How To Use Bing Ads Universal Event Tracking and Audiences

March 2015

Bing Ads:

UET & Audiences

Christi Olson

Director of SEM;

@ChristiJOlson

searchmarketingexpo.com@ChristiJOlson

#SMX #22B

about me…

DIRECTOR OF SEARCH FAMILY WHAT I DO FOR FUN…


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UNIVERSAL EVENT TRACKING (UET)

REMARKETING

AUDIENCES

what’s new with bing?


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• Like “Google Analytics” javascript tracking

• Replaces campaign analytics in Bing

universal event tracking (UET)


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• Single script for site analytics + event tracking

• Like GA, but there is no Analytics interface (yet)

• Creating the sitewide tag is not intuitive

• Bing UI doesn’t generate sample custom event code

universal event tracking (UET)


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customer id based goals/tags

Share GOALs and EVENTs across websites & brands if they share the same Bing Customer ID

Create & Share remarketing lists across sites/brands


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customer id based goals/tags


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think about the possibilities….


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cross brand/account remarketing


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implement UET and start collecting cookies

1000 cookies are needed to implement remarketing


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creating your sitewide tag

Account 12456

Shared Library

Goals & Conversions


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creating your sitewide tag

Account 12456 Name Your Tag(not editable later)

Select a “Goal Type”Recommendation:Duration >5 hrs

These settings don’t matter! You’ll pause this goal after you generate the

JS code

SAVE


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where to put your tag?

All pages of your website

BONUS: Use Tag Management to deploy once!

Google Tag manager syntax error with customized scripts.

Watch for extra spaces in custom tags/script because it can cause a syntax error with Tag Management systems.


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customizing event tracking

Resources for help:

Bing UET Implementation Guide: http://bit.ly/17jXBaR

LinkedIn UET conversation: http://linkd.in/1FVkFZJ

Bing UET FAQs: http://bit.ly/1L57UwI

http://bit.ly/17jXBaR

http://linkd.in/1FVkFZJ

http://bit.ly/1L57UwI


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REMARKETING

UET

AUDIENCES


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disclaimer: i’ll keep remarketing brief


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92-98%USERS LEAVE WITHOUT CONVERTING


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~70%AVG SHOPPING CART ABANDONMENT


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re-engagement costs less

23X

.2X

10X

Rem

ark

eting

Google

Sponsore

d M

ail

Google

Dis

pla

y

Netw

ork

X=Cost per Acquisition with Paid SearchBlack line = Paid Search as baseline for CPA


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INSERT DATA HEREAFTER 2/25/15

bing remarketing performance


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define engage

website visits1st – 3rd party data

targetexclude

adjust bidscustomize ads

expand kwd targeting

remarketing 101


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REMARKETING

UET

AUDIENCES


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layers… layers… layers…

audiences are like onions…


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define engage


targetexclude




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EVENTS• defined actions

SITE INSIGHTS• pages visited• converters• bounce rate• time on site

defining audiences

define



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engaging audiences

engage

targetexclude



BID ONLY• increase visibility• exclude (bid -100%)

TARGET & BID• rlsa• broaden keywords


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• converters (purchase/lead gen)• funnel / cart abandoners

• segment products / services (based on page)• higher than average bounce rate• higher than average time on site

• cookie window: 1-180 days

audiences to define with goals

• create goals for each stage of the funnel


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‘s

thank you!

How To Use Bing Ads Universal Event Tracking and Audiences

Marketing

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