{"id":2699,"date":"2016-06-13T16:06:22","date_gmt":"2016-06-13T10:36:22","guid":{"rendered":"http:\/\/www.karooya.com\/blog\/?p=2699"},"modified":"2020-06-22T18:47:07","modified_gmt":"2020-06-22T13:17:07","slug":"bing-ads-science-remarketing","status":"publish","type":"post","link":"https:\/\/www.karooya.com\/blog\/bing-ads-science-remarketing\/","title":{"rendered":"[Transcript] Bing Ads Advertiser Science Series – The Science of Remarketing"},"content":{"rendered":"

Bing Ads Advertiser Science Series latest discussion topic was about Remarketing and the nuances that can make businesses benefit from it. \u00a0Discussing the remarketing tactics in detail,\u00a0Frances Donegan-Ryan<\/a>\u00a0(SEM Pro Marketing Manager, Bing Ads), Purna Virji<\/a> (Sr. Bing Ads Client Trainer, Bing Ads), Christopher Walleck (Program Manager, Bing Ads) shared some insightful tips and tricks about getting started with remarketing in Bing Ads.<\/p>\n

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Moderated by MJ DePalma,<\/a>\u00a0the session also had\u00a0Ben Carson, Global SEM Lead, Microsoft Store, Microsoft and Natalie Barreda<\/a>, Senior Client Manager, Point It Agency throwing\u00a0some light on how Microsoft optimized for a return on ad spend<\/p>\n

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You can view the entire session here<\/a>.<\/p>\n

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For reference, here’s the transcript of the video.<\/p>\n

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MJ<\/strong>: Welcome everyone, to the Bing Ads webcast on the Science of Remarketing<\/strong>, next level optimization techniques for remarketing with Bing Ads. My name is MJ DePalma, and I will be your host today. This is the fourth webcast with our Advertiser Science series, and we are excited to share strategies and messages from our own Bing Ads experts as well as the perspective and direct experience from one of our customers and our agency.<\/p>\n

Before we begin, let\u2019s review some housekeeping items to enhance your experience with us today. Our webcast console that you see is customizable on your side, where you can click the content widgets that you see on your screen and move them around or size them for your screen size. You can expand your slide area by clicking on the \u2018Maximize\u2019 icon on the top right of the slide area, or by dragging the bottom right corner of the slide area. We recommend, if you can, to leave the widgets as they are, so you have the ability to see all the great resources at the same time.<\/p>\n

For Q & A, please feel free to input your questions as you have them and we\u2019ll try to answer them as we go. But for the most part, we\u2019ll get to the bulk of the questions at the end of the webcast and try to answer as many as possible. If we run out of time in answering all incoming questions, they will be answered via a blog post. We do capture all questions. You\u2019ll see a \u2018Resource\u2019 widget in the upper right hand that we\u2019ll refer to during the webcast.<\/p>\n

You can go ahead now, and download the\u2018t-test\u2019 Excel Spreadsheet, so you\u2019re ready to follow along later in the presentation, and also for your convenience, the deck is already available for download there as well. Also there are awesome links to stay in touch with us in the deck, and there\u2019s also a Twitter widget that will enable you to tweet right from the webinar with the Bing Ads hash tag, #BIngAdsWebinars, which appears to you upper right under resources. We will also provide all twitter handles of the speakers in the next slide.<\/p>\n

Also the On-demand version of the webcast will be available approximately four days after this webcast, and it can be accessed at the same link that you registered with. If your colleagues or friends could not make this time, not to worry; they can still click the \u2018Invite\u2019 link, and they will be taken to the Registration Page for the On-demand version.<\/p>\n

Last housekeeping item, we would love your participation in our survey at the end of the webcast, so that we can improve in any way possible.<\/p>\n

So, let\u2019s begin by introducing who we have on the webcast today. Frances Donegan-Ryan\u2019s here; she\u2019s the SEM Pro Marketing Manager. Also we have Purna Virji, one of our Client Trainers on the Bing Ads Academy Team. And we have Christopher Walleck who\u2019s the Program Manager who specializes in remarketing. And towards the end of the webcast, we have our special guest speakers here today \u2013 one of our customers who happens to also works for Microsoft is actually the SEM Global Lead, Ben Carson, and he is responsible for all of the SEM programs for microsoftstore.com, as well as his Agency Contact and Lead, Natalie Barreda. Super excited to have them here.<\/p>\n

Now let\u2019s review the agenda, and what today\u2019s webcast is going to go over. And it\u2019s really in three sections. So the first section we\u2019re going to go over, we\u2019ll cover \u2018Strategies\u2019 and the \u2018Set-Up\u2019 for remarketing<\/strong>, and Frances and Purna will really dig in deep there. And then we\u2019ll have Chris Walleck who\u2019s going to get into the \u2018Next Level Optimization Techniques\u2019<\/strong> and really describe how to run some ad experiments<\/strong> as they relate to remarketing. And then, last but definitely not the least, we\u2019ll hear from one of our Bing Ads customers, as I mentioned, Ben and his Agency Lead, Natalie here, who is in the room with us. So without further ado, I want to pass the mike over to Purna. Purna, the floor is yours.<\/p>\n

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Purna Virji, Sr. Bing Ads Client Trainer, Bing Ads, Microsoft:<\/strong><\/p>\n

Purna<\/strong>: Thank you MJ. So, I love this quote from our CEO, Satya Nadella: \u201cThe true scarce commodity is increasingly human attention.\u201d That\u2019s so true. Here\u2019s [e-phone 04:26] fact: You\u2019re going to check your phone or your e-mail or your social feeds at least 20 times before the end of this one hour webinar, that are constantly bombarded by data. Just take a look at your screen like that. There is new devices, new apps, new services every day, each is holding the promise of helping us get something more done with less effort<\/strong>, but it\u2019s just one more thing competing for our finite time and attention. So, how do we as marketers cut through this clutter<\/strong>? That\u2019s what Frances and I are going to talk through today.<\/p>\n

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Frances Donegan-Ryan, SEM Pro Marketing Manager, Bing Ads, Mircrosoft:<\/strong><\/p>\n

Frances<\/strong>: Thanks Purna. Hi everyone. This is Frances, and I\u2019m thrilled to be chatting with you today. I work on the marketing team here for Bing Ads and something we always talk about with our own marketing efforts, and I know that it\u2019s something customers talk about, is the need for marketing, whether you\u2019re doing it in person, in a store, or online, or over social media, is that it has to resemble one-on-one conversation<\/strong> and we don\u2019t always have the luxury of being in person with our customers or seeing them face to face, but even our work online really needs to feel that way if they\u2019re going to trust us, and they\u2019re going to invest in us.<\/p>\n

And so, talking about customers who are online, if we\u2019re looking at searchers, those potential customers, there are lot of different types of people online who are searching for you. So some of it might be brand familiarity. They know your brand, they know your product, so they previously visited your site. And they\u2019re valuable, because they\u2019re going to recognize your name or your product name, and click on your ad, and that click is probably going to be very high quality because there\u2019s a greater chance that they\u2019re going to convert and purchase your product.<\/p>\n\"customer<\/a>\n

