WordStream’s PPC Advisor allows you to easily manage your Bing and AdWords accounts simultaneously. We know that you want to streamline your account management, so our goal is to allow you to maintain a Bing account without doubling your time in the software. To accomplish this, we recommend keeping your AdWords and Bing account structures parallel to one another.
If you’re new to Bing, you must first establish an account through the Bing Ads interface. Bing allows new advertisers to import their AdWords account structure directly into Bing. We recommend that you follow this step to create identical accounts, but be sure to adjust your bid and budget settings specifically for Bing.
Adding Your Bing Account
Once you’ve created an account, you can add it to the software by clicking the “Add Bing Account” button in the Manage PPC tab. This will begin an automatic import of your Bing account to WordStream.
Applying 20 Minute Work Week Suggestions to Bing
Once you’ve added a Bing account to WordStream, our philosophy is to help you apply changes that you are making to AdWords directly to Bing. Therefore, as you complete the 20 Minute Work Week recommendations, which are based on your AdWords performance, we will give you the opportunity to also apply these changes to Bing.
For example, if you are working in the Add Negatives section of the 20 Minute Work Week, you will first be presented with recommendations from AdWords. You can select the recommendations that you want to use and then click the green Apply button below.
For profiles that have Bing account attached, you will receive an additional pop-up, giving you the opportunity to apply the same set of negatives to Bing. If your Bing account structure matches your AdWords account structure, WordStream will automatically put these negatives in a parallel campaign/ad group. If the structures differ, you will need to select the appropriate campaign/ad group in Bing.
Please note, you will not be prompted to take action in Bing for the Optimize Keyword Bids alert. This is because we do not advocate applying the same bids to both AdWords and Bing (as Bing tends to be significantly less expensive).
Building Your Bing Account
In addition, you can manually build your Bing account in the Manage PPC section. To do this, navigate to the Manage PPC tab and highlight Bing Campaigns in the left hand tree. Then, navigate to grid and click on the account component that you would like to create (the example below is showing campaigns). Next, locate the Act section at the top of the grid and click ‘Create New’. This will offer a dropdown, giving you the option to build within Bing or both Bing and AdWords.
If your goal is to keep your Bing and AdWords accounts aligned, you can build out campaigns in both accounts simultaneously. To this, follow the instructions above, but be sure to select ‘Add to Both’ in the dropdown.
From there, all you need to do is plug in the applicable information to complete the wizard and add your campaign information to both advertising platforms.
Bing QueryStream
If you’re looking to do Bing-specific optimizations, head to the Bing QueryStream section. You can use this QueryStream to develop a better understanding of what your Bing audience is searching to find your ads. From here, you may choose to add negatives or new keywords to Bing.
Additional Notes
It is important to note that only core PPC Advisor functionality is available through Bing. Because we encourage users to focus mainly on their AdWords accounts, both the Tools Tab and the Show Me More options are not compatible with Bing.