Monthly Archives: March 2018

Bing Ads Solution for Conversion Tracking With Apple’s Intelligent Tracking Prevention

Apple made a change to its Intelligent Tracking Prevention which essentially allows marketers to track users via third party cookies for only 24 hours from the time of their visit to an advertiser’s website using Safari browser. After the expiration of 24 hours, these cookies are only good for supporting logins to an app or page. At the end of a month, the cookies are completely purged.

What this meant for advertisers?

For advertisers, Apple’s ITP means that unless a visitor converts within 24 hours of visiting their website (like clicking on an ad for instance), the conversion tracking is lost. As a result of this, advertisers will lose a means of keeping track of ad conversion. This new feature can adversely affect Bing ads reporting, which is why Microsoft is encouraging advertisers to take advantage of the update to Bing’s conversion tracking.

Bing’s solution

Bing announced its solution, a new Google analytics cookie that would help maintain conversion tracking in Safari. Some advertisers may have seen a notification in their Bing ad account requesting that they enable auto-tagging of Click ID which will allow for conversion tracking. Enabling this checkbox will automatically use Microsoft Click ID to tag destination URLs. This can be set under URL options in the shared library section under account level in your Bing ads account.

Bing ads make use of a Universal Event Tracking (UET) tag to control conversion tracking. When this tag is placed on advertisers sites, it records what users do on these sites, from when they click on an ad including any other action they take. What Bing is doing is creating a workaround in line with Apple’s guidance on working round ad attribution which allows for server side storage for features of ad impressions.

When advertisers enable auto-tagging for MSCLIKID or Microsoft Click ID, the following process takes place:

  • The Bing ads’ UET tag will place a cookie called _uetmsclkid on the advertiser’s website to record the unique click ID that brought the visitor to the website after he or she clicked on an ad.
  • Bing ads can now connect the conversion from any user back to the ads that assisted in the conversion via the click ID.
  • It will then set up a session ID cookie that will assist in improving the accuracy of the conversion tracking. (This feature is set to happen by default and has nothing to do with auto tagging)

For most advertisers who already have auto tagging enabled for some other purpose, this solution is already working. But for others, it will start working as soon as they enable auto tagging. It is also enabled at default when new conversion goals are created. However, this fix doesn’t address how retargeting works after 24 hours, it currently only works for tracking conversion attribution.

Fact Checking Google’s Reintroduction to Featured Snippets

Sometimes, on search results page, you will find a short description at the top of the result. This short description is known as Google featured snippet. Snippets help searchers decide if a particular result is relevant to the search they are making.

Google featured snippets have gone through several evolutions over the years and will continue to do so, as it significantly affects search engine optimisation for websites all over. This helpful ‘zero position’ search result was reintroduced by Danny Sullivan in his very first blog post as Google’s new public liaison for search. He gave a lot of insight into how the feature has been developed and the improvements it provides to users.

Here are a few facts about the Google’s Reintroduced Featured Snippets

Featured snippet useful for mobile and voice search

In today’s digital society, a large percentage of search queries are done on mobile devices. Featured snippets make it possible for search users to get relevant answers fast. When you make a query using your Smartphone’s Google assistant, you will typically get a featured snippet reply and source quote.

A lot of improvement went into this section as Google included update to the Search Quality Rater Guidelines that provides more information on websites so as to avoid featuring misleading information and unsupported theories. These guidelines updates will ensure that the results that appear in Google featured snippets are authentic and trustworthy.

Video snippets introduced

Google featured snippets are not just for written content. Google recently introduced featured video snippets which features suggested videos that match a particular search query. Users now have the option of seeing a video that answers the questions they are asking rather reading the plain old boring texts. For example, a suggested video clip for “how to braid hair” will come in handy for users searching for information on how to braid hair. This visual demonstration will definitely be more useful than a regular step by step demonstration.

Multiple featured snippets

Another new improvement to Google’s featured snippets is the introduction of multiple featured snippets. This allows users to select location based featured snippets or results answering the same question but from a different perspective. Showing up more than one snippet per search can be helpful when users want to get answers on the same query but in different ways, they can then choose the answer that best fits what they want without having to leave the search results page.

What Google featured snippets mean for brands

Google is working seriously hard to provide a better search engine experience for users, and the featured snippets are just one of the methods to make this happen. As this feature becomes more prominent in Google SERP, the conventional single results system may become ineffective. Brands need to revisit their SEO strategies in order to create content that allow for featured snippets. This is not just useful in providing relevant results to users; it also helps in pushing traffic to the publishers and brands.