Bing Ads Integration

Bing Ads Implementation Steps

Integrating ObservePoint into your Bing Ads implementation is a straightforward process that involves the following steps:

1. Verifying tracking template configuration
2. Granting ObservePoint access to Bing Ads account
3. Setting the tracking template at the highest possible level

Verify Tracking Template Configuration

ObservePoint leverages Bing's Tracking Template configuration in conjunction with their URL parameters to make set up as easy as possible. The existing Bing Ads set up determines how the implementation will proceed. ObservePoint needs to know if you have tracking templates set at the following levels and what specifically is happening in those tracking templates:

• Account level tracking templates
• Campaign level tracking templates
• Ad Group level tracking templates
• Ad level tracking templates

Grant ObservePoint Access to Bing Ads Account

ObservePoint will need permission to read data from your Bing Ads account. This permission enables us to automatically pull Bing Ads metadata into your ObservePoint Metadata Repository, eliminating manual work on your end. This also allows us to pull cost and usage metrics into the ObservePoint Journey Stream Repository, which is foundational for marketing ROI analysis.

The first step is to send ObservePoint your Bing Ads Account Id. ObservePoint will use this id to send you an email that contains an authorization link. Clicking this link will begin the process that grants ObservePoint access to read data from your Bing Ads account. Once account access is granted, ObservePoint will read data from your Bing Ads account to keep your Touchpoints Metadata Repository in sync with Bing Ads.

Set Tracking at the Highest Possible Level

Note: If Tracking Templates exist on more than one level (e.g. account and campaign), Bing will use the lowest-level template when possible.

ObservePoint will need the following tracking template code added to the end of your tracking templates:

Note: strala_id is the only parameter you will need if you are using the Touchpoints platform exclusively, if you are using JourneyStream, the others are required.

Tracking template code

strala_id=bn-1-{AdId}-{AdGroupId}&strala_kw={keyword:StralaDefault}&strala_mt={MatchType}&strala_dv={Device}&strala_nw={Network}
	

The entire tracking template might look something like this upon completion (existing parameters you track + strala parameters):

Example of a completed tracking template

{lpurl}?utm_source=bing&utm_medium=ppc&strala_id=bn-1-{AdId}-{AdGroupId}&strala_kw={keyword:StralaDefault}&strala_mt={MatchType}&strala_dv={Device}&strala_nw={Network}
	

Account Level Tracking Templates

If you leverage tracking templates at an account level, this implies you have minimal tracking set up at any lower levels. If this is the level you use for Bing Ads, this is the quickest path to implementation.You will need to add the tracking template code to each accounts' tracking template.

The easiest way to set the tracking template is through the Bing interface.

Campaign Level Tracking Templates

If you leverage tracking templates at a campaign level, this will override any tracking templates set up at the account level. If this is the level you use for Bing Ads, you will need to add the tracking template code to each campaigns' tracking template. The easiest way to do this is through the Bing Ads interface where you can select multiple campaigns and update them all at once. 

Ad Group Level Tracking Templates

Ad Level Tracking Templates

If you leverage tracking templates at an ad level, this will override any tracking templates set up at the account, campaign, or ad group levels. One of the issues with setting tracking templates at the ad level is changing the tracking template at the ad level will put your ads under review. Additionally Bing will silently ignore changes at the ad level when those changes are made programmatically through the API.

Our recommendation is to remove tracking templates at the ad level and set tracking templates at a higher level. This will allow tracking templates to cascade down to the ad level, decrease the touchpoints needed to make a change, and keep maintenance more simple. Certain use cases will require setting tracking templates at the ad level, but Value Track parameters make those use cases rare.

If this is the level you must use for Bing Ads, you will need to add the tracking template code to each ads' tracking template. The easiest way to do this is through the Bing Ads interface where you can select multiple ads and update them all at once.

One item of note is if your Bing Ads are outdated and not compliant with Bing's current validity check, you will not be able to modify the ads' tracking templates until the the non-compliant ads are fixed. Attempting to edit the ads manually will show you which sections are non-compliant. Resolving the non-compliance issues will allow you to modify the tracking template.