Purna VirjiSenior Client Dev. & Training SpecialistBing Ads

Strike ROI gold:Audience mining with Bing Ads remarketing

Mo money, mo problemsNope.

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Mo devices, mo problems

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Infinite devices and data

Finitetime and attention

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“The true scarce

commodity is increasingly

human attention.”Satya NadellaCEO, Microsoft

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Our remarketing efforts need to resemble one-on-one conversations.

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I’ll show you how.

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Pssssst! Launching soon:Remarketing in

paid search

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Not all searchers are good as gold

Second chance Remarketing in paid search gives you a second chance to convert or engage with customers.

Brand familiaritySearchers who visited your site and are familiar with your brand/products are more likely to convert.Shoppers who leave96% of first time visitors leave websites without converting. 70% of shoppers add products to the cart but abandon.

Forrester, Understanding Shopping Cart Abandonment, May 2010@purnavirji | @bingads |

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Re-engage with audiences that have previously visited your website.

Remarketing in paid search

User added in

remarketing listYour website

User searches on

Bing or Yahoo

Your ad is served

YOUR AD

User leavesUser

USER RETURNS TO YOUR SITE

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Super easy to set up

< HTML >

Place Universal

Event Tracking

(UET) tags across

website.

Define and create

Remarketing Lists.

Engage with these audiences.

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Create remarketing list(s)

based on URLs or custom events

1

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Associate remarketing lists

with Ad Group(s)Apply bid boost for

remarketing list - ad group association

Adjust Bids

Customize Ads

Broaden KWs

2

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Cookie facts:

Need at least 1000 users in a list

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Cookie facts:

Can adjust bids +900% to -90%

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Cookie facts:

Lists shareable across all accounts under customer shell

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Track goals such as:One tag, multiple conversion goalsDestination URL

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Track goals such as:One tag, multiple conversion goalsDuration

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Track goals such as:One tag, multiple conversion goalsPages viewed per visit

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Track goals such as:One tag, multiple conversion goalsCustom event

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Track goals such as:One tag, multiple conversion goals*Mobile App install

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*Mobile App install conversion tracking is supported through 3rd party SDKs. In-app actions currently not supported.

Okay this is wonderful…but how do I make money?

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Identify, segment, and target users based on the specific stage of the buying funnel.

Audience segmentation

Home page

Category or form pages

Shopping cart

Thank you pages

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Optimize bids and ads

Home page

Category page

Product page

Shopping cart

Thank you pages

Adjusting bids Customizing ads“Discover new deals”“25% off today”“Limited time offer”“Free shipping”

“Have you tried…”

Increase bids by 50%Increase bids by 100%Increase bids by 150%Increase bids by 900%Increase bids by 200%

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Broadening keywords can help increase traffic and deliver a good ROI by targeting more qualified audiences.

Broaden keywords and match types

Home page

Category page

Product page

Remarketing campaigns

Traditional campaigns[vacation

s]“hotel deals”

hotels in Oklahoma

City

vacations

best hotels

hotels

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Six audience segments to give you the Midas touch

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The core lists

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#1 Woo the window shoppers

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Visits and Browses with no Conversions• Broad list to widen net• Can further segment by product category in

future

#1 Woo the window shoppers

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Who gets on the list?

But didn’t visit another page with: URL contains: “mysite.com/thankyou”

E.g. People who visited a page with: URL contains: “mysite.com”

#1 Woo the window shoppers

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Who gets on the list?

We’ll need: Brand and product reminders for TOMA.

Aim: Woo them back to the site to boost likelihood of conversion.

#1 Woo the window shoppers

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Engage them

How?Expand keyword lists:• Competitor terms• Broader product keywords, e.g. shoes instead of “running

shoes”• 1-2 word keywords, broad match (yes, really!)

#1 Woo the window shoppers

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Engage them

How?Bid up for increased prominence• Adjust modifiers by +50% to +100%Test membership duration lengths• Start with shorter windows

#1 Woo the window shoppers

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Engage them

How?Tweak ads to further entice:• Announce deals or shipping offers• Test annotations and extensions

� Coming soon! Image extensions• Test similar/popular products

#1 Woo the window shoppers

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Engage them

#2 Attract the abandoners

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#2 Attract the abandoners

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Add to cart or lead form partial fill, but no conversion

Who gets on the list?

But didn’t visit another page with the following: URL contains: “mysite.com/thankyou”

E.g. People who visited a page with any of the following: URL contains: “mysite.com/shoppingcart”

#2 Attract the abandoners

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Who gets on the list?

