Today’s post is by Ping Jen, Product Manager with the Microsoft Bing Ads Product Team.
Many PPC managers use Excel to carry out daily PPC tasks. They have to go the extra mile for this practice because it’s not supported by search engines. The exhibit below illustrates one of the processes to manage campaigns from Excel; it takes several steps and needs to be tracked carefully to avoid mistakes.
Exhibit: Using search engine tools to transfer data between Excel and Bing Ads
To increase the ROI of PPC managers’ time spent in Bing Ads, Microsoft is developing an Excel Add-In, named Bing Ads Excel Add-in, to enable PPC managers to access campaign data and their performance statistics directly through Excel. The data will be presented in the same format as Bing Ads Editor’s export file and the same labeling rules applied.
From a functional perspective, this Excel add-in enables PPC managers to:
-Download selected campaign(s) and performance data to individual Excel sheets
-Upload the optimized campaigns directly to their original locations or different ones
-Receive a validation notice after the upload
Exhibit: Using Bing Ads Excel Add-In to manage campaigns data directly
From a PPC management perspective, this Excel Add-in increases PPC managers’ productivity in managing PPC portfolios across multiple search engines by reducing steps in:
-Consolidating campaign performance data
-Syncing campaign settings
-Allocating budget to drive a higher overall ROI
Exhibit: Using Bing Ads Excel Add-In to manage campaigns portfolio across multiple search engines
Bing Ads is beta testing this feature with selected PPC managers who have been mastering campaign management with Excel. The goal? To fine-tune the user experience and then make it available to everyone. Want to learn more about this Excel Add-In program? Come join a webinar on Thursday, September 12, 2013 11:00 am PST to see it in action.
-Ping Jen, a Product Manager in the Microsoft Bing Ads Product Team, has a passion for driving improvements into Bing Ads that help advertisers optimize their campaigns that increase relevancy and competitiveness in the marketplace. Prior to joining Microsoft in 2009, Ping worked as a Sr. Business Administrator at University of Cincinnati Department of Neurosurgery. Ping holds a MBA degree from the University of Notre Dame and he is a Microsoft Certified Solution Developer (MCSD).