Microsoft has introduced two updates to Bing Ads that improve campaign performance for advertisers and agencies.
The first update was the integration of the Oracle Data Management Platform (DMP) with Bing Ads Custom Audiences. Advertisers and agencies will be able to merge their existing Bing Ads campaign data with Oracle's DMP to gain a deeper understanding of audiences and improve campaign performance. Customers of Oracle's DMP can now reach and retarget their audiences after importing the data into Bing.
Bing Ads Custom Audiences, similar to Google AdWords Customer Match and Facebook Custom Audiences, allows advertisers and agencies to reach segmented customers based on purchase history and renewals while allowing for the import of existing customer data.
The second update, which is similar to a tool Google rolled out in mid-2016, allows advertisers and agencies to import data from converted sales calls into an ad campaign that initiated the call. In doing so, attribution for campaign performance can be further properly assessed.
Call tracking systems can now integrate with Bing Ads and allow advertisers to track the effectiveness of an ad until the conversion point via a phone call, a common practice in the banking, financial services, and insurance industries. The update also allows the call conversion data to be sent back to Bing Ads campaigns.