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But what we see, and what I\u2019m sure most of you have seen in your analytics, whether from your analytics or other analytics that you\u2019re using, is that 96% of first time visitors leave a website without converting. So a huge amount of the people who are going to come and visit your store, visit your services, visit your web page are going to jump back off of that page, and only 70% of shoppers who put products in their shopping cart\u2026 Sorry, only 30% actually convert, about 70% of shoppers are what we call \u2018abandoning shoppers\u2019, so they\u2019re adding things to their cart , and then they\u2019re walking away and they\u2019re not purchasing.<\/p>\n

Purna<\/strong>: Huge.<\/p>\n

Frances<\/strong>: Yeah, that\u2019s a huge number. And those 70%, just because they didn\u2019t convert, I think in that time, Purna, you can agree, they\u2019re still super valuable customers.<\/p>\n

Purna<\/strong>: Oh, absolutely.<\/p>\n

Frances<\/strong>: So what we\u2019re going to chat about today is this second chance. How do we reach out and use paid search and use remarketing to get a second chance with those customers?<\/strong> So Purna, I\u2019m going to hand it back to you so you can let people know how to get started in doing this.<\/p>\n

Purna<\/strong>: Sounds great. Thank you, Frances. So yes, this second chance, we need to get them back by working on our Bing Ads Remarketing<\/strong> product. So there are essentially five steps to getting started. If you\u2019ve ever worked with Google Ad Words RLSA, it\u2019s a very similar product offering that we have with some, of course, differences. So let me walk you through how do you get started with our Bing Ads remarketing. Step 1: You tag your website with our UET tag. Step 2: You want to define your audiences. Step 3: You\u2019re going to add list to Ad Group, then you\u2019ll have fun with bids and creatives.<\/p>\n

So let me jump through to give you a one-second overview of our UET product. As you guys know that UET tag is our Java Script tag that you need to place across every page on your website in order to not just track conversion goal but also how people are interacting with different parts of your website. We do ask that you put it on every single page of your site simply for the visibility that we can get for remarketing. We can create far more effective lists if we can get a better idea of how people are interacting and engaging with the different sections of your website.<\/p>\n\"rlsa<\/a>\n

 <\/p>\n

Okay, so I was talking about remarketing a little bit. So how does all of this work? Similar to RLSA on Google AdWords which you\u2019re familiar with. The people, the user will come to your website and then they get added to one of the\u2026 they get cookied and then fall into one of the remarketing lists. The user will then leave, but if they go back on Bing and do another search on the Bing network, then we can serve them an ad, either a custom ad for a custom keyword, or your same ad. So it\u2019s very simple. It\u2019s really a good way to speak to them and serve a bit more personalized and customized content to them.<\/strong><\/p>\n

Let me walk you through this set-up. The step 1 is you want to go to \u201cShared Library,\u201d which will be on the left side of your Wonder Bar, and then you want to select \u201cView Audiences\u201d under \u201cAudiences.\u201d Next, you want to hit on, once you go into the \u201cAudiences\u201d tab, you want to select the button that says \u201cCreate Remarketing List.\u201d It\u2019s right up front, hard to miss. And then, you go into creating your actual remarketing list.<\/p>\n

So you set it up, you give it a name, and then you define your rows, so you could have people who visited a certain page, then you can add rows and get more interesting, \u201cThey visited this page, and they\u2019ve visited this page, so I\u2019m going to put them in this list\u201d or , They visited this page but they didn\u2019t visit this page, then that\u2019s fine\u201d or \u201cThey spent time on the site\u201d or any of the other goals that our UET tag offered.<\/p>\n

Then you set your remarketing pixel length. You define the length. We can go to a max. of 180 days, and you select your tag and the scope, and you\u2019re set. Super simple with creating the list. Then you need to associate it with your ad group. So we\u2019re going to go into \u201cAudiences,\u201d and then select \u201cCreate Association,\u201d and from there next we\u2019re going to select the ad group that we want; so we select the name of the ad group, and then all we do is, add the remarketing list to the ad group. Fairly simple, right? You\u2019ve done this before, it should be no problem.<\/p>\n

Couple of things just to add: We can also do bid mods., so if you wanted to exclude certain audiences, say, people who\u2019ve converted before, you can do a decreased bid,<\/strong> you can bid mod. down to (-90%) to lower your chances of them seeing your audience, and we can do bid mod. all the way up to (+900%) to increase the probability of people wanting to buy or being seen. If you\u2019re familiar with the \u201cBid Only\u201d as well as \u201cTarget and Bids\u201d we also have that option, right Frances?<\/p>\n\"bid<\/a>\n

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Frances<\/strong>: Yeah, and so I think, just so that people know, we\u2019ll talk more about what are some of the guidelines to use when you are setting your bid adjustments, but this is a really powerful tool to use because you might use different bid adjustments with different types of lists of people. And I guess the most important thing to know how to really use bid adjustments effectively is you need to know what the value of your customer is and what type of customer. So if you understand the lifetime value of your customer, a customer that you have in different segments, if they\u2019re buying a high-end product or a medium product, or a smaller product, once you know that information, then you can get super sophisticated with these bid adjustments.<\/p>\n

Purna<\/strong>: Sounds absolutely correct, Frances.<\/p>\n

Frances<\/strong>: So then the \u201cAudience Bid Options\u2019, Purna, you want to go over what you can do here?<\/p>\n

Purna<\/strong>: Absolutely. Well, (+900%) and then (-90%) is great for bid mods., and I just wanted jump, to ensure we talk about their latest \u201cTarget and Bid\u201d or \u201cBid Only\u201d, and then Frances, why don\u2019t you explain a little bit more about when you would do \u201cTarget and Bid\u201d versus \u201cBid Only?\u201d<\/strong><\/p>\n

Frances<\/strong>: Yeah, so if your strategy is just adjusting bids<\/strong>, so, you know, you have one list and you just have left that list alone, and you\u2019re not doing any other customization, that\u2019s when you just want to select your \u201cBid Only\u201d<\/strong> setting. But if you\u2019re customizing ads, so say, for example, you have a remarketing list that\u2019s going back to those shoppers, so those 70% of shoppers who put something in the shopping cart but then left before purchasing, you would probably create a list of those people, those \u201cAbandon Carters\u201d and if you want to add a custom ad, so I\u2019m sure this\u2026I just got an e-mail like this this morning, \u201cI put something in a cart, I didn\u2019t go through and complete it and that was about two days ago.<\/p>\n

And this morning I got an e-mail from the brand saying, \u2018Hey, we saw you left it in your shopping cart. Here\u2019s $10 off your order, or if you have any questions, e-mail us.\u2019\u201d So you probably are already doing that with your e-mail marketing strategy, you can also essentially do the same thing with your paid search strategy. So they know that you\u2019ve added something in the cart, they know it\u2019s pretty recent, right? It was in the last week or the last five days. They can retarget me with an ad, giving me a discount code to encourage me to really go and complete that purchase.<\/p>\n

