Maximize Results: Integrating Marketo With Bing Ads for Enhanced Conversion Tracking

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If you’re like me, you’re always on the lookout for ways to optimize your digital marketing strategies. One approach that’s been a game-changer for me is integrating Marketo with Bing Ads. This powerful combo can significantly enhance your conversion tracking, giving you a clearer picture of your marketing efforts’ success.

You might be thinking, “That sounds great, but how do I get started?” Don’t worry, I’ve got you covered. In this article, I’ll guide you through the process of setting up this integration, step by step. Whether you’re a seasoned pro or a newbie, you’ll find this guide handy for getting the most out of your Bing Ads and Marketo campaigns.

So, ready to take your conversion tracking to the next level? Let’s dive in and start optimizing your marketing strategy with Marketo and Bing Ads integration.

Why integrate Marketo with Bing Ads?

One might ask, “Why mix Marketo with Bing Ads?” The answer lies in the synergy of two powerhouses pooled together. This is a collaboration that drives marketing performance to new heights.

Firstly, Marketo excels in lead management. It’s known for its robust capabilities in nurturing and scoring leads. It delivers intelligent marketing automation that drives more revenue for businesses. Marketers love it because it eases their workload, enabling them to focus on strategizing and crafting impactful campaigns.

On the other hand, Bing Ads is a performance-centric ad platform. It’s an overlooked giant. Bing rules 6.5% of worldwide search engine market share and reaches 63 million searchers that Google cannot. Imagine being able to tap into this potential? You’re expanding reach, reaching different sets of audience Google might not present.

When you fuse Marketo’s robust lead management and Bing Ads’ performance-centric approach, what do you get? You get a powerful combo that maximizes marketing efforts.

How so?

How about ease of tracking conversions? You get to see how and where your marketing strategies are working, correlating directly with the leads and conversions generated via Bing Ads. This puts you in a better position to tweak, optimize, and refine your marketing strategies as needed.

There’s also enhanced visibility. With Bing Ads integrated with Marketo, marketers get a panoramic view of their campaign performance. This level of visibility helps in making critical and timely decisions.

Furthermore, you gain valuable insights from Marketo pushed right within Bing Ads interface. This promotes efficiency, as it eliminates the need to toggle between platforms.

To give you an idea, here’s a snapshot of key benefits:

BenefitsMarketoBing Ads
Lead ManagementStrongN/A
Ad PerformanceN/AStrong
Conversion TrackingImprovedImproved

No doubt, integrating Marketo with Bing Ads delivers a competitive edge. It streamlines operations, thereby increasing productivity and optimizing your marketing strategies. This article guides you on how to make the successful integration. Stay with me to learn more.

Step 1: Setting up your Bing Ads account

Getting started, it’s important to properly set up your Bing Ads account. This primary step is often overlooked, but it plays an essential role in your success. Bing Ads is performance-focused and will turbocharge your marketing efforts once you’ve gripped how to navigate it optimally.

First off, make sure you have a Microsoft account. You can create one if you don’t have it already. With a Microsoft account in hand, simply go over to Bing Ads’ website and click on ‘Start Now’. Follow the prompts on the screen to set up an account.

Remember, information like your business name, time zone, and billing country is mandatory. Be accurate with these details; they play a vital role in your ad performance and billing.

Once you’re through with the basics, you’ll be directed to create your first ad campaign. Don’t rush though. Before you set your first campaign live, there are a couple of settings to refine.

  • Budget: Determine how much you’re willing to spend daily. Matters of budget come first. It’s smart to start small, then adjust your budget as you grasp the returns and trends.
  • Targeting: Be sure to set who (demographics) and where (geographic areas) your ads should reach. Surefire targeting is crucial to reeling in quality leads.
  • Bidding: Decide whether you want to manually set your bids for clicks (Cost Per Click – CPC) or let Bing do it for you.
  • Keywords: Do a thorough keyword research. Choose the most relevant ones to your business. The more accurate you’re with keyword choices, the higher your chances of getting good leads.

Beyond these initial settings, Bing Ads offers many other features such as ad extensions and advanced targeting options. As you continue exploring Bing Ads, you’ll learn to leverage these features for maximum returns.

Remember, we’re nailing the Bing Ads set up so it works perfectly with Marketo. In the next section, I will guide you on actualizing this integration. Bingo! You’ve already scored a win on the first crucial step towards optimizing your digital marketing strategies.

Step 2: Connecting Bing Ads with Marketo

Once you’ve set up your Bing Ads account, the next phase involves connecting it to Marketo for enhanced conversion tracking. The integration process can be boiled down to a few simple steps. By following these steps, you’ll ensure that your digital marketing strategies are performing at their best, and your ROI is maximized.

First off, let’s start by logging into your Marketo account. From your dashboard, navigate to the Admin section. Here, you’ll find the Integration option. In the dropdown menu, choose Bing Ads. Remember, integrating Bing Ads is crucial to track your campaign performance.

