Skip to content

Past behaviors are useful predictors of future activities. Who someone is influences his or her buying preferences. For example, some ages or genders have stronger affinities to certain product categories. Likewise, where, when and how they search can provide useful context.

Bing Ads Audience Targeting options can help maximize your ad's exposure to customers who are most likely to be interested in your products or services. Each audience segment is at different places along the buying-decision journey resulting in different purchase intent and conversion value.

Increase conversions, reach curated audiences that are more likely to convert in your industry category.  Improve bids and targeting, set up your ad group to either be exclusive to an audience on a curated list or available to everyone but with a bid adjustment for your targeted audience, similar to Remarketing in Paid Search lists.

After reading this information on behavioral and demographic Audience Targeting, you will understand how to:

  • Boost opportunities using demographic data like age and gender.
  • Utilize Remarketing in Paid Search to reconnect to past visitors of your website.

Remarketing in Paid Search

When people look for products and services online, they rarely convert on their first visit. Instead, people visit a site, then they check out competitors, they price compare and sometimes they just get distracted (in no particular order). About 96% of visitors leave websites without converting.

For a first time visitor, an average website has a bounce rate of over 60% and a shopping cart abandonment rate of over 70%. That`s where remarketing comes in. With remarketing, advertisers are able to:

  • Appeal to all or a subset of visitors who did not convert and stay top of mind
  • Exclude, upsell, or cross-sell to existing customers
  • Drive higher ROI (return on investment)

Remarketing in Paid Search lets you improve your return on investment by optimizing your campaigns for specific audiences, which are the people who have visited your website before.  First, you create a remarketing list to define the audience based on actions people take on your website, and then you create an association between the remarketing list and an ad group. There are two types of associations:

  • If you want to show your ads to people in the audience, you create a targeting association, and then optimize the ad group by adjusting bids, targeting ads, or broadening keywords.
  • If you're trying to prevent ads from displaying to certain audiences, you create an exclude association.

People will be added to the remarketing list as long as they meet your remarketing list definition. This is true regardless of whether or not they clicked on the ad or how they landed on your website (for example, from a search engine or a bookmarked site).

Before you can target audiences using remarketing lists, you also need to set up Universal Event Tracking (UET) so that Bing Ads can collect the data from your website.

UET

 

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 form 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”.

To create a remarketing list, click the Campaigns page, and then on the left pane, click Shared Library.

 

Left pane Shared Library highlighted

Under Shared Library, click Audiences.

Left pane Audiences highlighted

Click Create remarketing list.

Audience page create button highlighted

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 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.

Demographic: age and gender

Some ages or genders have stronger affinities to certain product categories. With Bing Ads, you can engage audiences across specific age brackets and one gender or another. You can tailor your ad copy for each audience and connect with each audience exclusively or incrementally. Bidding up or down allows you to connect with audience more or less often. You can use demographics at the ad group or campaign level.

To target by age or gender, click Advanced campaign settings, then click Demographic. You can increase bid adjustments up to 900% and decrease them by as much as 90%. Keep in mind that when you apply bid adjustments to age group and gender, your ads will appear more frequently for the targeted demographic but will still also appear for non-targeted demographic.

Age brackets include 18-24, 25-34, 35-49, 50-64, and 65+.

Advanced campaign settings

 

Learn more about how to increase or decrease your bid for specifically targeted customers.

Summary

Audience Targeting: Behavior and demographic helps you focus a campaign or ad group on potential customers who meet specific criteria, so you can increase the chance that they see your ads. You can increase conversions, improve bids, and reach curated audiences that are more likely to convert in your industry category.

Remember, each audience segment will convert at different rates and values to your business. Future activities and purchases on your website will be different for each audience segment.

Key takeaways:

  • Upsell, exclude or cross-sell to existing customers with Remarketing in Paid Search.
  • Associate Remarketing audiences to ad groups.
  • Use demographic data to reach specific people.

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.