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Why You Should Run Campaigns on Bing Ads

Published August 9, 2018
As a business owner or marketer, getting more traffic and qualified leads to your website is likely at the top of your agenda.
 
If you’re like most advertisers, you’re spending most of your search marketing budget on Google Ads because it seems smart. Since they have the bulk of the market ( 63.5% share vs 24% for Bing in the United States), Google is a behemoth in the world of pay-per-click search marketing.
But if you’re counting on Google Ads to do it all, you’re missing out. More and more of today’s businesses are turning to Microsoft’s Bing Ads to enhance their marketing efforts and get a bigger bang for the buck.
 
If you’re not familiar with Bing Ads, you’re not alone, but we’ve done your homework for you. In this post, you’ll learn more about why you should run campaigns on Bing Ads and how do it effectively. 

Megalytic Introduces Bing Ads Integration

Published August 8, 2018
If you do paid search engine marketing, you know that Google Ads isn't the only game in town. With Bing Ads, you can expand your audience with lower CPCs and higher conversion rates than Google. And Megalytic can now support your reporting needs because we've introduced an integration with Bing Ads.
 
You can now put together comprehensive search engine marketing (SEM) reports that include data from both Google Ads and Bing Ads. And, in fact, our Bing Ads widgets work in much the same way as our Google Ads widgets. You can drag and drop Bing Ads widgets into a report and customize them to meet your needs.
 
In this post, we take a look at the new Bing Campaigns widget and show how you can start using it in your reports. 

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When the client first came to you, you talked up the value of Google Analytics. You emphasized the importance of seeing where your traffic was coming from. You went on and on about how Google Analytics can show traffic sources to pinpoint whether people came from search, social media or a specific site referral, and how valuable this data was. You sold them on it, so much so that your client looked forward to receiving that first report, the magical day when they would finally understand where visitors were coming from.
But then the report came, and it looked like this:

 

 

It showed that 10% of your client’s traffic came from “(direct)/(none)”. What does this label mean? How do you explain Direct traffic to your client? Better yet, how do you explain “none”?
Let’s take a closer look at understanding Direct traffic in Google Analytics and how we can address it with clients.
Remember how your mom told you not to stand too close to the television because it might hurt your eyes?

The same rules can apply to data. If you’re too close, you may miss the patterns and trends that are crucial to understanding your website’s performance. You can’t judge a site’s performance looking at data in the bubble of a single day, you must consider any day’s traffic compared to the days before and after.

Google Analytics makes it fairly easy to analyze trends over long periods of time. But it also allows you to stand right in front of that TV, to look at more granular levels of time, right down to the hour.
There’s a better way to get that close to the data, without burning your retinas. We’ll cover how to analyze traffic effectively in today’s post.
Digital marketers spend a lot of time focused on PPC and SEO campaigns in order to drive desirable traffic to a website. The phrases we’re ranking for and bidding on get meticulous attention, so much so that we often forget about some of the other ways that visitors find us.

We put a tremendous amount of the effort we put into reviewing organic search data and PPC campaign performance in analytics. But how closely do we monitor referral reports?

If that’s not a channel you review regularly, you may be missing out on seeing traffic that is coming directly from links you’ve obtained around the web, local business listings, news mentions, and more. Many times, links are only considered as a means to an end, a metric that Google uses in determining how to rank sites in the SERPs (search engine results pages). But the fact is, many of a site’s links may be directly contributing to its traffic.

In this article, we’ll review how to look at referral reports in Google Analytics, and some of the many ways to use that data to better inform your web marketing decisions.