[Rant] Bing Ads is actively misleading performance numbers
- SEO |
Bing Ads is a strong piece of my business. It's nowhere near Google, but it contributes. In the last month, I've noticed that ROAS's over there are out of control. I didn't trust them, so I used CPA to judge performance. Well, today, I got so many "performance alerts" about high ROAS campaigns that I went and figured it out. First of all, Bing reports ROAS in a unique way - percent ROAS (so Revenue/Spend * 100). However, they don't add a % sign to the number, which is misleading at best (since everyone else reports it as Rev/Spend, so you see a dollars generated per dollar spent rate). Fine, I set up a filter. However, they go beyond this. In their totals column, their ROAS is simply each line item summed together. This works for counting stats, but rates need to be recalculated, as a ROAS of 0 is terrible performance. By summing ROAS's, Bing deliberately excludes all spend on line items with a ROAS of 0, resulting in the insanity of seeing a ROAS of over 16,000, despite generating less revenue than spend in one extreme case.
Anyway, I've contacted my Bing rep and let her know that this is unacceptable. I hope many of you check your performance, and do the same.
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satrap -
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FBGuruWA -
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