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Bing Ads API Quarterly Call – May 2018

Bing Ads API Quarterly Call – May 2018

>>All right. We’re live. Hello everyone and
thank you for joining the Bing Ads API
quarterly webcast. We’re excited to share with you, what’s new and upcoming on the Bing Ads API product roadmap. Our goal at this webcast is to make sure that
you walk away with a clear understanding
of the benefits of newly released features
and to provide you with the resources
to support adoption. Now before we begin, I’ll briefly review
our webcast console. You’ll see that it’s
customizable on your site, where you can click the content
widgets on your screen, move them around and resize them. You can expand your slide area by clicking on the maximize icon, or by dragging
the bottom right corner. We recommend, if you can, to leave the widget as they are so you have the ability to see all of the resources
at the same time. We’re providing live captioning, you’ll see the word
scrolling below. You’ll also see a resource list on the right side of the screen. The presentation is
available to download and there are links to topics
that you’ll find helpful. For Q&A, please feel free
to input your questions in the left hand widget as
you have them and we’ll answer as many as we can
at the end of the webcast. Last, housekeeping
items, we would love for you to participate in our survey at the end of this webcast, so that we can improve
in any way possible. I’d now like to introduce
you to our amazing PMs so they’ll be presenting
their features to you today. As for myself, my name is
Andrew Jenkins and I will be your host on a Business PM working on the API
Partner Business Teams. Sabeshan Iyer is in charge
of our Bing Ads API product, which includes Ad insights, bulk, campaign management, customer management and billing, reporting services, and the SDK. He also works on location
and demographic targeting. Marianne Aubin is
our Accounts and Billing PM focusing on sign-in, sign up, user and
payments within Bing Ads. Haily De La Cruz works on campaign management features
such as audience Ads, automated bidding and labels. Neha Mohan, focuses on product Ads and Bing
shopping campaigns. We do also have our technical account managers in
the room who will be answering your questions live via the chat window
throughout the call today, so please be sure to
submit your question. Again, we’ll set
aside some time at the end of the call for Q&A. Please note, that many of
the features discussed in today’s call are either in early planning or pilot phases, dates and information
are subject to change. With that, let’s take
a look at our agenda. Today we’ll be covering
the API v12 Release, API v11 Sunset, the API
Status Dashboard, SDK Updates, Corporate
Authentication, MSA Migration,
the Microsoft Audience Network and Bing
Shopping Campaigns. I will now turn it over to
Sabeshan where he will kick things off with API v12 Release.>>Thanks, Andrew.
We’re glad to now set the API v12 is now available to all customers.
Next slide, please. This release includes
new end points for all the Bing
Ads API Services, Ads insights, bulk,
campaign management, customer billing, customer
management and reporting. So all the key updates we included in this release
are access to accounts associated with
multiple consolidated users with a single set of credentials, ability to specify time zone
in all reporting requests, ability to generate
more accurate keyword and position estimates by
specifying location options, and consistency in
ISO currency codes and time zone values
across all services. For a full list of updates and changes in this
version of API, please refer to all
of the [inaudible]. Also please note that
the current release of SDK also supports the API
v12. Next, please. So up next, I’ll be sharing
details on API v11 Sunset. So the release of API v12, API v11 is not replicated and it will soon set on October 31st. Please note that after that date, you’ll no longer be able to make calls to API v11 endpoints and you can only call v12
endpoints at the time. Also note that after the
date technical support, SDK and documentation
support will all cease. We also have no plans for
whitelisting for v11 access, so we strongly encourage
you to migrate your code to API v12 in order to have API access to the
Bing Ads platform. Next, please. So next up, I’ll be sharing some updates on improved API Status Dashboard. Based on customer feedback, we made a number of changes
to our dashboard site, to provide faster acknowledgement
of ongoing issues, timely updates on
issue status and resolution, as well as overall
status display. We also made some improvements to the dashboard
interface to enhance usability and to make sure the information pointed
there will be accessible. You now have the
ability to filter historical issues
by area or by date, and that way you also have more choices for subscribing
to our RSS feed. So up next, I’ll be sharing updates on our
latest SDK release. This release includes
support for API v12, as I mentioned before, so you can start
migrating immediately. A major enhancement that we
introduced with this release, which is also based on customer feedback is adding
support for.NET Standard 2.0. So if you have.NET Core 2.0, you may use our new.NET
SDK without any issues. For other customers who
are on.NET Framework, you’ll need to be on version 4.6.1 or above to use the SDK. We also made the service
solution parameter required in the Python SDK to
make it easier to migrate to future
versions of API. Java users will need to be on Java 8 at a minimum
to access Java SDK. Finally, this release
only supports TLS1.2, so if you’re still using older versions of
TLS for some reason, you’ll need to upgrade
your code for that. Coming up next, we have Marianne, who’ll talk about work or school authentication.
