Microsoft Advertising Setup Guide: How to Connect & Tag

Microsoft Advertising (formerly Bing Ads) is an ad platform for Microsoft’s search offering. This article will show you how to connect Microsoft Advertising to AdRoll’s Advanced Tracking solution, and how to tag campaigns and ads. Tagging a channel gives you the power to deeply analyze the value of your ads through Advanced Tracking’s Dashboard.

How to Connect Microsoft Advertising

There are two ways to add Microsoft Advertising as a marketing channel:

  1. In the Advanced Tracking setup, select Bing from the list of marketing channels.
  2. In the AdRoll Advanced Tracking dashboard, go to the Tags page and click “+ Add a new Channel”. From there select Bing from the list of marketing channels.

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After you add Bing as a channel, you can Connect by signing in with your Microsoft account. This connection powers Advanced Tracking’s spend-related metrics.

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How to Tag Microsoft Advertising

Microsoft Advertising supports tracking clicks via Direct Connection (easiest + recommended), Smart Tags or Manual Tags. You can Tag this channel by going to the Cross Channel Attribution > Tags page and clicking on the Bing logo.

Create Direct Connection (easiest)

Authorize AdRoll to automatically tag your activity via a direct API connection. This allows the tagging to happen at the click of a button — hit connect, authorize with your credentials and you are all set!

  1. Click the Tag Automatically button to authorize Bing for direct integration. This will allow AdRoll to update your ad click tags automatically.
  2. Sign In to Microsoft via the popup dialog to enable AdRoll to automatically tag your ads. This will automatically tag all existing ads and any new ads created going forward.

Create Smart Tags

Leverage dynamic macros for your campaign, adgroup and ad/content variables so you can simply copy and paste one tracking code across all active ads. These macros are created by each partner and update with the relevant information automatically.

  1. Copy our smart click tag.
  2. Open Microsoft Advertising campaigns tab.
    [Open Microsoft Ads] (https://ads.microsoft.com/)
  3. Click into Shared Library and select View URL Options.

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  4. Paste click tag in Tracking Template.
    If you have trackers in place, remove ?url={lpurl} from our tag and instead use ‘&’.

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  5. Hit Save.

Create Manual Tags

Create your custom tag by filling in the campaign, adgroup, ad/content detail in order to track your ad or content specific touchpoints.

  1. Enter campaign, adset, and ad details to create a list of tags.
  2. Open Microsoft Advertising campaigns tab.
    [Open Microsoft Ads] (https://ads.microsoft.com/)
  3. Navigate to your desired ad.
  4. Copy and paste click tag in Tracking Template.
    If you have trackers in place, remove ?url={lpurl} from our tag and instead use ‘&’.
  5. Hit Save.

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Once tags are added to their corresponding ads, we will begin tracking activity on this channel right away. It may take up to 24 hours for data to appear in the dashboard, and up to 30 days to get an accurate assessment of your marketing mix.

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