This document will cover the following concepts:

  • Strategizing the integration of CAKE and Bing Ads
  • Creating Bing Sources and Campaigns within CAKE
  • Attribution Hierarchy
  • Tracking Paid Search via Dynamic Click Pixel

CAKE & Bing Ads


CAKE for Advertisers is a digital marketing hub that helps advertisers understand their return on ad spend (ROAS). It tracks users across all digital channels, capturing impressions, clicks, user events, and conversions. Through deep integrations with traffic sources such as Bing Ads, CAKE can track the costs associated with user acquisition, and accrue these costs against eventual conversion revenue, also tracked by CAKE. If you are presently driving traffic via Bing Ads in the Search channel, use CAKE to capture the costs associated with clicks as well as keyword performance. See how Bing Ads touchpoints interact with other channels to drive conversions.


Implementation Prerequisites


Review your Bing Ads strategy and setup before starting your paid search Channel implementation within CAKE.

Export the following data points from Bing Ads to reference as a checklist when performing the implementation in CAKE.

  • Account ID
  • Customer ID
  • Campaign ID
  • Ad group ID



Noting Bing Ads Account & Customer ID




Your Account ID and Customer ID is found in the Accounts & Billing section of Setup within Bing. Be sure to note these ID's number for future use when performing the integration.



Exporting Bing Ads Campaign & Ad group IDs



To export your Campaign and Ad group IDs report from Bing Ads, perform the following:

  • Click Reports.
  • Click Choose your columns.
  • Click Attributes → Ad group ID.
  • Click AttributesCampaign ID.
  • Click Run Report then download this report as a CSV file.



Mapping Naming Conventions in Excel



From your Excel report map the Bing Ads naming conventions to CAKE's naming conventions.  


In the example above, Bing's Ad group is mapped to CAKE's Offer Contract.



Setting a Unified Attribution Parameter


Note which URL parameter you will utilize as CAKE's Attribution Parameter, then ensure this is unified across all URLs.


Example Parameters:  

  • LS= Lead Source (PPC)
  • CS= Campaign Source (Google, Bing)
  • CM= Campaign Medium (PPC Campaign Name)
  • CT= Campaign Term (Ad Group Name/Keyword)
  • CID= (Campaign Source + Ad Group Name) - this will map to CAKE's Campaign 3rd Party Name


E.g., Bing Ad URL

http://newportgrove.com/?ls=ppc&cs=bing&cm=retail&ct=health+beauty&cid=bing-health+beauty


E.g., Google Ad URL

http://newportgrove.com/?ls=ppc&cs=google&cm=retail&ct=health+beauty&cid=google-health+beauty



Integrating Bing Ads with CAKE


Now that you have reviewed your Bing Ads strategy, exported your Campaign and Ad group spreadsheets, and mapped them accordingly, you are ready to build your Bing integration within CAKE.

Follow each section below to integrate your Bing Ads account with CAKE.



Adding a New Source



Create a Bing Ads Source within CAKE. A Source is the medium you will be using to drive traffic to your Landing Page. For steps to add a new Source please, please click here.

On the wizard, be sure to select Bing Ads as your Integration type.



Authorizing Bing Ads



Important! Do not Authorize your Bing Ads account until you have fully mapped all your CAKE Campaigns to Bing Ads and have placed your Dynamic Click Pixel on your Landing Pages. Perform all sections of this document then see the Completing Bing Ads Authorization section at the end of this document to Authorize the integration.


From the Bing Ads Source card, enter the following Ad details then complete the remaining sections of this document before clicking Authorize.

  1. The Account ID is the Account ID found within the Accounts & Billing section of Bing Ads.
  2. The Client ID is the Bing Ads Customer ID, also found within the Accounts & Billing section.
  3. The {OrderItemID} Parameter Name is the parameter that will pass the Bing OrderItemID value to CAKE. The OrderItemID is a value that Bing uses to record a Keyword.
  4. The {OrderItemID} Regex tells CAKE where to find the OrderItemID value within the parameter name noted above. If the Bing OrderItemID is the only value passed in this parameter, you will want to use the formula in the screenshot above, ^.*?$
  5. Campaign ID(s) will be the Bing Ads Campaign ID(s) that you will be mapping to this CAKE Campaign.
  6. Ad Group ID(s) will be any Bing Ads Ad Group ID's that fall under the mapped Campaign ID's in the field above.
  7. The Timezone field gives you the option to map your CAKE Campaign timezone to that of your Bing Ads account. For this step, you should reference your CAKE Instance Reporting Server Timezone and if it is different than your Ads Account.



