The Art of Advertiser Science: The Science of Remarketing follow-up and Q & A

We had our latest Art of Advertising Science webcast last week where we covered paid remarketing. Remarketing is how you can say hello again to customers who have previously visited your site, with an ad that shows up when they search on relevant terms. For example, let’s say you want to target visitors who spent 2+ minutes on a product page, maybe your Insane Running Shoe page. The next time those people search on keywords related to your Insane Running Shoe, your ad will appear in the search results. And here’s the cool thing – your ad copy can be much more specific, perhaps with a headline that says, “Insane Running Shoes – Free Shipping.”  

Not only are you able to say hello again, you’re also able to act on interested customers with more thoughtfully targeted advertising. That whole scenario sounds dreamy and perfect – and it is. But it also requires some implementation to get it up and running.  

Today we’re answering all of the questions we got during the webcast but didn’t have time to answer. If you have new questions that aren’t answered here, ask in the comments or take it social with #AskBingAds. 

TL:DR 

  • Date: May 31, 2016 | Time: 11am PST 

Here we go: 

 
Q. When do remarketing ads show? Where do remarketing ads show? 

A. Remarketing (also called retargeting) is how you say hello again to people who have already visited your website. Remarketing shows your ads to your targeted site visitors when they do a search on the Bing Network, using keywords that are relevant to your product or service. For example, let’s say a site visitor put a camera in their shopping cart on your site, then left the site. Using Universal Event Tracking (UET) or another tag management system, you’re able to identify every visitor who has left an item in a cart and you can put them into a specific remarketing list. The next time these same people search Bing for anything using keywords you’ve bid on (such as cameras, camera cases or camera reviews), your ad shows in the search results page with ad copy you can customize targeting that customer.  

 

Q. Will UET work with ASPNET and with Adobe Dynamic Tag Management? 

A. Yes it will. 

 

Q. What is the difference between Microsoft Search Remarketing and our regular PPC ads? 

A. With remarketing, you are only targeting people who have already visited your website. So ads that you serve to these people are based on the knowledge that they’re already interested in your products or services. With regular PPC campaigns, you’re targeting a general audience based on the keywords they use, regardless of whether they’ve ever expressed interest in your specific company or website. Using UET you will be able to build a list of customers based on actions they take on their site and then target ads specifically to them. 

 

Q. Given the engagement from users on visual, will there be any chance of a return of content ads, or dynamic image/text ads like with Google’s remarketing ads? 

A. Bing’s native ads, currently in beta, are an excellent option for including a visual in your remarketing strategy. Native ads are a search-based product that serve in a content environment (currently only MSN) instead of in the search results page. Ads are served based on three user factors: Search history, context of page and remarketing list. Additionally, you can use Image Extensions and Video Extensions (in beta).  

 

Q. How would remarketing work well for a car dealership where there are no online purchases being made? 

A. Remarketing goals can be anything you want them to be and do not need to be tied to online purchases. In your context, you would implement UET on your dealership website to track visitor behavior and then create remarketing goals/lists based on what you’d like those visitors to do. For example, visitors who spend at least two minutes on Make/Model X web page might get a remarketing ad with Make/Model X in the headline and an invitation to test drive in the description.  

 

Q. How does remarketing work for big ticket items, such as cars? 

A. Remarketing works just as well for selling toothbrushes as it does for selling cars. If you know you need an in-person or over the phone connection with a customer to close a deal use Call and Location Extensions in your ads. See the example above for how it can accomplish your goals. 

 

Q. Can you remarket to visitors who have been to a specific page on your site? 

A. Absolutely.  

 

Q. Can I bid on my competitor’s terms if they are trademarked? 

A. Yes, you can bid on keywords that are your competitor’s terms if they are trademarked. But you cannot use those terms in your ad copy or title. Learn more about our Intellectual Property Policies and Editorial Policy

 

Q. Is the strategy different for remarketing using display image ads versus regular text ads? 

A. Yes – because remarketing in paid search understands intent much better than remarketing in display does. With remarketing in paid search, your ad is served to a previous site visitor based on keywords they use in a search, which is a clear expression of their intent. With remarketing in display, your ad is served to a previous site visitor based on the demographics that the content site claims to have.  

