Bing Ads Adds Upgraded URLs Globally To Improve Metrics

by Laurie Sullivan @lauriesullivan, August 16, 2016

Tracking performance metrics and numerous changes to search advertisements cannot be easy, but Microsoft Bing believes it has found an answer in Upgraded URLs by separating the landing page URL with the tracking parameters, as well as creating an account-level tracking template. On Tuesday the company rolled out the feature globally.

So what’s an Upgraded URL? Jamie Chung, program manager at Microsoft, describes the feature as a time saver because it saves advertisers time after making changes to the advertisement. It tracks URL changes.

Destination URLs direct consumers to the most relevant landing page associated to the keyword consumers search on in a search engine query. Then it tracks important information about the ad, such as the keyword that triggered a conversion or the name of the campaign that triggered an ad.

Before introducing the feature, advertisers had to bulk edit millions of creative ad pieces using the Bing Ads Editor to add one parameter to each of their URLs. As marketers modified the creative pieces, policy teams in the company needed to re-review them to approve them before being reused.

Upgraded URLs changes the process. Once marketers adopt an account-level tracking template, they can update it once and forget about it. The revisions will provide one million bulk edits, down to one centralized, shared tracking template edit.

Approvals on advertising copy and images can slow down performance and cause roadblocks when determining how to set up ads for future conversions. “We’ve diligently worked with partners and customers throughout the past year to make sure we heard their feedback and addressed it up front on launch day,” Chung said.

The change also lets advertisers track insights with new custom parameters and dynamic text changes to learn more about the source of the ad clicks.

MediaPost.com: Search Marketing Daily

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