Microsoft Advertising, formerly known as Bing Ads, supports your search engine marketing efforts through pay-per-click (PPC) advertising, helping you to connect with the people who are searching for your business. This article will give you an overview of the Microsoft Advertising/Grow integration.
Connecting to Microsoft
Before connecting please collect your Microsoft Advertising email.
- Log in to your Grow account and click Add Metric. Choose Microsoft Advertising from the list of data sources, then click the blue Connect button.
- To connect your Microsoft Advertising account, Grow asks you to enter your Microsoft Advertising (or Bing Ads) email.
- Once you have entered it, click Submit.
When you create a new custom metric for Microsoft Advertising, it requires you to enter your Account ID, Customer ID, and Developer Token. See the FAQs section for how to to find these IDs.
Endpoints
Below is a list of some of the available endpoints, along with a short description of each. We have separated the endpoints out into their groups. In Grow, the endpoint names often include the category they belong to. For example, Account is an endpoint under General Performance Reports; in Grow, it is called Account Performance Report.
General Performance Reports
Observe long-term performance and trends of marketing efforts across one or multiple dimensions.
Account
- Impressions
- Impression share (%)
- Clicks
- Spend
- Average cost per click
- Filtered by individual account, currency, bid match type, delivered match type, etc.
Ad Dynamic Text
- All performance data for individual text strings
- Impressions
- Clicks
- Spend
- Average cost per click
- Other details
Ad Group
- Impressions
- Impression share (%)
- Clicks
- Spend
- Average cost per click
- Sorted by ad group, status, language, network, etc.
Ad
- All ad data
- Impressions
- Clicks
- Spend
- Average cost per click
- Other details
Audience
- Impressions
- Clicks
- Spend
- Average cost per click
- Sorted by audience, association status, ad group, and targeting setting
Campaign
- Impressions
- Impression share (%)
- Clicks
- Spend
- Average cost per click
- Sorted by campaign and campaign status
Destination URL
- Impressions
- Clicks
- Spend
- Average cost per click
- Sorted by destination URL, account, campaign, ad group, etc.
Keyword
- All keyword data
- Impressions
- Clicks
- Spend
- Average cost per click
- Keyword
- Account
- Campaign
- Ad group
- Other details
Publisher Usage
- All Microsoft Advertising and syndicated search partner website data
- Impressions
- Clicks
- Spend
- Conversions
- Website URL
- Account
- Campaign
- Ad group
- Other details
Search Query
- All search terms that have triggered ads
- Impressions
- Clicks
- Click-through rate
- Average position
- Other details
Extension Reports
Demonstrate how well each ad extension is performing.
By Ad
- Impressions
- Clicks
- Spend
- Average cost per click
- Sorted by ad ID, ad title, or ad extension type and version
By Keyword
- “By Ad” data
- Sorted by keyword, keyword ID, extension type, version, etc.
Call Detail Report
- Duration and phone spend for each call that originated from an extension
- Account
- Campaign
- Ad groups
- Call date
- Other details
Targeting Reports
Determine whether ads are reaching their intended audiences.
Age Gender Demographic
- Impression rate (%) and click-through-rate (%) for each campaign or ad group
- Sorted by gender and age group
Geographic Location
- Impressions
- Clicks
- Spend
- Average cost per click
- Sorted by city, country, metro area, radius, state, and account
Negative Keyword Conflict
- A list of negative keywords that conflict with search functionality and block your ad from showing.
Campaign Analytics Reports
Measure the effectiveness of ad campaigns, primarily in terms of return on investment. (These are available only if you’ve enabled account analytics in Microsoft Advertising).
Conversion Performance
- Conversions
- Assists
- Revenue
- Revenue per conversion
- Sorted by account, ad group, campaign, keyword, or device type
Goals and Funnels
- Spend
- Revenue
- Assists
- Conversions
- Conversion steps
- Sorted by account, ad group, campaign, keyword, and conversion goal.
Campaign Change History
- All changes made to accounts by user and date
- Campaign name
- Location target association
- Keyword bid
- This report can be modified to include values from before and after the change
Budget Summary
- A monthly budget report
- Spend to date
- Whether spending is on target to meet projections
FAQs + Tips and Tricks
Account ID
For certain accounts, you can find your Account ID by going to your profile and selecting Accounts and Billing.
This page will show you information about your account. Under the Account section, you will see your Account ID. Note that this is not your account number.
You can copy that value into Grow.
Another surefire way to get your account ID is to look at the URL. You will find your account ID after "aid=" as shown in the screenshot below.
This is especially useful if you have an MCC account or multiple clients in one account. The only way you will be able to get the account ID is from the URL.
Customer ID
Finding your Customer ID is similar to finding your account ID. First, go to your Accounts and Billing page. Your Customer ID will be listed on the Accounts tab under the heading Customer.
Note that this is not the customer number.
Similar to the Account ID, you can also find the Customer ID in the URL. The string of numbers that appears after the tag "cid=" is your Customer ID.
Copy this value into Grow.
Developer Token
To find your Developer Token, log in to your Microsoft Advertising Developer Account here.
You can link this to your Microsoft Advertising account.
Click the Request Token button if you haven't already, and then copy the Developer token.