Over to you, Marianne.>>Thank you, Sabeshan
for the introduction. I’m excited to talk today about a new authentication
type that will be debuting in Bing Ads and that is work or school
authentication. So what is work or
school authentication? Well, for us, we’re integrating with Azure Active Directory, otherwise also referred
to an Azure AD. This is an identity
management service for organization that
helps them manage user identities and create intelligence-driven
access policies to secure access to various sets. Many large companies used
Azure AD to manage their users, the services that they can access and how they
can access them. Now, how is it different from today’s authentication
in Bing Ads? Well, Microsoft as a whole supports two types of identities, so you have the idea
of personal accounts, also doomed Microsoft’s
accounts or work or school accounts which are Azure Active Directory
associated accounts. Personal accounts on Microsoft’s personal
identity solutions, they are meant for personal use
and they do leverage the latest technology and multi-factor authentication for detection and
security algorithms. Work or school accounts
on the other hand, Microsoft’s corporate
identity solutions, these are meant for
professional use. They leverage exactly the
same latest technology in multi-factor authentication for code detection and
security algorithms, but they have
this added layer that organizations can then
govern these identities, and how to centralize
control over which uses in their organization to leverage these work or school account. So here’s an example of
what this might look like. As you can see there’s a single
authentication endpoint, where I or any other user
would enter my email address, and from there you
would either be directed to the regular
personal NSA experience, which we have throughout
Bing Ads today, or to this new
experience which is personalized to your company and has been set up by
one of the IT Admins. The cool thing about
this page two is that it can be personalized by
each organization, set for [inaudible]
so they can put their own brand they have and they can also include a different
authentication types. For example they can, say, you can either verify with
a username and password, or you can verify by phone, or you have to use both, depending on who you are, or where are you accessing from, or even what service
you’re accessing. So, you’re getting huge amount
of flexibility and personalization acts on
organizational level when it comes to work or
school authentication. So today Bing Ads only have support for
Microsoft accounts, these personal accounts that
I was mentioning earlier. We are really excited to
integrate with Azure AD to give organizations
greater control over who can access to your account. This is something
we’ve heard from many organizations
that they would love if we started to support. As to when employees
leave an organization, their access to that
organizational Bing Ads users will be automatically removed. That’s, for sure,
a big thing that we’ve been hearing from
organizational users. With work or school
authentication, companies will be
able to govern how you lose access to
Bing Ads accounts, and set of rules for access. For example, I can go, as you told us they want
employees have to use multi-factor authentication
specifically to use Bing Ads but not
to use [inaudible]. For example, you get
that level of granularity. So, what will we learn this year? New users will be able to
sign up for Bing Ads directly with their work credentials if their organization uses Azure AD. No more need to create a MSA
or a personal account, you can use your preexisting
organizational accounts to access Bing ADs. Existing users who’s
organization uses Azure AD will be able to switch to using their work
or school credentials. So, just because you’re using a personal Microsoft
account today, does not bar you from putting that over to a work
or school credential. Organizations will also be able to enforce that
all of the users on their accounts have to authenticate with their work
or school credentials. Lastly, organizations
will be able to enforce how users
authenticate with things, for example, with
two-factor authentication. Now, what does this
mean for the API? So, to authenticate work
or school credentials, technical partners will need to integrate with
a converged endpoint that enables authentication for both personal and work
or school credentials. That’s the screen that
I was showing earlier. Now, we don’t have
an exact timeframe yet but look out for a blog post from us to announce
that the new end point is officially
