• by Laurie Sullivan  @lauriesullivan, October 24, 2016

Machine learning continues to make Bing Ads a bit smarter as the Microsoft team works to simplify processes and create a more intuitive interface, helping advertisers to create better targeted search campaigns.

So the team redesigned and reorganized the workflow processing into local tasks with a way to help marketers keep key performance indicators (KPIs) and goals such as visits or conversions on the company's Web site top of mind when designing ads.

Tailored recommendations based on goals, guidance through bid and budget estimates, and the ability to set up ad extensions in the main campaign workflow are all part of the Bing Ads redesign. 

An autofill feature allows marketers to easily use copy settings from other campaigns, making the details readily available to quickly fill out pages with preferences. The platform targets by language, ZIP code, city, state, country or region. Select a city and the default radius target is 25 miles. Marketers can also choose to exclude locations by city limits.

Advertisers can research keywords with the Keyword Planner tool, import them from another file or import them from Google AdWords.

Enter a Web site URL and Bing Ads will crawl the brand's Web site to provide ad group and suggestions such as "halloween store" and "halloween recipes" with the keyword ad group "Halloween." The team says the ad groups are put in order based on relevance and that the keyword suggestions are powered by the Bing Ads Keyword Planner. Traffic estimation data is provided based on searches within your targeted locations.

The platform also lets marketers see changes to budgets, ad group bids and the estimated impact to clicks, impressions, spend and the average position of the ads. If the budget and bid combination result in low performance, a yellow warning icon displays next to the ad group bid. Once they are satisfied with the performance of the budget and ad group bids, marketers can set advanced campaign settings.

The new workflow adds to other recent enhancements like new ad extensions, bidding options, and targeting.