Microsoft has updated its Bing Ads app for iOS and Android, bringing a range of new features. These include a pie chart visualisation for Share of Voice and a Quality Score metric that provides a weighted 1-10 numeric value for the performance of changes made to ad copy and landing pages.
The Share of Voice data located on the Dashboard screen is particularly useful for marketers, as it shows the percentage of ad impressions that are being lost to competitors and other mitigating factors. The new pie chart is also interactive, so users can get more information and statistics if they click through.
Microsoft’s Jamie Chung said “Traditionally a report that you would run from the Reports tab in Bing Ads Web, the pie chart gives you a much more simplistic rollup at the account level. It is easier to see visually where your campaigns are falling short and where you can make improvements later on. Swipe through the carousel to see how each statistic contributed to your lost impression pie or tap an individual stat to focus more in.”
The Quality Score is crucial to understanding how competitive ads are in the search marketplace. It measures the relevance of ads, keywords and landing pages for a target audience and offers a numeric value between one and ten, with one deemed as underperforming and ten as outperforming. This handy figure can help advertisers to better optimise their search network campaigns for end users.
Introducing the Bing Network
Microsoft has also introduced the new Bing Network, which will replace the Yahoo Bing network. According to the tech giant, its new platform consolidates several features and gives advertisers the ability to reach 60 million people across the globe. Its Bing Ads app, Bing Shopping and Automated Rules will also make it easier for businesses to make better connections with prospective and existing customers.
Microsoft says that the Bing Network “connects you to the moments that matter by being in the products people use every day.” It features a new “Be there” motto and an updated logo, colour and photography style.