 

Q. I am a boat captain, and I take people fishing. I am highly ranked on TripAdvisor. Can I link my ad to TripAdvisor? 

A. We do not recommend directing your searcher to a site that you do not have control of. Landing pages (the web page that the searcher lands on when they click on an ad) need to be relevant to the ad in order to get a quality ranking in our search engine algorithm, and if you cannot control the page that you link to at TripAdvisor, you cannot know for sure that your searcher is going to see the correct information. 

 

Q. What topics or who CAN’T we remarket to? 

A. You must comply with all laws, regulations, self-regulatory guidelines and other policies applicable to remarketing campaigns, which includes any prohibitions on creation of remarketing lists based on sensitive data. Sensitive data may include health information, personal identification numbers, sexual orientation, or other categories generally recognized as sensitive in nature. It is your obligation to understand and comply with any such prohibitions applicable in the market(s) where you operate. For more information, please see our Bing Ads policy for Remarketing

 

Q. Why remarket to converters if you’re already using targeted email marketing (email blasts based on purchase data)? 

A. Remarketing can be an additional channel for reaching your targeted audience, and when used in conjunction with effective email marketing would likely increase your chances of getting that converter to act again. This is a perfect time to upsell or resell to a customer based on purchase and site behavior.  

 

Q. How can a company in a niche market, with low visitors to the website, take advantage of remarketing? It will take a lot of time to generate a remarketing list with 1000 visitors. 

A. This is an excellent question, but unfortunately to ensure quality the minimum number of users for an effective remarketing list is 1000. In your case, remarketing might not be a viable channel just yet, but I would suggest adding UET and by the holidays or over six months you should be able to build a usable list.  

 

Q. Is it possible to prevent a particular shopper from seeing our remarketing ads? 

A. Remarketing lists have a strict 1000-user minimum, so you will not be able to target one specific user (helps preserve user anonymity), but the current release of remarketing also does not include support for exclusions—they are in development. In the meantime, you can set the bid adjustment of an association to -90%, which will achieve a very similar effect. 
 

Q. Can I use my competitor’s URL’s to remarket to their customers? 

A. No you can’t point people to a competitor’s site or use their official URL in your ad copy – you could use their name in your display URL. It’s a controversial strategy but not against Bing Ads policy.  

 

Q. Complementary site cross-marketing – wouldn’t this affect privacy policies and disclosures? 

A. Yes it would, and companies that partner in this way would need to be mindful of these issues. There's no specific guidance on this with regard to Remarketing, but the answer will depend on whether these accounts are under the same customer shell. If they are not, you will not be able to share Remarketing lists across different customer shells. 

 

Q. Can I build my remarketing list based on all website visitors, or only visitors that came through Bing Ads originally? 

A. Your remarketing list is based on all website visitors, regardless of how they got to your site. 

 

Q. Can I import my Google Adwords Remarketing campaign? 

A. This is currently in our feature development list for Remarketing; stay tuned to the blog and social accounts for announcements on when this feature goes is available.  

 

Q. How can we use our retargeting lists from other channels (like Adwords or Facebook)? Is it possible to display Microsoft ads to a list created via other ad networks? 

A. This functionality is currently in development, but right now your Remarketing list comes exclusively from visitors to your website that have been tagged via your UET tag. Currently we cannot import AdWords and/or Facebook lists into Bing Ads Remarketing. 

 

Q. Are remarketing ads only shown in search or are they also shown on media sites? 

A. Your remarketing ads will show across the Bing Network, which includes Bing, Yahoo, AOL and media sites such as Wall Street Journal. 

 

Q. Do you differentiate strategies between search and display networks? 

A. Remarketing in paid search only shows in the Bing Network as a paid search ad, and is not a display product and does not show on display networks. 

 

Q. Are a lot of unrelated companies really sharing UET tags? I foresee some legal and privacy concerns and the potential for abuse. 

