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Domo Knowledge Base

Bing Ads Connector

Intro

Bing Ads is a service that provides pay per click advertising on both the Bing and Yahoo! search engines. Use Domo's Bing Ads connector to pull Bing Ads data from marketing, sales, operations, and finance for true closed-loop reporting. This service supports a subset of the reports available in the Bing Ads web application.

The reports that you can request are grouped into the following categories.

  • Delivery
    Show the overall effectiveness and cost of ads and keywords for a specified time period. You can include details in the reports—such as clicks, conversions, and spending—that you can use to identify the ads and keywords that are performing well and those that you may need to adjust.

  • Budget
    Shows your monthly budget, how much you have spent to date, and whether you are on target to spend your monthly budget.

  • Targeting
    Determine whether your ads are reaching their intended audiences.

  • Campaign Analytics
    Used to measure the effectiveness of the account’s ad campaigns, primarily in terms of return on investment. In addition, you can use the reports to learn which pages on your website are most commonly abandoned by visitors and then use this information to change the design of your website to improve conversions.

To learn more about the Bing Ads API, visit their page (https://msdn.microsoft.com/en-us/library/bing-ads-getting-started.aspx).

The Bing Ads connector is a "Cloud App" connector, meaning it retrieves data stored in the cloud. In the Data Center, you can access the connector page for this and other Cloud App connectors by clicking Cloud App in the toolbar at the top of the window.

You connect to your Bing Ads account in the Data Center. This topic discusses the fields and menus that are specific to the Bing Ads connector user interface. General information for adding DataSets, setting update schedules, and editing DataSet information is discussed in Adding a DataSet Using a Data Connector.

Primary Use Cases

Ad conversion

Primary Metrics

Ad click-thru rates

Primary Company Roles

Web marketing roles

Average Implementation Time

~1 hour

Ease of Use (on a 1-to-10 scale with 1 being easiest)

4

Best Practices

Use the backfill to pull in historic data. The first time the report runs, historic data will be retrieved. Subsequent runs will only pull in the date ranges specified.

Prerequisites

To connect to your Bing Ads account and create a DataSet, you must have the following:

Connecting to Your Bing Ads Account

This section enumerates the options in the Credentials and Details panes in the Bing Ads Connector page. The components of the other panes in this page, Scheduling and Name & Describe Your DataSet, are universal across most connector types and are discussed in greater length in Adding a DataSet Using a Data Connector.

Credentials Pane

This pane contains a single field where you enter your Bing Ads developer token.  You are then taken to the Microsoft OAuth page where you are required to enter your Microsoft username and password. Once you have entered valid Microsoft credentials, you can use the same account any time you go to create a new Bing Ads DataSet. You can manage connector accounts in the Accounts tab in the Data Center. For more information about this tab, see Managing User Accounts for Connectors.

Details Pane

This pane contains a primary Report menu, along with various other menus which may or may not appear depending on the report type you select.

Menu

Description

Report

Select the Bing Ads report you want to run. The following reports are available:

Account Performance Report

Shows long-term account performance and trends.

Ad Dynamic Text Performance Report

Identifies which dynamic text strings are performing well and which strings you should consider changing. 

Ad Extension by Ads Report 

Used to compare how well different versions of your ad extensions are performing with each ad. 

Ad Extension by Keyword Report 

Used to compare how well different versions of your ad extensions are performing for each keyword.

Ad Extension Detail Report

Used to discover the effectiveness of individual ad extension items, such as each link of a sitelink extension. 

Ad Group Performance Report 

Used to compare delivery performance statistics by ad group, campaign, or account attributes, rather than at the keyword level. 

Ad Performance Report 

Used to determine which ads lead to clicks and conversions, and which are not performing.  

Age Gender Demographic Report 

Used to discover how your campaigns and ad groups are resonating with audiences of diverse age and gender. 

Budget Summary Report 

Used to discover how your budget is performing for the month. The report shows your monthly budget, how much you have spent to date, and whether you are on target to stay within your monthly budget. 

