Most online retailers are already familiar with Bing Product Ads, which let you advertise your products to users while they browse on the Bing Search Network. Product Ads are a great way to get your products seen, but they aren’t the only advertising tactic you should be using. After all, 96% of users won’t even convert on their first visit to a website. That’s where a remarketing campaign comes into play.

Bing’s Remarketing in Paid Search lets you target those lost site visitors with ads while they are searching on Bing or Yahoo. It gives you a way to get your brand back into these shopper’s minds to entice them to come back and make a purchase.

With Bing’s remarketing, you create remarketing lists based on actions that visitors took on your website. Here are some ideas when it comes to segmenting audiences:

  • Product Page Visitors. Certain visitors may have been browsing through specific category pages while on your site. Use this information to tailor ads with relevant product category information. For example, you can target audiences who have visited your page on scented candles within the last 7 days.
  • General Visitors. These are shoppers that visited any page of your site. Target this list with generalized ads about your store.
  • Shopping Cart Abandoners. These shoppers went as far as putting an item in their cart before leaving the site. Show them ads reminding them of what they missed out on.
  • Recent purchasers. You’ll want to use the ads to try and cross-sell these users on other products.

Increase or decrease your bid based on user’s actions. For example, you may want to up your bid for those shopping cart abandoners that left without making a purchase. Besides targeting based on user action, you can also target with demographics, time of day, geography and device.

Bing lists out the steps you need to take to get started on the remarketing journey:

  1. Apply a Universal Event Tracking (UET) tag across your website. This records what shoppers to on your website and lets Bing collect that data. The UET tag is the same for conversion tracking and remarketing so Bing recommends that you install one UET tag across your site to use for both conversion tracking and remarketing.
  2. Now it’s time to create remarketing lists based on user activity or pages that the user may have visited.
  3. Associate the newly created remarketing lists with ad groups. Be sure to optimize bid, ads, and keywords to shoppers that are searching on Bing. You can even associate the list with ad groups that you’ve set up for product ads and Bing shopping campaigns.

There are two types of associations between remarketing lists and ad groups:

  • Targeting association. Use this to show ads to certain audiences and optimize the ad group through bid adjustments, targeted ads, or broadened keywords.
  • Exclusion Association. Not every ad will work for every site visitor. Use this association to prevent certain audiences from seeing specific ads.

Bing also gives you the option to choose the scope of your remarketing lists.:

  • Across all accounts. This lets you associate your remarketing list with ad groups under any account belonging to you. It’s useful for those who have multiple accounts to manage campaigns for one website.
  • On account #. This only lets you associate the remarketing list with ad groups under the current account.

Final Thoughts

Bing’s Remarketing in Paid Search can help you capture lost sales and get you back into the forefront of the shopper’s mind. Use it to tailor bids, ads, and keywords based on actions that shoppers took on your site. It’s a great way to increase sales and boost your ROI. To learn more about Bing’s Remarketing in paid search, click here.