If you are familiar with websites advertisements, you will probably
be familiar with Google Analytics. It is the most popular website
statistic services and gives you data on things such as testing. While
not completely linked with Google Search advertisement, it does offer an
incentive to advertising with Google. Today Microsoft is providing incentive for Bing advertising.
Microsoft has revamped the Bing analytics tools with the release of
Universal Event Tracking (UET), replacing the older 'Campaign
Analytics.'
You can use this to learn which of your ad campaigns is the most
successful by monitoring which keywords lead to more conversions and
lower bounce rates (the rate of users leaving your site after the
initial landing page). Through this you analyze the engagement each
keywords have on your site. In addition to these general uses, you can
set up goals to measure the performance of 'just about anything.'
Some examples of the goals you can monitor are: The number of
visitors for a specific page or section of your website, the duration of
the visit on your site, how many pages a visitor visited per visit, and
pretty much anything else you can imagine.
While Google obviously leads search advertisement, Bing (and in effect,
Yahoo) has shown to be no slouch . If you are interested in advertising
on Bing and want to read the full details on Bing's Universal Event
Tracking, including the implementation details and audience remarketing,
go here.
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