How to Setup Bing Remarketing Ads

Bing Ads recently announce the launch of remarketing ads for search and shopping campaigns. Similar to Google AdWords, you can now serve remarketing ads to your website visitors on the Bing and Yahoo search results. This type of advertising effort can be extremely effective because you are able to target users who are more familiar with you brand, which typically leads to high click-through and conversion rates.

Here’s how you setup Bing Remarketing Ads for search:

1. Add UET Tag to Your Website

First, you need to add the Universal Event Tracking (UET) tag to your website so it is fired on all pages.

Go to Conversion Tracking > UET tags > Create UET tags

Name UET tag > Copy UET tag > Place tag across website

2. Create Remarketing Lists

Now you can create remarketing lists based on the activities of your website visitors.

Go to Shared Library > View Audiences > Create remarketing list

You can setup your remarketing lists based on pages that users visit, if they visit multiple pages or if they visit one page and not another. Here are some examples of how you can take advantage of these different options.

Visitor of a page

Target users who have visited a program page on your website.

Visitor of a page who did not visit another page

Target users who visited your ‘Apply Now’ page but didn’t reach the ‘Application Confirmation’ page.

Visitor of a page who also visited another page

Target users who visited a program page on your website and also a page about financial aid.

3. Assign Remarketing List to an Ad Group

Next, you’ll want to add your remarketing list to a campaign and ad group.

Setup campaign and ad groups as needed > Select Ad Group > Edit > Associate with remarketing lists

Then, select your remarketing list > and select Bid Only or Target and bid (based on your goals)

4. Optimize Ad Group for Remarketing List

Lastly, you’ll want to customize this ad group for your remarketing lists by broadening keywords, customizing ads and/or adjusting your bids for users who have already visited your website.

Questions? Email me at hayley@convergeconsulting.org or comment below!