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Searchers who know your brand and products are more likely to convert and engage with your ads. On average, 96% of first time visitors leave websites without converting, and 70% of shoppers put products in the shopping carts but abandon them.

Remarketing in Paid Search gives you second chance to covert and engage with these high-value audiences.

After reading this training, you will not only understand how remarketing works, but learn how to:

  • Use Universal Event Tracking (UET) to tag your site for remarketing.
  • Create a customized remarketing list.
  • Associate remarketing lists with ad groups.
  • Optimize bids and ad groups for remarketing.
  • Manage your remarketing lists with a new set of APIs.

What is Remarketing - and how does Remarketing work in Paid Search?

Before you can target audiences using remarketing lists, you need to set up Universal Event Tracking (UET) so that Bing Ads can collect the data from your website. UET a powerful tool that records what customers do on your website. It tracks conversion goals and builds audiences for you, so you have everything you need for Remarketing in Paid Search.

Simply create one UET tag and then add it to your website pages to get started. This tag records what customers do on your website, then places them in a Remarketing list based on your definitions (e.g. visited home page, purchase confirmation page, etc.). Now when they search on the Bing Network, you can use a custom bid for them and serve a tailored ad to them.

Once you’ve tagged your website, you can begin defining and creating remarketing lists based on a user’s activity.

Note: Tagging your entire site (web and mobile) gives you more ways to define and create audiences.

Creating a remarketing list

We offer a wide set of targeting options that help you connect with just the right audience at just the right moment with just the right message. In addition to targeting by time of day, geography, demographics and device, with remarketing you can target user activity. What that means is you can target someone if they visited your homepage, a category page, or even people who partially filled out a lead or abandoned a shopping cart.

General visitors are visitors who visited any page on your site. This is typically the largest list you will be able to create because it includes any person who has expressed interest in your business by visiting your site.

  • Create a remarketing list for anyone that has visited any page, even one page, by defining that the URL contains your domain. For example:  People who have visited a page with any of the following: URL contains: “mysite.com”

Product visitors are potential customers who visited specific pages on your site or browsed specific products.

  • Create a remarketing list for anyone that has visited a specific category page by defining that the URL contains the product. For example:  People who have visited a page with any of the following: URL contains: “mysite.com/shoes”

Shopping cart abandoners or lead form abandoners are visitors who placed products in their shopping cart or filled out a lead form but did not complete the purchase or did not submit the lead form. These visitors are one of the most valuable prospects for your business.

  • Create a remarketing list for anyone that has placed items in your shopping cart or started your lead form, and exclude anyone who has completed a purchase or submitted a lead form. For example: People who have visited a page with any of the following: URL contains: “mysite.com/shoppingcart” but didn’t visit another page with the following: URL contains: “mysite.com/thankyou”.

Recent converters are visitors who have either completed a purchase or submitted a lead form. These visitors provide an opportunity to cross-sell or upsell additional products.

  • Create a remarketing list for anyone that has completed a purchase or submitted a lead form. For example:  People who have visited a page with any of the following: URL contains: “mysite.com/thankyou”

Loyalty members are visitors who are your current and potentially best customers.

  • Create a remarketing list for anyone that has visited your loyalty website, if you have one. For example:  People who have visited a page with any of the following: URL contains: “mysite.com/rewardsprogram”.

Associate remarketing lists with ad groups

Remarketing in Paid Search campaigns can help you achieve a number of goals, such as:

  • Driving desired actions that are valuable to your business (e.g., conversions, sign ups).
  • Improving your ROI.
  • Upselling or cross-selling to customers.

Once you have created your remarketing lists and they begin to be populated with qualified users, it’s important to associate these lists to ad groups so that they can be actioned.

You can achieve each of the above goals by engaging with your audiences with one or a combination of strategies as outlined below.

Increasing bids

You can increase your bids up to +900% to someone who has abandoned a shopping cart or started but did not complete a lead form – since these are high-value customers.

You can increase your bids by 200% in your Thank you page. Or, by 100% on a Category page, or 50% on your Homepage.

You can also tailor your ads and landing pages.  For example, serving an ad with an offer or discount can help drive conversions to those who may have visited a category page on your site.

Customizing ads

When you create your remarketing lists, you may serve customized ads to each audience that you’ve defined. Serving different ad copy, extensions, and/or landing pages can be good for cross-selling or up-selling additional products to a specific audience. For example, a retailer created a remarketing list for users who have recently purchased running shoes. The retailer can then serve an ad that cross-sells running apparel or offers customers a discount for their next purchase.

Start by:

  • Creating a new campaign and/or ad group that targets only your remarketing list.
  • Creating ads and/or landing pages that are unique to that remarketing list.
  • Increasing your bid setting to ensure your customized ads will serve to the audience.
  • Monitoring your campaign performance and making any changes necessary.

APIs (application programming interface) can help you make associations and other big changes to your remarketing lists in bulk across all your accounts. Customers can now manage their remarketing lists with a new set of APIs.

APIs are a great way for tool providers to make campaign changes across your accounts. Remarketing in Paid Search APIs can now:

  • Retrieve existing remarketing lists.
  • Set, get and delete associations for remarketing lists.
  • Set bid adjustment for associated remarketing lists.
  • Set targeting setting to either “bid only,” or “target and bid”.

Recommend settings for each strategy

For a risk-free way to get started, associate your remarketing lists to existing campaigns on the Bid Only setting without adjusting bids. Not only will you be able to evaluate the impression share generated by users in your remarketing lists, but you will be able to see the performance of those users (CTR, conversion rate, etc.). Based on the performance of your remarketing lists, you can either choose to adjust bids, customize ads or broaden keywords.

Summary

Remarketing in Paid Search lets you improve your return on investment by optimizing your campaigns for specific audiences, like high-value audiences who have visited your website before.

Key takeaways:

  • Implement Universal Event Tracking across your entire web and mobile site.
  • Create and segment your remarketing lists that makes the most sense for your business.
  • Test your remarketing lists by making associations to ad groups without any bid changes.
  • Engage your audiences with a variety of strategies, such as broadening your keywords, and customizing your ad copy and bids.
  • Monitor your remarketing lists and ad groups, and make any adjustments to achieve your business goals.

Thanks for reading this training how remarketing works. Continue your training or take the Bing Ads Accredited Professional exam to become accredited.

Please note all features in this training may not be available in your market.