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Striking Gold with Bing Ads Remarketing

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MJ DePalma, Purna Virgi, and Eric Couch show the power of Bing Ads Remarketing

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Striking Gold with Bing Ads Remarketing

  1. 1. Audience mining with Bing Ads Remarketing Webinar Striking Gold #BingAdsWebinar | @ecouch11 | @purnavirji | @mjdepalma
  2. 2. Purna Virji Sr. Bing Ads PPC Trainer Bing Ads, Microsoft @purnavirji Eric Couch Bing Ads PPC Trainer Bing Ads, Microsoft @ecouch11 MJ DePalma Engagement Marketing Manager Bing Ads, Microsoft @mjdepalma Today’s Webinar Speaker Today’s Webinar Speaker #BingAdsWebinar Today’s Webinar Host
  3. 3. #BingAdsWebinar | @ecouch11 | @purnavirji | @mjdepalma We’ll go over: • Make the most out of different types of searchers • Get a list of ideas for remarketing segments to boost ROI • How to execute offline to online remarketing • Tips to avoid the creepiness factor • How to get started We’ll show you how.
  4. 4. “The true scarce commodity is increasingly human attention.” Satya Nadella CEO, Microsoft #BingAdsWebinar | @ecouch11 | @purnavirji | @mjdepalma
  5. 5. #BingAdsWebinar | @ecouch11 | @purnavirji | @mjdepalma
  6. 6. #BingAdsWebinar | @ecouch11 | @purnavirji | @mjdepalma Our marketing efforts need to resemble one-on-one conversations.
  7. 7. #BingAdsWebinar | @ecouch11 | @purnavirji | @mjdepalma We need full funnel insights.
  8. 8. #BingAdsWebinar | @ecouch11 | @purnavirji | @mjdepalma The backbone: Universal Event Tracking
  9. 9. • What it is • How it works • How to set it up We’ll cover #BingAdsWebinar | @ecouch11 | @purnavirji | @mjdepalma
  10. 10. What is it? #BingAdsWebinar | @ecouch11 | @purnavirji | @mjdepalma
  11. 11. 3rd party tag management solution And place across every page on siteEasily deploy within the client’s TMS of choice CODE UET code is used to enable conversion tracking and goals site-wide Universal event tracking #BingAdsWebinar | @ecouch11 | @purnavirji | @mjdepalma
  12. 12. One tag to rule them all. #BingAdsWebinar | @ecouch11 | @purnavirji | @mjdepalma
  13. 13. A common tag across all campaigns and accounts gives you the ability to better attribute your conversions. Customer-level attribution Cross campaigns Cross accountsCross devices #BingAdsWebinar | @ecouch11 | @purnavirji | @mjdepalma
  14. 14. Conversion events become so much more powerful with the addition of Universal Event Tracking Gaining the visibility you need Improved conversion opportunity One-time tagging Powerful remarketing Attribution insight (last-click) Need to better understand campaign performance Track different types of goals Follow-up with potential customers based upon actions Eliminate the need to place tags often #BingAdsWebinar | @ecouch11 | @purnavirji | @mjdepalma
  15. 15. Tag UET UET UET UET Consider where in the chain you’re discovering customer data Funnel insights Informational Transactional Informational Transactional #BingAdsWebinar | @ecouch11 | @purnavirji | @mjdepalma
  16. 16. Form completions Conversion page optimization Marketing budget adjustment What’s important? SAMPLE: Lead generation form Consider a large-scale insurance company with B2C products: Campaign reporting improvements #BingAdsWebinar | @ecouch11 | @purnavirji | @mjdepalma
  17. 17. What can it do? #BingAdsWebinar | @ecouch11 | @purnavirji | @mjdepalma
  18. 18. Goal 1 Tag 1 Goal 2 Tag 2 Goal 3 Tag 3 Goal 4 Tag 4 Unique tag for each campaign goal Old way of tracking goals #BingAdsWebinar | @ecouch11 | @purnavirji | @mjdepalma
  19. 19. UET Tag #BingAdsWebinar | @ecouch11 | @purnavirji | @mjdepalma
  20. 20. With universal event tracking you can measure the success of your campaigns Identify: Action: The keywords that lead to better conversions Optimize your Ad Groups for best conversion rate #BingAdsWebinar | @ecouch11 | @purnavirji | @mjdepalma
  21. 21. With universal event tracking you can measure the success of your campaigns Identify: Action: The ROI of your advertising dollars Spend more on well-performing campaigns The keywords that lead to better conversions Optimize your Ad Groups for best conversion rate #BingAdsWebinar | @ecouch11 | @purnavirji | @mjdepalma
  22. 22. With universal event tracking you can measure the success of your campaigns Identify: Action: The audiences that have higher conversions Refine calls-to-action for your target audience The ROI of your advertising dollars Spend more on well-performing campaigns The keywords that lead to better conversions Optimize your Ad Groups for best conversion rate #BingAdsWebinar | @ecouch11 | @purnavirji | @mjdepalma
  23. 23. Goals such as: What can UET track? • Destination URL • Duration • Pages viewed per visit • Custom event • *Mobile App install #BingAdsWebinar | @ecouch11 | @purnavirji | @mjdepalma *Mobile App install conversion tracking is supported through 3rd party SDKs. In-app actions currently not supported.