A. This was an example we heard of from two small companies in the same location, a similar industry but who did not directly compete. This is a strategy you’d have to do some research on to see if it’s viable for you. Larger companies with multiple brands will use this strategy to cross-sell and upsell. 

 

Q. What strategies are best for landing pages? 

A. While we are not landing page experts, we can direct you to two excellent resources: Bing Ads URL and Landing Page Policies and this article by Larry Kim of Wordstream. 

 

Q. Has remarketing for Shopping Campaigns fully rolled out to users? I have three audiences targeting at +100% bid that receive less than 10% of the list size in a 30-day period. Is this the volume of impressions I should expect at a +100% bid? 

A. Yes, Remarketing lists can be associated with Ad Groups set up for Bing Shopping Campaigns. Your expected volume will depend on the configuration of your Ad Groups and Remarketing lists, and therefore cannot be determined from the magnitude of your bid boosts alone. Be sure to test out different bid boosts in the experiment we outlined to find the best combination for you. 

 

Q. Should I remove my negative keywords lists for my remarketing? 

A. No. Your negative keywords list will continue to prevent your ad from showing on search terms that aren’t relevant. 

 

Q. I understand that you can specify a maximum number of days to target customers, but can you also specify a number of days to wait before targeting customers? 

A. No, this is not available currently. 

 

Q. UET doesn’t have to be through a tag management system, correct? 

A. Correct. You can use UET through Bing without a tag management system, but you can also use a tag management system with UET if you are additionally managing tags on other platforms such as Google or Facebook. 

 

Q. Why can’t we run the two ad group tests at the same time? 

A. Since both Ad Groups would have the same keywords, running the two test groups at the same time would simply result in cannibalization. That is, the Ad Group with the higher bid boost would always beat out the other, and you would therefore not have a fair comparison. By using day-of-week targeting to alternate the two Ad Groups, they will not be competing against one another, and what's more, you will be able to eliminate the confounding variable of day-of-week seasonality in your test. 

 

Q. When you say “memberships,” do you mean people who have signed up to receive exclusive information from your business? Or is it just users who have been on your website in the last 30 days? 

A. In the context of the webcast, “memberships” means people who have signed up to receive exclusive information. 

 

Q. How do you actually share those remarketing lists? How do you implement them? 

A. The first 15 minutes of the webcast covers that so check out the recording of the presentation. There is also a set up video on our Remarketing page. 

 

Q. How do Bing remarketing impressions compare to Google remarketing impressions? 

A. This question might be referring to either how the impressions look or how they perform. In terms of how they look, Remarketed impressions, like on RLSA, have no distinguishing features from normal ad impressions (read: no shining red buttons or whistles), but they can show customized ad copy if you're using the Target and Bid setting. In terms of how they perform, this will depend strongly on your unique campaign configuration and Remarketing list set-up. Once you've had some time to experiment with your Remarketing-enabled Ad Groups, let us know what you think about the performance! 

 

Q. Is OPA (Other People’s Audiences) the only thing that sets Bing remarketing apart from Google remarketing? 

A. Currently, one of the biggest differences between Bing Ads' Remarketing in Paid Search and Google's RLSA is the ability on Bing Ads to implement Remarketing lists at account-level rather than at customer-level. We are working on developing new Remarketing features as we speak in order to help provide an even better experience for you. 
 

Q. [In reference to PointIt’s results for Microsoft Store] Are the increases over AdWords compared to AdWords remarketing or pure search? 

A. Natalie was referring to the performance of remarketing campaigns when she compared the results of the AdWords to Bing Ads.  

Q. Can you explain how testing every other day helps to measure accurate results?  

A. Testing every other day allows you to alternate between the two Ad Groups so that they don't cannibalize each other's traffic, while also eliminating the effects of day-of-week seasonality. By running the experiment for 4+ weeks (making sure to swap day-of-week targeting settings at the end of each week), you will be able to have a fair comparison between the two bid boosts on the two different Ad Groups and see which gives you the best performance.  

What’s next? 

