Sync data from
Azure Synapse to Bing Ads
Connect your data from Azure Synapse 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 Azure Synapse, and 150+ 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 Azure Synapse data using any of these methods
dbt Model Selector
Sync directly with your dbt models saved in a git.
Create and Edit SQL from your browser. Hightouch supports SQL native to Azure Synapse.
Select available tables and sheets from Azure Synapse and sync using existing views without having to write SQL.
For less technical users, pass traits and audiences from Azure Synapse using our visual segmentation builder.
Where can you sync your Azure Synapse 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.
Why is it valuable to sync Azure Synapse data to Bing Ads?
Thanks to Azure Synapse, 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 Azure Synapse. 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 Azure Synapse 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 Azure Synapse 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 Azure Synapse
Azure Synapse is an analytics database developed and marketed by Microsoft as part of its Azure cloud computing platform.Learn more about Azure Synapse
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
Other Azure Synapse Integrations
Other Bing Ads integrations
Hightouch Playbooks: Best practices to leverage reverse ETL
Read more about Hightouch
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This might be one of the greatest inventions for technical marketers since the advent of legacy CDPs back in 2015.
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increase in return on ad spend
improvement in email engagement
lift in customer acquisition