  24. 24. www.YOURSITE.com www.YOURSITE.com/cart www.YOURSITE.com/thankyou Destination type Track the number of users that visited a specific section or page of your website. Goal PEOPLE WHO GOT TO THE ORDER CONFIRMATION PAGE #BingAdsWebinar | @ecouch11 | @purnavirji | @mjdepalma
  25. 25. Duration per visit Track the number of users who spent more, less or an exact amount of specified time on your site. PEOPLE WHO SPENT MORE THAN 2 MINUTES READING CUSTOMER TESTIMONIALS #BingAdsWebinar | @ecouch11 | @purnavirji | @mjdepalma I just wanted to let you know that your liking my package to Little Red Riding Hood made me smile! Have a wonderful wee-end. Susie | 05/04/2015 …your company was fantastic to work with, so thank you for making it a positive experience. Tina | 05/04/2015 Rarely do I take the time good or bad to leave a comment, not his time. WorkedS for 40+ years, very difficult job. I just wanted to say thank you! You’re company has undoubtedly the best customer service I have ever done business with. No other company comes close! Kudos to ALL involved. Pamela | 05/04/2015 Excellent customer service. Stanislav | 05/04/2015 Goal
  26. 26. Pages per visit Track the number of users that visited a specified amount of pages during a visit to your site. Goal PEOPLE WHO BROWSED FIVE OR MORE PRODUCT CATALOGUE PAGES #BingAdsWebinar | @ecouch11 | @purnavirji | @mjdepalma
  27. 27. Custom event An event consists of values you can use to describe a consumer’s interaction with your site. Goal PEOPLE WHO STARTED A LIVE CHAT WITH CUSTOMER SUPPORT #BingAdsWebinar | @ecouch11 | @purnavirji | @mjdepalma
  28. 28. Mobile app install Goal INSTALLS OF AN APP #BingAdsWebinar | @ecouch11 | @purnavirji | @mjdepalma
  29. 29. Getting started #BingAdsWebinar | @ecouch11 | @purnavirji | @mjdepalma
  30. 30. #BingAdsWebinar | @ecouch11 | @purnavirji | @mjdepalma Steps to getting started with UET Define your goals Create your tag Implement the tag on your site Step 2Step 1 Step 3
  31. 31. #BingAdsWebinar | @ecouch11 | @purnavirji | @mjdepalma
  32. 32. #BingAdsWebinar | @ecouch11 | @purnavirji | @mjdepalma
  33. 33. #BingAdsWebinar | @ecouch11 | @purnavirji | @mjdepalma
  34. 34. Give your goal a name that’s easily identifiable. Name your goal Examples: • Order completion • Created an account • Contacted support #BingAdsWebinar | @ecouch11 | @purnavirji | @mjdepalma
  35. 35. www.zappos.com/thankyou Choose from the 5 available types and define the goal. Select the goal type #BingAdsWebinar | @ecouch11 | @purnavirji | @mjdepalma
  36. 36. Code template: <script> window.uetq = window.uetq || []; window.uetq.push({ 'gv': amount }); </script> Assign a constant goal value in the interface or create dynamic goal values by writing your own javascript code. Optional: Assign a goal value #BingAdsWebinar | @ecouch11 | @purnavirji | @mjdepalma
  37. 37. Option 1: Place the tag directly on your website Implement the tag #BingAdsWebinar | @ecouch11 | @purnavirji | @mjdepalma
  38. 38. Option 2: Place the tag within a supported tag management system Implement the tag #BingAdsWebinar | @ecouch11 | @purnavirji | @mjdepalma
  39. 39. Simplify implementation Repository for analytics & media tags Scale with ease Leverage logic across domains Greater flexibility Deploy tags without code Advantages of using tag management #BingAdsWebinar | @ecouch11 | @purnavirji | @mjdepalma
  40. 40. Troubleshooting #BingAdsWebinar | @ecouch11 | @purnavirji | @mjdepalma
  41. 41. Issue: Goal data not available Solutions Confirm Tracking Tags Review Goal Settings Evaluate Goal Likelihood #BingAdsWebinar | @ecouch11 | @purnavirji | @mjdepalma
  42. 42. Solutions Confirm Tracking Tags Double Check Goal Conditions Issue: Conversions are unusually high #BingAdsWebinar | @ecouch11 | @purnavirji | @mjdepalma
  43. 43. What's next? #BingAdsWebinar | @ecouch11 | @purnavirji | @mjdepalma
