Everything you need to know about an opportunity that’s not widely discussed in the industry — search remarketing on Bing. Contributor Michelle Cruz shares tips and ideas to employ.
When you think about remarketing, I’m sure the top three platforms that immediately come to mind are Google, AdRoll and Criteo. But how often is the Bing Network associated with a successful remarketing program? I recently attended a Bing webcast on “The Art and Science of Remarketing Optimization” (PDF) and was pleasantly surprised by what I discovered.
Here are several recommendations for managing a successful Bing remarketing program based on my learnings.
Why consider remarketing?
Remarketing is a great way to (re)reach prospects who have already shown interest in your products or services. Remarketing allows you to personalize and customize search ads to these prospects and can lead to significant improvements in engagement and overall conversion rates. Additionally, remarketing ads can be served both natively on Bing and/or as a Bing Shopping Campaign.
3 steps to getting started
- Add the UET to your website. Bing remarketing relies upon the implementation of their Universal Event Tag (UET). Bing uses this single tag to track conversions and record what people do on your website. Based on various behaviors and actions, you can segment audiences and attempt to re-engage them. You can create a new UET tag on the Tags page, then copy it onto every page of your site that you want to be measured.
- Build a remarketing list. Over time, you can develop a list of people who have visited your website. They can be segmented into different groups — but keep in mind that you will need to build up a list of at least 1,000 people before your ads will be served. You can segment visitors in a variety of ways. Some examples:
- Based on what types of products or product categories people visited or searched for
- To people who had products in their cart, but abandoned it
- To new or returning customers
- Based on videos they may have watched or other content they consumed
- By day of week/time of day and geography
- Associate your remarketing list with ad groups and adjust bids. Once your remarketing audiences have been built out and met the required size of 1,000 users, you will need to associate these lists to specified ad groups within your Bing Ads Account. Then, you can adjust your bids, increasing them up to +900%. Bid adjustments should be in line with your business goals and should reflect the expected value of the searcher associated with each list. Be sure to monitor your remarketing list performance, making the necessary adjustments to achieve your desired results.