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Bing Says AdWords Enhanced Campaigns Not in Customer's Best Interest

April 05, 2013
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AdWords Tips

Bing Enhanced Campaigns

In a bid to capitalize on widespread discontent and outrage in the SEM community over Google AdWords enhanced campaigns, Bing today reiterated their view that EC’s are essentially a bad move and indicated that they will not be following Google’s lead as far as their product development efforts are concerned.

Bing Champions “Advertiser Choice,” Implies that Google Doesn’t Care

While Bing’s announcement itself is pretty straightforward, they used a 1200-word blog post to indict Google of not providing “advertiser choice.”

The blog post enumerates a litany of complaints that have been leveled against Google in recent months, including the notion that:

Bing concludes:

We’re committed in giving advertisers the tools to control their spending, target the most relevant audience, and ensure they can get the best return on investment. Thus, we do not believe bundling together mobile, desktop and tablet advertising in an opaque manner is in the best interest of our customer base or the industry at large. The Bing Ads team wants to ensure you, our customers, have maximum transparency.

Bing Reminds Us that You Can Still Export Your AdWords Account to Bing

I had to laugh a bit when Google announced enhanced campaigns on February 6 and then only 2 weeks later updated their AdWords API terms to comply with FTC Antitrust Settlement to allow easier exporting of AdWords Campaign data into Bing. Why?

Because with such a radical change in campaign structure, it meant that campaigns cannot be brought over to Bing if there aren’t concepts and constructs that mirror those in enhanced campaigns.

Nevertheless, Bing now says they’ll update their AdWords to Bing account conversion tools to ensure advertisers can continue to seamlessly transition between both products.  For example, in the updated account converter which will be available in a few months, advertisers who import enhanced campaigns from AdWords, Bing will support the ability to mark ads as being mobile optimized, etc.

Kowtowing to Search Marketers' Concerns Is a Brilliant PR Move

In a recent WordStream webinar poll of approximately 200 search marketers on March 21, 2013, AdWords enhanced campaign detractors outnumbered supporters by roughly a 5:1 ratio, when excluding those who are indifferent, as illustrated here:

You can still convert google adwords enhanced campaigns to Bing

(Note: For the record, I personally welcome Enhanced Campaigns and think they're a move in the right direction.)

It appears that Bing is piling on the bandwagon, hoping to pick up some market share among upset search marketers by providing “advertiser choice.” The strategy may be working based on a sample of enthousiastic anonymous blog comments on the Bing Ads blog, as shown here:

Long Live Bing - I Hope Google Realizes What a Huge Mistake This is

However, some other blog commenters at Search Engine Land were less convinced:

adcenter enhanced campaigns

Have Your Say

Does Bing’s announcement not to follow Google Enhanced Campaigns make you more or less likely to advertise on Bing? Let me know your thoughts in the comments below!.

 

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Comments

Joey (not verified)
Apr 08, 2013

The issue right now is Bing does not have the traffic. So frankly, until they give Google a run for the money in search engine share, it really doesn't amount to much of a reason to switch.

 

 

Apr 08, 2013

I've just started advertising on Bing. They are not as "Bossy" as the big G. I feel their interface still needs some work, but I'm happy with the results so far.

PPC MGR GUY (not verified)
Apr 25, 2013

My Comments:

  1. For once, I agree with Bing, and although they have A LOT of work to do to get their advertising platform better than miserable, I don't blame them for calling out their competitor for such a ridiculous move (enhanced campaigns).
  2. They're on the right track with denouncing the bundling of tablets & desktops. However device performance varies greatly from industry to industry and account to account. Kind of foolish to make a sweeping statement about tablets performing better. Some of my accounts show tablet CVR's to be terrible compared to PC's -- which reinforces the point that we should be able to segment out tablets. Businesses have limited budgets!
  3. If this were a more established landscape with governing laws outside of Google's Laws, the enhanced campaign situation would be deemed illegal.
  4. I only advertise in Bing when I'm forced to. The experience is pathetic. But I think this is why cpc's are lower and often ROI better -- The Bing platform is so horrid that it's a major deterrant for advertisers, which reduces competition.

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