After selecting Bing Ads, there is a sequence of fields to fill out. These include your Bing Ads Customer ID, Account ID, and Developer Token. It’s important to be accurate with the details you provide in these fields. Your customer and account IDs can be found in the top right corner of your Bing Ads account dashboard. On the other hand, you’ll receive your developer token post application approval from Microsoft Advertising.

  • Provide your Customer ID: xxxx
  • Enter your Account ID: xxxx
  • Input your Developer Token: xxxx

Once you’ve entered these details, hit the ‘Connect’ button. Marketo then starts the integration process with Bing Ads. This can take a few minutes.

As a best practice, always verify the integration. From your Marketo dashboard, go to the Admin section again, and under Integration, click on Bing Ads. See if the ‘Connected’ status appears under it. This validation ensures that the operations between Bing Ads and Marketo are communicating effectively.

Step 3: Syncing conversion data

Once Bing Ads and Marketo are connected, syncing conversion data comes next. This process allows marketers to have a better understanding of their ad performance. It’s the key to making data-driven decisions, for improving ad campaigns and achieving better ROIs.

The conversion data includes details like the number of times the ad resulted in an action. It could be a form submission, a product purchased, or a phone call. Now let’s continue with the steps on syncing the conversion data in Bing Ads.

Navigating to the Conversion Tracking Section

After successfully connecting Bing Ads and Marketo, stay logged into Bing Ads and go to the Conversion Tracking section. This section is typically located under the Tools menu.

Setting Up a UET Tag

To start collecting conversion data, you’ll need to create a UET (Universal Event Tracking) tag. Follow these steps:

  1. Find the ‘Create UET tag’ button and click on it.
  2. Enter a Tag name – it’s recommended to use a tag name that accurately represents the conversions you want to track.
  3. Check the ‘Conversion Goal’ box to track conversions.

A UET tag is created. What’s next?

Once you’ve created a UET tag, you’ll receive a JavaScript code. This code must be placed on every page of your website to track visitor activity.

If the JavaScript code is successfully implemented, Bing Ads will start collecting data on the pages where the code has been placed. It will take about 24 hours for the data to show up in the reports.

A data-driven marketing strategy is a powerful tool. It helps to make deeply informed decisions, tailoring ad campaigns to reach target audiences more effectively.

Step 4: Analyzing and optimizing your campaigns

Now that your ad campaign is running and you’re collecting conversion data through the UET tags, it’s time to analyze the data and optimize your campaigns accordingly. Don’t you worry, as I am right here to walk you through this detailed process.

Bing Ads provides a robust dashboard that showcases a wealth of data related to your ads’ performance. It’s simple to access this depth of data, you just need to click ‘Reports’ at the top of your Bing Ads dashboard. In ‘Reports’, you’ll find a range of pre-made report templates to choose from broadly related to performance, change history, and audience insights.

Here’s a brief look at some crucial report types and how they can aid your optimization efforts:

  • Performance reports: It gives a comprehensive view of how your ads are performing. It includes data about impressions, clicks, average cost per click, and more.
  • Change history reports: It lists all the changes you’ve made to your campaigns, ad groups, and keywords. It’ll come in handy should you wish to revert to a previous campaign setting.
  • Audience reports: This is where you’ll find data about the demographics of your audience, their intent, and how they interact with your ads.

Let’s make the data work for your campaigns. Analysis is all about spotting patterns, understanding fluctuations, and making sense of peaks and troughs. Try and ask yourself some data-specific questions like – Which ads do users click on the most and why? What time of the day do you get the most impressions? What demographic segment is responding the most to your ads?

In short, you should use all this data to form a clearer picture of your audience, their behavior, and align your ads better with it. Based on your findings, be ready to make necessary alterations in your campaigns’ targeting, ad content, keywords, bidding strategy, and so on.

Remember, optimizing your ad campaigns is a continuous process. As long as you’re running ads, there’ll always be room for improvement. This iterative process of analyzing and optimizing is cardinal to getting better results. It’d be more like setting a treadmill pace, the idea being – run, review, and repeat.


How do I set up a Bing Ads account?

You can set up a Bing Ads account by following step-by-step instructions provided in the article. They include important settings such as budget, targeting, bidding, and keywords.

What additional features do Bing Ads offer?

Bing Ads offers additional features such as ad extensions and advanced targeting options which can enhance your advertising campaigns.

How can I integrate Bing Ads with Marketo?

To integrate Bing Ads with Marketo, navigate to the Admin section in Marketo, choose Bing Ads from the Integration option and fill out necessary fields including Bing Ads Customer ID, Account ID, and Developer Token.

How do I set up conversion tracking in Bing Ads?

To set up conversion tracking, navigate to the Conversion Tracking section in Bing Ads. Create a UET (Universal Event Tracking) tag and place the JavaScript code on every page of your website to track visitor activity.

Can I optimize my ad campaigns using Bing Ads?

Yes, you can analyze ad campaigns using data from Bing Ads. This involves accessing performance reports and asking data-specific questions to gain insights for necessary alterations in targeting, ad content, keywords, and bidding strategy.

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