Advertising through a search engine isn’t just about bidding on some keywords; in fact, that is only step one. Even that step isn’t simple as businesses usually have multiple ‘ad campaigns’ with different keywords. But after you have finished step one, your site will now be showing up at the top of the page on Bing for the search keywords you selected. Now, and this is the advantage of online advertising, you analyze the results to optimize your keyword selection to maximize your reach and money earned/money spent.
If you are familiar with websites advertisements, you will probably be familiar with Google Analytics. It is the most popular website statistic services and gives you data on things such as testing. While not completely linked with Google Search advertisement, it does offer an incentive to advertising with Google. Today Microsoft is providing incentive for Bing advertising.
Microsoft has revamped the Bing analytics tools with the release of Universal Event Tracking (UET), replacing the older ‘Campaign Analytics.’
The number of visitors for a specific page or section of your website, the duration of the visit on your site, how many pages a visitor visited per visit…
You can use this to learn which of your ad campaigns is the most successful by monitoring which keywords lead to more conversions and lower bounce rates (the rate of users leaving your site after the initial landing page). Through this you analyze the engagement each keywords have on your site. In addition to these general uses, you can set up goals to measure the performance of ‘just about anything.’
Some examples of the goals you can monitor are: The number of visitors for a specific page or section of your website, the duration of the visit on your site, how many pages a visitor visited per visit, and pretty much anything else you can imagine.
On the technical side, it is as easy as embedding one snippet of code (called tag) on the pages of the advertiser’s website. This replaces the need to have different snippets of code for different goals, and even different accounts. UET is also compatible with other popular tag management solutions.
While Google obviously leads search advertisement, Bing (and in effect, Yahoo) has shown to be no slouch . If you are interested in advertising on Bing and want to read the full details on Bing’s Universal Event Tracking, including the implementation details and audience remarketing, go here.Further reading: Bing, Microsoft