Next level optimization techniques for Remarketing with Bing Ads

The Science of Remarketing

#BingAdsWebcast

Christopher WalleckProgram ManagerBing Ads, Microsoftlinkedin.com/in/christopherwalleck

MJ DePalmaSEM Pro Channel ManagerBing Ads, Microsoft@mjdepalma

Today’s Webcast Speakers

Purna VirjiSr. Bing Ads Client TrainerBing Ads, Microsoft@purnavirji

Frances Donegan-RyanSEM Pro Marketing ManagerBing Ads, Microsoft@FrancesDR

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Customer Guest Webcast Speakers

Natalie BarredaSenior Client Manager Point It Agency@nataliebarreda

Ben CarsonGlobal SEM LeadMicrosoft Store, MicrosoftLinkedin.com/in/bencarsonseattle

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• Strategies & set-up for Remarketing• Next level optimization ad experiments• Customer guest speakers – how it’s working for

them

Agenda

Today’s webcast has three sections

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“The true scarce commodity is increasingly human attention.”

Satya NadellaCEO, Microsoft

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Infinite devices and data

Finitetime and attention

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

Forrester, Understanding Shopping Cart Abandonment, May 2010

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.

Not all searchers are good as gold

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Getting Started

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5 steps to getting started with remarketing

$1. Tag your website2. Define your audiences

3. Add lists to ad groups

4. Adjust bids

5. Customize ads and keywords

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Universal Event Tracking

CODE

UET CODE3rd party tag management

solution

Place across every page on your site

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

Remarketing in paid search

YOUR AD

User Yourwebsite

User added in remarketing list

User leaves

User searches on the Bing

NetworkYour ad

is served

USER RETURNS TO YOUR SITE

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1. Select the ad group you want to associate2. Add your remarketing list to the ad group

Bid adjustments

Bahamas resort

$1.00

Increase bids to improve your chances of your ad being seen by someone in your audience.

Decrease bids to lower your chances of your ad being seen by someone in your audience.

+900%

-90%

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$

Audience bidding options

Bid only

Default bid: $1.00Audience bid: $3.50

Target and Bid

Default bid: $0.00Audience bid: $3.50

These ads only show to people in your audience

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$

Strategy

Adjusting bids

Customizing ads

Broadening keywords

Setting

Bid only

Target and bid

Target and bid

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

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Who gets on the list?

Visits and browses with no conversionsBroad list to widen netCan further segment by product category in future

#1 Woo the window shoppers

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Engage them

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

#1 Woo the window shoppers

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- Expand keyword lists- Increase bids- Edit ad copy

Who gets on the list?

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

#2 Attract the abandoners

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Engage them

- Share return policy- Free/upgraded shipping

offers- Bidding on competitive terms

- Shorter time durations- Raising bids significantly (up

to +900%)- Special deals/discounts (e.g.

BOGO)

#2 Attract the abandoners

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Who gets on the list?

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

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

#3 Re-engage the engaged visitors

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• Product reviews e.g. review annotations• More info, case studies e.g. Sitelink

extensions• Shipping offers e.g. free or faster S&H• Special offers or discounts

Engage them

#3 Re-engage the engaged visitors

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Pro tip:• Bid up by 150%+• Turn on Click-to-Call

Test click to call • Phone has higher c-rates.

Who gets on the list?

Our existing customersCan further segment by product category in future

#4 Upsell to recent converters

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Engage them

•Offering relevant cross-sells• Exclusive discounts and promotions• Purchase incentives (e.g. gifts with purchase)

#4 Upsell to recent converters

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Who makes the list?

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

#5 To infinity and beyond

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Engage them

- Tag related, complementary websites- Bid on broad keywords- Offer purchase incentives/special offers- Upping bids by +50 to +150%

#5 To infinity and beyond

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Window Shoppers

Recap the Lists

Attract the abandoners

Re-engage the engaged

Upsell to converters

OPAs: Other People’s Audiences#BingAdsWebcast

Avoid being too specific in the ad copy • Subtlety works• Be helpful• Use product categories

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Test varying cookie windows • Review time to purchase stats

Pro-tip: Avoid the creepiness factor

Emerging Research

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“View our latest styles”

“Save 15% on women’s running shoes”

Home page

Customizing ads

Category page

“Free shipping now through Friday”Shopping cart

“Choose your right running sock”Confirmation page

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Targeting highly qualified traffic gives you the opportunity to broaden your keyword list.

