Microsoft Advertising added view-through conversion and include in conversions options. These 2 new goal options give you access to increased flexibility in optimizing and evaluating conversion performance of the Search and Audience campaigns. However, in order to start using the options, UET (Universal Event Tracking) needs to be properly set up.
Include In Conversions
Use this option to tell Microsoft the conversion goals that have to be included in personal conversion metrics. As an example, you can track signups for a newsletter but just want to optimize and prioritize the campaigns for demo requests and whitepaper downloads. This is possible with the new Bing advertising option.
The conversion-based bid strategies are automated and can be optimized based on the goals that you select inside the new “Include in Conversions”. The conversion-based strategies you put in the campaigns end up being optimized only for these goals, which is a huge advantage in terms of reducing spend and increasing traffic.
By default, all the existing and new conversion goals are going to be included. When you want to remove a goal, aggregated performance is still available when you look at the “All conv” part of the report. The conversion goals can be seen in “Shared Library -> Conversion Goals”.
This new Bing option works with Microsoft Audience Network ads, which serve on the company’s native inventory, like Microsoft Edge, Microsoft Outlook and MSN.com, together with the syndication partner websites. You can extend search campaigns to this network.
The view-through conversions are not click-based. They are impression-based and are utilized to capture the moment when users get to see ads but do not click on them. However, they are activated when there is a conversion happening on the site.
Similarly, with the regular display ads, the click-through rates inside the Microsoft Audience ads are lower than with high intent ads. Using view-through conversions captures the potential impression assist with the native ads to gain a full picture in regards to what role that ad had inside the journey of the customer, which is quite important given how search marketing is affected by the coronavirus.
Setting Up Tracking For View-Through Conversions In Bing
For absolutely all the UET-based conversion goals, the view-through conversion window option will be available. To activate, visit Shared Library. Then, go to Conversion Goals. This is where you select what conversion goal is edited.
The View-Through Conversion Window
In Conversion Settings, you look at Goal Details and you can define the view-through conversion goal. The time you set here is the duration after the ad impression was served until when you consider that the conversion was attributed to that particular impression.
Always consider the overall campaign goal as the conversion window is set, like the sales cycle’s typical length and how likely the target audiences will be to convert after an ad is seen. A shorter lookback window is attributed to being down a sales funnel.
Counting View-Through Conversions
The default setting for view-through conversions is 1 day. This means the user has to convert in one day after the serving of the impression. When this happens, the view-through conversion is counted.
In the event that the user clicks on a Microsoft Advertising ad, he/she is not included in the listed view-through conversion count. This is important because it avoids dealing with double-counting. At the same time, the click means that a different thing happened and it was not the impression that led to the click. Obviously, the view-through conversions are all included inside the All Conversions column.
View-through conversion ads can be really useful for people that use PPC advertising in Bing. If this is your case, just implement it in your campaigns, together with the other SEO tools that you use.