Microsoft Confidential

Bing Ads Quarterly API Call June 2016A roadmap of current and upcoming features and resources

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Tiffany Sanders Operations Program ManagerAPI Partners@tiffanyjsanders

Neha MohanSenior Program ManagerProduct Ads

Today’s Webcast Host & Speakers

Nan LiProgram ManagerBing Ads Campaign@nanlinl

Ginny SandhuSenior Program ManagerBing Ads Campaign

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Joseph DamianiProgram ManagerBing Ads Campaign

Juan Carlos OussetProgram ManagerBing Ads Accounts

Today’s Webcast Host & Speakers

Jamie ChungProgram ManagerBing Ads Campaign@jamiechung

Lindsey PattersonProgram ManagerBing Ads Campaign@lindseypttrsn

Eric UrbanSenior Content DeveloperAPI Partners

DisclaimerThe documents referenced and all content provided in this call is for informational purposes only. Some information relates to pre-released product which may be substantially modified before it’s commercially released. Microsoft makes no warranties, express or implied, with respect to the information provided here.

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Here’s what you’ll learn:• Bing Shopping Campaigns support for Upgraded URLs • Remarketing in Paid Search APIs• Native Ads• Ad Extensions: Structured Snippets• Shared Budgets• App Install Ads • Ad Extension scheduling• Sitelink Extensions remodel• API V9 sunset• Expanded Text Ads

Agenda

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Bing ShoppingCampaigns support

for Upgraded URLs Neha Mohan

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Support for Tracking Template and Custom Parameters added to BSC • Available for Product groups in place of destination url [Biddable Adgroup

Criterion]

• Support for both Destination URL + Tracking template / Custom Parameter not allowed , only one attribute allowed . ( Same as the UURL for Text Ads )

• Tracking template/ Custom Parameters are recommended to be used to instead of adding value track parameters in feed attributes to avoid delays due to editorial processing .

No Changes to the feed specification:[https://msdn.microsoft.com/en-us/library/bing-ads-content-api-reference-91-products-dto(v=msads.90).aspx]

• Link Url (mandatory) : the landing page url • Redirect Url / Adwords Redirect URL (optional ) : URL that overrides the

URL given in the "link" attribute

Pilot Start : 3rd week of June

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Remarketing in Paid Search

APIs

Nan Li

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Why is Remarketing important?• One visit is typically not enough.

• 96% of first time visitors leave websites without converting

• 70% of users abandons shopping carts.

• Provides a way for marketers to re-engage an audience that has expressed interest in their brand’s offering.

Remarketing in Paid Search has been available in the Bing Ads web application since calendar 2015.

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What’s the Remarketing API?• The Remarketing API allows API users to directly

manage remarketing list in their tools without going to the web version:• Campaign Management API and Bulk API• Manage remarketing list to Ad group associations

and make bid adjustments.

API and SDK are scheduled to GA in the summer of 2016.

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Bulk API • Download existing remarketing lists• Download and upload association lists

Record Types:• Remarketing List NEW!

• Scope (Account | Customer)• UET Tag Id

• Ad Group Remarketing List NEW!• Bid Adjustment

• Ad Group (Existing record)• Targeting Setting (Bid only | Target and bid)

NEW!

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Campaign Management API

• Retrieve existing remarketing lists• Set, get, and delete remarketing list associations. • Set bid adjustment for an associated remarketing list.

Note: Bing Ads will not apply any bid adjustment until the applicable remarketing list has at least 1,000 users.

• Set targeting setting for each ad group (Bid only | Target and bid)

Service Operations: NEW! • GetRemarketingLists • SetAdGroupRemarketingListAssociations• GetAdGroupRemarketingListAssociations• DeleteAdGroupRemarketingListAssociations

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Native Ads

Ginny Sandhu

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Get High Quality Traffic with Native Ads on MSN• Available to advertisers since last year• Vast majority of advertisers opted in to native ads• Native currently on pace to deliver 200K conversions – UET

tracking• ROI similar to search with smart pricing

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Native Ad ControlsCustom Ads

