This page provides you with instructions on how to extract data from Bing Ads and load it into Amazon S3. (If this manual process sounds onerous, check out Stitch, which can do all the heavy lifting for you in just a few clicks.)
What is Bing Ads?
Bing Ads is a pay-per-click (PPC) advertising platform used to display ads based on the keywords that appear in Bing users' search queries.
What is S3?
Amazon S3 (Simple Storage Service) provides cloud-based object storage through a web service interface. You can use S3 to store and retrieve any amount of data, at any time, from anywhere on the web. S3 objects, which may be structured in any way, are stored in resources called buckets.
Getting data out of Bing Ads
Microsoft makes Bing Ads data available through a Bing Ads API, which offers data on things like ad insights, estimated bids, estimated positions, and many other kinds of data. Because it’s a SOAP API, scripts must call data objects by making SOAP request messages.
For example, to get data about bid opportunities, you could use the Bing Ads API GetBidOpportunities service. The service’s syntax includes four header elements and three body elements, two of which are optional. Once you decided exactly what information you wanted, you could code a SOAP request that might look like this:
<s:Envelope xmlns:i="http://www.w3.org/2001/XMLSchema-instance" xmlns:s="http://schemas.xmlsoap.org/soap/envelope/"> <s:Header xmlns="Microsoft.Advertiser.AdInsight.Api.Service.V11"> <Action mustUnderstand="1">GetBidOpportunities</Action> <ApplicationToken i:nil="false">ValueHere</ApplicationToken> <AuthenticationToken i:nil="false">ValueHere</AuthenticationToken> <CustomerAccountId i:nil="false">ValueHere</CustomerAccountId> <CustomerId i:nil="false">ValueHere</CustomerId> <DeveloperToken i:nil="false">ValueHere</DeveloperToken> <Password i:nil="false">ValueHere</Password> <UserName i:nil="false">ValueHere</UserName> </s:Header> <s:Body> <GetBidOpportunitiesRequest xmlns="Microsoft.Advertiser.AdInsight.Api.Service.V11"> <AdGroupId i:nil="false">ValueHere</AdGroupId> <CampaignId i:nil="false">ValueHere</CampaignId> <OpportunityType>ValueHere</OpportunityType> </GetBidOpportunitiesRequest> </s:Body> </s:Envelope>
Sample Bing Ads data
The Bing Ads API returns XML objects. In response to a bid opportunities request, for example, the service would provide a SOAP response that might look like this:
<s:Envelope xmlns:s="http://schemas.xmlsoap.org/soap/envelope/"> <s:Header xmlns="Microsoft.Advertiser.AdInsight.Api.Service.V11"> <TrackingId d3p1:nil="false" xmlns:d3p1="http://www.w3.org/2001/XMLSchema-instance">ValueHere</TrackingId> </s:Header> <s:Body> <GetBidOpportunitiesResponse xmlns="Microsoft.Advertiser.AdInsight.Api.Service.V11"> <Opportunities xmlns:e63="http://schemas.datacontract.org/2004/07/Microsoft.BingAds.Advertiser.AdInsight.Api.DataContract.V11.Entity" d4p1:nil="false" xmlns:d4p1="http://www.w3.org/2001/XMLSchema-instance"> <e63:BidOpportunity> <e63:AdGroupId>ValueHere</e63:AdGroupId> <e63:CampaignId>ValueHere</e63:CampaignId> <e63:CurrentBid>ValueHere</e63:CurrentBid> <e63:EstimatedIncreaseInClicks>ValueHere</e63:EstimatedIncreaseInClicks> <e63:EstimatedIncreaseInCost>ValueHere</e63:EstimatedIncreaseInCost> <e63:EstimatedIncreaseInImpressions>ValueHere</e63:EstimatedIncreaseInImpressions> <e63:KeywordId>ValueHere</e63:KeywordId> <e63:MatchType d4p1:nil="false">ValueHere</e63:MatchType> <e63:SuggestedBid>ValueHere</e63:SuggestedBid> </e63:BidOpportunity> </Opportunities> </GetBidOpportunitiesResponse> </s:Body> </s:Envelope>
Preparing Bing Ads data
If you don’t already have a data structure in which to store the data you retrieve, you’ll have to create a schema for your data tables. Then, for each value in the response, you’ll need to identify a predefined datatype (INTEGER, DATETIME, etc.) and build a table that can receive them. The source API documentation should tell you what fields are provided by each endpoint, along with their corresponding datatypes.
Complicating things is the fact that the records retrieved from the source may not always be "flat" – some of the objects may actually be lists. This means you’ll likely have to create additional tables to capture the unpredictable cardinality in each record.
Loading data into Amazon S3
To upload files you must first create an S3 bucket. Once you have a bucket you can add an object to it. An object can be any kind of file: a text file, data file, photo, or anything else. You can optionally compress or encrypt the files before you load them.
Keeping Bing Ads data up to date
At this point you’ve coded up a script or written a program to get the data you want and successfully moved it into your data warehouse. But how will you load new or updated data? It's not a good idea to replicate all of your data each time you have updated records. That process would be painfully slow and resource-intensive.
Instead, identify key fields that your script can use to bookmark its progression through the data and use to pick up where it left off as it looks for updated data. Auto-incrementing fields such as updated_at or created_at work best for this. When you've built in this functionality, you can set up your script as a cron job or continuous loop to get new data as it appears in Bing Ads.
And remember, as with any code, once you write it, you have to maintain it. If Microsoft modifies the Bing Ads API, or if the API sends a field with a datatype your code doesn't recognize, you may have to modify the script. If your users want slightly different information, you definitely will have to.
Other data warehouse options
S3 is great, but sometimes you want a more structured repository that can serve as a basis for BI reports and data analytics — in short, a data warehouse. Some folks choose to go with Amazon Redshift, Google BigQuery, PostgreSQL, Snowflake, Microsoft Azure SQL Data Warehouse, or Panoply, which are RDBMSes that use similar SQL syntax. If you're interested in seeing the relevant steps for loading data into one of these platforms, check out To Redshift, To BigQuery, To Postgres, To Snowflake, To Azure SQL Data Warehouse, and To Panoply.
Easier and faster alternatives
If all this sounds a bit overwhelming, don’t be alarmed. If you have all the skills necessary to go through this process, chances are building and maintaining a script like this isn’t a very high-leverage use of your time.
Thankfully, products like Stitch were built to move data from Bing Ads to Amazon S3 automatically. With just a few clicks, Stitch starts extracting your Bing Ads data via the API, structuring it in a way that is optimized for analysis, and inserting that data into your Amazon S3 data warehouse.