So if you\u2019re customizing ads, then that\u2019s when you want to set a target and a bid<\/strong>. So you want to say, \u201cI only want to target these people from this marketing list and I want it if that person is\u2026.\u201d \u201cIf Frances searches again for this product, this keyword, I want to up my bid so that I know my ad is shown, you know, in the first position in main line, and I want to also show her coupon code in that ad.\u201d<\/p>\n

That\u2019s when you\u2019re both targeting and increasing your bid, because you\u2019re happy that paying a little bit more for me to do, really think that at that stage I\u2019m going to convert. Same thing, so you can customize your ads and then you can also broaden your keywords, and Purna will get into a little bit more detail about broadening keywords, but if you\u2019re going to expand the number of keywords that this ad is going to show, then you also want to \u201cTarget and Bid\u201d there as well.<\/p>\n\"target<\/a>\n

Purna<\/strong>: Exactly. I\u2019m super excited to go into some of the strategies that we\u2019ve put together because as we see, all this is wonderful to set it up, but ultimately I want to, on my promotion, I want to get the kudos at the office, make my client happy. So how do we use remarketing to make money?<\/strong> So I want to walk you through five test score list that we can use very cleverly.<\/strong> So let me jump to the first one. That is what we call the \u2018window shopper\u2019.<\/strong><\/p>\n

So who gets on the list? These are the guys that, they sort of they came, they had a very surface-level interaction with your site, but we couldn\u2019t really do anything much with them. They didn\u2019t express too much more interest, may they went to like a Home Page or like a broader higher level page, not a deeper category, they looked around but then, may be they just left.<\/p>\n

We don\u2019t know what happened. We want to bring them back. They\u2019ve come to our site once; as Frances was saying earlier, if they\u2019re more familiar with you, there\u2019s a higher likelihood of converting.<\/strong> So they aren\u2019t familiar, so let\u2019s bring them back.<\/strong> Here\u2019s what we want to do, is broaden our keywords<\/strong>, because these keywords here, it might be very unaffordable sometimes to bid on the really high quality or the really broad keyword, but if you\u2019re doing it with remarketing, it\u2019s less irrelevant, and it would be a good way to bid on broader keywords.<\/p>\n

Like \u201cShoes\u201d, if I was a shoe store, would be too unaffordable before, but now with remarketing, because it\u2019s only the bids for the people who\u2019ve been to our site before, it\u2019s affordable. So I would do a increase of bid mod., may be give them some Ad Copy to incentivize them to want to come back. So, things here could be brand and product reminders for what we call TOMA or \u2018Top Of Mind Arena\u2019.<\/p>\n

Let\u2019s go to the next list. These are the \u201cAbandoners<\/strong>.\u201d So these are the people that came all the way to the cart page,<\/strong> like, those 70% of people, right? Or like Frances herself, \u201cWe reached the cart page, but then we left. May be we got distracted by the latest cat video?\u201d I don\u2019t know. Or it\u2019s take a selfie; may be the lighting was so good, but if they were very engaged, these people, they wanted to buy the product, they were so close but they didn\u2019t go through. How do we get them back?<\/strong><\/p>\n

Frances<\/strong>: For me, it\u2019s really that\u2026 Purna, I was going to say for me it\u2019s usually that I have to go and find my wallet somewhere to get my credit card number and then I get distracted, and then I\u2019m probably also late to get somewhere, and there is a lot of things that happen.<\/p>\n

Purna<\/strong>: Oh yes, that\u2019s me as well. I\u2019m super ADD, like I\u2019ll go and look at something, and then I\u2019m like, \u2018Oh!\u201d distracted by this stock, and distracted by this stock, so yeah, I certainly feel that. So anyways, but to get people like us back, the advertiser can do is like, you know, may be give them a little bit more information. May be they want to be encouraged, like, \u201cHey, don\u2019t worry, we process fine. We list return policy.\u201d Or maybe, you know, you don\u2019t always want to give away something for free, because you don\u2019t want to sort of cheapen your value, but you could say that, \u201cHey, just this weekend, I\u2019ll upgrade you to like one day shipping.\u201d<\/p>\n

So it\u2019s something that just a bit of incentive and people who want to come<\/strong>. Also my favorite, really sneaky use of RLSA, especially with abandoner, is to bid on competitors terms because people compare them and shop all the time. I do it; Frances, you do it; MJ, you do it; like we all do it. If I\u2019m bidding on my competitor\u2019s term, then I just make sure that my remarketing ads have the more compelling offer \u2013 that\u2019s really more exciting.<\/strong><\/p>\n

But you would also want to set your cookie windows a little bit shorter for this one because it\u2019s more immediate<\/strong> – the chances of them converting is pretty much more immediate. Then you can also consider raising your bids as high as you want to, because this is the audience that\u2019s most likely to buy. And again, special discounts always work, right? This is really great stuff to do.<\/p>\n

Frances<\/strong>: Yeah. Purna, I just want to reiterate that point you made that you can bid on your competitor\u2019s keywords. We get this question all the time, and people like, \u201cOh my gosh, I\u2019m allowed to do that?\u201d And yes, you\u2019re allowed to bid on competitors\u2019 keywords, competitor branding. You\u2019re not allowed to use their branding in your ad copy, or in your ad title.<\/strong> So don\u2019t think that you can\u2019t compete in that way; you just can\u2019t use it in your ad copy.<\/p>\n

Purna<\/strong>: Exactly. Now those are excellent distinctions, I\u2019m so glad you made that point, Frances. Yes, it\u2019s a constant question, so bid on the terms, but you just have to talk about yourself and your features. Alright, let\u2019s go the next list. So, this is to re-engage the engaged visitors<\/strong>. So I call this\u2026 I compare this list to\u2026 You go to the bar, you talk to somebody, and you have a great conversation, like three hours, and it\u2019s fabulous. You give them your phone number, but they never call you. It\u2019s like, \u201cGosh, they were so interested, but they never converted.\u201d<\/p>\n

So this list, I would say, is in between the abandoners and in between the window shoppers, because they showed a little bit more interest, but they never got as far as calling you. It\u2019s so sad. Well may be what we can do with them is you could define this list as, may be somebody who\u2019s watched part of our video, so custom events-based\u2026or may be the number of pages or the types of pages that they visited, any of these could be a good list.<\/p>\n\"engage<\/a>\n

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So they\u2019re interested, so how do I get them to pick up the phone or actually do it further down the conversion funnel? Let me look at some of the things that we can do. Perhaps they need a little bit more information about you, so do you think you could use your ad extensions really [Inaudible 0:21:20.6] here, so that\u2019s a good one.<\/p>\n

May be link to product reviews, some case studies, do them in your cyclic extensions, or I know that we have some exciting review extensions that have been announced, that are in really pilot, so hopefully stay tuned. May be give them a special shipping offer, or \u201cBuy this, and you\u2019ll also\u2026.we\u2019ll throw in this for you as well.\u201d<\/p>\n

