How do I create custom reports to analyze ad visibility in Bing Ads?

Creating custom reports in Bing Ads to analyze ad visibility involves configuring reports to gather specific metrics and dimensions that reflect how well your ads are performing. Here's a step-by-step guide to creating and analyzing custom reports in Bing Ads:

### 1. **Access Bing Ads (Microsoft Ads) Reporting**

   - **Log In:** Sign in to your Bing Ads (Microsoft Ads) account.
   - **Navigate to Reports:** Go to the "Reports" tab in the menu. This is where you can create and manage reports.

### 2. **Create a New Report**

   - **Select "Create Report":** Click on the "Create Report" button or a similar option to start a new report.

### 3. **Choose Report Type**

   - **Select Report Type:** Choose the type of report that best fits your needs. For analyzing ad visibility, you might consider options like:
     - **Performance Report:** Provides a broad range of metrics and dimensions.
     - **Custom Report:** Allows you to select specific metrics and dimensions.
     - **Campaign Performance Report:** Focuses on campaign-level data, which can be tailored to visibility metrics.

### 4. **Configure Report Parameters**

   - **Set Date Range:** Choose the date range for the report. You can select predefined ranges (e.g., last 7 days, last 30 days) or set a custom range.
   - **Select Metrics:** Choose the metrics relevant to ad visibility, such as:
     - **Impressions:** Total number of times your ad was shown.
     - **Click-Through Rate (CTR):** Percentage of clicks relative to impressions.
     - **Average Position:** Average position of your ad on the search results page.
   - **Add Dimensions:** Include dimensions to segment your data, such as:
     - **Device Type:** Analyze visibility across desktops, tablets, and mobile devices.
     - **Geographic Location:** View performance by location.
     - **Time of Day/Day of Week:** Analyze visibility patterns by time or day.

### 5. **Apply Filters (if needed)**

   - **Add Filters:** Use filters to refine your report to include only relevant data. For example, filter by specific campaigns, ad groups, or keywords to focus on particular aspects of your visibility.

### 6. **Customize Report Layout**

   - **Choose Data Presentation:** Decide how you want to present the data. Options may include tables, charts, or graphs.
   - **Arrange Columns:** Customize the columns in your report to include the metrics and dimensions you're interested in.

### 7. **Generate the Report**

   - **Run Report:** Click on "Generate" or "Run Report" to create the report based on your selected parameters.
   - **Download the Report:** After the report is generated, download it in a format like Excel, CSV, or PDF for detailed analysis.

### 8. **Analyze the Report**

   - **Review Metrics:** Examine metrics related to ad visibility, such as impressions, CTR, and average position. Look for trends, patterns, and anomalies.
   - **Segment Analysis:** Analyze how different dimensions (e.g., device types, locations) affect visibility. This helps in understanding where your ads perform best.
   - **Identify Opportunities:** Use the insights to identify areas where you can improve visibility, such as increasing bids for high-performing keywords or optimizing ads for specific devices.

### 9. **Take Action Based on Insights**

   - **Optimize Campaigns:** Adjust bids, refine targeting, or modify ad copy based on the findings from your report.
   - **Test and Iterate:** Implement changes and use follow-up reports to test the impact of your adjustments and refine your strategy further.

### 10. **Schedule Regular Reports**

   - **Set Up Scheduled Reports:** For ongoing analysis, set up scheduled reports to be automatically generated and emailed to you at regular intervals (e.g., weekly, monthly).

By creating and analyzing custom reports in Bing Ads, you can gain valuable insights into how your ads are performing in terms of visibility and take data-driven actions to optimize your advertising strategy.