Remarketing With Bing Ads
What is Remarketing?
A lot of visitors don’t usually convert in the very first time when they arrive at your website. Instead, they will visit your website and then leave and compare your products with your competitor’s websites. Some people might be interested in your product but they will just get distracted by some other things. Like this around 96% of your visitors end up leaving your website without converting in the first place. The bounce rate for a first time visitor will be around 60% and 70% for shopping websites, where people will abandon the shopping cart. This is where remarketing comes into play. If you have ever abandoned ebay’s shopping cart? If so, you might be bombarded with their remarketing ads whenever you visit a third party website. You will see exactly the products you have added in your shopping cart in those ads. These ads will haunt you till you buy from them or will stop showing to you in some x number of days set by the advertiser.
Almost all ad networks now support remarketing feature. But what matters is their reach. Obviously Google has the highest reach, since most of the website publishers use Google AdSense. After that, there are many other ad networks which has good reach too. Today, I am going to show you how to setup remarketing using Bing ads.
Image Source: wpcurve
Remarketing in Bing Search:
Many people think that, remarketing is only for display ads. But it is not, recently, almost all ad networks are supporting remarketing feature making it available in all kind of advertisings. Coming from Display ads to search and also native ads.
So, with Bing Ads, you can display ads to the users who had visited your website and didn’t make any sale or lead.
Suppose, you have the following landing page.
Which eventually leads to
If most of your users are leaving your website in the final step which is final_step.php, you can add all those users who left in the final step to your remarketing list, then you can display ads to those people using remarketing campaign which will haunt them till they convert.
You can set your remarketing goal to anything you want, suppose, if you want to show your remarketing ads to the people who just left during registration process, you can do that by simply adding those people to your remarketing list and then create ads to those audience specifically. Identify the pages from which you want to add your users to your remarketing list and then add them to your remarketing list and setup a remarketing campaign to those specific audience.
How it Works?
Every ad network follows same method for setting up remarketing campaign. First of all, identify your goal page, I mean, identify from which page you want to add people to your remarketing audience list. Suppose, if your sales funnel has 4 steps, you can create different remarketing lists for each step as shown below.
For example, add the users who left in the first step of your sales funnel to one remarketing list. The people who left in first step itself are the ones who has no awareness or interest in your product. Save these audiences in one remarketing list and to try to bring awareness and interest on your products with your remarketing campaign to these specific audience.
People who has left during the checkout page are the ones which are very important to you, these people are the people who has shown interest in your product and are most likely to buy your products. In remarketing campaigns, your bids needs to be higher in order to beat all other advertisers from different ad networks. For people who left in the final step, you need to bid higher and show your remarketing ads with discounts to get them converted for your offers.
Between the first step and last step, the audiences who left in the middle, are the people who has awareness about your product, but still not wanting to buy your products. So, collect emails from these people by using a giveaway. When these users subscribe to your list, you can gain their trust by giving away valuable information for free using your newsletter and eventually when you have their trust, they will buy from you. This is how big advertisers like Sun Microsystems and IBM promote their products, by giving a valuable eBook for free in exchange of their email.
How to Setup Remarketing:
Like I said, almost all ad networks practices same method for setting up remarketing campaign. First of all, identify your goal page, where you want the users to be added in your remarketing list.
Generate, remarketing tags from your ad network and place it in your goal page. This is the page, from where most of your visitors are bouncing away from your website. Using this tag added in your goal page, you can add users who are bouncing from your website to your remarketing list.
Now, create a remarketing campaign or an ad campaign and target your ads to your newly created remarketing list.
Bid higher in order to overcome all the first party ads from different ad networks. But, in Bing ads, there will be no competition from other ad networks, but of course you will be competing against other advertisers in Bing.
Optimize your remarketing campaign by creating different remarketing lists like a funnel. Create multiple remarketing lists for different pages in your website. In this way, you can laser target the people who are very likely to buy your products.
Remove the people from your remarketing list or exclude the people who has finally converted for your remarketing campaign. So, that, you won’t waste your money on the people who had already converted to your ad campaign.
Steps to setup retargeting in Bing Ads:
Step 1: Creating UET (Universal Event Tracking) Tags
UET Tags are useful for tracking conversions and also for building retargeting audiences. Go to Campaigns in your Bing Ads Dashboard.
In the left hand sidebar of your Bing ads dashboard, you can see Conversion tracking option.
Click on it for creating your UET tag.
After clicking on it, you will be shown with two options.
- UET Tags
- Conversion Goals
Now, Click on Create UET tag to create your UET tag to build your remarketing audience list.
Now, Give a name and description for your new UET tag, after that click on save to get your tags.
Now, this is how your tag will look like.
Step 2: Copy the code and place it in your webpage from where you want to add your visitors to your remarketing list.
Now, place the UET tag in your webpage where you think most of your visitors are leaving your website. For example, let’s say, most people are leaving your website during the checkout process.
So, place this code in your checkout page. Place the code in your <body> tag.
Here is an example:
Step 3: Verify your tag
Once, you have added the UET tag to your webpage, it takes around 24 hours for Bing to identify your tag installation in your webpage. Once, Bing founds your tag, people whoever visits your shopping cart will be automatically added to your remarketing list by Bing.
If Bing didn’t find your tags means, it will show your tags as Unverified.
Only verified tags will start building the remarketing audience list.
Step 3: Associate your retargeting audience to your campaign.
To associate your retargeting audience to your campaign, Go to Campaigns > Ad Groups
In that, click on Edit and then click on Associate with remarketing lists option to associate your remarketing audience to that ad group.
After that, you can see your verified remarketing lists. Select the ones you want to target your ad group to those remarketing audience list.
Remember: If your remarketing list is not verified means, it won’t show up in Remarketing lists when you try to associate your remarketing list to your ad group.
Step 4: Bidding higher
In remarketing campaign, your reach is limited to people who are only in your remarketing list. In order to haunt them with your ads, you need to bid higher to outbid other advertisers. And you don’t need to worry about spending too much, since those audiences are super targeted, you will get very high CTR’s for your remarketing ads.
Once you have associated your remarketing list to your ad group, select the type of targeting you want and click on save to save your campaign.
Points to Remember:
- You can build multiple remarketing lists for different pages, so that you can display different ads to different group of audiences.
- No matter, what traffic source they come from, people will be added to your remarketing list when they visit your page which was setup with your UET tag.
The more audience you have in your remarketing list, they high it spends. At first, if your remarketing list is only a few hundred, it won’t spend much of your budget. But in long run, it will be very useful when your remarketing list grows.