Just a few months after releasing the Summer Release Notes, Bing Ads has once again come up with an update allowing advertisers to optimize their campaigns for visibility and clicks. Bing Ads announced in a blog post that it has evolved the Search Query Report to house data on the basis of the terms actually typed by the searchers before clicking on an ad. Known as Search Terms Report (STR), the update is available in the Bing Ads UI, in all markets.
The Search Terms Report includes reports on zero click search queries, allowing advertisers to build out stronger negative keyword lists, which in turn helps them to improve their CTR and QS and achieve lower cost and higher ROI in advertising.
According to the announcement, the update will also improve data quality for search terms. Bing Ads Program Manager, Fady Khoury said in the blog post, that with the inclusion of 0 click search terms, "the issue of understated impressions and overstated CTR for a search term has been completely solved."
Now, the advertisers have an access to 20 to 40 times more search term data, and the good news is that this can be achieved without compromising on performance. The update can be seen in "Search Terms Report" on the Reports page and in the "Dimensions and Keywords" tab on the Campaigns page. While the Reports page will show 100% of search terms, the Campaigns page will only show the search terms with at least one click. According to the blog post, the filtering in the Dimensions tab will not impact data quality adversely but will only reduce the terms returned to the UI.
With the new update, the advertisers now have the ability to better control traffic and understand the terms for which their ads are not resonating with users.Bing Ads Updates the Search Query Report to Harvest Keyword and Negative Keyword Candidates,