available for testing. We’re making sure that
this change will be compatible with both v11 and v12. So, the second update
that I have today is regarding the MSA migration
which is currently ongoing. This is the process of
migrating all our users from a username password combination to a Microsoft account now. This migration is
now well underway, the web UI forced migration launched for all in
May and this does not impact access to the API using managed
credentials for now. The sunset of managed credentials in the API has been officially announced and will be enforced as of the first of
August this year. For the smoothest
migration experience, we do encourage you to migrate
onto v12 by this timeline. That’s it for today from me, I’ll pass the reins
over to Haily who’ll be covering the Microsoft
Audience Network.>>Thank you Marianne. So,
I’m Haley and I’m here to talk about hopefully
for the first time for many of you to
introduce you to the new Microsoft
Audience Network, but what is it? Why should you advertise on it? There are four top reasons that you should participate
in the new Audience Network. First and foremost, it’s a smarter way to reach
your ideal customers. You can target
the right customers by combining a rich set of intense signals with high-quality user profile
attributes and more. In this new network, you can continue to leverage
powerful audience targeting, such as remarketing and
in-market audiences. Furthermore, we are introducing new professional
profile targeting based on Linkedin
professional profiles. Second, the Microsoft
Audience Network has massive reach
that you can trust. With audience ads you can reach hundreds of millions of people through the sites
that are brand safe, including MSN, Outlook, and more. Third, the Microsoft
Audience Network provides native
experiences that perform, our high-quality ad placements and high-quality native ads formats naturally blend into
the core user experience and regularly outperform
traditional display advertising. Microsoft Audience ads have
seen a 40 percent greater click-through rate
than the native ads and the three average
click-through rate. Fourth, the Microsoft
Audience Network provides boosted performance using
artificial intelligence. Beneath the hood the Microsoft
Audience Network is using artificial intelligence
and machine learning for ads selection, relevancy matching, as
well as pricing, click, and conversion
prediction, so that we can deliver you the best
return on investments. Audience ads are already
live today on MSN, Outlook, and Microsoft
Edge Web browser. Work is currently underway
to expand to new publishers, and this is a preview
of what many of these ads look like. So how do you get
started? There are two ways that you can participate in the
Microsoft Audience Network. First, is for convenience. You can easily set extend your search campaigns to be
enabled for audience ads. This option is available for search advertisers
looking to capture more high-quality clicks and
conversions that are native. Second, you can build
new audience campaigns. This is a new campaign
type that we are currently developing and in limited bata. This option is available
for native advertisers, who are currently managing
audiences on Facebook, Google Display Network,
and Yahoo Gemini. Let’s take a deeper look
into the first workflow, the extension of
search campaigns. By default search campaigns are opted into the Microsoft
Audience Network, for those that are in our pilot. The way that you can manage
this setting is with the “Audience ads bid
adjustment” field, which you can find at
the campaign level and at the ad group level. You can change the setting
to be anywhere between negative 90 percent
and plus 900 percent. What this does, is it
controls how you want to bid for ads that
appear on the network, and if you wanted to opt
out of the audience ad, simply set this bid adjustment
to negative 100 percent. You can manage images for these new native placements by leveraging image extension. If you’re already using images to advertise on Google
Display Network, Facebook or Yahoo Gemini, then you can still use those exact same images and our platform
will accept them. This is an example of how your ad will look like
on your Audience Network, if you’re leveraging
the expanded text ads with new image extension. As you can see, you will combine
your expanded text ads with image extensions into an ad placement that
naturally blends into the core user experience of
any publisher on the network. Best of all, there’s no new
performance reports required? The reports that
you’re pulling today, most of them should have the ad distribution column
