Typically, Bing Ads doesn’t boast the same functionality as AdWords and lacks usability features, which can make working with the platform a real pain.
However, when it comes to transparency with Search Partners, Bing Ads has a leg up, hands down.
AdWords vs Bing Ads Search Partners
Whilst AdWords lets you segment your targeted networks by Google Search and Search Partners, they only show you a summary of all Search Partners, keeping the actual sites and their stats secret.
You can choose to exclude the Search Partners Network in your campaign settings, however, what if there are actual gems in there? Control over the sites on which you actually want your Search Ads to appear is very limited.
Bing Ads have chosen to turn this lack of transparency into a useful feature unique to their platform (at least for now): they provide you with reports on their search partners and the option to exclude search partners that just don’t perform well for you.
How to use the Search Partners Report in Bing Ads:Head over to Bing Ads and go to Reports. Here, select Performance > Website URL (publisher).
There are certain settings you will want to modify depending on your requirements. I usually prefer selecting a summary view for a specific date range, to understand which networks perform well and which ones don’t. This provides me with a summary report out of which I can easily build a list of Bing Ads search partners I want to exclude from my campaigns.
> By default, your report sorts search partner performance by campaign. However if you have any campaigns that are targeting both the Content Network and the Search Network, you will want to make sure that your report only includes Search Partner Networks.
Next, run the report: the report will be generated within the Bing Ads interface, but it’s a little useless there so go ahead and download the Excel file, which is where the real fun begins!
With a little help from our friend Mr. Data Table we can now see a summary of all search partners which are actually contributing positively to our campaigns’ performance, and those that are dragging them down.
Looking at search networks without conversions and high spend:
Make sure you’re excluding a list of search partner websites that are eating up your budget without converting and/or those sites that only convert at a high cost
How to Exclude Specific Search Partners in Bing Ads
After you’ve run your analysis and have a list of domains that you want to exclude from your campaigns, head back over to Bing Ads. You can also exclude Search Partners in the Bing Ads Editor, the process is the same.
Go to your Campaign’s Settings and scroll down to Advanced Settings. Under Exclusions, you will have the option to add a list of excluded websites, simply paste your list of under-performing search partners here.
That’s it, you’re all done! Depending on how much traffic your Bing Ads account sees, run this report monthly or bi-monthly to stay on top of wasted spending.
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