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Microsoft Advertising (Bing Ads) as a Traffic Source

Microsoft Advertising (formerly known as Bing Ads) is an advertising platform that utilizes the Bing search engine, as well as AOL and Yahoo visitors and a lot of partner sites. It works in a similar fashion to Google Ads:

  • A CPC cost model is used
  • The campaign is based on keyword targeting
  • Your ads appear on a Bing search engine result page or on Microsoft Advertising's partner sites.

You can even import your Google Ads campaigns to start advertising in minutes or create a new campaign from scratch.

Disclaimer

This guide describes a working setup that is accurate for March 2020 for all new accounts.

Voluum Note: Take into consideration that Microsoft might change its policies or software solutions without any notice, so we recommend keeping up to date with their announcements to keep your campaigns going.

Before You Start

You need the following things before you can start tracking:

  • An active Voluum account.
  • An offer, and optionally, a lander.
  • An active Microsoft Advertising account with a valid payment method added.

Once you have everything, you can proceed with the guide.

Methods of Tracking

In order to be compliant with Microsoft Advertising policies that forbid redirections, a direct method of tracking is used. This method of tracking works using a code block, called direct tracking script, that has to be implemented into your landing page's HTML. This tracking method ensures that there are no redirections between an ad and a landing page.

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I. Create a Campaign in Voluum

The first thing you need to do is to create a campaign in Voluum. This will provide you with a campaign URL that you will submit to Microsoft Advertising in the second step. In order to do so, perform the following steps:

  1. Create an offer element. Read the Add an Offer to Voluum article to learn more.
  2. Create a lander element. Read the Add a Lander Element article to learn more.

  3. Create a traffic source element from a template.

    1. In Voluum, go to Traffic sources.

    2. Click the Create button and select the Traffic source option from the drop-down menu.

    3. Select the Microsoft Advertising (Bing Ads) template.

    4. Click the Next button.

    5. Click the Save button.

  4. Create a campaign element.

    1. In Voluum, go to the Campaigns tab.

    2. Click the Create button and select the Campaign Simple or Campaign Advanced option from the drop-down menu.

      This guide shows a campaign creation process in a simple campaign form and uses the "Landers&Offers" option in the funnel.

    3. Select the Private Workspace that you want this campaign to be assigned to by selecting an appropriate option from the Workspace drop-down menu.
    4. Select the Microsoft Advertising traffic source from the Traffic source drop-down menu.
    5. Provide a name for your campaign in the Campaign name text field.
    6. Select if you want to track costs, and if so, select a cost model and provide the cost value.
    7. Select the lander that you have just created.
    8. Select the offer that you have just created.

    9. Click the Save button.

    10. In the TRACKING tab, select the tracking domain that you want to use from the Domain drop-down menu.
    11. Select the lander that you want to use from the Lander tracking URL drop-down menu.
    12. Click the Copy button next to the Landert tracking URL to copy it to the clipboard and then paste it to any text editing tool.
    13. Click the Copy button next to the Lander tracking script to copy it to the clipboard and then paste it to any text editing tool.
    14. Click the Copy button next to the Click URL to copy it to the clipboard and then paste it to any text editing tool.

    15. Click the Done button.

  5. Implement the Lander tracking script that you have copied from Voluum into the bottom of your landing page's <head> section of HTML, and insert the Click URL under the Call To Action button in its code.

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II. Create a Campaign in Microsoft Advertising

  1. In Microsoft Advertising, click the Create campaign button.

  2. Select a campaign goal.

  3. Provide a name for your campaign.
  4. Set the campaign budget and targeting options.

  5. Click the Save & go to the next step button.

  6. Provide your landing page URL.
  7. Provide an ad group name and some keywords.

  8. Click the Save & go to the next step button.

  9. Create an ad.
  10. Paste the lander URL that you have copied from Voluum.
  11. Provide an ad title and descriptions.

  12. Click the Save button.

  13. Set your budget and bidding options and click the Save button.

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III. Conversion Tracking in Microsoft Advertising

When it comes to conversion tracking in Microsoft Advertising and Voluum, we recommend setting up passing conversions from Voluum to Microsoft via API.

To perform integration and generate the Traffic Source URL that you can use in the Microsoft Advertising traffic source's setup, please follow Uploading conversions to Microsoft Ads (Bing Ads) tutorial.

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Microsoft Advertising (Bing Ads) Tracking Tokens

Token

Description

{msclkid}

Unique Id

{AdId}

Ad ID

{BidMatchType}

Bid match type

{CampaignId}

Campaign ID

{TargetId}

Target ID

{QueryString}

Query string

{IfSearch:string}

Search

{keyword}

Keyword

{MatchType}

Match type

{AdGroupId}

Ad group ID

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