How can advertisers measure the impact and effectiveness of using a third-party platform on Bing Ads?

Measuring the impact and effectiveness of using a third-party platform on Bing Ads (Microsoft Advertising) involves a combination of performance tracking, comparative analysis, and operational efficiency metrics. Here's how advertisers can effectively gauge the value:

📊 1. Performance Metrics Comparison (Before vs. After Implementation)
Start by establishing baseline KPIs prior to integrating the third-party platform. Then compare performance after implementation over a consistent time period.

Key metrics to track:

✅ Click-through rate (CTR)

✅ Conversion rate (CVR)

✅ Cost per click (CPC)

✅ Cost per acquisition (CPA)

✅ Return on ad spend (ROAS)

✅ Impression share

✅ Quality Score

🧠 Pro Tip: Use at least 30–60 days of historical data for a fair comparison.

⏱️ 2. Time Saved Through Automation
One of the biggest selling points of third-party tools is workflow automation.

Measure:

Time spent on bid adjustments, reporting, pacing, and keyword management.

Reduction in manual tasks (e.g., scheduling, rules-based optimizations).

💡 Insight: Time saved can translate into more strategic work or reduced resource costs.

📈 3. Optimization Speed and Agility
Evaluate how quickly the platform allows you to:

Adjust bids or budgets

A/B test ad variations

Launch or pause campaigns

React to performance trends

Ask: Is the tool enabling faster, smarter decisions that improve results?

📅 4. Budget Efficiency
Assess how effectively your budget is being utilized:

Are you seeing less wasted spend (e.g., fewer low-performing keywords)?

Is your platform helping allocate budget across high-performing segments?

Track:

Spend distribution by keyword, audience, location

Budget pacing accuracy

📬 5. Attribution Accuracy and Reporting Depth
Evaluate the quality of insights the third-party platform provides:

Does it offer deeper attribution models (e.g., linear, time decay)?

Can it track cross-channel performance (e.g., Google, Bing, Meta together)?

Are the reports more actionable than those from Microsoft Ads alone?

🔍 Compare how much more insight you gain, and whether it's leading to better decision-making.

🛠 6. A/B Testing Capabilities
Check if the platform improves your ability to run controlled experiments:

Ad creative testing

Bidding strategy tests

Audience segmentation tests

🎯 Measure if those tests led to scalable improvements in campaign performance.

🧮 7. Cost vs. Return Analysis
Balance the platform cost against the value it delivers:

Look at overall lift in ROAS or drop in CPA.

Factor in time saved, fewer errors, and campaign improvements.

📊 Consider creating a cost-benefit table like:


Metric   Before Platform   After Platform   % Change
ROAS   3.1   4.2   +35%
CPA   $42   $28   -33%
Time Spent Weekly   10 hrs   3 hrs   -70%
🔁 8. Feedback Loop and Strategic Insights
A strong platform should also:

Identify new opportunities (e.g., underused keywords or audiences).

Provide recommendations you hadn't considered manually.

🧠 If the tool helps you think more strategically, that's ROI too—even if not purely numerical.

✅ Final Takeaway:
To truly measure the impact:

Benchmark your key KPIs.

Track both quantitative improvements and qualitative enhancements.

Weigh performance gains and saved hours against platform cost.