operations can be completed using Bulk upload. You can use Bulk download to read back your data. For more information see Bulk File Schema and Downloading and Uploading Campaigns.
These are the basic advertising entities that can be accessed using the Bulk Service.
These are the basic advertising entities that can be accessed using the Campaign Management Service. You can create, read, update, and delete these entities.
Partial success is supported when adding, updating, and deleting these entities. For example if you submit 10 keywords and 2 fail, the remaining 8 will succeed. For more information, see Partial Success using the Campaign Management Service.
Before you can submit your ad campaign, you need to set a campaign budget amount and select a budget type. Don't worry, you can change your budget amount and budget types at any time. Changes to your budget generally take effect within an hour or so. For a high level introduction to campaign budgets, see What are my budget options? Your campaign must adhere to these budget rules:
The monthly budget amount must be within the allowed range for the currency. For more information about minimum and maximum budgets allowed, see Currencies.
If the daily budget amount or monthly budget amount is depleted, the campaign is paused automatically.
If the budget type is set to MonthlyBudgetSpendUntilDepleted and you update the budget to a value that is less than what is currently spent for the month, the service pauses the campaign. However, the same is not true for campaigns that specify a daily budget.
If you create a campaign and specify a daily budget, the service calculates the monthly budget limit by multiplying the daily budget by the number of days in the month. The service calculates the new monthly budget at midnight (in the campaign’s time zone) on the first day of each month.
If you update a campaign that specifies a daily budget on the first day of the month, the service also calculates the monthly budget limit by multiplying the daily budget by the number of days in the month. However, if you update the daily budget after the first day of the month, the service uses the following formula to calculate the monthly budget.
Monthly budget = month-to-date spend + daily budget * (days remaining in the month, including today)
For example, if you change the daily budget to $10 on July 15th, and you have spent $250 of the $400 budget, the new budget will be $420, which is calculated as $250 + $10(17).
The service will use the new monthly budget for the remainder of the current month, but for subsequent months, it will calculate the monthly budget by multiplying the daily budget amount by the number of days in the month.
The service will update the monthly budget of an existing campaign by using the new formula only if you update the campaign’s budget; otherwise, the monthly budget remains unchanged and is enforced.
By default, the delivery engine rotates the best performing ads into the auction. This means that the chance of it serving new ads or underperforming ads is small. To change the ad rotation behavior of rotating the best performing ads to rotating all ads in the ad group evenly, set the ad group's ad rotation property.
Ad rotation is applicable for text ads, but not product ads.
You should consider rotating the ads evenly if you need to get seasonal ads in front of the customer or if you want to experiment with the ad copy of an underperforming ad to improve its performance.
Rotating ads evenly into the auction does not mean that they will get an equal number of impressions.
A keyword is considered a duplicate if it is the same as another keyword, but its punctuation varies. This is called keyword normalization, a process where extraneous characters like punctuation marks and accents are removed from keywords and customer queries. Keywords are normalized when you add them to an ad group to avoid duplicates of keywords that normalize into the same form. Bing Ads flags duplicate keywords so you can remove them. Removing the duplicate keywords will save you time while still giving you thorough keyword coverage. If one of your keywords is marked as a duplicate, there is no reason to manage both of them. You can remove either the duplicate or the original keyword without impacting your campaign.
For example, let's say you add bike-repair as one of your keywords, and then also add bike repair. Your second entry (bike repair) would be marked as a duplicate. When someone searches for bike-repair, Bing Ads automatically removes the hyphen and displays ads for the search query bike repair, including yours, regardless of which variation you used (bike repair or bike-repair).
For a detailed list of normalized characters, see the Bing Ads help topic About duplicate keywords.
Please also note the following validation rules.
Normalization is not case sensitive; bike repair and Bike Repair are treated as the same phrase. You'll see that if you enter a keyword with a capital letter, the capital letter is simply changed to lower-case.
Normalization does not treat singular and plural forms of words as duplicates. For example, bike and bikes would be separate keywords. If you want to use both the plural and singular form of a keyword, bid on each separately. Similarly, normalization does not impact spaces within or between words, or apostrophes that are a part of a name. For example, bikerepair is not a duplicate of bike repair.
As you create your keywords, also be aware of the rules they must follow. Here's some more information: Bing Ads policies.