Test:• Subtle product/brand reminders• Ease their mind by sharing return policy

#2 Attract the abandoners

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Engage them

Test:• Bidding on competitive terms• Free/upgraded shipping offers

#2 Attract the abandoners

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Engage them

Test:• Special deals/discounts (e.g. BOGO)

#2 Attract the abandoners

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Engage them

Test:• Raising bids significantly (up to +900%)• Shorter time durations

#2 Attract the abandoners

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Engage them

P.S.Don’t forget to edit landing pages too.

#2 Attract the abandoners

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Engage them

Getting granular

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#3 Re-engage the engaged visitors

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#3 Re-engage the engaged visitors

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Pages viewed: • Visits to key pages, e.g. S&H costs

Event-based• e.g. watched (part of) a video

Who gets on the list?

#3 Re-engage the engaged visitors

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Who gets on the list?

#3 Re-engage the engaged visitors

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Filling in the blanks for them:• Product reviews e.g.• Review annotations

Engage them by

#3 Re-engage the engaged visitors

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Filling in the blanks for them:•More info, case studies e.g. • Sitelink extensions

Engage them by

#3 Re-engage the engaged visitors

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Filling in the blanks for them:• Shipping offers e.g.• Free or faster S&H

Engage them by

#3 Re-engage the engaged visitors

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Filling in the blanks for them:• Special offers or discounts

Engage them by

#3 Re-engage the engaged visitors

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Test Click to call • Phone has higher c-rates.Bid modifications• bid up by 150%+

Engage them by

#4 Upsell to recent converters

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#4 Upsell to recent converters

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Existing customers• Can further segment by product category in future

Who gets on the list?

#4 Upsell to recent converters

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E.g.People who visited a page with any of the following: URL contains: “mysite.com/thankyou”

Who gets on the list?

#4 Upsell to recent converters

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Being helpful:•Offering relevant cross-sells

Engage them by

#4 Upsell to recent converters

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Being helpful:• Exclusive discounts and promotions

Engage them by

#4 Upsell to recent converters

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Being helpful:• Purchase incentives (e.g. gifts with purchase)

Engage them by

#5 Offline to online

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#5 Offline to online

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Traffic from offline channels such as TV

Who gets on the list?

#5 Offline to online

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E.g. People who visited a page with any of the following: URL contains: “mysite.com/TV_offer”

Who gets on the list?

#5 Offline to online

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Tip! Same tactic for cross-channel campaigns: e.g. social media promos or brick and mortar

Who gets on the list?

#5 Offline to online

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Reinforcing the offline messages• Promote the same offers• Add urgency

Who gets on the list?

#6 To infinity and beyond

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#6 To infinity and beyond

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OPAs!(Other Peoples’ Audiences)Thinking beyond your own site can drastically expand your remarketing pool

Who gets on the list?

#6 To infinity and beyond

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Tag related, complementary websites

Who gets on the list?

#6 To infinity and beyond

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Bidding on broad keywords

Engage them by?

#6 To infinity and beyond

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Upping bids by +50 to +150%

Engage them by?

#6 To infinity and beyond

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Offering purchase incentives/special offers

Engage them by?

Two optimizations worth their weight in gold

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Save money and avoid looking like a stalker.How to avoid the Creepiness Factor

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Avoid being too specific in the ad copyHow to avoid the Creepiness Factor• Subtlety works• Be helpful• Use product categories

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Test varying cookie windows How to avoid the Creepiness Factor• Review time to purchase stats

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Two options to take when assigning your listBid like a boss

1. BID ONLY2. TARGET and BID

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TARGET and BID

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Bid like a boss

Strategy Recommend settingAdjusting bids Bid only

Customizing ads Target and bid

Broadening keywords Target and bid

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Apply bid adjustments to rank higher or lower based on which remarketing lists user belongs to.

Improve ROI by adjusting bids

Lower your bidExample: Bidding down on users who have recently made a purchase or are already members of a membership program

Raise your bidExample: Bidding up on users who have abandoned a shopping cart, filled out a lead form, etc…

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Key takeaways• Tag entire site with UET• Build remarketing lists• Creatively engage audiences• Strike Gold!

Additional resourcesBing Ads Blog: http://aka.ms/bingadsblog

UET Tag webpage: BingAds.com/UET

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Exclusive webinar!September 15th @ 11am PSThttp://aka.ms/bingadsstrikegold

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Thank you

We <3 Oklahoma City! @purnavirji@bingads