KeywordPerformanceReport
Use this report to find out which keywords are performing well and those that are not.
Columns
| Name | Type | Select requirement | Metric | Aggregate | Description |
| Summary | String | True | The report data will be aggregated by the entire specified report time. The report will not include a time period column. | ||
| Hourly | String | True | Each row of the report identifies the hour when the transaction occurred. The report data will be aggregated by each hour of the day. | ||
| Daily | Date | True | Each row of the report identifies the month, day, and year when the transaction occurred. The report data will be aggregated by each day. Each row of the report identifies the month, day, and year when the transaction occurred. The report will include a column named GregorianDate that contains the day formatted as yyyy-mm-dd. | ||
| Weekly | Date | True | Each row of the report identifies the week when the transaction occurred. The report data will be aggregated by each week. The report will include a column named WeekStartDate that contains the date of the Sunday for each week formatted as yyyy-mm-dd. | ||
| Monthly | Date | True | Each row of the report identifies the month when the transaction occurred. The report data will be aggregated by each month. The report will include a column named MonthStartDate that contains the first day of the month formatted as yyyy-mm-dd. | ||
| Yearly | Integer | True | Each row of the report identifies the year when the transaction occurred. The report data will be aggregated by each year. The report will include a column named Year that contains the year formatted as yyyy. | ||
| HourOfDay | Integer | True | Each row of the report identifies the hour of the day when the transaction occurred. The report data will be aggregated by each of the 24 hours across all days | ||
| DayOfWeek | Integer | True | Each row of the report identifies the day of the week when the transaction occurred. The report data will be aggregated by each of the seven days in a week. | ||
| AccountName | String | True | The account name. | ||
| AccountNumber | String | The Bing Ads assigned number of an account. | |||
| AccountId | Long | The Bing Ads assigned identifier of an account. | |||
| CampaignName | String | The campaign name. | |||
| CampaignId | Long | The Bing Ads assigned identifier of a campaign.. | |||
| AdGroupName | String | The ad group name. | |||
| AdGroupId | Long | The Bing Ads assigned identifier of an ad group. | |||
| Keyword | String | The keyword text. | |||
| KeywordId | Long | The Bing Ads assigned identifier of a keyword. | |||
| KeywordLabels | String | The labels applied to the keyword. | |||
| AdId | Long | Ad Id | |||
| AdType | String | The ad type. | |||
| DestinationUrl | String | The destination URL attribute of the ad, keyword, or ad group criterion. | |||
| CurrentMaxCpc | String | The maximum cost per click bid that was in effect at the time the report was generated. It is not a moving historical bid throughout the report time period. | |||
| CurrencyCode | String | The account currency type. | |||
| AdDistribution | String | The ad distribution attribute of an ad group. | |||
| FinalUrl | String | The Final URL of the ad, keyword, or criterion. | |||
| FinalMobileUrl | String | The Final Mobile URL of the ad, keyword, or criterion. | |||
| FinalAppUrl | String | Reserved for future use. | |||
| FirstPageBid | Decimal | Based on your campaign performance and marketplace dynamics, this estimate is the bid amount that Bing Ads calculates for your ad to be placed on the first page in the search results. | |||
| Mainline1Bid | Decimal | Based on your campaign performance and marketplace dynamics, this estimate is the bid amount that Bing Ads calculates will place your ad at the top of search results. | |||
| MainlineBid | Decimal | Based on your campaign performance and marketplace dynamics, this estimate is the bid amount that Bing Ads calculates for your ad to be placed on the first page in the search results. | |||
| BidMatchType | String | The keyword bid match type. This can be different from the DeliveredMatchType column, for example if you bid on a broad match and the search term was an exact match. | |||
| BidStrategyType | String | The bid strategy type. Possible values include EnhancedCpc, ManualCpc, MaxClicks, MaxConversions, and TargetCpa. If the InheritFromParent strategy type is used, the report will include the inherited bid strategy type e.g., one of the supported values listed above. | |||
| AccountStatus | String | The account status. | |||
| AdGroupStatus | String | The ad group status. | |||
| CampaignStatus | String | The campaign status. | |||
| TrackingTemplate | String | The current tracking template for the ad group. | |||
| CustomParameters | String | The current set of custom parameters for the campaign. | |||
| DeviceType | String | The device name attribute of a device OS target bid. The type of device which showed ads. The possible values include Computer, Smartphone, Tablet, and Unknown. | |||
| Language | String | The ad group language. | |||
| Network | String | The current network setting of an ad group. | |||
| TopVsOther | String | The report will include a column that indicates whether the ad impression appeared in a top position or elsewhere. | |||
| DeviceOS | String | The operating system of the device reported in the DeviceType column. | |||
