Like many online businesses advertising on the Google Adwords platform, you probably already thought about creating very similar campaigns you’re managing in Adwords into Bing Ads.

Great idea.

Bing is known to bring better quality leads than Google due to an older users, a more mature audience. Stats about it can be found here.

Today, we assume you are a business owner (non-ecommerce) providing services rather than products using BING Ads as an advertising platform in complement of already being a Google Adwords user.

You check your conversions in Google Adwords and Google Analytics, which can be found via different path and method. But your website only has the Google Analytics tracking code and you want to see how BING Ads is performing within Google Analytics? That’s possible and here is how…

The reason why Google Analytics doesn’t have a clue of who and what BING Ads is, come from the fact that the tracking code is issues by Google and only work for Google. It can be confusing and sometimes complicated to upload another tracking code to your website risking to conflict with the original tracking code.

An easy way to see your BING Ads conversions/enquiries in Analytics is to track the destination URLs of your Bing Ads campaign by adding some unique parameters that will be then identified and recognised within Google Analytics.

The good news is that Google can help us tagging and tracking those BING Ads URLs.

The Google URL Builder is a great asset in this situation.

You mainly have to follow the 2 steps and you have your custom URL. Let’s take an example to see how it works.

http://www.blueclawsearch.co.uk/ is the landing page of my BING ads.
(This is step 1… Completed)

Now you have to specify a few things, which will determine how you want the URL to be tagged.

• Campaign Source* >> bing (that makes sense)
• Campaign Medium* >> cpc (cpc is cost-per-click, this is how the medium in recognised in Google Analytics.)
• Campaign Term, Campaign Content are optional fields.
• Campaign Name* >> [name of your campaign in Bing Ads] (it’s important to give a name to your campaign matching the campaign names of your BING Ads so you can narrow the BING Ads performance by campaign name which allows you to clearly identify which campaign is performing or not…).

Submit it!
(This is step 2… Completed)

Your custom URL is ready!

Check the blue bits of this URL, do you recognise your personalisation?
http://www.blueclawsearch.co.uk/?utm_source=bing&utm_medium=cpc&utm_campaign=campaign1

Now copy this URL somewhere and login to your BING Ads so you can change the relevant destination URLs of your ads with this new tagged URL.

An ad originally directing to this landing page: http://www.blueclasearch.co.uk/ will become http://www.blueclawsearch.co.uk/?utm_source=bing&utm_medium=cpc&utm_campaign=campaign1

Note 1: The page on your website doesn’t change despite being a different URL.
Note 2: If the URL of your landing page is different, repeat the process with this new URL and copy all other parameters such as the campaign source, medium and name. Submit!

After a couple of days, you’ll be able to see the BING ads traffic and conversions within Google Analytics.
Example of what you can see:

The whole advantage of setting a name to your campaign is that you can drill down a secondary dimension for your campaign name and you’ll get a breakdown of your Bing Ads campaign in Google Analytics.

Note 3: For all ecommerce website which need to track the conversion value of a product or the revenue of a campaign, it’s a much more complex process which involves uploading a specific tracking code from BING Ads on your website.

This little trick can save you some time and make it easy to analyse with the same big platform: Google Analytics.