Adair Robins

Search Account Manager

Improve Your Account Health with Automated Rules


Every Search Engine Marketing (SEM) guru knows that investing the time to set up automated rules will improve the health of an account, whilst saving time on manual optimisations in the long run. Automated rules can be used to optimise specific performance metrics so your account can continue to grow without relying on your constant time and attention.


Maybe your account has tight cost per acquisition (CPA) restrictions. Or you’ve decided that you want to maintain the optimal position on mobile for an important keyword. Once you have a clear understanding of the goals of your Bing Ads account, this feature has the potential to make your work in the account a whole lot easier.   

The below best practice rules can be tweaked to suit your account’s goals and needs. Keep in mind, for certain goals it may make sense to set the rule to fire each day while others can be set to weekly or monthly.

Improve your performance metrics  

Improving the click-through-rate (CTR) of your account starts at the ad and keyword level, and these rules can help set the baseline for performance.

  • Bids increased by 10%: Clicks greater than 50, CTR less than 1%
  • Bids increased by 20%: Clicks less than 50, CTR greater than 1%


The “Notify me when…” feature is particularly useful when identifying opportunities to improve and update ad copy.

 ·    “Pause Ad” or “Notify me when”: Impressions greater than or equals 100, CTR less than or equals 0.5%



For campaigns where Average Position is a priority (such as brand) these rules can be applied.

·    Bids increased by 20%: Below position 3

·    Bids increased by 10%: Between positions 3 & 1.3


However, if you are wanting to apply rules across the account to improve average position, as well as conversion numbers and cost per acquisition (CPA), then the below rules may be more useful.


·    Bids increased by 20%:  Below position 3, Conversions greater than 1, CPA less than CPA target

·    Bids increased by 10%: Between positions 3 & 1.3, Conversions greater than 1, CPA less than CPA target


If you have a CPA target, these rules will help you keep within your restrictions so that you never have to worry about exceeding budget.


·    Bids decreased by 10%: Spend less than or equals 150% of CPA target, Conversions equals 0

·    Bids decreased by 20%: Spend greater than or equals 150% of CPA target, Conversions equals 0


Finally, we know on Bing Ads, Quality Score is determined by CTR, ad copy relevance and landing page experience, the below rule will help identify keywords that are impacting your performance.

·    Pause keyword or Notify me when: Quality Score less than 5


As you can see, automated rules can be applied in different ways in order to achieve your goals.


For more information and additional resource visit the Bing Ads Help page

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E-commerce Revenue Tracking with Universal Event Tracking

 Important Note : This post was published several months ago; the information contained in it may no longer be accurate.  For the most current information on this topic, please visit this help article.


Universal Event Tracking (UET) allows you to measure the number of transactions and revenue that your website generates and use these insights to improve the performance of your Bing Ads campaigns.

If you are an e-commerce business, setting up a custom transactional goal with UET is quick, easy and compatible with your tag manager.

To set up an e-commerce tracking with UET, you need to apply:

(1) the UET tag which contains the goal; and

(2) a custom JavaScript which will record the dynamic conversion data.


Enable and Set Up:

1. Navigate to the Campaigns Tab, select “Shared Library” and then select “View Goals and Conversions”

 View goals and conversions


2. Create an e-commerce goal using the Destination URL goal type.

  • Enter the destination URL of the conversion complete page:
  • Choose the best option for Equals to Begins with or Regular expression. URL string must include http:// or https:// where relevant.
  • As the goal will track a dynamic transaction value (as opposed to a static number) you must ensure that Goal value is set to ‘off’.
  • Enter a conversion period.


 Create goal


3. Associate the goal to a tag.

  • If this is the first goal then you will need to create the tag, otherwise you can associate it to an existing tag.


Create tag

Applying the tag:

4. Select the goal and click View Tag.


Goals and conversions


5. Copy tag and apply to the header section of the web site or tag manager.

  • For best practice copy paste the tag into Notepad first to ensure no symbols are broken.


Tag: complete purchase

6. Create a custom script with a goal value parameter and place it on the website page where the conversion takes place. 

  • This will assign the revenue amount to the tag.
  • The script must have the ‘uetq.push’ function in the script, and must use the goal value – ‘gv’ – parameter.
  • The script must be amended to change ‘gv’ to fit your website logic for transaction values or revenue.
  • For best practice copy paste the tag into Notepad first to ensure no symbols are broken.
  • Image below: The script in the blue box is an example of a scenario where the advertiser is applying a discount. The script in the green box is the typical e-commerce script recommended to track revenue.
  • For more information



function computeDiscount(discount, price) {

return price - (discount / 100) * price;


var amount = computeDiscount(20, 100); // Compute the goal value





window.uetq = window.uetq || [];

 window.uetq.push ({ 'gv': amount }); >// Pass the computed goal value



7. Be sure to disable Campaign Analytics and remove that tag from your website or tag manager when you are applying the UET tag.

As you can see, setting up e-commerce revenue tracking with UET is quick and easy and will provide in depth reporting to better optimise your accounts and performance on Bing Ads.

Reach out to your Bing Ads Account Manger to set up UET today!

Additional Resources

If you’d like to learn more about Universal Event Tracking, be sure to visit the resources below. The information above can also be accessed at any time in Bing Ads help.


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