25 Oct

Case Study: Bing PPC Advertising

man-considering-rewardHave you noticed some Google AdWords keyword prices are getting out of reach? Some customers’ keyword clicks are in the $20 – $50 range which has forced them into less expensive (competitive) and less popular keywords.

Alternative Google Advertising Platforms

To Google’s credit they offer less expensive alternatives such as their display network, and YouTube advertising.  In addition, both of these strong platforms offer sophisticated targeting to match your target buyer with their available advertising inventory.

Capture Buyer’s When They’re Looking

In my opinion the ideal time to match buyers and sellers is when the buyer is in their “moment of search” – Inputting the problem into Google looking for a solution.  For the record, Google is my search platform of choice simply because it reaches the widest audience.  However, when keywords are priced out of reach on Google Search, I wanted to investigate Bing Ads to see if prices are lower while still getting conversion efficiency.

Testing Bing Ads on My Own Business before Customer’s

Before selling Bing to customers, I figured it’s best to test it on my own business, Bird’s Eye Marketing.  Better learn on my account than theirs.

Talk to Someone First:  Helpful Bing Telephone Support

Before setting up my account I wanted to learn more by speaking to a representative.  I believe these pre sales conversations foreshadow things to come.

The representative was very helpful answering my questions.  They realized I was an “AdWords guy” and so the Bing Rep used AdWords terminology to help describe Bing’s advertising platform to me.  This made it particularly easy for me to grasp similarities (Ad Grouping, targeting) and difference (ad format and agency accounts).

Bing Account Set-up: It’s a Breeze

Honestly it was a breeze; the interface is intuitive and easy to understand.

Tool to Transfer Your AdWords Campaigns

There’s even a tool to transfer your Google AdWords account campaigns into Bing – campaigns, ad groups, targeting information, keywords, etc.  Big time saver!

The only item that didn’t come across from Google AdWords was the new extended text ads.  But we should not expect those to come across because their format is so different from Bing’s.

In future posts I’ll talk about keyword pricing, conversion tracking, and other experiences I have with this platform.

Your AdWords versus Bing Ads Comparison Experience

If you have comments or experiences with Bing versus Google AdWords, please comment below.

08 Oct

How to Create Marketing Tags for Your Promotional Links

Embedding tags in the links you include in your marketing campaigns like email, social media and other promotional activities lets you identify which ones are working, and which ones need improvement.

The data you get from tagging helps you:

  • invest your time and money where returns are highest, and
  • stay on top of changing trends in customer reactions/behaviors.
  • create more impactful messaging
  • and a lot more

An example to work from

The easiest way to learn how to create and embed tags in your links is with an example:

So let’s look at how I can promote the following PPC page on my website: http://birdseyemarketing.ca/birds-eye-marketing-services/pay-per-click-ppc-ad-campaign-optimization/.

For this campaign, I want:

  • The source is “social media”
  • The medium is “LinkedIn”
  • The campaign name is “PPC Advertising”

The campaign term and content are optional, so we’ll leave these blank.

To create your links with marketing tags:

1.  Get the URL (website address) of the exact page on your website you want the link to send people to. In our example, it’s http://birdseyemarketing.ca/birds-eye-marketing-services/pay-per-click-ppc-ad-campaign-optimization/

2.  Go to Google’s URL Builder; https://ga-dev-tools.appspot.com/campaign-url-builder/ and complete the URL Builder form:

To get your campaign URL, input (at least) the required information and a campaign url is automatically genearated

Once you’ve entered the required information  (Website URL, Campaign Source, Campaign Medium, and Campaign Name) in the fields, click the blue Generate URL A grey box will open containing the tagged link:

Google URL Builder; Complete the form and the campaign URL is automatically generated

Copy and paste this tagged link into everything you do for this Linked In campaign.

(Note:  “Planning your Marketing Campaign Tags” post will help guide you how to name and why it’s important)

If you plan to use other social media, like Facebook or Twitter, repeat the same process for each one, swapping out Twitter or Facebook for LinkedIn as the medium.

If you’re also planning on doing email blasts and paid advertising, repeat the process for each of them.

How to Shorten Long Tagged Links

Link shortners such as BitleyOwley, or even Google’s (provided) shorten long links so they don’t hog all the social media characters.  For example the link generated by Google’s URL builder in this example is 177 characters, which won’t even fit on a Tweet.

This was shortened to a much more manageable 19 characters:  http://ow.ly/10vuwf.

I encourage you to use link shorteners, especially when you use media like Twitter where there’s a 140 character limit.

Efficiency Tip: Generate all of your long tagged links first and then get a short link for each of the URLs.

04 Oct

Planning your Marketing Campaign Tags

Use Marketing Campaign Tags to help you choose what brings the most sales

Setting up marketing campaign tags tells us how every campaign is performing.  Performance that goes beyond clicks, performance like how many sales were generated or email subscribers.  You get specific data beyond clicks.

The best way to show you how marketing campaign tags work is to use an example:

An Example Game of Link Tag

Let’s look at an example how you might use the medium, source, and campaign details:

Suppose you’re preparing for a charity golf tournament fundraiser.

To promote the event, you plan to use email blasts, social media posts (Facebook and Twitter), and perhaps a banner ad on a partner or sponsor’s website.

Each of these promotional items will take people to a page on your website where they can get specific event information such as the date, costs, and reservation forms.

You’ll want to know how many people completed the reservation form after viewing your email, social media posts, and advertising so you can optimize current and future marketing programs.

The table below shows examples how the medium, source and campaign might look for the golf tournament example:

Type of Marketing

Source Medium


Email marketing / list Email List Name Golf Tournament
Twitter Social t.co (Twitter) Golf Tournament
Facebook Social Facebook Golf Tournament
Press release Affiliate Press Release Golf Tournament
Banner / ad on another website Affiliate Website where ad was placed Golf Tournament


Each medium, source and campaign will now appear in your Google Analytics so you can compare performance on many different levels and have data to improve future marketing.


This structure will ensure that Google Analytics captures data in a way that lets you analyze and compare results with past golf tournaments and even other events. For example:

  • Email performance against other campaigns
  • Social media performance against other campaigns
  • Individual social media performance against others
  • Paid advertising performance against others and against email, social media, etc.
  • Changes in customer behavior

After a few months of tagging, you’ll have a valuable bank of data to guide you in making objective, data-driven decisions about future campaigns, emails, social media feeds and more.

How to Embed Your Own Tags

For a step by step video demonstration and written instructions on how to embed tags into your links, go to my website Birdseyemarketing.ca.


This post is an excerpt of an earlier article posted on Bird’s Eye Marketing.