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Bing Ads API Version 9 Overview

For advertisers placing a large number of ads or developers building advertising tools, the Bing Ads API provides a programmatic interface to Bing Ads.

Bing Ads is a pay-per-click (PPC) advertising platform 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. The Yahoo Bing Network consists of Yahoo, Bing, and syndicated partner sites such as MSN Autos or MSN Money. When a customer browses these sites, Bing Ads matches your keywords with the content of webpages and delivers relevant ads.

Who should use the Bing Ads API

You should consider using the Bing Ads API if your business model resembles the following:

  • 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. For more information, see Management Model for Direct Advertisers.

  • You are a tools vendor developing advertising management solutions for advertisers or agencies. For more information, see Management Model for Tool Providers.

  • You are an advertising agency and manage ad campaigns for many clients. For more information, see Management Model for Agencies.

  • You are a reseller and want to build Bing Ads applications to manage the campaigns of your advertising clients. For more information, see Management Model for Resellers.

For Managing Customer Accounts, you should use the Customer Management service. 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.

Where your ads will appear

Your ads can appear on search results page when a customer does a search on Bing. Where you ad appears on search results pages is determined by the keywords you use to associate your ads. For example, Sarah owns a toy store and wants to create ads for kids’ electronics. She might include keywords like "walkie-talkies", "electronic pets", and "kids’ music players" so her ads could be more relevant to customers’ searches, and show above or next to the search results.

Text Ad


Your ads can appear on the Yahoo Bing Network, which consists of Yahoo, Bing, and syndicated partner sites (like MSN Autos or MSN Money). When a customer browses the web, Bing Ads matches your keywords with the content of webpages. For example, a customer reading an article about toy gift ideas could see Sarah’s ad for kids’ electronics.

To see where Bing Ads is available and whether your ads will run on the Yahoo Bing Network or only on the Bing network, please see Will my ads display on both Bing and Yahoo? You can also set your ads to the languages your customers speak, which will influence where your ads will appear. For example, if Sarah wants her ads to be in German, her ads can appear not only in Germany but Austria and Switzerland as well. For more information, see Ad Languages.

Enrich your ad layout

You can extend the ad layout to be more visually appealing and feature rich using Ad Extensions and Bing Shopping Campaigns.

Ad Extensions

With ad extensions, you can decorate ads with additional information that helps customers find relevant information about your products and services. For example, you can include deep links into your website to quickly direct your customers to relevant promotional or technical information that may help increase conversions. Bing Ads offers the following popular ad extension types. For more information please see Ad Extensions.

App Extensions

You can associate app ad extensions with your campaigns and ad groups, and text ads will include a link to install an application.

Call Extensions

You typically use Location Extensions to provide an address and local phone number associated with a local location. Using Call Extensions, you can provide a phone number that is not associated with a particular location, but is appropriate for all locations where your ads display.

Call Extensions


Image Extensions

You can associate image ad extensions with your campaigns and ad groups, and text ads may include an image or alternative text.

Location Extensions

When you enable Location Extensions, you can choose to show the address of your business location that is closest to the customer and also include a local phone number. Better yet, if the customer is viewing your ad on a smartphone, they can click that number to give you a call.

Location Extensions


Sitelink Extensions

Sitelink Extensions are additional links in your ads that take customers to specific pages on your website. This allows you to promote certain products, services, or sections of your website and take potential customers to exactly the information they were searching for. This can increase both click-through-rate and conversions.

Sitelink Extensions


Bing Shopping Campaigns

A Bing Shopping campaign enables you to advertise the products from your Bing Merchant Center store product catalog. Product ads from a Bing Shopping campaign include details about the product, an image, and optional promotional text. After you create a product catalog, you can then submit the catalog feed via FTP or the Bing Ads Content API. For more information, please see Bing Shopping Campaigns.

Show ads to your target audience

Your ads can appear specifically for customers on the go, who use their smartphones and tablets to search and browse the Internet. Or you can create ads that appear on both desktops and smartphones but prioritize where you want the ads to appear more often.

Mobile Ad


You can show your ads to customers in specific locations, like cities or countries. For example, Sarah wants only local customers to see her ads. She can set your ads to appear to customers within a 20-mile radius around her shop by using radius targeting.

You can also setup your ads to display to users of a certain age group or gender, or to display at a certain day and time of the week. For more information about showing ads to your target audience, see Managing Targets.

Optimize your campaigns

Both at the beginning and through your advertising campaign, you should optimize your campaign budget and keyword bids for a competitive advantage. The Bing Ads API Ad Intelligence and Optimizer services use 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. For more information, see Researching and Pricing Keywords and Optimizing 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. Each report type aggregates data at a different level and provides different Report Attributes and Performance Statistics. 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. For more information, see Getting Reports.

Join the developer community

The Bing Ads Developer Center aggregates valuable resources for the Bing Ads developer community, including links to getting started, account management, service health dashboard, code samples, support, and feature announcements.

The blog contains technical information about upcoming features not currently in the MSDN documentation; issues that API customers are facing and clarification and/or a solution to those issues; updates about Sandbox availability; and information about when a version of the service is going to sunset.

The forum provides a way for the developer community to ask and answer questions about developing solutions with Bing Ads APIs, to showcase innovations, and to generate and maintain content through community participation. Microsoft monitors the forums and replies to questions that the community has not yet answered.

If you are not finding the information you need to solve your problem in the developer forum, please contact Bing Ads Support. To resolve the issue efficiently, please provide support with the details requested in Handling Service Errors and Exceptions.

You are also invited to contribute content by using the Community Content section located at the bottom of each topic on MSDN. Comments should be directly related to the published topic. Please do not use this section to request technical support; instead, you should use the developer community forum and support resources mentioned above.

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