So this list we found that, may be like, a 150% bid mod. is good, and also consider sending them to the phone. The phone calls tend to convert like, at least 3 to 10% higher than the actual website<\/strong>, so if you try to get them to call you instead, you could probably convince them on the phone to convert for you. So that\u2019s a great other tip to use for this list.<\/p>\n

Frances<\/strong>: Purna, I just want to jump in there quickly as we\u2019ve got some questions with different people asking about how remarketing works with things like a car dealership, where it\u2019s not an online purchase or other big ticket items, and I think the tactics that you just talked about are what you want to use there. So if you\u2019re trying to get someone to call, using \u201cClick to Call,\u201d if you know that you\u2019re going to convert over the phone, or perhaps you don\u2019t sell things online, but you\u2019re taking leads over the phone or collecting customer information that way, use the \u201cClick to Call\u201d ad extension.<\/p>\n

Purna<\/strong>: Yes, or location extensions, so just tell them how convenient it is to the location and then you can use these remarketing ads to focus on your future<\/strong>, like may be you\u2019re like, \u201cHey, for this call, I\u2019d look at why we have such a fantastic safety rating.\u201d Things that you can do to convince people that this is the right product or the right cost for them, so you can do this fabulous use of remarketing, because you can think higher funnel, terms like, if I was looking for a car for when my son starts to drive, it would be like, \u201cWhat\u2019s the safest car for teenager?\u201d. And then I would love to see an ad that showed up there talking about how safe my car is, so that will be something wonderful to share.<\/p>\n

[0:23:22.2 crosstalk]<\/p>\n

MJ<\/strong>: This is MJ. I actually also worked in the past with some car dealerships, and one of the tactics that worked really well was, in each of their funnel they had, you know, \u201cRequest a test drive.\u201d Looking at a brochure and just tagging those different pieces of the funnel could really move someone into finally that \u201cClick to Call\u201d to actually schedule. So think about, like, your customer\u2019s journey, and what those important action items that indicates that they\u2019re really interested. And you can even get as granular as a model of a car, so you could really get very personalized experiences for your customers, if you really personal those things out, so I just wanted to call that out.
\nFrances: That is fabulous.<\/p>\n

Purna<\/strong>: Those points are so spot-on. You understand your audience, and then you can use your ad and side links to shorten the conversion cycle for them. So it\u2019s like, \u201cGreat. Just come here and estimate your payment,\u201d or \u201cCome here and schedule a test drive,\u201d so help it, make it easy to take the action that you want. So another use that I really love for remarketing, and I\u2019ve used this in the past, is up-selling to recent converter.<\/strong><\/p>\n

The big mistake several of us make is we\u2019ll take our people who\u2019ve already converted, and we\u2019ll just bid mod. them (-90%), so then we just exclude them. The lightest ones in us to buy from us, they\u2019ll probably buy from us again. And that\u2019s what we want to do with that. So I guess the good old MacDonald\u2019s Events Prize was that. So they came, they bought the shoes, may be they want the sock. They came, they bought the cars, may be they want to come back and get some new wheels or like a different service plans from you.<\/p>\n

There\u2019s always different things that we can present to them and try to improve customer lifetime value and grow it that way. Like you want to build the bonds with the customer for as long as you can, so you keep them with you and not to your competitor. So how do I do that? I want to try to offer very relevant cross sells and try to be really helpful. So some exclusive discounts, just like, \u201cHey, I noticed that you have bought this. Do you know that if you bought this red lipstick, do you know that there\u2019s other red lipsticks on sale for like 20% off?\u201d Or, \u201cHey, you\u2019ve come here for an oil change. Do you know if you buy another two oil changes now, we\u2019ll give you 50% off?\u201d<\/p>\n

The different purchase incentives or gifts with purchase; it\u2019s really a good way to start thinking about it. Starts low-hanging fruit. They bought from you once; we can get them to buy again. All right. And then my final list of five is, I call it \u201cTo Infinity & Beyond\u201d<\/strong> – this is the rubble list, right? Why should we let the constraints of our own website define us? What we really want is to think beyond our own site and get onto OPAs which, pretty much the same Greek sound of happiness, we want to grow with \u2018Other Peoples\u2019 Audiences\u2019, so that we can grow our remarketing pool.<\/p>\n

Remember we need at least a thousand cookies in a list before a list is active. So let\u2019s see how can we grow our remarketing list and pool.<\/strong> How do you do this? Try to find mutually beneficial relationships.<\/strong><\/p>\n

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So if I can talk to a person who is targeting my same audience but is not a competitor; for example, if I\u2019m selling \u2018Petting Chimes\u2019 and then I have another person who is selling, like, \u2018Pet Clothing\u2019, we\u2019re not competing with each other, but we are selling to the same audience which is \u201cpet owners.\u201d<\/p><\/blockquote>\n

So that\u2019s something we can work at that, \u201cHey, I\u2019ll put your UET tag on my sites, and I\u2019ll give you my code on your sites, and then let\u2019s see if we can grow our list that way.\u201d It\u2019s a very, very interesting way to make remarketing even more efficient. How do you do that? So you want to tag your related complementary websites<\/strong> – you\u2019re going to work that out yourself, that\u2019s not something we can help you with. But we can certainly guide you on how you tag the website.<\/p>\n

Then you want to bid on broader keywords<\/strong>; remember they may not have been to your website, may not be as familiar with you, but they could appreciate your product. The \u201cBid on Product Keywords\u201d<\/strong> here, and go really generous with the incentives<\/strong> and the special offers and try upping the bids<\/strong>, may be round about 50 to 150% mark. Pretty cool, right? And, hey Frances, what do you think? Think we can earn our bonus or that promotion that we wanted?<\/p>\n

Frances<\/strong>: Absolutely. We give a very ingenious way of leveraging customers that, you know, have that synergistic interest. Yeah, and I think we\u2019ll actually talk a little bit more about that and how the Microsoft Store used strategies like this in order to really achieve their aggressive goals. So just to recap that list that Purna went over, we talked about window shoppers, we talked about attracting the abandoners \u2013 we know that 70% of your shoppers are going to abandon that cart, doesn\u2019t mean that they\u2019re not still interested, doesn\u2019t mean we shouldn\u2019t still go after them. We talked about reengaging those people who are already engaged; don\u2019t just ignore them because they\u2019ve done something in the past.<\/p>\n

And in that same vein, you\u2019ve got to up-sell to those converters. If I bought\u2026 someone mentioned high ticket items\u2026 if I bought one high ticket item previously, I\u2019m probably more likely to buy in that same luxury goods category again. Or, like Purna mentioned, if I bought one item as part of a group of items, like I bought running shoes, I probably want to buy the latest running sock or the latest running top.<\/p>\n

And then the OPA, the \u2018Other Peoples\u2019 Audiences\u2019 \u2013 so this is where, again, you get pretty strategic and digging into that data, mining the information of the people who are coming to your site. But with all that being said, we do know that at times remarketing can come across a little creepy.<\/p>\n\"remarketing<\/a>\n

