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Whenever you create a new PPC advertisement there’s a temptation to see how it appears on the search engines. This temptation can grow further if it fails to deliver the expected traffic rates or has an unusually high bounce, thus indicating a potential issue.
The only issue with looking for your advert through the search engine itself is that it can create unnecessary impressions and lower the Click through Rate (CTR), which may in turn adversely affect the campaign. So how can you preview your ads without upsetting the statistics and potentially costing yourself more money? Well, Microsoft Bing have come up with a simple solution.
Microsoft adCenter now has its own Ad Preview Tool, giving you the opportunity to see your adverts away from the search engine and without incurring any data issues.
To find this you simply need to login, then click on the Campaigns tab. Once you’re on the Campaigns page follow the Ad Preview Tool control situated in the top right before filling in your adverts’ key terms in the Keyword box. Finally click on the Preview Ads button and you’ll be taken to a Bing SERPs.
Whilst Google have offered a similar feature for some time within their AdWords software, this is the first time that the Microsoft run equivalent has offered the same service. It will certainly be viewed as a welcome addition by most Bing advertisers and will stop you totting up lots of unnecessary impressions when reviewing your ads.
In today’s multichannel world, there are mountains of data which provide insights into how users have interacted with your business and their path to conversion (or non-conversion). It is important to understand performance with multichannel marketing, which can be achieved through attribution modelling. Attribution refers to assigning credit to something (a channel, touchpoint, etc.) for the role it played in the final conversion. An attribution model is a rule, or set of rules, that assigns this credit correctly to the right channel or touchpoint.
For a long time, Bing, the UK’s second-largest search engine, has been underappreciated and, in some instances, even ignored. Often regarded as the inferior search engine to market leader Google, Bing has historically struggled to appeal to many in the digital world. Most PPC analysts would give justified reasons for neglecting Bing for so long; these include the volume of traffic and the user experience just not matching up to Google. However, the validity of these assessments is now diminishing. Bing has grown and improved rapidly in the last couple of years; if you are not integrating it into your comprehensive digital marketing plan, you run the risk of missing out on a large portion of your chosen market and significant revenue.