already available. Simply add this column
to your reports and you should expect
to see two values. Search represents
performance that you’ve gotten from your search ads
on our search network, and audience
represent performance from your audience ads
on our Audience Network. So that was an overview
of the first option, new option that we are creating is a new audience campaign type. So let’s take a closer look. New audience campaign type, it will be used for both managing static image ads on an Audience Network as well as dynamic product campaigns
on the Audience Network. You can set a dynamic
product campaign on your Audience Network by setting the shopping setting
and associating a store ID from Bing Merchant
Center for this campaign. This is optional,
you can still set up an audience campaign without a store if you don’t
manage any stores. As well as with Bing
shopping campaigns today, you can also if you
do have a store, you can optionally set a product scope with the following product
condition value. So, targeting, let’s
talk about that, that’s the most exciting part. So, first and foremost, there is no concept of keyword targeting for the new
audience campaign type. Instead of focusing on
bidding on keywords, we encourage you to focus
on bidding on audiences. So, we are introducing and updating a selection of
ad group criterion types, to help you leverage audience targeting to its fullest potential on
our Audience Network. I will go into our updates
to age targeting, our brand new company targeting, update to gender targeting and brand new industry targeting, new in-market audiences, new job functions and
new product audiences. All right so, first and foremost, we are introducing three new professional targeting
ad group criterion type, company name, industry,
and job function. This allow you to
target users based on the professional profile
information that we know, but it is just based on
their LinkedIn profiles. Both Company Name and industry, allow you to
target users based on the companies that they
are currently employed in, and job function allows you
to target users based on the current category of work that they are
currently employed in. We have 26 job functions and 147 industries and we currently support 80,000
companies with more to come. For all of these three new professional
demographic dimensions, we do allow you to, you can target them, you can exclude them, and you can adjustment
bids for them, in much the same way
that you can do for audience association today. We are also expanding
the selection of in-market audiences available
for audience campaigns. The New Audience campaign
type will be able to leverage over 400
in-market audiences, which is a notable increase
from the over 170 in-market audiences that we make available for search
campaigns today. We’re also updating and
enhancing your capabilities to target on age and
gender criterion type. For audience campaign only at this time you will
be able to target, exclude, or bid differently based on unknown for age and gender. We are also introducing
the ability to exclude based on age and gender as well. That would be the most exciting
change here that we are introducing a new audience type as well, Product Audiences. Some of you may know this
as Dynamic Remarketing. A product audience is essentially a remarketing list
that allows you to target users based on the specific products that
they have interacted with. You may have
a remarketing list today that target shopping
cart abandoners. Customers who added something to the cart but did not
complete the work flow. Today the best that you can
do is target users based on the pages that they
have landed on or based on some key words in the URL. Product audiences will actually
re-target users based on the specific product ID that
they have interacted with. We support five product audiences at this time: General
visitors which allow you to target product based on people who have
visited your website. We do have Product searchers
and Product viewers, which allows you to
target people based on the products that
they’ve interacted with, either on a search experience or on just a product
listing page. We have Shopping cart abandoners
and Past buyers. Past buyers also allows
you to target based on users who have already
purchased some product. For product audiences you can, just like with other
audiences associations, you’ll be able to target, exclude and bid differently based on users membership
and meet audiences. So one last requirement
in order to make product audiences bid
successfully in Bing Ad, is that you must start
tracking Product ID and page type as part
