[Rant] Bing Ads is actively misleading performance numbers

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  • SEO
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If this is in the wrong place, I apologize, but I couldn't find a place for rants/complaints.

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.
#actively #ads #bing #misleading #misleading or deception #numbers #performance #rant #roas
  • Profile picture of the author satrap
    I know what I am about to say is kind of laughable, but thats the first thing that came to my mind after reading the OP.

    Somehow it feels like Google is taking note of many webmasters moving towards Bing ads and is trying to get them back, lol.
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  • Profile picture of the author FBGuruWA
    How is Google getting them back? This has nothing to do with Google, it's entirely internal to Bing, and I just recalculated everything with an accurate ROAS. It's just a pain in the ass, and misleading.
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