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Insights and questions on using Bing Search Advertising

If you advertise with Microsoft Advertising you might be aware that there are options to display your ads beyond just the Bing and Yahoo! Web sites. We have experimented with this and found the results to be a bit confusing. This post is targeted at not only making others aware of what we experienced, but also to solicit feedback on what others are experiencing. Below you can see the three targeting options available for your Microsoft Advertising ad groups. A similar option is available in Google Adwords but is set at the campaign level.

We set up several ad groups to use the broadest targeting option available; ‘All Bing and Yahoo! Syndicated networks and syndicated search partners’. We also created an Advanced Find view in Microsoft CRM to shows us the web visits (a ClickDimensions web tracking feature) that were coming from these campaigns. In addition, we appended our ad destination URLs with query string parameters to learn more about who is clicking our ads. When we look at our Advanced Find view of visits from Microsoft Advertising, we can see the site that the search was performed from (the ‘referring host’) as well as the number of pages the visitor browsed, his/her score and visit duration.

When we open a visit record we can see all the information that Microsoft Advertising has passed to us through the destination URL parameters. For example, a typical destination URL looks like this in our ad…

clickdimensions.com?utm_source=bing&utm_term={OrderItemId}&query={QueryString}&match={MatchType}&AdId={AdId}&BidMatchType={BidMatchType}

and produces this in a visit record…

http://clickdimensions.com/?utm_source=bing&utm_term=13076213676&query=microsoft%20crm%20marketing&match=e&AdId=1346933355&BidMatchType=bb

Looking at this URL we can see the actual search query that was typed in (‘microsoft crm marketing’ in this case). However, in the visit record we can see that the referring host is www.seniorfacts.com. If we are to believe this correctly, someone was on seniorfacts.com and searched on ‘microsoft crm marketing’ and came to our site.

Now, it seems odd that a web site targeted at providing information for older people would be a place that people go to search on Microsoft crm marketing. Nonetheless, our data show several visits coming from the site. However, when we attempted to view our ad on the site, we were unable to reproduce the ad using the same search query (see below).

We submitted a case with Microsoft and asked why our ad would show on this site and why we couldn’t reproduce it. However, they did not answer our question and instead gave us information on how to block specific sites from showing our ads. We already knew how to block sites (there is an area called ‘excluded websites’ in campaign settings), so this prompted us to export a complete list of the sites that referred visits to clickdimensions.com from the Bing Search Advertising network. The list is below and encompasses only visits for a 6 day period. Do you think that people are really going to sites like seniorfacts.com, nicelook.com and livingfrugal.com to make very specific searches on topics related to Microsoft CRM? It doesn’t make sense.

Needless to say, we have since limited our ads to only the Bing and Yahoo! Web sites, but we would still like an explanation for what is really happening here.

By the way, if this blog post seems familiar, you may recall a similar post we did earlier this year related to Google advertising. The post was titled ‘Where is Google showing your ads?‘ and, in it, we got to the bottom of obvious click fraud on the Google network. It is certainly nice to be using ClickDimensions so we can pick out these types of anomalies and adjust our spend and strategy accordingly.

Referring Site

# Visits

www.localxpress.com

5

boardreader.com

5

www.industrialhq.com

3

www.premierfurnishings.com

3

www.nicelook.com

3

www.smartask.com

3

www.livingfrugal.com

3

www.gizmoguide.com

3

www.inquirehow.com

3

www.servicecafe.com

2

www.lifestylesoftware.com

2

www.servicewindow.com

2

click.scour.com

2

www.movingplanners.com

2

www.dotellall.com

2

www.servicemountain.com

2

www.electroplanet.com

2

www.webparent.com

2

www.forcheap.com

2

www.billzappers.com

2

sortfly.com

1

www.goalbuilder.com

1

www3.shopodo.co.uk

1

www.latestgear.com

1

placeredirector.com

1

www.blend.com

1

results.spanish-fiestas.com

1

search.benefitbar.com

1

www.seniorfacts.com

1

www.articlesbase.com

1

www.i4u.com

1

gardendesigncourses.net

1

www.shortbreakaway.co.uk

1

search.smallbusinessme.com

1

www.techexpert.com

1

www.officeconsultants.com

1

www.wiseshop.com

1

www.populace.com

1

www.justelectronics.com

1

securedns.comodo.com

1

search.gameblu.com

1

 

About the Author:

mm
The ClickDimensions marketing team is committed to helping marketers using Microsoft Dynamics 365 achieve their goals.

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