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.

Related Articles

Just Published

4 hours ago

Petronas' tells tale of two kampung houses for Hari ...

The oil company's film for this year is a Ghibli-esque animated story, by Ensemble Worldwide.

7 hours ago

TikTok faces criticism in India over content moderation

A debate arises over whether the short video site is doing enough to moderate content, with some calling for a ban.

8 hours ago

Isobar HK names CEO in continuing DAN recast

David Jessop will co-chair the creative line of business along with Simone Tam, CEO of Dentsumcgarrybowen Group Hong Kong.

8 hours ago

Hong Kong 'virtual' insurance company launches ...

A new digital-only insurer is using a heavy proportion of traditional media as it begins reaching out to local consumers.