SMX West 2015: Bing Ads UET

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March 2015 Bing Ads: UET & Audiences Christi Olson Director of SEM; @ChristiJOlson

Transcript of SMX West 2015: Bing Ads UET

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…

searchmarketingexpo.com@ChristiJOlson

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UNIVERSAL EVENT TRACKING (UET)

REMARKETING

AUDIENCES

what’s new with bing?

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one code to rule them all

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• Like “Google Analytics” javascript tracking

• Replaces Bing campaign analytics

universal event tracking (UET)

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GA vs Bing UET (they look similar!)

Ask for Bing: please include “VERIFY” this goal

Google Analytics: Bing UET:

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• Single script for site analytics + event tracking

• It’s 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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1. create a sitewide tag

2. place sitewide tag (EVERYWHERE)

3. set-up conversion goals

4. set-up remarketing goals

overly simplified 4 step process

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where to find UET

Account 12456

Click on Shared Library

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creating your sitewide tag

Account 12456

Shared Library

Goals & Conversions

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sitewide tag vs creating a goal

Account 12456 So what’s the difference between a goal and your sitewide tag?

You reference the sitewide tag for all goals so you don’t have to implement multiple scripts on site.

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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 find your UET code

• Goals & Conversions (Shared Library)• Check The Box For The Sitewide Tag.

• View Tag• Copy & Paste Code OR Email

Sitewide Tag –Brand ABC 12345

Sitewide Tag – Brand ABC

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add script to track variable revenue

<script> var uetq = uetq | | [ ]; uetq.push ({'gv' : amount }); </script>

• standard UET code will not automatically track revenue values

• Implement code below to dynamically pass through a variable

revenue amount to a goal

• how-to guide: http://bit.ly/1M3psvu

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Recommend following GA best practices.

• Analytics tags before </head>

• Follow Google Tag manager best practice: Directly after the <body> tag

UET implementation best practices

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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

Using UET with Tag Management: http://bit.ly/1uuu4E4

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

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

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conversion events+

all of the combined data you want for

remarketing & segmentation

goals, not just conversion events

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• site visitor• converters (purchase/lead gen)• lead gen or purchase funnel steps• cart abandoners• segment products / services (based on page)

• cookie window: 1-180 days

define audiences with goals

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4 different goal types

regular expressions (REGEX)

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UET will still match the URL for "begins with" and "equals to" if you don't enter "http(s)" and/or "www" when defining the URL. The input is also not case-sensitive.

• Periods “.” are a regex operator and can be used to match either digits or characters

• Add a \ in front of any periods in URL (called escape)

• Create an OR statement in a URL: (product)|(product)|(product)

• For sequential numeric ids use “[#-#]”, e.g. [1–5000]

In-depth Guide to Regular Expressions: http://bit.ly/1M14Tho

a quick guide to regex expressions

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What if you want to track all stages of a cart funnel?http://www.widgets.com/cart/verify-cart-items.html http://www.widgets.com/cart/checkout.html

REGEX pattern search example: /cart/.*\.html

What if you want to segment audiences based on date:http://www.travelsite.com/results.asp?arrival=2015-03-22

REGEX pattern search example: /results\.asp?arrival=2015-03-[1-31].*

a quick guide to regex expressions

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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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In about 3 weeks we’ll have a blog article on PointIt.com/Blog

bing remarketing performance

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creating remarketing lists

CVR Funnel – Added to Cart –

Cart Abandoners

CVR Funnel – Added to Cart

CVR Funnel – Added to Cart –

Clicked Purchase Button

CVR Funnel – Added to Cart –

Thank You Page

Product Page Views - Tablets

CVR Funnel – Added to Cart –

Thank You Page

Product Page Views - Tablets

Electronics - Laptops

Drag and DropRemarketing list

to menu on right

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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

website visits1st – 3rd party data

targetexclude

adjust bidscustomize ads

expand kwd targeting

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EVENTS• defined actions

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

defining audiences

define

website visits1st – 3rd party data

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engaging audiences

engage

targetexclude

adjust bidscustomize ads

expand kwd targeting

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!