Purna Virji, Senior Client Development and Training Specialist at Bing Ads, has issued a blog post in which she gives out useful tips for anyone looking to optimise their Bing Ads campaigns.
Virji explains how to make the most of re-engaging with audiences that have previously visited your site via remarketing.
According to Virji, 96% of first-time visitors leave websites without converting. This means that remarketing, whether with Bing Ads, Google AdWords or any other campaign, can be an extremely useful tool to know how to use.
Virji uses the blog post to explain that, unlike standard search campaigns where bids, ads and keywords are the same for every searcher, using a remarketing process enables different reactions. These include bidding higher, showing on a broader set of keywords and targeting different ads to different audiences.
Actions such as these can be taken based on a user’s past interaction with your website, and because those who have previously visited are likely to be more familiar with what you are offering, they are more likely to engage with related ads and then convert in a subsequent visit.
Audience segmentation, or “slicing” as Virji calls it, means breaking up your audiences into smaller sub-sets based on demographics and behaviour. This then allows personalisation of marketing efforts to improve conversion rates.
Bing Ads allows the creation of segments based on Custom events, which means you can track interactions with different page elements such as a chat button or a video view.
Specific tips to get the best out of Bing remarketing include being much broader with keywords chosen to target so as to show up often for a particular segment, and being bold with bids by raising them by anywhere between +50% to 150%.
Offering specially customised purchase incentives can then help close a conversion.
Virji also warns against what she calls “the creepiness factor”, which she says is all-too-common in remarketing. To avoid this, don’t be too specific in your ad copy.
“Subtlety works best, so aim to be helpful instead,” she says.