Remarketing in Bing Paid Search: A Guide for Online Marketers

By November 17, 2015Bing

How To Use Bing Remarketing

Remarketing is all the rage these days, and for good reason. With remarketing, you have a second chance to connect with visitors who’ve left your website or abandoned their shopping cart.

That’s why it’s so exciting that marketers can use remarketing from within Bing Paid Search. Now, with this added tool in your toolbox, you can offer up subtle reminders to past visitors, or find new ways to reconnect with your audience, in an effort to encourage them toward completing a conversion.

Fact: roughly 70% of people abandon online shopping carts, according to a report by Forrester (May, 2010 – Understanding Shopping Cart Abandonment).

While that number seems scarily high, these shopping-cart abandoners can actually turn into high-value customers. The difference is remarketing.

With remarketing in Bing Paid Search, you can deliver ads to your previous visitors when they search on Bing or Yahoo, thus reminding them of their previous visit, and your offering.

How, Exactly, Does Remarketing In Bing Paid Search Work?

It’s actually pretty simple. First, a visitor comes to your website. Through the use of Universal Event Tracking (UET) that user is automatically added to your remarketing list. Then, as many visitors do, he/she leaves your site without completing a transaction.

Now, that same visitor conducts his or her everyday search on Yahoo or Bing. Thanks to the power of remarketing, your ad will be delivered to their screens, encouraging them to revisit your website, and drastically improving your conversion rates.

What’s The Benefit Of Remarketing In Bing Paid Search?

  • Firstly, getting started with remarketing in Bing Paid Search is easy, particularly if you’re already tracking conversions with UET.
  • Next, with remarketing you’re able to reconnect with high-value audiences (they’re high value because they’ve already shown an interest in your offering by visiting your website).
  • Lastly, thanks to remarketing, you can enjoy a higher ROI. Why? Because you can optimize your ads, bids and keywords for unique groups of returning visitors (like those who’ve visited only your homepage or who have abandoned their carts).

So, How Do I Get Started On Remarketing In Bing Paid Search?

From a technical aspect, getting started is as easy (literally) as 1-2-3.

  1. Place your UET tag across your website.
  2. Create remarketing lists based on your user activity or pages that users have visited.
  3. Associate your remarketing lists to ad groups, and then optimize your bids, ads, and keywords to those who search on Bing.

Of course, remarketing does require a bit more than just 1-2-3. For example, what types of lists should you use? How can you best optimize your ads to encourage past visitors to come again?

These types of complicated strategies require careful planning, A/B testing and more. Here at OperationROI, we can help you discover the best approach for employing remarketing in Bing’s Paid Search. Learn more about what we can do to help you reconnect with past site visitors by calling us at 1-888-277-5429 or by filling out our contact form.

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