Bulk API – Text Ad record• Ad Format Preference

column• Values – Native and All

Campaign Management API – TextAd Data Object

• Use NativePreference key within the ForwardCompatibilityMap element of an Ad

• Values – True and False

Native Bid Modifier

Campaign Management API – Campaign Data Object

• Use NativeBidAdjustment element to set the bid modifier value

• Values range from -100% to 900%

Bulk API – Campaign record• Use the Bid Adjustment

column to set the bid modifier value

• Values are -100% to 900%

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Ad ExtensionsStructured Snippets

Joseph Damiani

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Showcase your Products and Services• Structured Snippets tell customers more about your

business

• They appear beneath an ad’s text, alongside other extensions

• One SS per ad - serves on PC, Tablet, and Mobile (post GA)

• Targeting pilot in Q3, General Availability in Q4

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Shared Budgets

Juan Carlos Ousset

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What are Shared Budgets?

• An equivalent to Google’s AdWords offering related to sharing a budget across campaigns.

• Allow advertisers to set a single daily budget to be used by a defined group of campaigns within an account.

Shared Budgets Benefits

• Have a single budget that can be used by all campaigns under or by a subgroup of campaigns under an account.

• Reduce time spent manually calculating how to allocate budget individually amongst a significant number of campaigns.

• Optimize your unutilized budget by having Bing Ads automatically allocate remaining budget to campaigns that are performing better .

Scheduled to pilot in Q3 2016. GA Q4 2016 depending on pilot results.

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Element Description Add Update

BudgetId Identifier for a shared budget that a campaign is or will be associated to. If thevalue of SharedBudgetId is not NULL then it means this campaign is us-ing a sharedbudget. In order to clear a BudgetId ‘0’ needs to be passed.

Note: BudgetId is not returned by default. To fetch this element you need to set an optional request element in the get calls. This is to avoid a breaking change.

Optional Optional

DailyBudget or MonthlyBudget

Note: MonthlyBudget iscurrently only supported forunshared budgets.

Budget amount for a campaign.

Note: The budget amount is always returned regardless of the cam-paign beingpart of a Shared Budget or not. This is to avoid a breaking change. When acampaign is associated to a Shared Budget the amount returned is that of theShared Budget.

Note: If you try to update the budget amount of a campaign that has a SharedBudget, the service will return the CampaignServiceCannotUpdate-SharedBudget error code

Read-only Read-only

Campaign

Element Description Add Update

Id Identifier for the shared budget Read-only Required

Amount Amount for the shared budget Required Optional

Name Name given to the shared budget Required Optional

BudgetType Delivery method: DailyBudgetAccelerated or DailyBudgetStandard Required Optional

Budget object

Changes to Campaign Object and Introduction of Budget Object

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Bulk Schema Changes

Column Header Description Add Update

Budget Id Identifier for a shared budget that a campaign is or will be associated to. If thevalue of BudgetId is not NULL then it means this campaign is using a sharedbudget. In order to clear a BudgetId ‘0’ needs to be passed.

Op-tional

Optional

Budget Name Name of the shared Budget Op-tional

Optional

Budget Amount Existing column

If you try to update the budget amount of a campaign that has a Shared Budget, the service will return the CampaignServiceCanno-tUpdateSharedBudget error code.

Op-tional

Optional

Campaign row

Column Header Description Add Up-date

Budget Id Identifier for the shared budget Read only

Read only

Budget Name Unique budget name Required Optional

Budget If you try to update the budget amount of a campaign that has a Shared Budget, the service will return the CampaignServiceCannotUpdateSharedBud-geterror code.

Required Optional

Budget Type Delivery method: standard or accelerated Required Optional

Budget row

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Deprecation of Monthly Budgets

• For shared budgets the monthly budget type is not supported.• BudgetType element will only allow DailyBudgetAccelerated or

DailyBudgetStandard• The MonthlyBudget element of a Campaign is not supported

• For campaign level assigned budgets, we plan to stop supporting monthly budgets in 2017.• Moving campaign budgets to daily budget is encouraged before

monthly budgets are deprecated.• There will be a forced migration next calendar year where all monthly

budgets will be rationalized as daily in parallel with the monthly budget deprecation.• The potential formula to calculate daily budgets is: Monthly

budget amount / 30.4• If the result of division falls below the minimum campaign

budget, the budget will be set to the minimum.

