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Why Bing’s new campaign planner is much better than Google’s keyword planner

By   /  October 28, 2014  /  6 Comments

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.

More about the new tool can be found in this Search Engine Land article or via Bing’s press release.

About the author

I'm an avid reader of stuff and devour information of all kind. For the past four years, I've been pursuing my passion for writing. When I'm not reading or writing, you'll find me knitting. Follow me on twitter: @MarilynMaupinTS


  1. Bastien says:

    Thanks a lot for this post. I'm going to have a more deeper look to Bing to understand my market. The problem in France is that Google has 95% of the search market. So Bing's data won't maybe be accurate.

    • Chris says:

      Google does has much of the search market almost everywhere. The good thing with Bing’s tool is that will give you an idea about your competitors performance. For example for me, knowing the average CTR of an ad for a particular keyword can tell me what to shoot for.

    • Marilyn Maupin says:

      Bing is still lagging behind Google in most ways, but I think if nothing else, the competitor data is interesting. Even if it isn’t entirely accurate, a few minutes looking at who’s leading on Bing may help you figure out who and what to emulate.

  2. Assaker Kim says:

    Mrs. Maupin,

    I am student at the ULB and I am writing a thesis about SEA (in particular the comparison between Google AdWords and Bing Ads)

    Would it be possible to ask you a few questions by e-mail?

    best regards,
    Kim Assaker

    • admin says:

      Hello Kim, I can help you with that (Marilyn and I work together). Are you referring to ULB as in “Université Libre de Bruxelles”?

      • Kim Assaker says:

        Yes Université Libre de Bruxelles !

        For my master thesis I have a to do a case study analyzing 3 entreprises, working in the same fields, using Bing Ads and Google Adwords for their online marketing campaigns.

        Do you have any suggestions concerning the fields I should analyze?

        Also, could I have your email adress? It would be simpler to discuss through email.

        Thank you very much,



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