Creating a New Campaign



From the Bing Ads Source card, create a new Campaign by clicking CampaignsAdd Campaign.


A Campaign within CAKE is the relationship between a Source and the Offer Contract it is driving traffic to. For steps to create a new Campaign, please click here.


This new Campaign is the CAKE version of your Bing Ad group.


Select CPC as your Price Format then enter $0 for the Payout.


Note: CAKE will pull the cost directly from Bing.



Identifying Campaign Attribution Hierarchy


CAKE will look at two different data points when attributing traffic to your Campaigns. If CAKE is unable to attribute traffic to your Campaigns based off of the following mappings, that traffic will be recorded under a default entity within your instance. Unless otherwise specified, this default entity will be an Affiliate Source.


Mapping 1:  3rd Party Name



CAKE will attempt to match values passed in the Attribution Parameter of the Dynamic Click Pixel to the 3rd Party Name value mapped on your Campaign cards.


In the example above, our unified attribution parameter is "CID" and on our Campaign, the 3rd Party Name is "bing-health+beauty". When CAKE sees "bing-health+beauty" in the CID parameter of the Referrer, the traffic will be attributed to Campaign ID 171 within CAKE.



Mapping 2:  Referrer Mapping



If CAKE is unable to map traffic based off of the 3rd Party Name above then it will check to see if the referring domain has been listed on the Referrer Mapping tab on the Campaign Card..


Note: Referrer Mapping is typically used to track Organic Search traffic because the Attribution Parameter will not be passed on traffic that you did not pay for. For this, create a "Bing Organic" Source and the associated Campaigns. Be sure to add all Bing Search domains that could be the originating source of your traffic.



Mapping 3:  Bing Ads Sub Tab



From the Bing Ads sub-tab, you will have the option to Authorize a different Ads account than the one established on your Source Card. However, if you are using the same account, you can simply map the remaining fields on this tab and CAKE will inherit the account authorization from the Source level.


At this step, you will want to reference your Ads Campaign and Ad group spreadsheet to find the Campaign ID and Ad group ID you wish to map this Campaign to within CAKE.

When CAKE reconciles stats against your Ads account, any missing clicks will be inserted and attributed to the CAKE Campaigns based off of the Campaign and Ad group ID's you have specified here.

  1. The Account ID is the Account ID found within the Accounts & Billing section of Bing Ads.
  2. The Client ID is the Bing Ads Customer ID, also found within the Accounts & Billing section.
  3. The {OrderItemID} Parameter Name is the parameter that will pass the Bing OrderItemID value to CAKE. The OrderItemID is a value that Bing uses to record a Keyword.
  4. The {OrderItemID} Regex tells CAKE where to find the OrderItemID value within the parameter name noted above. If the Bing OrderItemID is the only value passed in this parameter, you will want to use the formula above, ^.*?$
  5. Campaign ID(s) will be the Bing Ads Campaign ID(s) that you will be mapping to this CAKE Campaign.
  6. Ad group ID(s) will be any Bing Ads Ad Group ID's that fall under the mapped Campaign ID's in the field above.
  7. The Timezone field gives you the option to map your CAKE Campaign timezone to that of your Bing Ads account. For this step, you should reference your CAKE Instance Reporting Server Timezone and if it is different than your Ads Account.


Placing the Dynamic Click Pixel


Once your Campaign mappings are complete within CAKE, please place the Dynamic Click Pixel on all Landing Pages you wish to track. For a complete setup guide for the Dynamic Click Pixel, please click here.


Completing Bing Ads Authorization


Once you have finished all CAKE Campaign mappings to Bing Ads and your Dynamic Click Pixel has been placed on your Landing Pages, you will be ready to click Authorize from the Bing Ads Source Card.


Important! Complete your entire setup before authorizing the Bing Ads integration so that CAKE does not begin to track and insert stats from Bing into the wrong CAKE Campaign.