 <\/p>\n

I think probably when it first started, all of us had this story; all of us had a friend or a family member who has asked us, \u201cWhat is it about these ads that follow me all around the internet? So weird. How does Facebook know that I was looking at a pair of shoes on Merrell\u2019s store? And how does Merrell\u2019s store know that I\u2019m now on Facebook, and showing me that ad?\u201d<\/p>\n

And I think that that worry has decreased a little bit. I think that people are much more used to seeing it. But there are some ways that you can make it a little bit more comfortable for your shoppers and for people hanging out and searching on the internet. So, avoid being too specific in you ad copy. If you\u2019re going to customize ad copy to a certain list, you know, be subtle, be helpful.<\/strong><\/p>\n

Again, going back to that notion we talked about in the very beginning, you\u2019re having a one-on-one conversation with this customer, so be as helpful as possible. Use product category so, I, as the shopper or the searcher, can relate it back to you<\/strong>. \u201cOh, well, that makes sense because I was looking at those sandals last week. I just hadn\u2019t made my mind up about them yet.\u201d<\/p>\n

And then, testing varying cookie windows,<\/strong> so you might want to retarget me; if I looked at a pair of sandals on Nordstrom, they might want to retarget me for may be the next five to seven days, but then it really might not make sense for them to keep sending me those images or those advertisements about those sandals a hundred days later. That\u2019s probably when I start to think like, \u201cWell, obviously, I didn\u2019t buy them,\u201d or, \u201cI already had bought them when you started coming after coming after me.\u201d<\/p>\n

So, look at how long you use those cookie windows for.<\/p><\/blockquote>\n

And we\u2019d just like to cover quickly some emerging research. So before we go into what the Bing Ads Product Team has done, some internal research on, we also have some other research that we want to highlight for you. So here are some guidelines to help you. The best way to think about this is, MJ already mentioned this, but you know you have a conversion funnel or a conversion path with your customers; they\u2019re going to come to your Home Page, then they\u2019re going to end up on your Category page, into your Shopping Cart, and then the Confirmation page. You know that that\u2019s the road you want them to travel when they\u2019re on your site. These are some guidelines, and sort of, best case practices to try with your bid modifiers.<\/p>\n

So, if you have a remarketing list of all of those people who have come to your Home Page but not looked any further, and you want to target those people again, up your bid modifying by 50% and keeping that same keyword, \u2018Running Shoes\u2019, right? You might be be Brooks.com, you might be Nike, or you might be a local sports store. These are guidelines on the best way to increase and manage your bid modifier for that customer funnel. And some other looks into when to increase your bids.<\/p>\n

So, obviously you want to target the most valuable prospects who had shown interest, so they come to your website, they\u2026 Some of the things you might want to take into consideration at this point when you\u2019re retargeting is broadening your keywords. So what are other keywords that they\u2019re probably searching in that category where you\u2019re really going to want to recapture their attention and look at seasonality? So, a really good example of this is golf balls.<\/p>\n

So, more golf balls are sold leading up to Christmas and leading up to Father\u2019s Day, because there is an easy present, for your dad or for your uncle or for your grandfather or your grandmother if, you know, if they\u2019re all living down in Flordia, they are probably playing golf all day long or at least I hope that that\u2019s what they get to spend their time doing. And so, you know, you might not want to retarget that person who has bought golf gifts from you, leading up to Father\u2019s Day or Mother\u2019s Day, or leading up to Christmas and the holidays in August or in February. So take that into consideration when you\u2019re looking to increase bids.<\/p>\n

Same, when you\u2019re looking to decrease bids, these tend to be the users who don\u2019t deliver value or who are not likely to convert again. They just want to take a look at your website. Something to always keep in mind, I love this example of career-page visitors. So, at Microsoft, we get a ton of people who come to our career page that probably look like good visitors \u2013 they come to the page, they spend a long time on our site [chuckles], they look at multiple pages \u2013 but if we actually dig down into our analytics, we will see that they\u2019re spending most of their time on our company culture page where the career page or looking at where we have offices, those are people that we need to be showing ads to, to try and find something on the Microsoft Store.<\/p>\n\"remarketing<\/a>\n

 <\/p>\n

These are people who clearly want to come and work for Microsoft, and they\u2019re a different type of user. So you\u2019re just keeping that in mind when you\u2019re mining, really get a good insight into who\u2019s coming to your site and why they\u2019re coming there. So here\u2019s some best case practices on if you\u2019re customizing your ad, so this is kind of, say, you\u2019re not doing bid modifiers, or you wanted to bid on [inaudible 0:34:44.2], first customization, these are some terms and action items that are really spectacular to different stages of your customer funnel, so something to really think about.<\/p>\n

In traditional campaigns you might just have your keyword \u2018Sports Apparel\u2019 for your remarketing campaigns; you\u2019re probably going to want to broaden that, and you know, if you\u2019re trying to then keep up to a product page, you\u2019re probably very specific in a traditional ads. We don\u2019t need to be that specific in your remarketing campaign, because they\u2019ve already been there, they already know what you\u2019re selling, and you can still keep your keywords a little bit broader and therefore capture more people\u2019s interest.<\/p>\n

So, using broad match, looking at different sets of keywords, don\u2019t be constrained in what you might have to, you know, gone very specific or very narrow on a traditional campaign, you don\u2019t need to do that with your remarketing campaign. Purna, did you want to add anything here? Nope? Okay, perfect. So, just to go over your checklist, so, everything that we talked about, that Purna and I talked about, these are just the four things you need to keep in mind.<\/p>\n

And you can go back to these slides, you can download this deck and you can go through it in more detail, but make sure that your UET tag is placed everywhere across your site, make sure that that code has been copied correctly, so you don\u2019t want to think that it\u2019s there and you\u2019re collecting people for your remarketing list and then all of a sudden, a month into it you realize the code is [inaudible 0:36:27.0], so double check that.<\/p>\n

Double check your audience list for rules and errors; so this is just making sure that you click the right category with the right rules in place, with the type of audience you want to connect. And then, if you are using a tag manger, the Bing Ads UETs things that all of the typical tag managers that are out there, make sure that that tag is set to fire correctly within that tool that you\u2019re using so that you know you\u2019re collecting the right information. So I\u2019m going to kind of now\u2026 So these are kind of the remarketing strategy and set up.<\/p>\n

So, once you\u2019ve got everything in place with your tagging and the technical side of that, decide on how you want to mine your audience, and start building those lists.<\/strong> So again the best place to start is your conversion path funnels, start building those lists of them, like the list that Purna talked about, you can get really creative in how you want to build other lists as well. And this is when you\u2019re really going to start seeing\u2026 So you need a thousand people in your list to really start remarketing to them, so know that it might take a month or two for you to build that up, which is why we suggest you start doing it right now, because you\u2019re going to want those remarketing lists in place when we get into busy shopping seasons like back-at-school and the holidays which aren\u2019t really that far away in PPC language [chuckles] even though they\u2019re still far away in regular human time; PPC time is faster.<\/p>\n

