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.

Table of Contents
Disclaimer

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

Caution

Voluum Note: Take into consideration that Microsoft might change its policies or software solutions without any notice, so we recommend to keep 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 pixel, 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 Creating an Offer Element article to learn more.

  2. Create a lander element. Read the Create a Lander Element article to learn more.

  3. Create a traffic source element from a template.

    1. In Voluum, go to the Traffic sources tab.

    2. Click the New traffic source button.

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

    4. Click the Load template button.

      microsoft_advertising1.png
    5. In the New traffic source form, set the Direct tracking toggle to enabled.

    6. Click the Save button.

      microsoft_advertising2.png
  4. Create a campaign element.

    1. In Voluum, go to the Campaigns tab.

    2. Click the New campaign button and select either the Simple or Advanced campaign form. Read the Campaigns article to learn about the differences between those two forms.

      google2.png

      This guide shows a campaign creation process in the simple campaign form.

    3. In the GENERAL tab, select the Microsoft Advertising traffic source from the Traffic source drop-down menu.

    4. Provide a name for your campaign in the Campaign name text field.

    5. Select if you want to track costs, and if so, select a cost model and provide the cost value.

    6. Select the Private Workspace that you want this campaign to be assigned to by selecting an appropriate option from the Workspace drop-down menu.

    7. Select the lander that you have just created.

    8. Select the offer that you have just created.

    9. Click the Save button.

      microsoft_advertising3.png
    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 Direct tracking URL drop-down menu.

    12. Click the Copy button next to the direct 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 direct tracking pixel 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.

      microsoft_advertising4.png
  5. Implement the direct tracking pixel that you have copied from Voluum into the bottom of your landing page's body section of HTML.

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II. Create a Campaign in Microsoft Advertising

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

    microsoft_advertising5.png
  2. Select a campaign goal.

    microsoft_advertising6.png
  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.

    microsoft_advertising7.png
  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.

    microsoft_advertising8.png
  9. Create an ad.

  10. Paste the campaign URL that you have copied from Voluum.

  11. Provide an ad title and descriptions.

  12. Click the Save button.

    microsoft_advertising9.png
  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, the only option you have is to use Voluum's conversion tracking pixel along with Microsoft's UET tag. This is caused by Microsoft's lack of support for any postback solution.

If you do not want to send conversion information to Microsoft Advertising, you can use any conversion tracking method that is available in Voluum.

If you do not want to send conversion information to Voluum, use the Microsoft's UET tag in a manner described in their article: https://help.ads.microsoft.com/#apex/3/en/56913/2

In order to track conversions in both Voluum and Microsoft Advertising, perform the following steps:

  1. Get a UET tag from Microsoft Advertising.

  2. Get a Voluum conversion tracking pixel.

  3. Paste them both into the body of your lanidng page's HTML.

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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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