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App Install Ads

Lindsey Patterson

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App Install AdsAdvertise your app to drive more app downloads & new customer engagement

• App Install Ads send clicks directly to app stores, rather than websites

• No display URL necessary• Easily import existing App Install Ads from Google AdWords• Will deliver on mobile and tablet devices• Supports apps available on Apple App Store & Google Play Store• SDK is available and MSDN documented with API v10 • Pilot starting early Q3 2016 for Upgraded URL + App

Extension customers

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Ad Extension scheduling

Lindsey Patterson

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Ad Extension SchedulingOptimize ad extension engagement by controlling the delivery schedule

• Set delivery eligibility schedule for each ad extension• Advertisers can control:

• Start/end dates• Days of the week• Select hours of the day

• Apply these settings to searcher time zone or account time zone

• MSDN to be updated with details in July.• Pilot to start Q3 2016

*Sitelinks upgrade required to access sitelinks scheduling– see Sitelink Extensions Remodel for more info .

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Sitelink Extensionsremodel

Lindsey Patterson

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Sitelink Extension Remodel Today:

• Sitelink Extensions contain up to ten (10) Sitelink items • Only one (1) Sitelink Extension can be associated to a campaign/ad group.

Change Coming: • Sitelink Extensions contain only one (1) Sitelink item• Up to twenty (20) Sitelink Extensions can be associated to a campaign/ad group.

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API Impact:• Customer migrations will be required to use the new Sitelinks

model• API partners will need to include two new v10 API components

(1) GetAccountMigrationStatuses (2) New sitelinks model• MSDN and SDK to be updated and available in early Q3 2016

Migration Overview:•Bing Ads will manage customer migrations•Bing Ads will coordinate with API partners to preserve customer experience•Performance data and existing associations will be preserved•Earliest migrations to start September 2016 •Migrations will be paused Oct – Dec for holidays

Sitelink Extension Remodel - Transition

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API V9 sunset

Eric Urban

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API V9 Sunset

Most Version 9 Services will Sunset on June 30th

• Ad Intelligence• Bulk• Campaign Management• Optimizer

You must upgrade to version 10 by June 30th. For details on what has changed in version 10, see Migrating from Bing Ads API Version 9 to Version 10. If you have any questions, please feel free to contact support or post something in the Bing Ads API developer forum.

Version 9 Services that will remain in place• Customer Billing• Customer Management• Reporting

Later this summer we will announce details about the upgrade path for those services.

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Expanded Text Ads

Jamie Chung

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Expanded Text AdsTimelines: • Late June 2016 – Expanded Text Ads API Call• July 2016 – API Sandbox endpoints are live (SOAP + Bulk) Must knows:• New Ad Type ID / ENUM / Bulk Row Type• Minimal Reporting API changes to maximize backwards compatibility• Upgraded URLs recommended for easiest transition and adoption

Element Description Add Update

Title Part1 First part of the title element of the ExpandedTextAd object. Re-quired

Optional

Title Part2 Second part of the title element of the ExpandedTextAd object. Re-quired

Optional

Text Text element of the ExpandedTextAd object. Re-quired

Optional

Path1 First part of the path for the displayed URL of the ExpandedTextAd object. Re-quired

Optional

Path2 Second part of the path for the displayed URL of the ExpandedTextAd ob-ject.

Re-quired

Optional

Final Url / Final Mobile Url

Landing page / mobile landing page URL element of the ExpandedTextAd object.

Re-quired

Optional

Draft Expanded Text Ads Bulk Schema (inherits most elements from Ad object)

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As a result of what I learned on the webinar, it is likely that I, or my team, will adopt one or more of these API features once they are available .

Poll Question

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Q A

ResourcesBing Ads API Developer SiteBing Ads API Blog

API V9 SunsetShared Budgets

MSDN ForumsBing Ads API SandboxBing Ads BlogBing Ads Platform Health BlogBing Ads API YouTube ChannelMSDN Library

App Install Ad (Bulk)AppInstallAd (Campaign

Management)

Want more information? Email BingAdsApi@microsoft.com to be added to the monthly and quarterly email distribution list.

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Additional Questions? Don’t be shy.

Email: bingads-pilots@microsoft.com

#AskBingAdsUser Voice

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Thank you!