Remarketing in paid search — training
When people look for products and services online, they rarely convert on their first visit. Instead, people visit a site, then they take a look at competitors and price compare, or sometimes they just get distracted.
Remarketing in Paid Search lets you target your ads to people who have visited or interacted with your website before. It is a great way to bring previous visitors back to your website and drive sales. You can even show specific ads to previous visitors based on which section of your website they visited.
After reading this training, you will know how to:
- tag your site for remarketing
- create a remarketing list
- associate remarketing lists with ad groups
- optimise ad groups for remarketing
Tagging your website
Before you can target audiences using remarketing lists, you need to set up Universal Event Tracking (UET) so that Bing Ads can collect the data from your website. You just need to create one UET tag and then add it to your website once. This tag records what customers do on your website, then Bing Ads starts collecting that data and allows you to track conversions (like purchases or leads) or target audiences using remarketing lists.
Once you’ve tagged your website, you can begin defining and creating remarketing lists based on a user’s activity.
Creating a remarketing list
You can think of your audiences as an additional way to target. In addition to targeting by time of day, geo, demo and device, with remarketing you can target by audience behaviour. What that means is that you can target someone if they visited your homepage, a category page or even people who abandoned a shopping basket.
Depending on your business and website, there are multiple ways in which you can segment and define your audiences. Think about the customer journey on your website – each stage in this process can be a way to define and create your remarketing lists or audience.
To create a new audience, click the Campaigns page, and then on the left-hand pane, click Shared Library. Under Shared Library, select Audiences and then click Create remarketing list.
Enter a name for your remarketing list. Under Who to add to your list, select the type of visitor and set rules that define who to include in your remarketing list.
You can create rules based on the different sections of the website that the user visited. For example, you may create a shopping basket abandoners remarketing list by selecting visitors of a page (e.g. basket.html) who didn’t visit another page (e.g. You can create rules based on the different sections of the website that the user visited. For example, you may create a shopping basket abandoners remarketing list by selecting visitors of a page (e.g. basket.html) who didn’t visit another page (e.g. confirmation.html).
These are the four options available for defining rules:
- Visitors of a page
- Visitors of a page who did not visit another page
- Visitors of a page who also visited another page
- Customised events
After defining who should be added to your list, set Membership duration to choose how long you want a visitor’s cookie to stay on the remarketing list. When a person visits the web page again, the membership duration starts again.
Under Tag name, select the existing UET tag. Under Scope level, select the accounts that you want the remarketing list to apply to. You can either select one account or all accounts.
Associate remarketing lists with ad groups
Once you create a remarketing list, you want to associate it with an ad group. On the Campaigns page, click the Audiences tab. Click the Create association button and select an ad group from the drop-down list. Choose the remarketing list that you want to be associated with the selected ad group.
Finally, you’ll need to select the Targeting setting.
Optimise ad groups for remarketing
Once you have a remarketing list and you have associated it with ad groups, you can set a different bid amount to target people associated with this list, or you can create new campaigns to show specific ads or define broad match keywords for this audience. Here are some options for optimising ad groups:
- Increase/decrease the bid amount, or bid boost, for specific audiences. For example, you could increase your bids for shopping basket abandoners and reduce your bids for people that already have purchased your products.
- Create a new campaign and then create ad text and Destination URLs that catch the attention of the people in your remarketing list. For example, you could show a special offer to users that visited specific product pages to encourage them to convert.
- Create a new campaign and then add broad match or brand name keywords that you usually do not bid on to target people in your remarketing list.
Remarketing in Paid Search lets you improve your return on investment by optimising your campaigns for specific audiences, such as people who have visited your website before.
With remarketing, advertisers are able to:
- appeal to all or a subset of visitors who did not convert and stay front of mind
- exclude, upsell or cross-sell to existing customers
- drive higher ROI (return on investment)
Please note that features mentioned in this training may not be available in your market.