Bing Ads recently shared the new and upcoming features in their API product roadmap. Here's the presentation of their Quarterly Call held in February 2016. Moderated by Tiffany Sanders, the brief was demonstrated by Bing's program managers Kalyan Nanduru, Jamie Chung and Neha Mohan. Hear them talk about Upgraded URLs, App Install Ads, Image Extensions and more. View the transcript here: http://www.karooya.com/blog/bingads-api-quarterly-call/

1. Quarterly
API Call
Bing Ads API Product
Roadmap
Kalyan Nanduru, Senior Program Manager

2. Presenters
2Feb 2016 Quarterly API Call
Tiffany Sanders
API Partners
Operations Program Manager
Kalyan Nanduru
Principal Program Manger
Bing Ads API
Joseph Damiani
Program Manager
Callout Extensions
Review Extensions
Jamie Chung
Program Manager
Upgraded URLs
App Install Ads
Image Extensions
Neha Mohan
Senior Program Manager
Product Ads
Bing Shopping Campaigns
Tareq Humphrey
Technical Account Manager

3. Agenda
• Introduction
• Upgraded URLs
• App Install Ads
• Image Extensions
• Call Out Extensions/Review Extensions
• Upgrade PA to BSC
• API V10 and V9 Deprecation plans
• Q&A
• Resources
Feb 2016 Quarterly API Call 3

4. Upgraded URLs
Faster and more efficient
URL management

5. Current situation
Currently you use Destination URLs to track
important information about your ads such as the
keyword that triggered a conversion.
All of this information is captured in a single URL
combining your landing page URL along with
tracking information.
And anytime you want to update your tracking
information, your ad stops running because your
entire Destination URL needs to be re-reviewed
and approved.
Lost time equals lost conversions.
5
http://landingpage+trackinginfo
Destination URL field:
Feb 2016 Quarterly API Call

6. Introducing Upgraded URLs
With Upgraded URLs, we are improving the way
you manage your ad tracking.
There will be two separate fields for Upgraded
URLs:
1. Final URL – Your landing page URL or where
you are sending your customers
2. Shared Tracking Template – This contains your
tracking information
Now you will be able to update your tracking
information in a single location, at scale.
Among other benefits…
6
http://landingpage+trackinginfo
Destination URL field:
http://landingpage
Upgraded URL fields:
trackinginfo
Final URL Shared tracking template
Feb 2016 Quarterly API Call

7. More efficient tracking
management
You can now manage your tracking information
from the account level using shared tracking
templates and have that change cascade
downward.
Make one update and then quickly and easily apply
that change across your entire account, campaign
or ad group.
You can of course still choose to manage tracking
at the individual level using keyword, ad or Sitelink
level templates.
7
Account
Campaign
Ad Group
Shared Tracking
Template
Shared Tracking
Template
Shared Tracking
Template
Shared Tracking
Template
Shared Tracking
Template
Shared Tracking
Template
Shared Tracking
Template
Campaign
Ad Group Ad Group Ad Group
Feb 2016 Quarterly API Call

8. Less down time,
less hassle
With Destination URLs, any time you made a
change to your tracking information your ads
would stop running while they were re-reviewed.*
Lost time means lost conversions.
With Upgraded URLs, your ads keep on running
when you make adjustments using the shared
tracking templates.
8
*Updates made directly to Keyword, Sitelink and Ad level tracking templates will trigger an editorial review
Feb 2016 Quarterly API Call

9. App Install Ads
Drive more people to
install your app

10. Drive more people to
install your app
• Direct customers to App Stores instead of
website landing pages
• Apps from iOS + Android + Windows
• Easily import existing App Install Ads from
Google AdWords
• Shown primarily on mobile + tablet devices
• Pilot soon available for Upgraded URL + App
Extension customers
10Feb 2016 Quarterly API Call

11. Easily track app installs as
conversions
• Setup once and forget about it later
• Makes reporting easier
• More partner integrations coming soon
11
Bing Ads Certified Partners
Feb 2016 Quarterly API Call

12. Image Extensions
Make your ads stand out
more with image visuals

13. Make your ads stand out
even more
• Direct customers to different landing pages
based on what image is clicked
• Decorate with description and display text
• Up to six images per campaign, one picked at
time of delivery
• Use existing ad extension reports
• Available world wide on all devices
13Feb 2016 Quarterly API Call
Learn more about how to use Image Extensions in the
Bing Ads API

14. Feb 2016 Quarterly API Call 14
Callout
Extensions

15. Showcase what makes
your business unique
• Products, services, deals, promotions,
whatever
• Up to 4 callouts per ad
• Appears below an ad’s text, alongside other
ad extensions
• Serve in all single-byte markets, mainline +
sidebar ads, PC + tablet, Bing O&O only
• Callout text is not clickable, shouldn’t
duplicate anything already in the ad / ad text
15Feb 2016 Quarterly API Call