  • Date: May 31, 2016 | Time: 11am PST 

Please share your thoughts and comments below or go social with #AskBingAds. 

 

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Ask and You Shall Receive: The Humanization of Search

In a world where we’re almost always connected to technology and devices, we have instant access to information wherever we are—causing a transformation to the search experience. Whether people realize it or not, search is embedded in their daily activities; it’s on their mobile devices, cloud-connected game consoles and increasingly, on smart devices throughout their homes. This transformation is changing how we interact with search as it becomes an intelligence platform powering devices and technology—making it become more human.

As search becomes more ubiquitous, people expect an experience that goes beyond search and understands them in a more personal, intimate way. And search is evolving to do just that.

 

Our Changing Relationship With Search

As consumers interact with technology in new, deeper ways, like through personal assistants, search is quickly adapting. Voice-powered search is a big reason why.

Unlike keyword-based searches, voice search lets us express ourselves naturally, using conversational phrasing that matches human speech patterns. Spoken language connects people to what they're searching for with an immediacy, convenience and intimacy that text-only search just can’t provide. Because of this intimacy, search can discern what information the user is seeking with far greater precision.

Search isn’t just becoming more human; it’s becoming interwoven into the fabric of our everyday lives. With a growing technology ecosystem of phones, tablets, and smart home gadgets, search is the intelligent fabric that delivers the most relevant information when and where it’s needed.

Our internal research at Microsoft shows that, consumers search consistently—all day and well into the night. Increasingly, those search results are being delivered through a speaker by a synthetic-but-friendly voice, or presented as a short list within a phone app.

 

Search Gets Smarter

Search is getting better at understanding consumer intent and delivering actionable results. Why? With search becoming more embedded into our lives, an unprecedented amount of information about the people who are searching begins to add up.

This knowledge helps move the search experience from one that provides straight forward answers to search queries to one that mimics human thinking, providing better results based on our intent and preferences. Not only do we know more about users—location, past search activity, purchasing habits, likes and dislikes—but we also have access to data sources that provide facts about people, places and entities the user may be searching for.

Tapping into this treasure trove of information gives us a good idea what the consumer is likely to be seeking when performing a search. This, in turn, lets us give the consumer what he or she wants without explicitly asking. The result: a higher-value experience that gets the searcher that much closer to taking an action.

 

Marketers Must Evolve, Too

As technology and search continues to evolve at a break-neck pace, so do consumer expectations. The search industry, with its billions of human interactions per day, is uniquely qualified to offer a personalized experience to consumers.

The ability to instantly surmise consumer intent offers the chance to target highly personalized brand messages and content wherever the consumer might be. This means harnessing the conversational language of search and evaluating marketing strategies across the board—from keyword targeting to content creation to investment allocation.

As the number of search-powered devices in the marketplace multiplies –marketers will need to harness the potential of the massive amounts of data generated by an interconnected web of devices – including future technologies like virtual reality headsets.

In this new era of marketing, it’s going to be possible to see where users are interacting with offline messaging, when and where they are at in a retail store, which device they're using, and whether they're even in front of a traditional screen. Most important, marketers will be able to tie that information back to online user behavior, and respond accordingly.  

For brands, opportunities to reach consumers with personalized messaging and content have never been greater. The combination of a more human search experience, more places and ways that search is integrated into technology and better data insights will help brand stakeholders find the most efficient methods for bringing consumers closer to taking action.

It’s not just about gaining more business or even creating new audiences – it’s about harnessing the promise of the future.

To learn more, download The Humanization of Search[DT1] .


 [DT1]link

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Boost CTR with Callout and Review Extensions

Build trust, increase CTR, and showcase what makes your website unique with Callout and Review Extensions.  Enriching your ads with extensions is easily one of the best ways to make your website stand out to customers on the Bing Network.  That’s why today we’re thrilled to announce not only one, but two new ways to do just that.

Callout Extensions

What makes your business better than the rest?  Show it off with Callout Extensions.  Highlight specific products, services, deals or selling points by placing customizable bullet points beneath your ads.

