Bing Ads keeps adding new ways to help Sunshine Coast advertisers get more from their campaigns. One of the biggest shifts came with Microsoft’s June 2024 Advertising update, which introduced UET insights and a new cross-device attribution model – two features that still shape how Bing Ads campaigns are measured today. Viva Digital is a Sunshine Coast digital marketing consultancy that manages Bing Ads campaigns for local businesses. This guide looks back at what changed, why it matters, and how to use these tools to run sharper Bing Ads campaigns.
Key Updates in June 2024
In the Microsoft Advertising release of June 2024, two major updates will be considered in this section.
UET Insights: Gaining Deeper Website Performance Understanding
What are UET Tags?
UET (Universal Event Tracking) tags are snippets of code that have to be placed on your website, tracking individual actions of the user, for example, adding an item to a cart or completing a purchase.
This information lets the advertisers know how users interact with their website after clicking on a Bing ad.
Introducing UET Insights:
Without applying any additional code, the new feature gives you useful information based on your current UET tags.
UET insights will offer a deeper understanding of your website performance, including:
- Website Traffic Analysis: Track the way users tour your website after being directed by a Bing ad. Find out which landing pages are mostly visited, what customers do when they arrive on your site, and areas that need improvement.
- Conversion Tracking Optimisation: Determine which user actions result in a conversion, such as purchases or sign-ups. Make your campaigns more efficient by focusing on those visitors who may convert more.
- Improved Targeting: Use data on how users behave on websites to create better-targeted campaigns for Bing Ads that reach customers at stages relevant to purchasing decisions.
This update will bring you the full benefit of UET insights automatically scheduled for mid-July so you don’t need to do anything.
Cross-Device Attribution Update: Tracking Conversions Across Devices
Understanding Conversion Attribution:
Conversion attribution is the act of accrediting conversions (for example, sales) to distinct points of contact with users. For instance, the touchpoints a user comes across might be clicks on ad words found in Bing, visits to websites, or email exchanges.
The New Cross-Device Attribution Model:
- Microsoft Advertising is introducing a brand new cross-device attribution model which is more sophisticated.
- This model will enable them to track and connect better the journeys of users from one device to another as well as different sessions.
- For instance, if someone clicks on a Bing ad on their computer but buys some days later using their phone, this sale conversion will now be assigned to the first click on that advert.
- As a result of this update, you will have a clearer idea of how your campaigns are performing and the actual value of your Bing Ads.
- Although you won’t need to make any changes in your campaign strategy, you may notice that there are slightly more reported conversions due to improved accuracy in attributions.
Read More About Bing Chat To Feature Ads, Shaking Up The Ad-Free Experience
Benefits for Advertisers
There are several benefits brought by the June 2024 Microsoft Advertising update for advertisers, allowing them to fine-tune their Bing Ads campaigns and make them more efficient. You will benefit as follows:
Deeper Audience Insights:
- Enhanced Website Understanding: UET Insights is an invaluable resource for understanding user behaviour on your website after a Bing ad click. It allows you to recognise the most frequently landed page, user path and the impediments that might prevent conversion. Consequently, using this knowledge of user behaviour helps in making your site more user-friendly as well as improving advertisement targeting for better conversions.
- Improved Targeting: Use UET insights website behaviour data to develop highly focused Bing Ads campaigns. This means that you can advertise to users depending on their activities on the website. That way, you will find them at an appropriate stage of the buying cycle instead of landing your ads in uninterested leads. As a result, better-targeted leads which give higher returns on ad spend, are generated because they are more qualified.
Optimised Campaign Performance:
- Smarter Bidding Strategies: This enhanced attribution model gives you a better idea of how people interact with your ads through different devices, enabling you to make decisions that are supported by data and implement smarter bidding strategies. By optimising your budget better, you can increase your campaign’s reach and conversion rates.
- Increased Conversions: The cross-device attribution update ensures that conversions are accurately attributed to Bing Ads campaigns, even if they occur on a different device. This may result in an observable rise in reported exchanges showing the true impact of your advertisements.
Reaching New Customers:
- Improved User Journey Tracking: To improve user experience, we need to track cross-device digital attribution across our customers’ journeys. The reason is that by knowing how users are interacting with your brand on various devices, you can optimise your ad strategy to reach them at different touchpoints as they move through the buying journey. By making sure they find your brand whenever they are researching online, you could promote awareness and possibly attract new clients who may have missed your ad on their first device.
Simplified Campaign Management:
- Reduced Setup Time: UET insights enable reducing setup time as they use the current UET tags which might not require additional conversion tracking setups. This leads to less configuration time and more campaign optimisation and strategic decision-making focus.
Potential Cost Savings:
- Efficient Budget Allocation: This enhanced attribution model produces a more detailed image of how users perform to convert. Therefore, by using this information, you can make better decisions on how best to spend your advertising budget. In addition, you could save money with good campaign results and high touch-point conversion rates if resources were allocated toward those with higher conversion values.