And so, to really talk about how you can test your remarketing performance, I want to introduce Christopher. Christopher\u2019s on our product team here at Bing Ads. They\u2019ve run numerous studies, experiments and tests, really sophisticated modeling, and what we\u2019re here to talk today is how you can take some of that and do it at home, and really get it into sophisticated remarketing performance. So Christopher, I\u2019m going to hand it over to you.<\/p>\n

 <\/p>\n

Christopher Walleck, Program Manager, Bing Ads, Microsoft:<\/strong><\/p>\n

Christopher<\/strong>: Thank you, Frances. My name is Christopher Walleck and I\u2019m a Program manager on the Bing Ads Network Management Team. You\u2019ve heard a great deal today about how remarketing works, how to implement it and today we\u2019re able to share with you the results that we\u2019ve seen from our remarketing experiment. So first I\u2019m going to tell you a little bit about our team, the Bing Ads Network Management Team, then the experiments and then talk about how you can perform your own experiments. Very briefly, our team, the Network Management Team has a three-fold charter with one [overall 0:39:02.6] mission. Optimizing advertiser performance, and growing our business.<\/p>\n

What this means is that on a day-to-day, we look at how the different products and features we offer affect the auction market place<\/strong>. We see, for number two, \u2018business planning & forecasting\u2019, how we expect these products to affect our trajectory, going forward and for number three, we are an extremely quite a heady team. We share engineering data with other teams and we use this data to look at how our \u2026performance is changing. So let me tell you a little bit about our remarketing experiment.<\/p>\n

Now, when you\u2019re implementing remarketing, you may ask the question: \u201cOkay, what kind of difference will this make \u2018pre\u2019 and \u2018post\u2019? What if I just run the experiments? What if I set up remarketing for a week and then tests up to week two and see what the difference is?\u201d But the critical issue here is you want to minimize the potential differences between your two samples and let me tell you how we minimize that difference.<\/p>\n

Within our experiment, we have a \u2018treatment\u2019 and a \u2018control\u2019. If you have ever done any kind of A\/B testing, you can think of these as your \u2018A\u2019 and your \u2018B\u2019. The difference between our treatment and our control with \u2013 one, have \u2018Remarketing bid boosts\u2019 enabled for treatment, one, have \u2018Remarketing bid boosts\u2019 disabled \u2013 the control. This is the only difference between the two samples and one thing I want to call out here is that we did this at the ad group query level, that is one ad group matched to one query, so we got to the most granular level possible in order to see how these results will affect you. And the results are exciting.<\/p>\n

When we compared 2.3 million remarketing impressions from 50,000 different DSQs, distinct search queries across 470 advertisers, small, medium, extra-large, across 18 different verticals, from auto to travel, what we saw is that remarketing positive bid boosts, positive bids drove more user engagement, drove more clicks, and drove more conversions. Let me talk this through for a second. You can think of these numbers as the remarketing three, four, five. In aggregate, remarketing led to 3% increase in average dwell time, that is how long do users spend on your page, after clicking on your ad?<\/p>\n\"remarketing<\/a>\n

 <\/p>\n

In terms of overall clicks, remarketing also led to 4% in aggregate more clicks, from users that are high value<\/strong>. They have been to your site; they have expressed interest in what you are offering, and what\u2019s most important for you, your CVR, your remarketing conversion rate. Remarketing users are more likely to convert and overall, the remarketing rate for advertisers that implemented this at the ad group level was 5% and this is just the beginning. Let\u2019s tell you a little bit about the advertisers that got some extra special performance from remarketing.<\/p>\n

Frances<\/strong>: So this is Frances again, and I just wanted to kind of recap what you just said. So when you looked at a huge volume of advertisers and searchers, those advertisers that had turned on, not just remarketing, but also bid boost, so they had increased the bid that they were\u2026or the amount they were willing to pay for the ad to be shown to a person a second time in that remarketing list, you saw more user engagement, more clicks and more conversions.<\/p>\n

Christopher<\/strong>: That\u2019s absolutely right. This is across 2.4 million ad impressions, and when we saw positive remarketing bid boost, they just drove, as you said, better engagement, better clicks, better conversions.<\/strong> Some advertisers saw up to 30% more clicks, a 20% lower click back rate, the click back rate being the proportion of users that navigate immediately away from the page \u2013 that means that you get the users you want to stay in your page \u2013 and up to a 15% higher conversion rate. We saw this in Travel, Sporting Goods, Home & Garden, across different verticals in the experiment.<\/p>\n

Now, you may say, \u201cThis is all fine and dandy, but how do we run our own test? How do we\u2026? You know, we don\u2019t have this experimentation technology but we want to see it, if remarketing works? We want to get it to work for us.\u201d So, now I\u2019ll tell you a little bit about how to test it yourself.<\/strong> So the first step is, if you haven\u2019t yet, you want to configure a new remarketing list<\/strong>. We\u2019ve talked about how to set it up; we\u2019ve talked about the different criteria to keep in mind. So, once you set it up, make sure it hits the user minimum we have first; this is in place such that you\u2019re able to preserve the user anonymity. If your remarketing list only had one user in it, then you\u2019ll be able to target that person specifically, so wait for that to happen.<\/p>\n

Then you want to set up two different test ad groups that has the same keywords, but at different bid boosts<\/strong>. And these will be your \u2018A and your \u2018B\u2019, your treatment and your control. So try for instance, 0% and 50% for your first go. Then, this is the cool part, and we\u2019ll show this to you later, what you want to do is use \u2018Day of the Week\u2019 targeting in Bing Ads so that you can disable and enable your ad groups every other day. So it\u2019ll go Monday, Wednesday, Friday for one, and Tuesday, Thursday, Saturday for the other. This will allow you to control for the seasonality that comes from day-of-week traffic. What if Monday traffic is substantially different from Tuesday traffic? And as you run this experiment, you will be able to minimize that effect.<\/p>\n

And so finally, you want to run this experiment for four plus weeks, as long as you can<\/strong>. And then you\u2019re going to use a t-test to evaluate the statistical significance. And if you remember, if you\u2019ve ever taken a statistics class in high school and college, what a T-test does is basically determine if two sample data sets are substantially different from one another. You may remember a Z-test; basically the same thing, but t-test is used for a smaller sample size. And if you want to learn more, we have all kinds of information on our page that you can look at.<\/p>\n

Now, what you\u2019ll have in your template is the clicks for one remarketing bid boost and the clicks for the other remarketing bid boost, and using this test, you\u2019re going to be able to validate the statistical significance of these results. Often we may look and say, \u201cOh, look, it\u2019s a 10% difference between these two!\u201d But is it statistically significant? And you\u2019ll see in the template that we\u2019ve provided that you\u2019ll be able to input these numbers and it\u2019ll directly tell you if the results are statistically significant. The value next to the t-test on there is the P-value.<\/p>\n