 

Callout Extensions

 

What You Need To Know

  • A given ad will display up to four callouts, with a minimum of two required
  • Callout Extensions will serve alongside your other ad extensions
  • Callouts are not clickable, free to use, and should not duplicate information already present within an ad  
  • Each campaign and ad group can have up to 20 Callout Extensions associated with it

 

 

Review Extensions

Review extensions enable you to build trust with potential customers by adding a positive review from a trusted 3rd party source beneath your ads.

 

Review Extensions

 

What You Need To Know

  • A given ad will display only one review 
  • Similar to callouts, reviews also serve alongside your other ad extensions  
  • The review text itself is not clickable, but clicks on the review source (which link to the page containing the review) are free!  
  • Reviews and their corresponding sources have specific editorial guidelines

  


For more information on Callout Extensions, visit our help page here.
For more information on Review Extensions, visit our help page here.

 

On behalf of the whole Bing Ads team, we hope you enjoy the new extensions and look forward to delighting in your success!

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Six ways to improve your leisure travel ad copy

Summer is the high season for adventure, including the perennial American favorite – the road trip. Have you planned your vacation yet? Have your customers? As travel advertisers, time is of the essence to capture searchers in the late spring and early summer as they research their options and plan and book their summertime adventures.

For leisure travel campaigns, it’s critical that you choose your words carefully. And in search advertising, it’s even more important when you have less than a hundred characters to make an impression and grab a traveler’s attention.

To help you and other leisure travel advertisers find the right combinations of ad titles and descriptions, we analyzed 149,000 ads and 290 million impressions on the Bing Network.[1] Our analysis reveals top-performing ad copy combinations across devices for different Travel subindustries – Online Travel Agency/Aggregator, Lodging, Air Supplier, Car Supplier, and Cruise Supplier. It also found opportunities for using Sitelink Extensions more effectively to increase click-through rates.

Below are six ways leisure travel advertisers can connect with more vacationers.

1. Tailor your ads based on your industry and audience

You know your industry, subindustry and audience best. Make your ads reflect them. For example, Cruise Supplier ads targeted at deal seekers perform well with Prices/Pricing (e.g., “cash back”, “low prices”, “spend $”) and Cheap/Affordable (e.g., “cheap”, “cheap cruise”, “cheap caribbean”) terms.

Searchers clicking on Online Travel Agency/Aggregator ads are looking for a site they can trust. The top five ad combinations for Online Travel Agencies/Aggregators had titles with Official Site (e.g., “official”, “official site”, “site”) terms. They pair well with a variety of descriptions including Services (e.g., “guarantee”, “worldwide”, “guarantees best”) and Rentals (e.g., “rent car”, “rental”, “rent”).

Appeal to lodging searchers by letting them know about your online booking options. Ads for Lodging perform well with Online (e.g., “book online”, “hotels online”, “online now”) and Param Insertion (i.e., parameter placeholders used in dynamic ads) in the ad title, while Online and Lodging (e.g., “suites”, “resorts”, “villas”) perform well in the description.

Air Supplier searchers are interested in airfare sales and destinations. For Air Suppliers, the top performing ad titles and descriptions combine Sale (e.g., “flights sale”, “Sale”), Destination (e.g., “usa”, “europe”, “international”), Official Site, and Brand terms.

Let Car Supplier searchers know what services your offer. Ad titles with Services performed well paired with descriptions with Superlative (e.g., “best rates”, “great”, “quick”) and Deals/Discounts (e.g., “fall savings”, “free upgrade”, “save big”) terms.

Draw in searchers with Cruise Supplier ads focused on deals and savings. High-performing ads include titles with Prices/Pricing, Offers, and Sale terms, and descriptions with Cheap/Affordable and % Off terms.

2. Develop mobile-specific ads to connect with mobile searchers

Mobile searchers are not only looking at smaller screens, but also doing things on the go. They are looking to check prices, compare features or find last-minute deals.

For Online Travel Agency/Aggregator ads, mobile searchers are also looking for official websites. The top Mobile ad combination pairs Official Site in the title with Brand terms in the description.

