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Remarketing Bing: the best kept secret of marketing

When you think about remarketing, I'm sure the top three platforms that come to mind are Google, Ad Roll, and Criteo. But how often is the Bing network associated with a successful remarketing program? I recently attended a Bing webcast on "The Art and Science of Optimizing Remarketing" (PDF) and was pleasantly surprised by what I discovered.
Here are several recommendations for managing a successful Bing remarketing program based on my learning.
Why consider remarketing?
Remarketing is a great way to (re) reach prospects who have already expressed interest in your products or services. Remarketing allows you to customize and customize search ads on these prospects and can lead to significant improvements in commitment and overall conversion rates. In addition, remarketing ads can be broadcast in native mode on Bing and/or as a Bing purchase campaign.
3 steps to start
Add the UET to your website. Bing remarketing is based on the implementation of their universal event tag (UET). Bing uses this unique tag to track conversions and record what people are doing on your site. Based on various behaviors and actions, you can segment the audience and try to reintegrate them. You can create a new UET label on the Tags page and then copy it to each page of your site that you want to measure.
Creates a remarketing list. Over time, you can develop a list of people who have visited your website. They can be segmented into different groups - but keep in mind that you'll need to create a list of at least 1000 people before your ads run. You can segment visitors in a variety of ways. Some examples:
Depending on the types of products or product categories visited or searched
To people who had products in their basket, but abandoned it
For new or returned customers
Based on the videos they were able to watch or any other content they consumed
On the day of the week / time of day and geography
Associate your remarketing list with ad groups and adjust bids. Once your remarketing audience has been built and met the required size of 1000 users, you'll need to associate these lists with ad groups specified in your Bing Ads account. Then you can adjust your offers, increasing them up to + 900%. The bid adjustments should be consistent with your business objectives and should reflect the expected value of the researcher associated with each listing. Be sure to monitor the performance of your remarketing list, making the necessary adjustments to get the desired results.
Use Bing Remarketing on ALL Channels
Did you know that you can create a list of audience-based actions in all your marketing channels? Bing allows you to market your list of Bing audience, as well as people who have interacted with your website from other channels such as Google AdWords, Facebook, Organic, Direct and more.
To use this targeting method, your campaigns must contain UTM settings in which the source is designated as such, such as Facebook, Organic, or AdWords. When you create your remarketing audience in Bing, name the remarketing list based on the source for easy identification. For example:
Remarketing List Name: Facebook
Who add to your list: Visitors to a page with any of the following:
Utm_source = facebook & utm_medium = CPC
Additional remarketing approaches to consider
According to Bing, there are four types of additional remarketing lists that each trader should use:
Customer Event: Allows you to create your remarketing list around a customer event, such as subscribing to a newsletter, downloading a white paper, or clicking to call.
Dynamic URL: audience lists based on the intent of the granular finder. For example, people who looked for a specific model of car or truck, at the date of the event or their exposure, looked for, or the color or size of the objects they were looking for Duration of membership. Lets you specify how far Bing Ads should search for actions that match the definition of your remarketing list.
Omni-channel: Create audience lists from other marketing channels such as social media, SEO, loyalty programs, videos or discussion experiences.
When you start collecting remarketing data, you can test the expansion of your program by increasing offers, testing broader search terms and even offering discounts to interested buyers.
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