What is a Bing Dashboard?
A Bing dashboard compiles and displays all of the relevant data associated with the Bing SEO and Bing ad campaigns you manage for your clients. The goal of displaying all this data in a single view is to help you better understand how well or poorly a campaign is performing so you can run it more effectively.
Why You Should Use a Dashboard for Bing
The success of your Bing ads campaign isn’t measured using a single KPI or metric. In fact, it’s not even a matter of multiple metrics when looked at individually. Instead, you need to look at how all the different metrics work together to give you a better idea of success and effectiveness.
It can be difficult to keep track of all the moving parts, let alone understand how they work together for the good (or bad) of the ad campaign, especially if you can’t view them concurrently. However, using a dashboard like AgencyAnalytics solves that problem for you by pulling in Bing Ads, Bing Webmaster Tools and more. Running your campaign with a dashboard like this gives you the ability to track all of the essential performance metrics associated to your campaign without missing a beat and clearly communicate those to your clients.
When you can show your clients that you know exactly what’s going on with their campaigns in real time and can make positive adjustments as necessary, you’ll build more confidence in your abilities to effectively manage their money and help them achieve their goals. The dashboard enables you to have full control over the intricacies and fine details of each ad campaign.
What's Included in Our Bing Dashboard Template
1. Conversions
Conversions are the ultimate performance-measuring metrics for your Bing ad campaigns, so it makes sense that it should be a KPI you track on your dashboard. Exactly what a conversion is can change depending on your client’s end goal. Sometimes, a conversion can mean someone finding the client’s website and filling out a contact form. Sometimes it means finding the client’s website and purchasing a product.
2. Cost
Like many other ad platforms, Bing Ads doesn’t charge you until someone actually clicks on your ad. You’ll want to be sure you aren’t exceeding the budget your client has planned, and this metric helps you ensure that. However, remember that this number can sometimes exceed your planned daily budget to gather more clicks and potentially more conversions. This is completely normal, and Bing Ads won’t exceed your total planned budget.
For the most part, advertising on Bing Ads is much cheaper than with other platforms. This is something many clients don’t know. Showing your clients the benefits of Bing Ads in conjunction with the lower cost can boost their confidence in you and your ability to bring them new business.
3. Cost Per Conversion
Because of Bing’s overall lower cost, you’ll also typically find that your ad campaign’s cost per conversion (CPC) is lower as well. CPC measures how much it costs your client to convert a new customer. It’s helpful to show your clients how far their money goes on Bing ad campaigns, especially when compared to other ad platforms. Use the CPC number in comparison with the total cost of your campaign.
Work with your client to set an appropriate goal for this number. Customers who use Bing over other search platforms tend to be older and less tech-savvy, which can affect your planning, especially in the tech and home improvement spaces. You can expect a higher CPC in these areas, so plan accordingly with your client when strategizing.
4. Clicks
The number of people clicking on your Bing ads is another metric that can give you a quick pulse on how well your ads or PPC campaigns are performing. However, you can’t rely on this metric alone. This piece of your Bing dashboard is best utilized when compared to your conversions and click-through rate. Lots of clicks with little to no conversion can indicate a problem with your call to action or your client’s website.
Ads that aren’t getting many clicks can indicate a problem with the ad itself. Remember again that the people using Bing search are much different than on other search platforms. Consider your demographics and make tweaks where possible to account for that dynamic on ads that aren’t getting any clicks.
5. CTR (Click-Through Rate)
Your click-through rate, or CTR, is calculated by dividing the number of clicks by the number of people seeing your ad. This metric gives you a deeper insight into the effectiveness of your ads. If you have a low CTR, it could mean that your ads aren’t reaching your intended audience. Or maybe the offer isn’t compelling enough for your target audience.
Use your dashboard’s CTR to create a better outcome for your client. If it’s low, you might need to work with your client to come up with a better offer. Or maybe you need to adjust the call to action. Compare the CTR with your conversion rate to narrow down the reason behind numbers that are too high or too low. For example, a low CTR could indicate a problem with the ad itself, while a high CTR and low conversion rate could mean you’re not targeting the right audience.
You can also report on CTR across all of your PPC campaigns with our PPC dashboard template.
6. Bing SEO Ranking Change
Ranking high on all the popular search engines is one of the best ways to get noticed by new customers. A higher ranking gives your client’s website more authority. The competition on Bing is much lower than Google, which gives you a unique opportunity to shine in your client’s eyes by generating more ROI with your Bing ads.
Your AgencyAnalytics Bing dashboard tracks your client’s SEO ranking over time so you can show your client how effective your SEO strategies are in gaining more visibility. If your rankings aren’t changing, or if they’re lowering, you can work with your client and their SEO team to start making the appropriate adjustments.
7. Top Clicked Keywords
The words potential customers use while searching for products or services are important facets to any SEO strategy and Bing Ads campaign. You and your client should work together to find the best keywords for your campaign.
Your Bing dashboard then tracks which keywords are performing the best. This is a crucial piece of information that you can’t afford to ignore. If all your keywords are underperforming, you know that you need to find new ones to target.
Like other key metrics, your top clicked keywords should be used in tandem with other KPIs on this list, especially the SEO ranking change. If you aren’t moving up in the rankings, look to see if your keywords are having trouble.
8. Top Keyword Impressions
Keyword impressions from Bing Webmaster Tools shows you how many times you showed. Keywords with a high number of impressions are most effective, and you should continue to capitalize on those keywords.
This list also gives you deeper insights into how your target audience browses the web and what they’re searching for. You can use effective impressions to branch out into new keywords and create an even more effective ad campaign.
