Bodene Downie - Guest Blogger

Search Account Manager

Re-engage, Re-visit, Remarket

No matter what industry you belong to its always important to be in front of a consumer not only at the right time but multiple times throughout the purchase journey. It becomes more crucial with online consumers where 96%¹ of first time visitors leave a website without making a purchase and 70%¹ of shopping-carts are left abandoned half way through the process. The recently released Bing Ads Search Remarketing gives you the opportunity to re-engage consumers that have previously shown interest in your brand, products and services. Unlike Site Remarketing; where display banners are delivered with consistent messaging throughout a person’s journey on the web, Search Remarketing targets people through the Bing search results, where businesses can offer more specific text ads showcasing different offers and information.

A consumer will range in terms of value to your business depending on what stage they're on. Search Remarketing makes it possible to drill down on the purchase journey to create refined audiences based on what a consumer’s actions are once they come through to your website. Audiences can be created to target actions like:

  • Visiting or not visiting specific pages within your website
  • Abandoning a shopping cart without purchasing the products in there  
  • Submitting a form or subscribing to mailing lists
  • Even targeting people that completed the purchase and have landed on the "Thank-you page"  


Search Remarketing allows you to prioritise your audiences through incremental bidding, where you can either increase or decrease the CPC (cost per click) you're willing to pay for that visitor. By knowing what your visitors are doing when they visit your site, we can get further insight into the search terms that people are using to come through to your website and if there are any keywords that should be added to the campaign. By only targeting people within an audience, you're then able to include keywords that would normally be considered too expensive, broad and low converting, since the audience have already expressed an interest in your website they have a higher opportunity to convert and the audience is restricted so it won’t exhaust your budget on irrelevant clicks. 

So whether you are wanting to invest more to increase the likelihood of certain audiences coming back to your website, or whether you plan to follow their journey to the next related purchase, Bing Ads has an option to suit your needs. Make sure you read the best practises and set-up instructions to get your Bing Ads remarketing campaign up and running & as always if you need any assistance with getting it set up within your account or if you have any questions please reach out to your Bing Ads Account Manager.


¹Forrester, Understanding Shopping Cart Abandonment, May 2010

Keep reading

Broadmatch Modifier – Best Practice on Growing Your Bing Ads Volume

Broadmatch Modifier – Best Practice on Growing Your Bing Ads Volume

The keyword Match type ‘Broadmatch Modifier (BMM)’ was created to filter and minimise the amount of irrelevant traffic, reduce spend wastage & lower the number of negative keywords needed within an account.  When BMM was initially launched, many digital marketers updated their keywords from Broadmatch (BM) to BMM, mirroring the changes across both their Google & Bing accounts.

At Bing Ads we don’t always recommend duplicating your AdWords BMM strategy into your Bing Ads account due to the slight differences between the systems. Google’s BMM blocks approximately 71% of BM traffic, and due to high volumes of search that Google drives this is beneficial in reducing the quantity of irrelevant impressions served for the account. Bing’s BMM on the other hand currently has stricter criteria and removes approximately 90% of traffic when compared to the BM results1, due to the high percentage of search terms filtered from the advertiser’s results potentially misses out on relevant traffic and customers to their website. Furthermore, with Bing searchers having a higher buying power index than Google (Bing searchers spend 44% more than the average Google searcher2), BMM is less necessary when using Bing Ads in comparison to AdWords.

If your account is currently struggling to hit capacity, this optimisation can be quickly implemented and drives immediate results by broadening what BMM can deliver through including BM variations of your core keywords. This strategy has proven to grow volume, whilst maintaining the target cost per acquisitions (CPAs) and costs per click (CPCs).

1. By utilising all four match types; Exact, Phrase, Broadmatch Modifier & Broadmatch keywords it can increases the likelihood of your campaign appearing for more searches  
a. Rather than filtering the traffic with BMM, run and review the search term report each week the first 4-6 weeks to identify and implement a list of negative keywords for the account. These negative keywords will then tighten the focus, increasing the relevancy and improving the overall campaign performance each week.
b. Once you have completed 4-6 weeks of reviewing and adding negative keywords, this can then be reduced to once a month or bi-monthly.
(HINT- I suggest adding a reminder for this part into your calendar). 

2. Secondly implement a match type bid strategy,
a. When a search query is submitted, Search Ads are selected and shown based on different factors like; keyword relevancy, rank score, CPC, match type etc. When utilising all match types it is important to set up a match type strategy ensuring that the most relevant match type is served. This will assist in achieving a higher quality score, lower CPCs and improve the overall success of the campaign.
b. Please set your max CPC for each match type from highest to lowest based off the below hierarchy:

                                                                         i.       Exact Match $$$$

                                                                         ii.      Phrase Match $$$

                                                                         iii.     Broadmatch Modifier $$

                                                                         iv.     Broad Match $

This is a great way to ensure that a campaign is not missing out on relevant traffic that would normally be removed through the BMM functionality. Don’t forget that due to the weekly additions of negative keywords to the campaign you should see the performance improve week on week during at least first month as the focus of the campaign tightens and also achieving strong relevancy where possible.



2 Source: comScore qSearch (custom), June 2015.



Keep reading