And you\u2019ve probably heard about P-values before. If you haven\u2019t, the simplest way to explain it is that this number, on a scale of 0 to 1, is what is the likelihood that these results came from chance? What is the likelihood that they came just from chance alone, and not from being different? So the smaller, the better. And for this we have it directly configured, so if the P-value is less than 0.1, then it\u2019ll show as statistically significant. Don\u2019t worry about the numbers, just worry about putting in the different clicks from your performance, and it\u2019ll tell you if what you\u2019re seeing is special.<\/p>\n

Frances<\/strong>: This is Frances again, and essentially if you\u2019ve run this test for, say, a month or two months, you drop your numbers into the template, it tells you this is a statistically relevant result, what it\u2019s telling you is you should really be implementing a bid boost strategy because the results that you saw were favorable and also are likely to be favorable across multiple, say, ad groups, multiple campaigns, not just within that one test that you did.<\/p>\n

Christopher<\/strong>: Absolutely. And then, the next step. Once you\u2019ve done the first test, with say 0 and 50%, what you want to do is repeat the test with different bid boosts. You want to find the best bid boost for your campaign that optimizes your performance. So once you\u2019ve tried 0 and 50, try 25 and a 100, try a 100 and 200, you want to find the best bid boost for your ad groups, and then, as we\u2019ve talked about before, you want to test different membership durations – that is, how long are these users going to stay in the remarketing list? Try one week versus 30 days. And you can use the same method we used before, and in this case, you have two ad groups and the same bid boost.<\/p>\n

Because you may be able to see after 30 days, \u201cWow, this group of users that were in the 30-day remarketing list, actually, the conversion rate overall is higher,\u201d and you\u2019ll want to know what combination is best for you. So, test different bid boosts, test different membership durations, and start today. One last note: Make sure when you\u2019re doing the day-of-week targeting, that the end of the week, you switch it. That way it\u2019ll go Monday, Wednesday, Friday, Sunday, and then the next week, it will switch. Otherwise you\u2019ll have two Mondays in a row. So, when you\u2019re running your experiments, make sure that you can figure it so that you can get the most variety possible, and then you can see how to get the best remarketing performance you can.<\/p>\n\"remarketing<\/a>\n

 <\/p>\n

Frances<\/strong>: Great, that\u2019s amazing. Thank you so much for sharing, you know what the product team found and the results that you saw. For some people on the webcast, this might seem too sophisticated for your business; for some people this might be exactly what you\u2019re looking for, to really find out, like Chris said, what is the best combination between bid boost and membership duration. And I think what it really goes to show is there are a myriad of possibilities out there that are going to help you drive revenue and attack really strong or ambitious goals that your business or your company have.<\/p>\n

And to talk about that, I want to introduce Ben and Natalie to talk about how Microsoft Store, Microsoft.com and their store – so this is where we sell everything that Microsoft makes, both hardware as well as Office 365, other software; I\u2019m talking about how they use remarketing in their business.<\/p>\n

 <\/p>\n

Ben Carson, Global SEM Lead, Microsoft Store, Microsoft:<\/strong><\/p>\n

Ben<\/strong>: Thanks Frances. This is Ben Carson, and sorry to disappoint a few of you guys that have already written in here, I\u2019m not the Presidential candidate although I\u2019m not ruling that out for, you know, the future. I am the Global SEM Manager for Microsoftstore.com. So as Frances mentioned, everything that Microsoft makes in terms of Xbox, Surface, Office, we\u2019re driving everything to microsoftstore.com. So the question that we brought to Natalie and our agency Point It is, you know, where are the pockets of untapped opportunities for Microsoft Store?<\/p>\n

It\u2019s one thing to drive revenue, which is something we\u2019re all interested in, but Microsoft Store specifically optimizes to a ROAS,<\/strong> which is Return On Ad Spend and efficiency target. So, not only where the untapped revenue opportunities, but where are those pockets of high efficient spend that will still drive revenue for us? And so that was the question that we came to Point It, our agency, to help us answer. And so the solution we came to was the Bing UET implementation. And I\u2019m going to let Natalie talk a little bit more on how we leveraged that.<\/p>\n

 <\/p>\n

Natalie Barreda, Senior Client Manager, Point It Agency:<\/strong><\/p>\n

Natalie<\/strong>: Thanks Ben. So, just to kind of give a little bit of background. Point It, the agency that I work with, and Microsoft Store have been working together for many years. So it\u2019s been a long-standing relationship and at this point, we\u2019ve felt how, you know, we\u2019ve campaigns fully built, how we\u2019ve really kind of saturated you know, kind of, the lower part of the funnel which, you know, kind of what we\u2019re looking for. So you know as Ben said, we\u2019re held at a fairly aggressive efficiency target, so we were, you know, as he said, we were tasked with trying to find where can we find additional revenue but still maintain that efficiency.<\/p>\n

You know, as I\u2019m sure, a lot of you know, you know, Google has been using their RLSA for some time now and you know, typically you see really good results with that. So as soon as Bing came out with the Universal Event Tracking, it really gave us an opportunity to try to capture any additional revenue that we were able to get, that was may be being left on the table a bit. So one of the things, you know, as I mentioned before, Google has the RLSA capabilities for some time, but one thing that really makes UET special and kind of stand out from Google which has really been a big part of why we\u2019ve kind of put all of our eggs in this basket is with UET, and we\u2019ve mentioned this before, we\u2019re able to use those OPA audiences.<\/p>\n

So those Other People Audiences, which I know may seem a little\u2026.you know, there\u2019s some kind of questions and stuff like that around sharing that kind of data and stuff like that, but really what you\u2019re doing is you\u2019re finding opportunities for you to provide a more personalized experience for folks that are going to be relevant to your site. So one thing that, you know, in our experience at Point It, we tend to and understand at Point It, we tend to work with enterprise-level client, so, you know, so someone such as Microsoft has a ton of different properties and stuff like that that allows us to target our ads to people who are\u2026.target and message to people who are showing interest in things such as Office, Surface, things of that sort.<\/p>\n

So you are\u2026.You know, it\u2019s folks who\u2019re visiting those Office sites, you know, doing some research on some of the Office products, may be Power Point and things like that, so they\u2019ve already expressed interest in this, so all we\u2019re doing is that we\u2019re showing them ads that are going to be more relevant to them. So, we\u2019re going in and calling out\u2026 obviously they\u2019re interested in, you know, the capabilities that Power Point has, so you know, what we\u2019re doing is, we\u2019re going in and showing them ads that really speak to those capabilities and kind of, you know, trying to give them the best experience that they can get.<\/p>\n

Ben<\/strong>: And I just want to chime in quickly here, because we did see a question come in about, \u201cDoesn\u2019t this violate privacy or what are the concerns there?\u201d I just wanted to reiterate that there is no personally identifiable information in these remarketing lists. So as you are partnering with other companies, or within your vertical, and sharing, you know, the O-P-A, or is it the\u2026?<\/p>\n

