Bing Ads has rolled out its Keyword Planner to search marketers in several new regions, including the United Kingdom and Canada, and bolstered its targeting options in the process. The keyword research tool, initially launched in the US last year, provides a range of key metrics, as well as bid and budget estimating.
Publishers in the UK, Canada and Australia will now be able to navigate to the Keyword Planner in the “Tools” section at the account level. This targeting section will replace the long standing “Research Keywords” option and will allow marketers to target specific locations, such as a city or a province or state. They will also have access to historical statistics and data for each of these locations, including ad impression share, traffic estimations, competition and average monthly searches.
Bing claims that this new pool of relevant data will help marketers to “make the best targeting decision.” Alongside the rollout to new markets and enhanced targets, the ad service will also offer three new keyword suggestions sources. These are landing pages, product categories and specific keywords that are related to a business. Users can input these in any combination in order to get better keyword suggestions.
Campaign Planner
In an official blog post unveiling the new features for Keyword Planner, Bing Ads Platform Program Manager Jessica Cui highlighted a few ways in which it will integrate with Campaign Planner. The keywords and hierarchies in the Product Category section dovetail with the information in Campaign Planner and will allow users to get insights for keywords in each of the categories, such as mobile trends, search performance, device and location stats and other competitive analytics and insights.
Cui also noted that a product category will be used as a filter when it is selected for suggestion alongside other sources. This is to ensure that the expanded keywords remain relevant to the particular category. Bing Ads will also be removing the Campaign Planner tool from its current location in the Tools tab to streamline the options available to users.
Bing Ads brought Keyword Planner to US accounts in September 2015 following a successful pilot earlier in the year.
