Driving conversions and sales from Bing Ads campaigns requires properly tracking and optimizing performance. Implementing tracking helps measure effectiveness, while optimization improves targeting and strategy to boost ROI. This guide covers key steps for setting up tracking and leveraging insights to maximize returns.
Understanding Bing Ads Tracking
Understanding what to track and why it matters is the foundation for optimization.
What is Bing Ads Tracking and Why It Matters
Bing Ads tracking allows you to monitor campaign metrics like clicks, conversions, costs, and revenue. This visibility into performance is invaluable for:
Measuring Campaign Effectiveness: Tracking shows you which ads drive actions like sign-ups or purchases. You can calculate conversion rate and return on ad spend (ROAS).
Informing Optimization: The insights uncovered allow you to identify high and low performing areas to optimize.
Calculating ROI: By linking spending to revenue generated, you can continually refine efforts to improve ROI.
Without tracking, campaigns operate in the dark. Implementation lights the path to optimization.
Setting Up Tracking with UET Tags
Universal Event Tracking (UET) tags enable tracking by firing on your website to capture user activity.
What are UET tags?
UET tags are small JavaScript code snippets placed on website pages to monitor behavior. They allow Bing Ads to record when users view pages or complete conversions after clicking your ads.
Creating UET Tags in Bing Ads
First, create UET tags within your Bing Ads account:
- Click “Tools” and select “UET tags”
- Click “Create UET tag”
- Give your tag a name and description
- Copy the generated tracking code
Installing Tags with Google Tag Manager
Next, install tags site-wide using Google Tag Manager (GTM):
- Create a new GTM tag 2.Paste UET tag code into Microsoft Advertising UET tag setup
- Set trigger to “All pages”
- Publish changes
Adding UET tags via GTM enables tracking without coding site changes directly.
Optimizing Campaign Setup
With tracking established, focus on initial campaign optimization. Thoughtful structure and advanced tools improve visibility and targeting.
Structuring Effective Ad Groups and Ads
Group ads by product, service or audience
Organize ads into ad groups around specific products, services or audiences. This allows tailored messages for each segment. For example, create groups for local vs. national audiences.
Write compelling ad copy
Your ad copy must immediately capture attention amongst competitors. Clearly highlight your unique value proposition, whether special offers or key differentiators.
Utilizing Advanced Tools
Extensions for more visibility
Ad extensions like callouts, sitelinks and location data expand your ad real estate. This added information improves click-through rates.
Demographic and location targeting
Refining your audience parameters with Bing’s detailed targeting options helps ads appear for more qualified traffic. Consider age, income levels, location intent and more.
Scheduling ads
Set specific schedules to align your daily ad visibility with peak audience availability and readiness to engage. Scheduling also prevents wasting budget during low-interest periods.
Tracking and Improving Performance
Accurately tracking key conversion events provides the needed data to continuously refine efforts.
Conversion Tracking Essentials
Setting up conversion goals
Define specific goals you want users to complete after clicking your ads, such as purchases or downloads. Configuring precise conversion tracking ensures clear visibility into performance.
Tracking purchase confirmation pages
Add UET tags to thank you or confirmation pages to monitor how often users complete purchases after seeing your ads. This reveals direct buying influence.
Custom event tracking for purchases
For deeper purchase insights, implement custom event tracking. This captures transaction details like order values from the data layer to assess revenue influence.
Analyzing and Applying Insights
Monitoring conversion rate, ROAS
Regularly review conversion rate (CVR) and return on ad spend (ROAS) data to gauge campaign profitability. Use this information to shift budgets to higher performing areas.
Optimizing based on search queries and behavior
Analyze the specific terms and user actions that result in conversions. This intelligence helps refine targeting and creative approaches to drive more of the results you want.
A/B testing ad variations
Run A/B tests alternating different ad copy, landing pages and other elements. The results identify your optimal combination for conversions.
Optimizing Landing Pages
With ads and tracking dialed in, website experience becomes critical for conversions.
Creating High-Converting Pages
Match ad messaging
Ensure continuity from your ads by echoing the same messaging on landing pages. This smooth user experience improves perceived relevance.
Clear calls-to-action
Prominently display clickable calls-to-action above the fold aligned to your desired goals, such as “Sign Up Now” or “Buy Today”. Reduce obstacles to convert.
Fast page load times
Optimizing site speed creates more seamless visits. Quickly loading pages keep visitors engaged instead of abandoning for lags.
Improving Mobile Experience
Responsive design
Responsive pages adapting to fit phones and tablets provide accessibility for majority mobile traffic. Difficult navigation loses visitors.
Easy navigation
Minimize clicks to convert and make key actions prominently visible. Simplified user flows remove obstacles to purchase.
Leveraging trust signals
Display social proof elements like customer reviews and testimonials to increase credibility for visitors before converting.
Managing Ongoing Optimization
Continual refinements over time are required for sustained high performance.
Monitoring and Adjusting Bids
Using automated bidding strategies
Leverage automated rules for adjusting bids by outcome goals, like target ROAS or cost per acquisition. This efficiently optimizes for results.
Modifying bids by device, time of day, etc
Create specific rules unique to mobile vs desktop users or peak business hours. Adapting your approach leads to better segmentation.
Balancing rank and profitability
Actively manage bids to land profitable positioning. Reduce bids if strong impressions but weak conversions to avoid overspending.
Continual Improvements
Adding new keywords
Regularly expand your keywords targeted based on new audience search patterns. This keeps your visibility fresh.
Testing ad placements
Experiment with different native ad formats or placements on search results pages. The optimal fit depends on your goals and audience.
Keeping pace with seasonal trends
Evolve campaigns to align with seasonal buyer behaviors or shifting preferences. Maintaining relevance keeps you top of mind.
In summary, maximizing your Bing Ads ROI requires an integrated approach across thorough Bing ads tracking, intelligent structuring, relentless optimization, and continual refinements over time. The work is ongoing, but structured best practices will compound results.