of your UET tag. You can track these similarly to how you track customer event today by appending
the following code to your existing Tag. Note that the product ID
in this Tag must match the product ID in your Bing
Merchant Center Store. We are also expanding
the capabilities of the Ad Group target setting fields. So target setting, as many of you have seen with
audience targeting, it allows you to set
whether you want a particular dimension to be
Target and bid or bid only. Bid only makes it possible for you to evenly bid differently for different people based on their targeting dimension without limiting the reach of your ad. Target and Bid is probably
when most of you consider, the typical way to target
based on criterion type, where you only serve to people that matched target
setting associated. In Google they do compete
only observation target, if you’ve heard that before. For audience campaigns
specifically, you will be able to leverage
the target settings fields with the following
criterion type: Age, Audience, Company name, Gender, Job Function and Industry. For Audience campaign, we also
have a brand New Ad Type. We’re calling
the Responsive Ad type. The following fields
are applicable, you can see them on the screen. Most notably, there
are two headline, the long headline and normal headline which is
a further short headline. The idea of the Responsive Ad, is that you gave us the skeleton of your Ad
and we will reorganize it, we will pick and choose what
works for this Ad based on the need of placement that Ad is bidding to be a part of. The same way that you
provide two headlines where you can also provide two images, a wide image and a square image. The wide image must be
1.91:1 aspect ratio. We will also choose depending on the placement which image is best for that particular unit. Here’s some screenshots of
what these Ads will look like, similar to what you
saw earlier with the expanded text Ads
and image extension. Your long headline and
your short headline maybe used in different
contexts as here. Your square image,
your right image may be used in different
contexts depending on what is best in order
to naturally blend into the core user experience
of the publisher. Reporting is largely the same
as with search campaign. The only notable difference
is that we are introducing two new reports. One for Ages and Gender. It’s in order for you to get proper reporting on
the new unknown type, as well as the new
target setting. We are introducing a new age
and gender audience report. So if you are managing
audience campaign, this is the report that
you should use moving forward for getting
age and gender reporting. We are introducing a new Professional Demographics
Audience report. This report will contain
reporting information for all of the
LinkedIn dimension, company, industry
and job functions. If you wanted to get campaign, Adgroup,
Adlevel reporting, you will be able to
continue to leverage your existing campaign
performance report, Adgroup performance report, Adgroup performance
report and so on. Now I’m going to turn
it over to Neha, to talk about Bing
shopping campaign.>>Hi everybody, I’m Neha, I will been talking about
Bing shopping campaigns and a set of features that are upcoming into
the roadmap as soon as a few that we’ve just
recently launched. We’ve bucketed them
into segments, of course we will be talking
about annotations and extensions that we’re launching that will enhance
your shopping Ads, the multiple images
in products Ads, Free shipping and
Merchant callout, and then a few features that we have released to help with management of your
shopping campaigns as well as feeds management. The Free Shipping Annotation
for Products Ads, this has been recently released. Basically what you
will notice is, whether on your shopping ads
you will see an annotation calling out if the product is available for
free shipping or not. You’ve noticed that
this annotation when used increases the click
through rate of the Ad. As you know the shoppers
are more informed about the product they
will be purchasing. The way this feature is
released and how you can use it is via ensuring that you have a new attribute called Shipping or a Shipping column in your feed files and you have a value of zero
within that column. Zero annotates that
this particular item is available for free shipping. This column is already available, you can go through it via
Content API or you could add this column in your manual
or STP feed file uploads. Alternately, if you have a shipping policy that is applicable to your entire store, you can set this up in your Bing Merchant
Center UI as well. Next slide please.
