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Get Ahead Of The Competition with Bing Ads: Measure Calls at the Keyword Level

Kelley Schultz Director of Digital Marketing & Analytics, DialogTech

Did you hear the great news?! DialogTech, the leader in call tracking and analytics, announced a Bing Ads integration for offline call conversions. In the latter half of 2017, Bing Ads announced to advertisers the opportunity to upload offline conversions — down to the keyword level — and now with DialogTech, advertisers can get that keyword attribution for all phone calls driven by their search ads.

Bing Ads is a key player in the search market, specifically on desktop devices. In fact, as of August 2017, Bing Ads accounted for 33% of US search market share. And while Google AdWords is the dominant player in mobile, Bing Ads has over 3.5 billion searches on desktop every month. Advertising with Bing Ads gives search marketers an opportunity to grow their leads and customer base efficiently, but only if they have the right data and insights on performance. DialogTech provides it for inbound calls.

The integration between DialogTech and Bing Ads means that search marketers have the opportunity to measure the full impact Bing search campaigns have on their business and allows efficient bidding on keywords that truly make an impact on revenue. Want to learn how?

Here are 3 data-driven strategies for DialogTech customers to optimize for call conversions within your Bing Ads search account.

1. Identify the keywords that are driving calls

As search marketers, we know that keyword-level performance metrics are key to improving overall performance. We need to know what each keyword’s quality score, cost, clicks, and conversions are to be able to bid effectively. With the newly released DialogTech integration with Bing, search marketers get even more data at the keyword level — and more specifically more conversion data. Here is an example of the level of keyword insight you will get:

Bing Ads and DialogTech Integration Now, when you look at the types of conversions each keyword is driving, you can start to understand what the consumers intent is when searching for that keyword. You will know if it is it to complete an online interaction or make a phone call, which provides instant gratification for your customers and prospects to get ahold of someone immediately instead of waiting for response to an online inquiry.

2. Segment your top-performing or highest-value keywords into their own campaign

This is one of my favorite tips to tell search marketers. One of the most effective ways to optimize your Bing Ads campaigns is to identify your top-performing keywords, which you just did with my first tip, and then segment those keywords into their own campaign. Or if you are concerned about losing quality score, pull out your lowest-performing keywords and segment them into their own campaign.

The main reason I suggest this tip is because daily budgets are set at the campaign level. So if you have 100 keywords in one campaign but only 10 of them are performing, you still have to share budget with the other 90%, and assuming you don’t have unlimited budget, you could be missing out on more conversions.

Most of the search campaigns I have worked on in the past 9 years have 80% of conversions coming from 20% of keywords. By creating a structure based on “high -value” keywords, you can ensure you never cap on your budget for your best keywords.

3. Optimize your landing pages to drive more callers

Now that you are measuring calls at a keyword level and optimizing for every conversion, it’s vital that you optimize your landing pages as well to give your prospects and customers the opportunity to convert in the way they wish to — both online and over the phone. This is key to increasing your overall conversion rate and lowering your CPA. For both desktop and mobile devices, your landing pages should always be optimized to allow your customer to make the type of conversion that works best for them.

Here is an example of one of our own Bing search ad campaign landing pages that includes multiple conversions paths (call, form, chat):

If you want to learn more strategies to drive calls and customers from Bing search ads, download our new eBook, Optimize Your Bing ROI with Call Analytics. For more information on the DialogTech call analytics platform and our integration with Bing Ads, give us a call at 877.725.7012 or request a demo

Discover how search marketers can now use the DialogTech platform in combination with Bing to drive more calls, customers, and revenue from Bing Ads. 

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