Microsoft Advertising Pay-Per-Click Reporting Integration

Purpose

This document provides instruction for integrating your Microsoft Advertising marketing efforts with your Revinate campaign reporting in the Reservation Sales Suite. This includes updating Final URL's with the Revinate campaign tracking as well as setting up a report in Microsoft Advertising that sends Revinate PPC data for use in campaign reporting.

Requirements

To optimize the effectiveness of your Microsoft Advertising Campaign performance tracking, Revinate recommends that you implement Total Website Integration dynamic coding on your main website as well as your booking engine website.

Setup

To simplify campaign tracking it is recommended that each Ads Campaign within Microsoft Advertising should have a matching Revinate Reservation Sales campaign. This will require setting up the campaign in Reservation Sales and then adding the campaign tracking keyword given in Reservation Sales to your Microsoft Advertising Ads.

Campaign Tracking Set Up in the Reservation Sales Suite

Within the Reservation Sales Suite, you will need to set up a campaign that you intend to use in Microsoft Advertising. This can be done by accessing the Campaigns > Campaigns option:

And then click Add New:

This will open the Campaign creation menu:

Fields explanation:

• Description: Enter a description similar to the name of your Microsoft Advertising Ads campaign.
• Destination: Enter the number that these calls to be forwarded to from the TFN that will be generated.
• Category: This is the category that this campaign resides under, all campaigns for PPC should be set to “Web – PPC”.
• Cost Type: Set to “One-Time/Total Cost (e.g. Brochure)”.
• Cost: Can either be left blank or set to “0.00”.
• Keyword: This is the value of the campaign tracking parameter that you will add to links to your website whose source of business you want to track. If left blank the keyword will be set to the value of the toll-free number that is assigned to the Campaign. You can override the default keyword by selecting "Custom" and specifying an alphanumeric keyword in the adjacent field.

• Blue items are Campaigns.
• Green items are AdGroups.

Items indicated by red arrows are toll-free numbers provided from Reservation Sales campaigns. The value after the ?NCK= is the Keyword in the Reservation Sales campaign. That keyword will trigger the corresponding TFN to display on the landing page when Total Website Integration has been implemented on your website and booking engine.

Creating Your Ad(s) Within Microsoft Advertising

No matter what type of ad that is created it is imperative that the tracking parameter (?NCK=keyword) is included in the Final URL area of the Create an Ad window.

Setting up the integration with the Reservation Sales Suite

To optimize your analysis of any PPC efforts, set-up a report to push Impressions, Cost, and Cost per Click data to Revinate Reservation Sales to calculate a Return on Ad Spend.

Return on Ad Spend offers you a valuable tool to critically assess the effectiveness of your campaigns. The cost information from Microsoft Advertising is a key component in this review as it allows for marketing decisions that can be based on data rather than speculation.

Step One – Request an email address be added to your account

Please email [e-mail] and request that the email address NM<account>@navismarketing.com be added to your account. For example, if your Revinate account number is 12345 then the email address will be [e-mail].

Step Two – Create report in Microsoft Advertising

Once the email address has been added to your Revinate account login to Microsoft Advertising and select the Reports tab. On the Create keyword report screen name your report “Revinate Daily Report” and specify a Report type of “Destination URL”. The Show (unit of time), Date range and Format values shown below are required for the report to be processed by Revinate but you are free to change the other settings as necessary:

Expand the Choose your columns area and move the Final URL field from the Available columns area to the Selected columns area:

You will need to specify the My report settings as shown below (you will need to replace the email address in the Send report to with the email address from step 1):

Click Run:

This will schedule the report to send to Revinate daily. As the PPC reports are sent the day after the reporting period ends and the Revinate reporting system has a day delay in showing certain metrics it may take up to 2 days for the PPC data to begin showing in the PPC Campaign Analysis report in Reservation Sales.