Bing is dropping two popular features from its keywords research and optimisation tool Bing Ads Intelligence.
In a blog post the search engine announced that both the Auction Insights and Opportunities tabs will be withdrawn this month, although they will still be available via Bing Ads’ web-based user interface.
With online marketers faced with an expanding array of platforms across which to spread their campaigns, this move from Bing will be seen as a welcome streamlining by some, but an inconvenience by others.
Bing Ads Platform Program Manager Jessica Cui said: “Because the Bing Ads web user interface experience provides more data in a more efficient layout, helping you to make smarter connections to achieve more, we will be discontinuing the both Auction Insights and the Opportunities tabs within Bing Ads Intelligence.”
New ways to access
Auction Insights will still be available via the Bing Ads web user interface (UI) by going to the ‘Details’ drop-down menu in the ‘Campaigns’, ‘Ad Groups’ and ‘Keywords’ tabs. They can also be exported as a report.
Opportunities come under their own tab in the Bing Ads web UI, with Broad Match Opportunities, keywords and potential search queries, which can all be exported exactly the same way as they were in BAI, in that tab.
While on the face of it the changes may seem unnecessary, the new approach will give marketers extra flexibility.
The Bing Ads web UI version of Auction Insights means users can select campaigns, ad groups and keywords and then reference their performance inline to get Auction Insights.
Opportunities in the Bing Ads web UI can be viewed either at account level or campaign level, with orting and filtering carried out through a table in the Bing Ads UI, while unwanted opportunities can be dismissed with only selected opportunities applied.