With this March release, new functionality and improvements to existing reports have been introduced to the Reporting API. Below are the major highlights:
Search Term Report Expansion:
The Search Term report in BingAds is one of the most important reports that advertisers use for campaign optimization. Advertisers rely on Search Term reports to harvest keyword and negative keyword candidates. With this release, the Search Term report now includes all 0-click queries, which are highly sought-after candidates for negative keywords. Advertisers have desired them for years but there was no way to find them out in the past. By using the newly-found negative keyword candidates, advertisers can instantly improve their CTR and QS, thus achieving lower cost and higher ROI in advertising.
It is worth noting that this change will also enhance the data quality for search queries. With the inclusion of the 0-click search queries, the issue of understated impressions and overstated CTR for a search term has been completely solved. Advertisers now have the complete picture around the search queries to make more precise evaluations.
Data volume-wise, the Search Term report now captures approx. 20 to 40 times more queries than in the past, and the BingAds engineering team was able to achieve it without compromising the performance SLA.
To use the report, submit the SearchQueryPerformanceReportRequest Data Object with an optional SearchQueryPerformanceReportFilter Data Object. Specify attribute and performance statistic columns with the SearchQueryPerformanceReportColumn Value Set. For more information, see Getting Reports.
New Report – Ad Extension Detail:
We have added a new report in this release, Ad Extension Detail report, which can be used to get more details on how ad extensions are performing. For example, you will now be able to get the breakdown of impressions, clicks, CTR, and other metrics at the individual sitelink level, which has not been exposed in the API before now. You will also have the option to see this breakdown by device type (such as tablet, smartphone, PC) and device operating system (such as Windows, iOS, Android).
To use the report, submit the AdExtensionDetailReportRequest Data Object with an optional AdExtensionDetailReportFilter Data Object. Specify attribute and performance statistic columns with the AdExtensionDetailReportColumn Value Set. For more information, see Getting Reports.
Common attributes and conversion metrics:
The largest advertiser data expansion in Bing Ads in years is now live in BingAds Reporting API. Collectively called “Common dimensions and conversion metrics”, 16 data fields have been added to 46 performance reports
across the board. These include:
1. Revenue, Return on ad spend (ROAS), Conversion rate and other Common conversion fields to all the performance reports.
As an example, in the Keyword Performance report, Revenue, ROAS and Conversion rate data are presented for each keyword. The best thing is that this Revenue/conversion data is not only available for each keyword, but also for each ad, site link item, search query, geo-location, ad group, campaign, and any other entity across Campaign hierarchy. This enables ROI lift at the lowest granularity, i.e. at keyword, ad, or sitelink level.
2. Common segments (attributes) to all performance reports.
As an example, in the Campaign Performance report, the performance metrics of a campaign can be broken down by Bid match type, Delivered match type, Device type, Device OS, Network, and Top vs. Other. This provides critical insight for campaign targeting and optimization. Such breakdown capability is available, once again, not only for each campaign, but also for each keyword, ad, site link item, search query, geo-location, ad group, and any other entity across the campaign hierarchy.
For more details on the Reporting API March release, you can go here.