Bing Ads introduced remarketing for Search and Shopping campaigns, allowing advertisers greater flexibility for targeting with bids, keywords and ad groups to improve campaign ROI. The Remarketing lists allow you to tackle challenges such as Cart abandons, by remarketing your offers to customers who do not complete purchase.
Based on past eTail research, cart abandons results in an average loss of 13 percent of all revenue during the holiday season, and it continues to be a major issue throughout the year.
For the purpose of increasing conversions Bing Ads recommends segmenting your audience into broad categories: Window Shoppers for whom search strategy could center around Expanding Keyword lists, editing ad copy and increasing bids. For attracting the abandoners, test brand reminders, offers such as BOGO, free upgraded offers, bid increases and limited time offers. For engaged audience testing sitelink extensions, bid modifiers, testing click to call and shipping offers, could be the way forward. For offline to online customers, promoting the same message and offers is the usual practice. However, Brands that are running a brand campaign can create a search campaign with a limited time offer to engage the holiday season shopper. For other people’s audiences, bid on broad keywords and increase bids and promote special offers.
Broad Match Keywords increase traffic and at the same time improve your campaign ROI by bringing in more qualified leads based on remarketing lists.
The options that are available for advertisers to target with a higher bid or show select ads to users are Bid Only and Target and Bid. With Bid Only option, you increase the bid for targeting users where the chances of your ad being seen above the others increases. By adjusting the Keywords and including Ad Sets targeted specifically for Remarketing lists, advertisers can now customize, search and shopping campaigns for website visitors to engage and convert through the buyer journey. Marketers can also target audience cross devices to increase the conversions.
Remarketing with Bing Ads is now possible with Universal Event Tracker, available globally, by adding a tag to the site and adding users to Remarketing Lists based on the pages they visited or specific actions they took. Advertisers can choose to customize ad groups for each remarketing list. According to Bing Ads, post, advertisers can choose to associate more than one ad group with a remarketing list. By Applying Bid boost advertisers can ensure that your best audiences are most likely to see your ads.
Ad Group associations can be created from Ad Groups tab on Campaigns page that allows advertisers to retargeted audience enabling discovery of newer offers and products with customized messaging allowing for fresher creative approach.
Place the UET tags across the site’s web pages that you would like to track for building Remarketing lists.
Segment the Audience Based on Site Actions and Pages visited for identifying your target audience who is most likely to convert and create remarketing lists for different audiences.
Promote your products and campaigns based on Ad groups, by setting bid adjustments and products that you want to advertise for the remarketing list. Advertisers may choose to promote more than one Ad Groups to the remarketing list.Ad Groups can be associated in bulk from the Ad Groups tab on Campaigns page (Click on Edit > Associate With Remarketing Lists), allowing advertisers to retarget audiences with different products and newer campaign creative.
According to Search Engine Journal, You can manage these associations from the audience tab on Campaigns page.
The campaign Performance can be viewed inline from Campaigns page where as an Audience Performance report is available from reports tab in Bing Ads UI and API for aggregate campaign performance, account and remarketing list performance.