Sync data from
Google BigQuery to Bing Ads
Connect your data from Google BigQuery to Bing Ads with Hightouch. No APIs, no months-long implementations, and no CSV files. Just your data synced forever.
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Integrate your data in 3 easy steps
Add your source and destination
Connect to 15+ data sources, like Google BigQuery, and 140+ destinations, like Bing Ads.
Define your model
Use SQL or select an existing dbt or Looker model.
Sync your data
Define how fields from your model map to Bing Ads, and start syncing.
Model your Google BigQuery data using any of these methods
dbt Model Selector
Sync directly with your dbt models saved in a git.
Query using looks. Hightouch turns your look into SQL and will pull from your source.
Create and Edit SQL from your browser. Hightouch supports SQL native to Google BigQuery.
Select available tables and sheets from Google BigQuery and sync using existing views without having to write SQL.
For less technical users, pass traits and audiences from Google BigQuery using our visual segmentation builder.
Where can you sync your Google BigQuery data in Bing Ads
Offline Conversion Events
Let’s say a customer sees your ad, clicks on it, but ends up calling you, leading to a sale that was taken offline. How can you track when your search ad leads to a conversion offline and outside of your website? You can import offline conversions, to better measure what happens after your ad was clicked.
Does this integration support in-warehouse planning?
Yes, if you integerate Google BigQuery and Bing Ads using Hightouch, in-warehouse planning is supported.
Great, but what is in-warehouse planning?
Between every sync, Hightouch notices any and all changes in your data model. This allows you to only send updated results to your destination (in this case Bing Ads). With the baseline setup, Hightouch picks out only the rows that need to be synced by querying every row in your data model before diffing using Hightouch’s infrastructure.
The issue here is this can be slow for large models.
Warehouse Planning allows Hightouch to do this diff directly in your warehouse. Read more on how this works here.
Why is it valuable to sync Google BigQuery data to Bing Ads?
Thanks to Google BigQuery, it's easier than ever to access your customer data, run complex queries, and segment your customers/users into various categories or audiences.
However, to target users and send conversion data to Bing Ads, you need access to all of the unique behavioral data (e.g., last-login date, items in cart, pages viewed, etc.) and core business metrics like lifetime value, workspaces, subscriptions, annual recurring revenue, etc. that lives in Google BigQuery. You then need to be able to package this data to send to Bing Ads in the format expected. Plus, you want to do this in a real-time and automated way.
Bing Ads is only as good as the data you give them, and if you truly want to optimize your ad spend, increase your match rates, and drive conversions, you need to provide custom data from Google BigQuery within your warehouse.
Maybe you want to retarget users who abandoned their shopping cart in the last seven days, or upload a list of high-value customers to identify potential lookalike audiences, or perhaps you want to upload offline conversion events to reduce your customer acquisition costs and increase your return on ad spend.
Why should you use reverse ETL to connect Google BigQuery and Bing Ads data?
In the past, uploading customer data to Bing Ads meant hopping back and forth between your various SaaS applications or asking your data team for CSV files. Neither of these options is preferable because marketing teams want to self-serve, and data teams don't enjoy constantly fulfilling one-off marketing requests.
Even worse, if you truly want to optimize your advertising campaigns, you need to be uploading fresh data consistently. Non-fresh data can be expensive for ads. If you're using CSVs to define who to exclude from paid ads and you're uploading that data weekly, that's potentially one week of irrelevant ads. As a workaround, engineering teams will integrate directly with the Bing Ads API, and build and maintain custom in-house pipelines. The problem is that a single API change can break everything, and data engineers don't want to spend their time building and maintaining pipelines.
With Hightouch, you can leverage the existing data models and customer segments your engineering team has defined in your warehouse and sync that data directly to your ad platforms in real time. You can schedule your data syncs to run automatically, on a set cadence, or even for the exact duration of your marketing campaign. Hightouch lets your data teams establish the guardrails for your marketers to self-serve and build custom audiences through a drag-and-drop interface.
Upload unique lists based on attributes that you define, such as people who have recently abandoned your shopping cart and run Bing ads on them
Define lookalike audiences on Bing Ads using subsets of your users rather than all of them
Ensure your data never goes stale by continuously feeding Bing Ads custom audiences and live data
About Google BigQuery
BigQuery is a fully-managed enterprise data warehouse that helps you manage and analyze your data with built-in features like machine learning, geospatial analysis, and business intelligence.Learn more about Google BigQuery
About Bing Ads
Bing Ads is a web advertising service provided by Microsoft that offers pay-per-click advertising. Bing Ads enables you to advertise to people who used your mobile app or previously visited your website.Learn more about Bing Ads
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