Call Detail Report 

Used to discover which accounts, campaigns, or ad groups are driving the most completed phone calls. 

Campaign Performance Report 

Used to view high-level performance statistics and quality attributes for each campaign or account. This is also a quick way to flag any major campaign or account problems. 

Conversion Performance Report 

Used to discover which campaigns and keywords are leading an audience to complete a purchase or other conversion action. 

Destination URL Performance Report 

Used to identify landing pages that met audience expectations and potentially resulted in high click-through or conversion rates. 

Goals and Funnels Report 

Used to discover whether your audience completes each step through the land, browse, prospect, and conversion pages of your website. For example, you can use this report to determine the step in which users leave the conversion funnel, so that you can improve or remove that step to increase the chance that the user will continue to the next step. 

Keyword Performance Report 

Used to discover which keywords are performing well and which are not.  

Metro Area Demographic Report 

Used to discover how your campaigns and ad groups are resonating with audiences of specific metropolitan areas.  

Negative Keyword Conflict Report 

Used to discover which keywords and negative keywords are in conflict, and whether the conflict is at the campaign or ad group level. 

Publisher Usage Performance Report 

Used to discover if any website URLs aren’t performing well enough for your campaign or ad group target settings. For example, if ad impressions at those URLs yield a low click-through rate, then you might decide to exclude those websites from your campaign. 

Search Campaign Change History Report 

Used to discover when changes to an account were made, as well as which user made the changes. 

Search Query Performance Report 

Used to discover what your audience is searching for when your ads are shown. You can use this information to make informed additions, removals, or edits to both your keyword and negative keyword lists. 

Share of Voice Report

Used to view impression share (%) of successful bids for each keyword, and identify opportunities to increase impression share.

User Location Performance Report Used to show where your traffic is coming from broken out by the physical location and the location people are searching for.

 

Aggregate By

Select how data in the report is broken down. For example, Weekly breaks down data by week.  

Duration 

Select whether you want to pull data for a specific date or a date range. 

Report Date 

Select whether the report data is for a specific date or for a relative number of days back from today. 

Select Specific Date 

Select the date for the report. 

Days Back

Enter the number of past days that should appear in the report.  

Start Date

Specify whether the first date in your date range is a specific or relative date. You select the last date in your range in End Date

End Date

Specify whether the second date in your date range is a specific or relative date. You select the first date in your range in Start Date.  

Select Specific Start Date

Select the first date in your date range. 

Select Specific End Date

Select the second date in your date range. 

Days Back to Start From

Enter the number of the farthest day back that should be represented in the report. Combine with Days Back to End At to create a range of represented days.

For example, if you entered 10 for Days Back to Start From and 5 for Days Back to End At, the report would contain data for 10 days ago up until 5 days ago.

Days Back to End At

Enter the number of the most recent day back that should be represented in the report. Combine with Days Back to Start From to create a range of represented days.

For example, if you entered 10 for Days Back to Start From and 5 for Days Back to End At, the report would contain data for 10 days ago up until 5 days ago.

Backfill Enter the number of days before the start date that should be backfilled. This action will be performed only the first time the data source runs. On subsequent runs, the specified Start Date to End Date range is used.

Other Panes

For information about the remaining sections of the connector interface, including how to configure scheduling, retry, and update options, see Adding a DataSet Using a Data Connector.  

Troubleshooting

  • Double-check the API key.

  • Try to access the data directly from the API. 

FAQ

How frequently will my data update?

As often as needed.

What type of input parameters do I need to consider while creating a Bing Ads DataSet?

You need to provide the Report type, Aggregated by (daily/weekly/hourly etc.) and PastDays value (backfill) while creating a new Bing Ads dataset.

Are there any API limits that I need to be aware of?

No.

Does the Bing Ads connector support backfilling?

Backfilling is supported in Bing Ads connector for the first attempt only. As you set the backfill value, the Bing Ads connector pulls the data for the mentioned number of days before the start date, along with the data between the specified start and end dates.