Lodging’s top Mobile ads focus on affordability. They combine Official Site in the title with Cheap/Affordable (e.g., “find cheap”, “cheap hotel”, “affordable”) in the description.

The top Mobile ad combination for Air Suppliers confirm that mobile searchers are planning on the go. It has Official Site terms in the title with Plan (e.g., “vacation”, “minute”) terms in the description.

Mobile ads for Car Suppliers can benefit from dynamic text insertion. Mobile ads with Param Insertion titles and Brand terms in the description are high performers.

Cruise Suppliers can appeal to Mobile searchers by combining Features (e.g., “luxury”, “luxury river”) in the title with Official Site in the description.

In addition to tailoring your mobile ads, you need to have your mobile landing pages ready and optimized to turn researchers into bookers. Mobile searchers don’t have time to waste waiting for your website to load and are likely to bounce. Pay attention to page loading times to keep them on your page and learning more about your products or services.

Got a mobile app? Promote your mobile app with App Extensions. They add a link to your ad that takes searchers directly to your app’s page in Apple iTunes or Google Play.

3. Use Sitelink Extensions to see a higher click-through rate

Sitelink Extensions offer a number of opportunities for leisure travel advertisers. Take advantage of categories where there’s high ad quality and low usage.

In particular, Car Suppliers can benefit from using sitelink extensions. Ad quality is high for the top 10 sitelink variables, yet all are underutilized by advertisers. A few keyword groups to consider include Services, Brand terms, Rental, and Offers.

Opportunities for each subindustry are presented in the following table.

4. Test, test, and test again

Our study provides insights into average ad quality, which has a lot of variability. To get the highest quality ads, it’s important for you to test and optimize your ads, keywords, and sitelinks on a regular basis. Visit the Opportunities page in the Bing Ads UI to see the ad copy, keyword, bidding, and budget opportunities specific to your account.

 

 

5. Take advantage of available ad tools and formats

To make the most of your campaigns, take advantage of some of the tools offered by Bing Ads to give your ads greater impact.

  • To get a second chance to turn high-quality visitors into customers, use Remarketing in Paid Search. You can increase your ROI by optimizing your ads, bids and keywords for searchers who have previously visited your website, like those that visited your homepage or abandoned a shopping cart.
  • To deliver more clicks for your and fewer for your competitors, bid on your own brand terms. A Bing Ads’ study found that brand term bidding gained Travel companies 27% more clicks, and dropped the competitor share of clicks by 70%.[2]
  • To help drive foot traffic into your local establishment, use Call extensions in conjunction with Location extensions, which can lift CTR by up to 10% and 20%, respectively. Your phone numbers will be displayed as well as directions to help customers find your business. And don’t forget to layer in location targeting to ensure optimal customer experience and the most relevant leads.
  • To reach specific demographics, use Demographic targeting. Over the past year, Bing Ads has improved our demographic targeting with increased age and gender coverage to help you improve the chance of your ads showing to the demographic groups you want.

 

6. Connect with your audience

To make the most of your leisure travel campaigns, get to know the Bing Network audience. Numbers show that about 32 million searchers used the Bing Network – including 25 million unique searchers not reached on Google – for 138 million travel-related searches, and accounted for 39% of all travel paid clicks.[3] Compared to Google, the Bing Network audience is more likely to have spent between $1,000 and $9,999 online on travel in the last 6 months.[4] For more insights on our audience, visit our Audience Insights page.

 

Interested in learning more? We’ve got more leisure travel ad copy and sitelink analysis in our Choose Your Words Carefully: Leisure Travel edition presentation.

 

 

For more seasonal and vertical insights, check out the Bing Ads Insights Portal.



[1] Microsoft Internal Data. Total Impressions Generated = 298 Million, Total Ads Analyzed = 149k, Analysis Period = 12/1/2014 – 11/30/2015

[3] comScore qSearch (custom), US, September 2015; industry categories based on comScore classifications.

[4] comScore Plan Metrix, US, June 2015, custom measure created using comScore indices and duplication. June data was used to reflect the month prior to the beginning of the leisure travel season.

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