how to use bing ads universal event tracking and audiences
TRANSCRIPT
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March 2015
Bing Ads:
UET & Audiences
Christi Olson
Director of SEM;
@ChristiJOlson
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searchmarketingexpo.com@ChristiJOlson
#SMX #22B
about me…
DIRECTOR OF SEARCH FAMILY WHAT I DO FOR FUN…
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searchmarketingexpo.com@ChristiJOlson
#SMX #22B
UNIVERSAL EVENT TRACKING (UET)
REMARKETING
AUDIENCES
what’s new with bing?
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searchmarketingexpo.com@ChristiJOlson
#SMX #22B
• Like “Google Analytics” javascript tracking
• Replaces campaign analytics in Bing
universal event tracking (UET)
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searchmarketingexpo.com@ChristiJOlson
#SMX #22B
• 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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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
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searchmarketingexpo.com@ChristiJOlson
#SMX #22B
customer id based goals/tags
![Page 8: How To Use Bing Ads Universal Event Tracking and Audiences](https://reader034.vdocuments.mx/reader034/viewer/2022042522/55b93b6ebb61eb5c5c8b46c4/html5/thumbnails/8.jpg)
searchmarketingexpo.com@ChristiJOlson
#SMX #22B
think about the possibilities….
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searchmarketingexpo.com@ChristiJOlson
#SMX #22B
cross brand/account remarketing
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searchmarketingexpo.com@ChristiJOlson
#SMX #22B
implement UET and start collecting cookies
1000 cookies are needed to implement remarketing
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searchmarketingexpo.com@ChristiJOlson
#SMX #22B
creating your sitewide tag
Account 12456
Shared Library
Goals & Conversions
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searchmarketingexpo.com@ChristiJOlson
#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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searchmarketingexpo.com@ChristiJOlson
#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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searchmarketingexpo.com@ChristiJOlson
#SMX #22B
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
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searchmarketingexpo.com@ChristiJOlson
#SMX #22B
REMARKETING
UET
AUDIENCES
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searchmarketingexpo.com@ChristiJOlson
#SMX #22B
disclaimer: i’ll keep remarketing brief
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searchmarketingexpo.com@ChristiJOlson
#SMX #22B
92-98%USERS LEAVE WITHOUT CONVERTING
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searchmarketingexpo.com@ChristiJOlson
#SMX #22B
~70%AVG SHOPPING CART ABANDONMENT
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searchmarketingexpo.com@ChristiJOlson
#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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searchmarketingexpo.com@ChristiJOlson
#SMX #22B
INSERT DATA HEREAFTER 2/25/15
bing remarketing performance
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searchmarketingexpo.com@ChristiJOlson
#SMX #22B
define engage
website visits1st – 3rd party data
targetexclude
adjust bidscustomize ads
expand kwd targeting
remarketing 101
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searchmarketingexpo.com@ChristiJOlson
#SMX #22B
REMARKETING
UET
AUDIENCES
![Page 23: How To Use Bing Ads Universal Event Tracking and Audiences](https://reader034.vdocuments.mx/reader034/viewer/2022042522/55b93b6ebb61eb5c5c8b46c4/html5/thumbnails/23.jpg)
searchmarketingexpo.com@ChristiJOlson
#SMX #22B
layers… layers… layers…
audiences are like onions…
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searchmarketingexpo.com@ChristiJOlson
#SMX #22B
define engage
website visits1st – 3rd party data
targetexclude
adjust bidscustomize ads
expand kwd targeting
![Page 25: How To Use Bing Ads Universal Event Tracking and Audiences](https://reader034.vdocuments.mx/reader034/viewer/2022042522/55b93b6ebb61eb5c5c8b46c4/html5/thumbnails/25.jpg)
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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searchmarketingexpo.com@ChristiJOlson
#SMX #22B
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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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
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searchmarketingexpo.com@ChristiJOlson
#SMX #22B
‘s
thank you!