[sports apparel] sports apparel

“running shoes” athletic shoes

+nike +running +shoes nike shoes

Traditional campaigns

Remarketing campaigns

Home pageCategory pageProduct page

Broaden keywords

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Home page

Category page

Shopping cart

Confirmation page

Keyword Bidrunning shoes $1.00running shoes $1.50running shoes $2.00running shoes $6.00running shoes $0.10

+50% bid modifier

+100%

+500%

-90%

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When to increase your bids:Most valuable prospects who have shown interest.

When to decrease your bids:Users who do not deliver value or who are not likely to convert again.

Examples:Visiting your websiteBroader KWs otherwise unaffordableSeasonality

Examples:Cross-brandCareer page visitors

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Your check list:

1. Ensure the UET tag is placed everywhere across the site.

2. Make sure your code has been copied correctly.

3. Double-check your audience list rules for errors.

4. If you’re using a tag manager, make sure the tag is set to fire correctly

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• Tag entire site with UET• Build your remarketing lists• Creatively engage audiences & measure

Remarketing strategy and set-up recap

41

Testing Remarketing Performance

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1. Bing Ads Network Management Team

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Bing Ads Network Management Team - What We Do

1. Marketplace and Product Analytics

2. Business Planning and Forecasting

3. Shared Data Services

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2. Our Remarketing Experiment

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TreatmentEffect of Remarketing bid boosts enabled at the Ad Group-query level

Our Remarketing ExperimentTest Configuration Control

Effect of Remarketing bid boosts disabled at the Ad Group-query level

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2,300,000+ Remarketing Impressions• From 50,000+

distinct search queries (DSQs)

Our Remarketing Experiment by the numbers

470+ Advertisers• Big, small, and

everywhere in between

18 Verticals• From autos to

travel

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Positive Remarketing bid boosts drove:

• More user engagement

• More clicks• More conversions

Average Dwell TimeRemarketed users spend more time on landing pages

Conversion RateRemarketed users more like to convert

Overall ClicksRemarketing gives you more clicks from high-value users

+3%

+4%

+5%47#BingAdsWebcast

Many advertisers saw up to:

• 30% more Clicks

• 20% lower Quickback Rate

• 15% higher CVR

Top Home & Garden Advertiser+30% Clicks+15% CVR

Top Sporting Goods Advertiser+26% Clicks+12% Dwell Time

Top Travel Advertiser+14% Clicks-19% Quickback Rate

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3. Running Your Own Remarketing Test

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Testing Remarketing Bid Boosts

Set up 2 test Ad Groups with the same keywords but different bid boostsThese will be your Treatment and Control (Try 0%/50%)

Use Day of Week Targeting to disable/enable Ad Groups every other day This will let you control for day-of-week seasonality

Run experiment for 4+ weeks and use T-test to evaluate statistical significanceUse our provided template

2

3 4

Configure 1 New Remarketing ListMake sure it hits the 1000-user minimum first

1

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Testing yourdata forsignificancevalidates and enables data-driven decisions

Repeat with different bid boosts.

• Try 25% vs. 100%• Find the best bid

boost for your Ad Groups

Your Own Remarketing Test Next StepsTest different membership durations.

• Compare 1 week vs. 30 days• Here, use 2 Ad

Groups with the same bid boost

Find your ideal Remarketing combination.

• Every advertiser is different, and every user is different• Start testing

today!#BingAdsWebcast

53

Customer Story

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Microsoft Store enlists Point It and Bing Ads to deliver paid search solutions

The challenge: Where are the areas of untapped revenue opportunity for Microsoft Store?

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The solution: Implementing Universal Event Tracking and building remarketing lists

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The results: “With UET’s ability to share audiences across one client, we’ve been able to leverage additional audiences and receive almost double the amount of remarketing impressions with Bing Ads as we see in Google.” - Natalie Barreda

Point It

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The results: with Bing Ads Remarketing Microsoft Store typically sees

5-10%higher ordervalue

20%higher averageROAS

50%higher ROAScompared to AdWords

50%lower CPCcompared to AdWords

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59

Let’s recap

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• Get set up• Create lists• Test bid modifiers• Ask us your

questions!

Questions

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Bing Ads Blog: BingAds.com/blog

UET Tag webpage: BingAds.com/UET

#AskBingAdsWe vlog answers monthly!

Join us on May 31st

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Register here: https://aka.ms/datafeedwebcast

Thank You!

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Because Microsoft must respond to changing market conditions, it should not be interpreted as a commitment on the part of Microsoft, and Microsoft cannot guarantee the accuracy of any information provided after the dateof this presentation.

Microsoft MAKES NO WARRANTIES–EXPRESS, IMPLIED, OR STATUTORY–REGARDING THEI NFORMATION IN THIS PRESENTATION.