Integrate Bing Ads Data with Snowflake for Useful Analytics and Activation

A Step-by-Step Guide

Bing Ads logo
Snowflake logo

Make the Most of Your Bing Ads Data in Snowflake

Bing Ads and Snowflake are a natural fit for data modeling, business intelligence and data activation – especially for retail brands interested in optimizing their overall business performance, acquisition and retention marketing programs, and merchandising and fulfillment operations decisions.

Bing Ads helps advertisers reach 724 million monthly unique searchers on the Microsoft Search Network and 296 million unique users through native advertising on brand-safe experiences. Connect on platforms and sites people use every day to get things done across work and life. Snowflake enables every organization to mobilize their data with Snowflake’s Data Cloud. Customers use the Data Cloud to discover and securely share data, power data applications, and execute diverse AI/ML and analytic workloads. Together, the software application and cloud data tooling provide business and data practitioners with an opportunity to analyze and optimize digital marketing, social and paid media channels to drive profitable growth.

Connect to Bing Ads

The first step toward useful, modeled Bing Ads data in Snowflake is to connect the source and destination systems. There are many legacy tools available in market that handle the ETL or ELT transfer of Bing Ads data to Snowflake, and there are emerging tools that accomplish this transfer while providing value-added services like local data logging, and semantic data labeling and mapping along the way – making Bing Ads data modeling, analytics and activation easier once the data is landed in Snowflake.

To connect to Bing Ads, follow these easy steps

  • Open SoundCommerce in any browser. Open the “Intelligent Pipeline” application from the top right navigation menu. Select “Sources” from the left navigation menu. Choose “Add New Source” from within the Sources pane to open the data source library.

  • Search or browse to find “Bing Ads” within the data source library.

  • Complete the “Connection Setup” form with your credentials and token to securely connect to Bing Ads and begin collecting source data.

Log Bing Ads Data for Flexible Modeling in Snowflake

There are a few more considerations to address along the way. First, what happens if Bing Ads is unavailable for some reason, or the data you’re expecting has been purged by Bing Ads? What happens when Bing Ads changes their API schemas and data scope? What happens if you need to reinterpret your Bing Ads data for a new use case in the future?

You’ll want your Bing Ads data immutably logged locally, just upstream of Snowflake to ensure you have the data and data flow flexibility you need to future-proof your Bing Ads data and models. SoundCommerce provides permanent logging of Bing Ads data upstream of Snowflake to ensure failover and future-proofing. Regardless of how you connect your Bing Ads and Snowflake data, you’ll want a data lake or event log in the middle to ensure data integrity and modeling flexibility.

Define and Label Bing Ads Data for Snowflake

As new technologies arise and best practices evolve, traditional integration tools like ETL and ELT data pipelines are giving way to intelligent pipelines that help prep data for Snowflake starting at ingest. Simply moving JSON from Bing Ads to Snowflake leaves all the work for your data team in Snowflake.

As you onboard your Bing Ads data into Snowflake, you’ll want to create semantic labels and metadata that describe the Bing Ads data for easier unification and modeling across other systems and data in Snowflake.

There are third-party solutions that will catalog your Bing Ads data and generate semantic labels and mappings after you’ve landed it in Snowflake. With SoundCommerce, the Bing Ads data is defined and labeled on its way into Snowflake instead, to avoid this costly rework later. You’ll end up with business-ready entities like orders, customers, products and campaigns, making it much easier to model your Bing Ads data in Snowflake.

Map Bing Ads Entities to Snowflake

Once the raw Bing Ads data has been organized into useful entities, it’s time to map the Bing Ads data into useful tables in Snowflake.

Why do defined and labeled entities from Bing Ads matter so much? The main reason is that Bing Ads data needs to be combined with data from other SaaS and on-premise software systems in useful ways. Landing raw Bing Ads data in Snowflake without this semantic understanding means data engineering and analyst teams must do all of the heavy lifting regarding the meaning of the Bing Ads data and the standardization of the meaning of that Bing Ads data from scratch in Snowflake.

Defining, labeling and mapping the Bing Ads data on the way in means much less effort once the data is landed in Snowflake.

Materialize Bing Ads Data in Snowflake

Next, you’ll establish a secure connection to Snowflake:

  • Select “Destinations” from the left navigation menu. Choose “Add New Destination” from within the Destinations pane to open the data destination library.

  • Complete the “Connection Setup” form to securely connect to Snowflake to establish a secure destination for your labeled, mapped and modeled data.

That’s it! You now have logged, labeled and mapped data from Bing Ads flowing securely to Snowflake.

Model Bing Ads Data in Snowflake

Once you have well-formed entities from Bing Ads onboarded to Snowflake, it’s time to build useful analytical and behavioral models on the Bing Ads data – and combine the Bing Ads data with data sets from other systems in Snowflake for more advanced, cross-dimensional analysis.

You can build your own analytical models on the Bing Ads data in Snowflake using languages like SQL and Python, organized into model libraries in tools like DBT or Coalesce. With SoundCommerce, you get prebuilt analytical models for Bing Ads running in Snowflake, with ready access to the model source code in DBT.

Host the Modeled Bing Ads Data in Snowflake for Analytics

Snowflake supports reporting and visualization through a wide variety of analytics tools including Sigma, Tableau, Looker, Power BI and Microstrategy to name a few. You can build your own dashboards, tabular views and graphs in any of these tools to reveal insights about Bing Ads in your Snowflake models. SoundCommerce provides pre-built embedded reports in Sigma to reduce the time, cost and risk of BI reporting of Bing Ads data out of Snowflake – so you can start making better decisions and taking better action as soon as you’ve connected Bing Ads to Snowflake.

Host the Modeled Bing Ads Data in Snowflake for Campaign and Customer Activation

Whether your marketing team uses Bing Ads for activation – or uses other tools and channels or both to take action on the data – you’ll want to be able to easily move your modeled Bing Ads data in Snowflake to your most important marketing applications.

If you’ve followed the steps above to properly onboard and model your Bing Ads data in Snowflake, it’s easy to use reverse ETL (rETL) tools like Census or Hightouch to orchestrate the data from there, or use SoundCommerce native orchestrations to push data into common channels and applications like Facebook, Instagram, TikTok, Braze, Klaviyo, Insider or Dynamic Yield to put the Bing Ads data in Snowflake to use!

Getting Your Bing Ads Data Defined, Labeled, Mapped and Modeled in Snowflake is Easy!

SoundCommerce can automate the steps necessary to bring Bing Ads data into Snowflake, addressing the key functions of raw Bing Ads data logging, Bing Ads semantic definitions and mappings, and pre-built Bing Ads data models that are analytics- and activation ready in Snowflake.

Contact us today to get started with Bing Ads in Snowflake!

Technical Resources for Integrating
Bing Ads Data with Snowflake

More information and technical specifications for data collection from Bing Ads is available at:

Bing Ads API Documentation

More information and technical specifications for data ingest into Snowflake is available at:

Snowflake API Documentation

Integrate and Model Microsoft Bing Ads Data in Snowflake