Competitive Advantage:
- Staying Ahead of the Curve: By leveraging the new features and obtaining deeper audience insights, you can generate more specific and efficient Bing Ads campaigns compared to competitors who aren’t using the update to its fullest extent. This knowledge gap can transform into a significant competitive advantage in the market.
Stronger Brand Storytelling:
- Data-Driven Brand Narratives: Communication with the users of your website can be improved by using UET insights. These insights can provide a lot of useful information about user behaviour on your site. The Bing Ads that you create will have more interesting brand narratives because of this data. Tailoring the message based on specific user actions and interests increases click-through rates and brings in better leads.
The update of June 2024 is designed to give you complete control over how your audience interacts with you and how effective your campaigns are. This gives advertisers the ability to build on existing Bing Ads strategies by focusing on the right customers at the right time.
Supercharge your digital marketing with expert Microsoft Bing Ads management. Maximise ROI today! |
Strategies for Utilising the June 2024 Update
The June 2024 Microsoft Advertising update will release a vast range of data and skills. Here are some tips for using these features to optimise your Bing Ads campaigns for a bigger impact:
Leverage UET Insights for Smarter Targeting:
- Identify High-Performing Landing Pages: Analyse UET insights and evaluate which landing pages users are visiting most often after clicking your Bing Ads. Concentrate on these high-performing pages to enhance the conversion rates.
- Tailor Ads to User Behaviour: Generate targeted ad groups using website behaviour information from UET insights. For instance, when a user adds items to their cart but does not complete the purchase, create a retargeting campaign that addresses potential hurdles in conversions.
- Refine Audiences: Use data about user behaviour to fine-tune your existing Bing Ads audiences. This enables you to aim at those who take actions or have interests that concur with this action facilitating more qualified leads and higher click-through rates.
Optimise Bidding Strategies with Improved Attribution:
- Analyse User Journeys: Employ the new cross-device attribution model to decipher how users interact with your ads on different devices. In this way, you will discover valuable touchpoints during the user journey and alter bidding strategies accordingly.
- Focus on High-Value Conversions: The advanced attribution model may exhibit conversions that have taken place on other devices besides the initial ad click. Use this information to establish high-value conversion points across the user journey and start prioritising bids to those touchpoints.
- Test Different Bidding Strategies: Having a better understanding of user journeys provides a platform for experimentation. You can attempt diverse bidding tactics such as target CPA (cost-per-acquisition) or maximise conversions to see what works best for your specific campaigns.
Capture New Customers with Cross-Device Tracking:
- Identify Users Across Devices: Under the improved attribution model, you can understand how users interact with your brand over multiple devices. This allows you to develop ad strategies that target users at various touchpoints in their purchase journey irrelevant to the device they are using.
- Retarget Cart Abandoners: Use website behaviour data from UET insights to identify desktop cart abandoners. Create retargeting campaigns for such people on their mobile devices that remind them of abandoned purchases and probably make up for lost sales.
- Expand Brand Awareness: By knowing user journeys across devices, you can tailor your Bing Ads strategy towards reaching out to users in the early stages of research. Consequently, this will allow you to increase brand awareness and attract potential customers who may not have seen your ads on their primary devices.
To unlock the whole potential of the June 2024 Microsoft Advertising update, implement these strategies. Obtain deeper insights into your audience, optimise your campaigns for better performance and reach new customers across devices. Always remember that staying informed and adapting to the latest advancements is crucial for success in the ever-evolving world of online advertising.
To Wrap Up
Microsoft Advertising update in June 2024 sets you up for success with further improvements towards your Bing Ads campaigns. Therefore, it is possible to reach out to more qualified leads, optimise campaign performance and ultimately achieve advertising goals through deeper audience insights, simplified management as well as improved attribution.
Are you ready to make the most of Bing Ads for your Sunshine Coast business?
Meanwhile, Viva Digital is a premier provider of Microsoft Bing Ads services on the Sunshine Coast. Our team of professionals will assist you in developing and managing effective Bing Ads campaigns that target your desired market segment resulting in tangible results.
For a free consultation contact Viva Digital today and see how Bing Ads can help meet your marketing objectives.
| Drive targeted traffic and boost conversions with our specialised Microsoft Bing Ads solutions. |
FAQs
Do I need to take any action to benefit from UET insights?
No. UET insights rolled out automatically for Bing Ads accounts as part of the June 2024 update, and no additional code was needed on your website to activate it.
How will the new attribution model impact my existing campaigns?
The new cross-device attribution model shouldn’t require any changes to your campaigns. You might see a slight increase in reported conversions due to the improved tracking accuracy.
Where can I access UET insights data?
UET insights data will be available within the Microsoft Advertising platform. You’ll be able to access it through the same interface you use to manage your Bing Ads campaigns.
Do I need help implementing the update or utilising its features?
While the update doesn’t require a complex setup, consider contacting a Bing Ads specialist like Viva Digital for assistance. We can help you leverage UET insights, optimise your bidding strategies, and develop targeted campaigns to maximise your return on ad spend.
