Notes on measuring Microsoft Bing traffic
Microsoft released its new search engine, Bing, this past Monday (two days ahead of schedule). Fortunately, Omniture’s Product Management and Engineering teams were ready for the release, making reporting on traffic generation via Bing available in SiteCatalyst and other tools in the Online Marketing Suite immediately. (You can read the press release here.) I’ve had requests from a few readers for notes on Bing reporting, so I thought I’d give a quick summary and answer some common questions.
You should have this data beginning at around noon U.S. Mountain Time on Monday, 1 June 2009.
Will this affect my Unified Sources VISTA rule?
No. The information that Unified Sources uses to categorize organic and paid search traffic has been updated to account for searches from Bing. Note that this update occurred roughly 24 hours after SiteCatalyst began reporting Bing searches, so you may see a discrepancy between Traffic Sources reports and your Unified Sources reports with respect to Bing data on 1–2 June 2009.
How does Bing affect SearchCenter functionality/reporting?
Bing’s paid search results come from MSN AdCenter, which already integrates with Omniture SearchCenter.
This means that the change doesn’t affect your SearchCenter management, reporting, bid rules, etc.
What about Bing’s video thumbnail playback?
One of the most compelling—and probably controversial—features of Bing is the ability to play Flash video thumbnails directly in the video search results:
If you mouse over any of these videos, they will play right there on Bing.com, even though they are hosted on your site. Bing does this by pulling your FLVs into its own SWF for playback. Unfortunately, this means that these playbacks cannot be captured using ActionSource. However, if the user clicks the video to view it on your site, playback will be captured normally.
Do I need to make any changes to my Paid Search Detection settings?
Paid Search Detection can be set up to use the same query parameter across all paid search engines by selecting “- Any -” in the “Search Engine” drop down within the Paid Search Detection setup area in the Admin Console.
If you have set up Paid Search Detection this way, you will not need to make any changes in order to track paid searches from Microsoft Bing.
If, however, you have set up a distinct query parameter for various paid search engines, as shown in the screen shot below, you will need to add an entry for Microsoft Bing by selecting it from the Search Engine drop-down menu and then entering the query parameter that you use on your ad links within MSN AdCenter.
As always, please feel free to shoot any questions/tips/suggestions to me by leaving a comment on this post, via Twitter (@OmnitureCare), or by e-mail (firstname.lastname@example.org). I always enjoy hearing from you!