Although Bing is currently the number two search engine, according to comScore’s latest data, it has been rolling out new features to draw marketers to the site. The company recently announced the Change History Graph is coming soon to Bing ads to give marketers the content analytics they need to improve paid campaigns’ performances.
It’s crucial that marketers regularly check metrics for their content marketing strategies. Failing to do so means they won’t have hard facts to prove SEO practices and custom content creation are meeting ROI goals. However, the stakes can be even higher. If marketers don’t know which types of content perform best, they can’t duplicate successful efforts and discontinue ineffective ideas.
With Bing’s new Change History Graph, brands can see their search ads’ performance over time. This helps them spot when changes were made and whether they positively impacted results. Bing asserts this will save marketers time, because they can quickly pinpoint which changes correlate with the rise or fall of impressions and clicks.
Bing recently demonstrated its analytics skills in a study Brafton covered. After tracking more than 250,000 unique PPC campaigns for companies in the financial services sector, the search engine identified traits found in the most successful examples. For instance, health insurance ads perform better when titles or descriptions use the term ‘Affordable’ rather than ‘Saving’ and credit card campaigns might excel when ad titles use precise percentage points in the web content.
Marketers considering PPC strategies to increase web visibility should look to organic content metrics to establish a good starting point. This data can provide guidance about which keywords are already doing well, and which might be considered low-hanging fruit. Likewise, paid ad performance data can bring new insights to brands’ dynamic content marketing strategies to fuel further results.