| DeliveredMatchType | String | The match type used to deliver an ad. This can be different from the BidMatchType column, for example if you bid on a broad match and the search term was an exact match. | |||
| KeywordStatus | String | The keyword status. | |||
| Goal | String | The goal name. | |||
| GoalType | String | The goal type. Possible values include AppInstall, Duration, Event, InStoreTransaction, OfflineConversion, PagesViewedPerVisit, and Url. | |||
| Impressions | Integer | True | The number of times an ad has been displayed on search results pages. Without impressions there are no clicks or conversions. | ||
| Clicks | Integer | True | Clicks are what you pay for. Clicks typically include a customer clicking an ad on a search results page or on a website on the search network. Clicks can also come from other sources (for example, spiders, robots, and test servers). | ||
| Ctr | Double | True | The click-through rate (CTR) is the number of times an ad was clicked, divided by the number of times the ad was shown (impressions). For example, if your ads got 50 clicks given 2,348 impressions, your CTR is 2.13 (%). | ||
| AverageCpc | Double | True | The average cost per click (CPC). The total cost of all clicks on an ad divided by the number of clicks. This is the average amount you're actually charged each time your ad is clicked. For example, if you paid a total of 48.35 for 300 clicks, your average CPC is 0.16. | ||
| Spend | Double | True | The cost per click (CPC) summed for each click. | ||
| AveragePosition | Double | True | The average position of the ad on a webpage. | ||
| Conversions | Integer | True | The number of conversions. A conversion is the completion of an action by a customer after viewing your ad. The action could be purchasing your product, registering for your webinar, joining an organization, or whatever you consider your goal and best measure of the ad's success | ||
| ConversionRate | Double | True | The conversion rate as a percentage. The number of conversions, divided by the total number of clicks. For example, if the ads in your campaign got 300 clicks and four conversions, the conversion rate is 1.33 (%). | ||
| CostPerConversion | Double | True | The cost per conversion. The formula for calculating the cost per conversion is (Spend / Conversions). | ||
| Assists | Integer | True | The number of conversions from other ads within the same account that were preceded by one or more clicks from this ad. | ||
| Revenue | Double | True | The revenue optionally reported by the advertiser as a result of conversions. Corresponds to the optional revenue parameter of a Bing Ads campaign analytics tracking script. | ||
| ReturnOnAdSpend | Double | True | The return on ad spend (ROAS). The formula for calculating the ROAS is (Revenue / Spend). | ||
| CostPerAssist | Double | True | The cost per assist. The formula for calculating the cost per assist is (Spend / Assists). | ||
| RevenuePerConversion | Double | True | The revenue per conversion. The formula for calculating the revenue per conversion is (Revenue / Conversions). | ||
| RevenuePerAssist | Double | True | The revenue per assist. The formula for calculating the revenue per assist is (Revenue / Assists). | ||
| QualityScore | Integer | True | The numeric score shows you how competitive your ads are in the marketplace by measuring how relevant your keywords and landing pages are to customers' search terms. If available, the quality score can range from a low of 1 to a high of 10. | ||
| ExpectedCtr | Integer | True | How well your keyword competes against other keywords targeting the same traffic. A score of 3 is Above Average; a score of 2 is Average; and a score of 1 is considered Below Average. | ||
| AdRelevance | Integer | True | How closely related your ads is to the search query or other input. It tells you how relevant your ad and landing page are to potential customers. A score of 3 is Above Average; a score of 2 is Average; and a score of 1 is considered Below Average. | ||
| LandingPageExperience | Integer | True | An aggregate quality assessment of all landing pages on your site. The landing page experience score measures whether your landing page is likely to provide a good experience to customers who click your ad and land on your website. A score of 3 is Above Average; a score of 2 is Average; and a score of 1 is considered Below Average. | ||
| QualityImpact | Double | True | The numeric score that indicates the possible increase in the number of impressions that the keyword could receive if the corresponding QualityScore column would rise above underperforming: 0 (not available), 1 (low impact), 2 (medium impact), or 3 (high impact). |
Pseudo-Columns
Pseudo column fields are used in the WHERE clause of SELECT statements and offer a more granular control over the tuples that are returned from the data source.
| Name | Type | Description |
| DatePreset | String | The time period to use for the report. You can specify a custom date range or select a predefined date range, for example, Today or ThisWeek.
The allowed values are Today, Yesterday, LastSevenDays, ThisWeek, LastWeek, LastFourWeeks, ThisMonth, LastMonth, LastThreeMonths, LastSixMonths, ThisYear, LastYear. |
| EndDate | String | The end date of the custom date range. The end date cannot be later than today's date. |
| StartDate | String | The start date of the custom date range. The start date must be earlier than or the same as the end date. |