You will find countless articles saying how bad the Syndicated Search Partners Network are with Bing Ads. All of these articles will tell advertisers to stay away from this network. Today, I would like to share how I found success with this network and how you can find it too! As a note, my KPI’s were to have a lower CPC and a similar CPA to traditional Bing traffic. Let’s get started!
Who are the Partners on Bing Ads?
There are hundreds if not thousands of partners. Some of the big names to know are DuckDuckGo, Amazon, MapQuest, Forbes, SwagBucks, Bloomberg, and more. There are many smaller names as well, but those are the most noticeable.
Here is an example of what your Bing Ad will look like on a partner site.
How do I opt into this network?
To make this change fast, you can use Bing Ads Editor. You need to set this network preference at the ad group level. As a note, you can select all of your ad groups and change this where it says network distribution.
As a suggestion, I would run this as a test if you are new to this network. Run this for a campaign/s that are more generic and receive a lot of traffic. A good idea is to run it for a branded campaign for your company name. If you run the test for a very specific campaign without a lot of traffic, you might not get the data needed to fully give this network a chance to succeed.
How do I Pull a Website URL Report in Bing Ads?
Head over to the Reports tab and look for Website URL (publisher) report on the left side. From there, you can change the units of time to anything you would like. Depending on the size of your business, you should wait until you have a few hundred clicks to get an idea on how things are progressing with this network. You need to have enough results to make a true decision, so I usually pull this report once a week.
One key thing to remember is to include the Networks column in this report so you can see the split in traffic from Bing, AOL, and the search partners.
How do I Read the Website URL Report?
Take all the data in Excel and immediately put it into a pivot table. Before filtering for just the partners, let’s view everything from a high level to see how this network performs in relation to AOL, Bing and Yahoo. From there, you can view the Syndicated Partners separately and view metrics like clicks and impressions. Since this is a pivot, you want to manually add calculations to this. Things that I manually add are the click-through rate, cost per acquisition, and return on ad spend if you track conversions uniquely (or if a conversion is worth the same).
This is a view of just the syndicated search partners. Scroll down a bit further to see how this performs with AOL and Bing.
With this Pivot, I can add metrics like the website URL to see how each site performs. This allows me to see what websites I should exclude from my account.
How to Exclude Websites?
Based on the excel report you viewed, you can exclude websites to serve your ads. You can do this either in the UI or Editor. I always suggest Editor as you can make changes in bulk. Head to the edit button at the top of editor and look for excluded websites. From there, you can add any websites you want to block and apply it to 1, 2, 3, or all of your campaigns if you feel that makes sense. As a better note, you can actually block certain ad groups instead of the entire campaign if it makes sense for your business.
Success with the Syndicated Partners Network in Bing Ads
So I wanted to share the success I’ve seen with this network after the steps I highlighted above. First things I notice is that my impressions dropped from 21k to around 10k or so a week. This was due to the websites I excluded. Second, my CPC as a network was much lower than AOL search and Bing + Yahoo. A lower CPC is great, but what about the CPA for the conversions I get from it? Take a look at the arrow at the picture below. After a few weeks of excluding websites, you can see I dropped from a $40 CPA to $11. This CPA is now level with AOL Search and Bing and Yahoo.
I see this network as a huge win. My time is limited everyday I come into work, so if I can be efficient with my time and show success then all is well.
The big thing I have to stress is patience with this test. Bing is not going to be your top priority every week for your business. However, I see that as a tremendous opportunity because that is the story everyone says. If you take time to create the test, exclude sites that don’t work for your business, and track the changes, I believe you will see better results than the first few weeks. If you have limited time during the week, I believe you can find 20-30 minutes on a Monday morning to pull this report, exclude sites in editor, and pull the report next Monday. Who knows, you might just have increased revenue by a few thousands dollars a month by taking out 20 minutes a week to better refine a test. That sounds pretty good to me. Does that sound good to you?