Bing is somewhat like the store brand version of an advertising platform, but the generic version may have the upper hand in the particular instance. Campaign Planner is similar to the Keyword Planner in AdWords, only it’s much, much better. Bing’s planner is part budgeting tool, part competitive analysis and part tracking tool. (For all I know, it can julienne fries as well.)
It’s head and shoulders above AdWords tool in terms of both ease of use and the data it provides. Not only can you see search volume for keywords, including impressions and average CPC, you can also see the CPC for different ad positions (best, top of page and sidebar) and different platforms (desktop, tablet and smartphone).
However, the competitive analysis is where this tool really shines. Search Engine Land used Bing’s Campaign Planner to do a competitive search on Pet Dishes & Feeders, which can be seen in the image below.
The competitive analysis lets you see who the top 10 advertisers are for a particular category as well as their share and how frequently their ads end up in the best position, at the top of the page or on the sidebar. Granted, this is not nearly as in depth as a lot of other spy on your competition tools, but as a built in widget, it’s definitely nifty and useful.
Finally, you can track the top performing keywords for particular groups, as well as seeing their CTR, search volume on different platforms and CPC. What’s also interesting is that Bing shows the change in search volume, up or down. Also, if you click on a keyword, you can see what the CTR and CPC is depending on broad, phrase or exact keyword matches.
Ultimately, with a bit of time and effort, you could probably wangle most of the information Bing is providing through their Campaign Planner tool out of AdWords’ Keyword Planner. However, the GUI and ease of use offered by Bing’s tool serves to highlight just how awful AdWords’ planning tool really is.