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…

@ChristiJOlson
#SMX #22B
UNIVERSAL EVENT TRACKING (UET)
REMARKETING
AUDIENCES
what’s new with bing?

@ChristiJOlson
#SMX #22B
one code to rule them all

@ChristiJOlson
#SMX #22B
• Like “Google Analytics” javascript tracking
• Replaces Bing campaign analytics
universal event tracking (UET)

@ChristiJOlson
#SMX #22B
GA vs Bing UET (they look similar!)
Ask for Bing: please include “VERIFY” this goal
Google Analytics: Bing UET:

@ChristiJOlson
#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)

@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

@ChristiJOlson
#SMX #22B
customer id based goals/tags

@ChristiJOlson
#SMX #22B
think about the possibilities….

@ChristiJOlson
#SMX #22B
cross brand/account remarketing

@ChristiJOlson
#SMX #22B
implement UET and start collecting cookies
1000 cookies are needed to implement remarketing

@ChristiJOlson
#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

@ChristiJOlson
#SMX #22B
where to find UET
Account 12456
Click on Shared Library

@ChristiJOlson
#SMX #22B
creating your sitewide tag
Account 12456
Shared Library
Goals & Conversions

@ChristiJOlson
#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.

@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

@ChristiJOlson
#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

@ChristiJOlson
#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

@ChristiJOlson
#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

@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.

@ChristiJOlson
#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

@ChristiJOlson
#SMX #22B
conversion events
+
all of the combined
data you want for
remarketing &
segmentation
goals, not just conversion events

@ChristiJOlson
#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

@ChristiJOlson
#SMX #22B
4 different goal types
regular expressions
(REGEX)

@ChristiJOlson
#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

@ChristiJOlson
#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

@ChristiJOlson
#SMX #22B
REMARKETING
UET
AUDIENCES

@ChristiJOlson
#SMX #22B
disclaimer: i’ll keep remarketing brief

@ChristiJOlson
#SMX #22B
92-98%
USERS LEAVE WITHOUT CONVERTING

@ChristiJOlson
#SMX #22B
~70%
AVG SHOPPING CART ABANDONMENT

@ChristiJOlson
#SMX #22B
re-engagement costs less
23X
.2X
10X
Remarketing
GoogleSponsoredMail
GoogleDisplayNetwork
X=Cost per Acquisition with Paid Search
Black line = Paid Search as baseline for CPA

@ChristiJOlson
#SMX #22B
In about 3 weeks we’ll have
a blog article on
PointIt.com/Blog
bing remarketing performance

@ChristiJOlson
#SMX #22B
creating remarketing lists
CVR Funnel – Added to Cart –
Cart Abandoners
CVR Funnel – Added to Cart
Clicked Purchase Button
Thank You Page
Product Page Views - Tablets
Thank You Page
Product Page Views - Tablets
Electronics - Laptops
Drag and Drop
Remarketing list
to menu on
right

@ChristiJOlson
#SMX #22B
define engage
website visits
1st – 3rd party data
target
exclude
adjust bids
customize ads
expand kwd targeting
remarketing 101

@ChristiJOlson
#SMX #22B
layers… layers… layers…
audiences are
like onions…

@ChristiJOlson
#SMX #22B
define engage
website visits
target
exclude
adjust bids
customize ads

@ChristiJOlson
#SMX #22B
EVENTS
• defined actions
SITE INSIGHTS
• pages visited
• converters
• bounce rate
• time on site
defining audiences
define
website visits

@ChristiJOlson
#SMX #22B
engaging audiences
engage
target
exclude
adjust bids
customize ads
BID ONLY
• increase visibility
• exclude (bid -100%)
TARGET & BID
• rlsa
• broaden keywords

@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

@ChristiJOlson
#SMX #22B
‘s
thank
you!

SMX West 2015: Bing Ads UET

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