16. Review
Extensions
16Feb 2016 Quarterly API Call

17. Let the world know what
others are saying
• Highlight trusted third-party reviews in
your search ads
• One review per ad, reviews serve alongside
other ad extensions
• Appears below an ad’s text, alongside other
ad extensions
• Serve in all single-byte markets, mainline +
sidebar ads, PC + tablet, Bing O&O only
• Clicks on the review link are free!
17
Clickable link to a
trusted third-party
review source
Feb 2016 Quarterly API Call

18. Upgrading
Product Ads
to Bing Shopping
Campaigns
18Feb 2016 Quarterly API Call

19. Transitioning Product Ad Campaigns to
Bing Shopping Campaigns
19
Feb 2016 Quarterly API Call
• Phase I : Feb 1st week
o No new Product Ad Extension creation would be
allowed. All new campaigns must leverage Bing
Shopping Campaigns
• Phase 2 : March 1st week
o Automatic Transition of all active Product Ad
Campaigns to Bing Shopping Campaigns
o No edits /updates / addition to any Product Ad
Campaign entities would be allowed
• Phase 3 : April 1st week
o Stop delivery of all Product Ad Campaigns
Error :
Unsupported operations will return the following error code
CampaignServiceProductListingAdPilotNotEnabledForCustomer

20. BSC
Transitioning Product Ad Campaigns
to Bing Shopping Campaigns
20Feb 2016 Quarterly API Call
Best Practices:
• Recommendation is to transition to BSC manually
prior to automatic transition .
• Delete all PA campaigns if corresponding BSC
have been created to avoid duplication – as all
active / paused PA campaigns will be transitioned
• Review your new Bing Shopping Campaigns
product groups to make sure they have matching
offers.
• If your campaigns do undergo the automatic
transition, ensure that your feeds are updated as
well as noted in the mapping table.
Mapping Table for campaign filters and Product
Group [ Old PA attributes mapped to BSC attributes
as part of auto upgrade ]
You'll find instructions for using Bing Shopping
Campaigns via the API over on MSDN

21. API V10 and V9
Deprecation 21Feb 2016 Quarterly API Call

22. API versions and sunset
plans
22Feb 2016 Quarterly API Call
• v10 of campaign, Bulk and Ad Insights APIs were
released in Oct, 2015. V9 of these services will be
sunset by end of Q2 CY16.
• For all other services, we will skip v10 and do a joint
v11 (later this year/early next) along with updates to
Campaign, Bulk and Ad Insights.
• Note that we will have some feature releases
between now and v11 that we will ship as v10 or v9
refreshes.
Component Current Versions v9 Sunset
Campaign Management V10, V9 End of Q2 CY16
Bulk V10, V9 End of Q2 CY16
Ad Insights V10 N/A
Ad Intelligence V9 End of Q2 CY16
Optimizer service V9 End of Q2 CY16
Reporting V9 N/A
Customer Management V9 N/A
Customer Billing V9 N/A
To learn more about the Bing Ads Client library, check out our MSDN documentation.
Start maximizing your productivity and performance today with V10 API.
To learn more about the migration process from V9 to V10, check out our API migration guide.

23. Q&A
23Feb 2016 Quarterly API Call

24. Resources
24Feb 2016 Quarterly API Call

25. Resources
25Feb 2016 Quarterly API Call
Bing Ads API Developer Site
Bing Ads API Blog
MSDN Forums
Bing Ads API Sandbox
Bing Ads Blog
Bing Ads Platform Health Blog
Want more information? Email
Bingadsapi@microsoft.com to be added to
the monthly and quarterly email distribution
list.

26. Upgraded URLs
26Feb 2016 Quarterly API Call
Pilot availability for API testing accounts: March 2016
Upgraded URLs currently only supported with:
• Text Ads
• Keywords
• Sitelink Extensions
• App Install Ads
Support for other entities coming soon.
Contact bingads-pilots@microsoft.com for questions
about Upgraded URLs or pilot enablement.

27. App Install Ads
27Feb 2016 Quarterly API Call
Pilot availability for API testing accounts: April 2016
Contact bingads-pilots@microsoft.com for questions
about App Install Ads or pilot enablement.

28. Image Extensions
28Feb 2016 Quarterly API Call
Available today to all customers.
Contact bingads-feedback@microsoft.com for questions
or to provide feedback on Image Extensions.
Learn more about Image Extensions

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product names are or may be registered trademarks and/or trademarks in the U.S.
and/or other countries.
The information herein is for informational purposes only and represents the current
view of Microsoft Corporation as of the date of this presentation.
Because Microsoft must respond to changing market conditions, it should not
be interpreted as a commitment on the part of Microsoft, and Microsoft cannot
guarantee the accuracy of any information provided after the date
of this presentation.
Microsoft MAKES NO WARRANTIES–EXPRESS, IMPLIED, OR STATUTORY–
REGARDING THEI NFORMATION IN THIS PRESENTATION.