Surviving Personalization with Bing and Google - SMX Advanced 2012
SMX West 2015: Bing Ads UET
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Transcript of SMX West 2015: Bing Ads UET
searchmarketingexpo.com@ChristiJOlson
#SMX #22B
about me…
DIRECTOR OF SEARCH FAMILY WHAT I DO FOR FUN…
searchmarketingexpo.com@ChristiJOlson
#SMX #22B
UNIVERSAL EVENT TRACKING (UET)
REMARKETING
AUDIENCES
what’s new with bing?
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#SMX #22B
• Like “Google Analytics” javascript tracking
• Replaces Bing campaign analytics
universal event tracking (UET)
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#SMX #22B
GA vs Bing UET (they look similar!)
Ask for Bing: please include “VERIFY” this goal
Google Analytics: Bing UET:
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#SMX #22B
• 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)
searchmarketingexpo.com@ChristiJOlson
#SMX #22B
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
searchmarketingexpo.com@ChristiJOlson
#SMX #22B
implement UET and start collecting cookies
1000 cookies are needed to implement remarketing
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#SMX #22B
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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#SMX #22B
where to find UET
Account 12456
Click on Shared Library
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#SMX #22B
creating your sitewide tag
Account 12456
Shared Library
Goals & Conversions
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#SMX #22B
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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#SMX #22B
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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#SMX #22B
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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#SMX #22B
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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#SMX #22B
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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#SMX #22B
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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#SMX #22B
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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#SMX #22B
conversion events+
all of the combined data you want for
remarketing & segmentation
goals, not just conversion events
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#SMX #22B
• 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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#SMX #22B
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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#SMX #22B
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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#SMX #22B
re-engagement costs less
23X
.2X
10X
Rem
ark
eting
Sponsore
d M
ail
Dis
pla
y
Netw
ork
X=Cost per Acquisition with Paid SearchBlack line = Paid Search as baseline for CPA
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#SMX #22B
In about 3 weeks we’ll have a blog article on PointIt.com/Blog
bing remarketing performance
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#SMX #22B
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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#SMX #22B
define engage
website visits1st – 3rd party data
targetexclude
adjust bidscustomize ads
expand kwd targeting
remarketing 101
searchmarketingexpo.com@ChristiJOlson
#SMX #22B
define engage
website visits1st – 3rd party data
targetexclude
adjust bidscustomize ads
expand kwd targeting
searchmarketingexpo.com@ChristiJOlson
#SMX #22B
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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#SMX #22B
engaging audiences
engage
targetexclude
adjust bidscustomize ads
expand kwd targeting
BID ONLY• increase visibility• exclude (bid -100%)
TARGET & BID• rlsa• broaden keywords
searchmarketingexpo.com@ChristiJOlson
#SMX #22B
• 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