Babar Khan Javed
Dec 20, 2017

Microsoft updates Bing Ads for campaign performance

Two updates in Bing Ads, neither of which are innovations, aim to help advertisers measure and optimise campaign performance.

Microsoft updates Bing Ads for campaign performance

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.

Source:
Campaign Asia

Related Articles

Just Published

1 hour ago

40 Under 40 2024: Dalton Henshaw, Bullfrog

Henshaw may have provoked doubters when he launched a creative indie shop during the onset of the pandemic. But four years later, armed with a healthy roster of clients and a set of happy employees, who’s laughing?

2 hours ago

FCB India's Dheeraj Sinha on commanding agency ...

Marking one year in his role as group CEO of FCB India and South Asia, Sinha sits down with Campaign to discuss building a culture of “swag not arrogance," his intense leadership style, and empowering young talent.

3 hours ago

Move and win roundup: Week of November 4, 2024

Endeavour Group, The Lux Collective, Apparent, Quiip, Pure Public Relations, and more in our weekly roundup of people moves and account wins.

4 hours ago

Cathay Pacific campaign introduces new Aria Suite ...

'Where artistry takes flight' campaign film by Publicis Groupe Hong Kong focuses more on feeling, less on service details.