Natalie<\/strong>: OPA [chuckles].<\/p>\n

Ben<\/strong>: OPA? Yeah?<\/p>\n

Natalie<\/strong>: Yeah.<\/p>\n

Ben<\/strong>: Is that an acronym we\u2019re trying to start ____?<\/p>\n

Natalie<\/strong>: Yeah.<\/p>\n

Ben<\/strong>: Yeah? I love it, your OPAs. Just know that there\u2019s no sensitive PII information that\u2019s shared there, so I just wanted to call that out specifically because we did see some questions come through on that.<\/p>\n

Frances<\/strong>: So I think there are a couple of ways that people can really take advantage of that OPA list. This is Frances again. So one example we saw with small medium businesses that we work with are, you know, a local store that might sell pet food and pet supplies – like a Mud Bay here in Seattle is a store that does that. They might want to partner with another local store that does doggie daycare or doggie grooming or sell doggie outfits. There\u2019s another company here in Seattle that sells beer and pretzels for dogs.<\/p>\n

So, you might want to partner, and if you\u2019re a local business, or you\u2019re in the same chamber, you might want to partner and share some audience remarketing lists just in the way in a big enterprise corporation, like Natalie was talking about at Microsoft, we might want to share people who\u2019re buying X-box games might really also be interested in buying PC games.<\/p>\n

Now we\u2019ll probably target them differently, they sit within different groups at Microsoft, but that doesn\u2019t mean they\u2019re not interested in\u2026 If they\u2019re interested in gaming, they\u2019re probably interested in similar type of products. So Natalie, I\u2019m going to hand it back to you to talk through the results that you saw specifically with Microsoft Store with your remarketing campaign.<\/p>\n

Natalie<\/strong>: Awesome. Thank you, Frances. So you know, as we\u2019ve mentioned before, we\u2019re really just trying to drive a personalized experience for searchers. So, all in all, and when you\u2019re comparing our Bing Ads remarketing to our \u2026efforts that we\u2019re doing in Google, we\u2019re seeing a higher order value, so people who are converting are purchasing things that are a little bit higher ticket, so great things to see there.<\/p>\n

Additionally, we\u2019re seeing higher ROAS compared to adwords,<\/p><\/blockquote>\n

so as Ben said before, we are really focused on efficiency, so not only are we bringing in additional revenue but we\u2019re bringing in additional revenue if it gives some more efficient\u2026.<\/p>\n

And then, also we\u2019re seeing lowered CPCs compared to what we see with ad words; you know, these are things that really kind of contribute to that ultimate bottom line of trying to drive a more efficient campaign, so, you know, being a little bit smarter with how we\u2019re bidding and being able to drive those lower CPCs, you know, ultimately helps towards our bottom line. And overall we have account-wide, if you\u2019re looking at the two engines, we\u2019re seeing a 20% higher average ROAS.<\/p>\n\"remarketing<\/a>\n

Frances<\/strong>: That\u2019s amazing. So Ben, you\u2019re happy with these results [chuckles]?<\/p>\n

Ben<\/strong>: Yeah, we\u2019re extremely happy, and we\u2019re rolling it out globally as well as we\u2019re seeing results, continue to demonstrate this high level of efficiency within US.<\/p>\n

Natalie<\/strong>: Yeah, yeah, I know, absolutely. And it\u2019s not kind of something where we just set it and we\u2019re just going to kind of let it go. There\u2019s also opportunity to, like, expand out how long people are on this audience list; you know, testing out different audiences, compared to the audiences that are running now. So, it\u2019s definitely a continuous learning process, but a very efficient learning process, which is good.<\/p>\n

Frances<\/strong>: Yeah, I think all of us who have worked in PPC or SEM for a long time know that it\u2019s never set and walk away as constantly\u2026.really, constantly optimizing, constantly tinkering, and constantly running experiments like what Christopher and his team do, all of which is trying to find that next level of efficiency. So I want to thank Natalie and Ben for coming and sharing your experience with us. I really want to thank Christopher for talking about how the Products Team is looking at experiments that you can take and do at home. And something to leave everyone with, I really encourage everyone to get set up.<\/p>\n

If you have questions, you can go to BingAds.com\/UET – there\u2019s videos, tutorials there \u2013 and get set up, so that you can start creating those, your lists, testing your bid modifiers, and testing the length of your cookies, and asking us your question. And here are some of the best ways to ask us your questions and stay in touch. So, there\u2019s a Bing Ads Blog, like MJ mentioned, we\u2019ve got through a lot of people\u2019s question built in the chat window and talking, but I\u2019ll be writing a blog post; it will go live probably tomorrow or the next day answering everyone\u2019s question that we didn\u2019t get to, so check that at BingAds.com\/blog.<\/p>\n

I already mentioned the UET website. And then, if you\u2019re online, either Facebook, Twitter, Instagram use the #AskBingAds with any questions that you have about remarketing, UET or anything to do with page search, and we will answer you there. And we also do monthly video blogs answering questions. And I\u2019m going to hand it back to MJ to close this out.<\/p>\n

MJ<\/strong>: Yeah, thank you so much everyone. This was really, really engaging, and important information. There was one question that I did want Natalie to answer from her perspective. And that was, is the only difference between remarketing on Ad Words and Bing Ads OPA? Is that the only difference or the only advantage of running on Bing Ads remarketing is OPA?<\/p>\n

Natalie<\/strong>: That is one of the biggest differences that we take advantage of for, but I think towards to your bottom line is you see super, you get to see super CPCs, so ultimately you know, as they said before, like that\u2019s going to add feedback into your ROAS, Return On Ad Spend, whatever, especially if you\u2019re doing\u2026 or even CPA type of thing. You know, it\u2019s going to go back to your, like, key metrics. So like cheaper CPCs, the OPA audiences\u2026<\/p>\n

MJ<\/strong>: And do you find that the audiences seem to respond in a more, you know, a higher quality of [close rate], if you will\u2026.?<\/p>\n

Natalie<\/strong>: We see fairly comparable, like, click-through rates, fairly comparable conversion rates, so\u2026 But this is already saying, that like, RLSA tends to have higher click-through rates, and tends to have higher conversion rates. So, like for me the biggest reason that we wanted to use it is not because it\u2019s incredibly different from Google; it\u2019s because there\u2019s money on the table, and we don\u2019t want to leave it there.<\/p>\n

MJ<\/strong>: Awesome. So, take that away, don\u2019t leave money on the table, and definitely take advantage of remarketing in the audience that you\u2019re not reaching on Google, on Bing. And please remember, join us May 31st, we have another awesome webcast coming up about \u2018The Science of Data Feed Optimization for your Shopping Campaigns.\u2019 It\u2019s definitely going to get into the important aspects of managing your data feeds for shopping campaigns and really optimize your efforts in that area. So thank you everyone for joining us and until next time, I hope you have some really fantastic and well-performing campaigns. Talk to you soon.<\/p>\n

Natalie<\/strong>: Bye everyone, thank you.<\/p>\n

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