When you create an online advertising campaign in Bing Ads, you want to achieve a specific business goals:
Conversion tracking allows you to measure the ROI (return on investment) of your advertising campaign by counting the type and number of activities people complete on your website. You create a conversion goal in Bing Ads to track actions people take on your website after they click on your ad. When the action matches your conversion goal, it is counted as a conversion.
Before you can count conversions, you also need to set up Universal Event Tracking (UET) so that Bing Ads can collect the data from you website.
|Universal Event Tracking|
|Conversion Tracking||Remarketing in Paid Search|
ROI measurement People click on your ads and navigate to your website. By adding the UET tag tracking code to your website, you can report what people do on your website back to Bing Ads. Then, by defining conversion goals you can measure if and how many times people do the actions on your website. You will then be able to answer questions such as - Which ad campaigns, ad groups, ads and keywords are most effective in driving conversions? and What is the return on investment of my advertising dollars?
ROI improvement Not all keywords are equal. But if you know which keywords bring you the most business and which ones don't, you can make smarter investments in those keywords and avoid the unhelpful ones altogether, thus improving their ROI. Research shows that very few users convert on their first visit. Remarketing in paid search allows advertisers to optimize their campaigns to users that have previously visited their websites.