Multiple images in Products Ads. This is currently under
development and we’re hoping to start the flight
in early June, but the data for
this particular experience that you can start sending
to us as soon as possible. The data for this can be sent to us using an
additional_ image_link of attribute in
the content API feed files or the FTP or manual
uploaded feed files. This specific column can take
up to 10 additional images. So, we will be enhancing your existing image
with the option of viewing multiple variants of the same image when
you show your ads, either in the main page or in the
shopping page as well. Again, the experience is geared towards driving more user
engagement with the ad, and having more informed users
before they click on your ad hence helping
you convert them better. The next one, please. Merchant
call-out annotations, this will be a new
image based annotation. Again, the pilot for this
will start in early June. This is going to
be based off on a specific call-out
that is unique to you or that is unique
to a merchant. Like if you have
special pricing or if you have a special royalty
program that shows your USP and you want
to highlight that, then this is something
that you could leverage. The setup on this is going
to be very similar to how you set up merchant promotions, the image which you see here
as part of this example, that is provided by the merchant
himself or provide by the advertiser themselves
and we would be approving it and using it
on your ad copies only. If there are more
questions in this, please feel free to reach out to your account teams if you want to be considered as one of the pilot
customers to this. The matching product count
and campaigns. Now, this is a very specific
new report that we have launched to help with optimizing
your shopping campaigns. This report typically shows four columns,
the product submitted, products ready to serve,
products targeted, and percentages in the
products targeted. Over time, what
typically happens is if your feeds change or churn, what you’ve noticed is
that the percentages of product being targeted
by each product group, that also changes and you could end up with
a campaign that is not really targeting
all your products the way you intended it to be. Periodically, pulling
up this report will help you monitor for that specific use case and also monitor when you
see dips in performance, this can be your go to
self diagnostic method also. You can see this data
in the UI, as well as, you can pull a report for this, as well is called
a product match count report which will show you data at the
product group level, at the ad group level, and consolidated at the
campaign level as well. Moving ahead to
the final set of features, GMC import and BMC
store via UET tags. We have been talking
about GMC import in the past couple
of course as well, this feature is not G-aid, and so if you couldn’t leverage it while
you were in pilot, we would encourage you to go
and try it out right now. This would really help
you get off your feet really quickly in setting
up shopping campaigns, as you don’t have to do
specific feed set up on Bing. You can import
your feeds directly from Google onto Bing and you can have them on scheduling
cadence as well. You could do a daily import, weekly or a monthly import and anything in between as well. It’s just a one time setup
in BMC UI and you really don’t need to do any specific
coding to set import up. The second and
a very important piece of the whole setup is
store creation via UET tags. They used to be a lot of heartache in trying to
create BMC stores via the Bing Webmaster tool as
it required some back and forth between the customers
and the webmasters. With this feature,
we’re trying to eliminate that pain point. So, if you already have UET tags with us and you have set
them up on your website, now you can use
those tags to verify your domain and we would allow store creations very
smoothly with that process. All you need to do is
just validate it UET tag and that’s about it and we would approve the store
creation process. So, that’s all in terms of wrapping up with the
shopping campaigns features. I will pass it on to Andrew to take us forward
with question and answers.>>Great, thank you
Neha. So, let’s go ahead and transition to Q&A. Give us at the moment to
pull up the questions.>>I see a couple
of questions again, feel free to submit those. Start here. Can you share when code samples will be
ready for- I understand. Eric would you mind
helping us with that?>>Hey everyone, it’s Eric. I’m on the Documentation and
SDK and Code Samples Team. We’re going to have Microsoft
Audience Network samples coming out in next week here, so keep an eye out for that. Just a plug, we released version 11.12.2 of our SDK
this last week, so in that release you can
find the both mappings, for example both responds to that unless you read and write, the response to that
both records pretty seamlessly, so keep an eye for that too.>>Of course. Thanks Eric. All right, so
the second question is, does the Ad distribution
reporting column include the audience value on v11 or is this only
available on v12? [inaudible].>>Yeah, sure. Hey everyone, this is Sabeshan for API. So just want to
clarify that in v11, we’re refering to this column
as native and then in v12, it basically is
renamed to audience. So, we actually have that
mentioned in our documentation. So, if you go to the ad
distribution report filter, that also has the same set of values that return in the column. So, you can certainly
confirm that there as well.>>Allowing a moment for
any final questions to come in. If there are none, we will go ahead and wrap up. Doesn’t look like
it. Okay. Well, I want to thank you all for joining the May edition of our Bing Ads API Webcast and thanks to each of the PMs as well for presenting your content. Everyone have
a great rest of your day.


As a current Bing Ads SEM Specialist @ MSFT, managing numerous accounts on a daily basis, I would love to help out with this.

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