  44. 44. Sneak peek of next week’s new UET features • Improved workflow: More intuitive experience and in-line alerts. • Unique conversions: Count only unique conversion that happen after an ad click. • Account level goals: Ability to associate conversion goals at the account level and not the customer level. #BingAdsWebinar | @ecouch11 | @purnavirji | @mjdepalma
  45. 45. Sneak peek of next week’s new UET features • Tag and goal tracking status: Validate if goals and tags are tracking conversions in Bing Ads UI. • Contains function for custom event: Verifies if input string is present anywhere in the URL reported by the UET tag. • Conversion metrics in goals page: The goals page will now show conversions. #BingAdsWebinar | @ecouch11 | @purnavirji | @mjdepalma
  46. 46. And that’s not all…. #BingAdsWebinar | @ecouch11 | @purnavirji | @mjdepalma
  47. 47. Remarketing in paid search Launching very soon: #BingAdsWebinar | @ecouch11 | @purnavirji | @mjdepalma
  48. 48. Not all searchers are good as gold Forrester, Understanding Shopping Cart Abandonment, May 2010 #BingAdsWebinar | @ecouch11 | @purnavirji | @mjdepalma
  49. 49. Re-engage with audiences that have previously visited your website. Remarketing in paid search YOUR AD User Your website User added in remarketing list User leaves User searches on Bing or Yahoo Your ad is served USER RETURNS TO YOUR SITE #BingAdsWebinar | @ecouch11 | @purnavirji | @mjdepalma
  50. 50. Super easy to set up Place Universal Event Tracking (UET) tags across website. Define and create Remarketing Lists. Engage with these audiences. < HTML > #BingAdsWebinar | @ecouch11 | @purnavirji | @mjdepalma
  51. 51. Create remarketing list(s) based on URLs or custom events 1 #BingAdsWebinar | @ecouch11 | @purnavirji | @mjdepalma
  52. 52. Associate remarketing lists with Ad Group(s) Apply bid boost for remarketing list - ad group association Adjust Bids Customize Ads Broaden KWs 2 #BingAdsWebinar | @ecouch11 | @purnavirji | @mjdepalma
  53. 53. Cookie facts • Need at least 1000 users (cookies) in a list • Can Adjust Bids +900% to -90% • Lists are shareable across all accounts under the same customer shell #BingAdsWebinar | @ecouch11 | @purnavirji | @mjdepalma
  54. 54. Okay this is wonderful… but how do I make money? #BingAdsWebinar | @ecouch11 | @purnavirji | @mjdepalma
  55. 55. Identify, segment, and target users based on the specific stage of the buying funnel. Segment and target past visitors Audience segmentation #BingAdsWebinar | @ecouch11 | @purnavirji | @mjdepalma
  56. 56. Optimize bids and ads “Have you tried…” Increase bids by 200% Adjusting bids Customizing ads #BingAdsWebinar | @ecouch11 | @purnavirji | @mjdepalma
  57. 57. Broadening keywords can help increase traffic and deliver a good ROI by targeting more qualified audiences. Broaden keywords and match types Remarketing campaigns Traditional campaigns #BingAdsWebinar | @ecouch11 | @purnavirji | @mjdepalma
  58. 58. Six audience segments to give you the Midas touch #BingAdsWebinar | @ecouch11 | @purnavirji | @mjdepalma
  59. 59. The core lists #BingAdsWebinar | @ecouch11 | @purnavirji | @mjdepalma
  60. 60. #1 Woo the window shoppers #BingAdsWebinar | @ecouch11 | @purnavirji | @mjdepalma
  61. 61. Who gets on the list? #BingAdsWebinar | @ecouch11 | @purnavirji | @mjdepalma Visits and browses with no conversions • Broad list to widen net • Can further segment by product category in future #1 Woo the window shoppers
  62. 62. Engage them #BingAdsWebinar | @ecouch11 | @purnavirji | @mjdepalma Aim: Woo them back to the site to boost likelihood of conversion. #1 Woo the window shoppers We’ll need: Brand and product reminders for TOMA.
  63. 63. Engage them #BingAdsWebinar | @ecouch11 | @purnavirji | @mjdepalma How? - Expand keyword lists - Increase bids - Edit ad copy #1 Woo the window shoppers
  64. 64. #2 Attract the abandoners #BingAdsWebinar | @ecouch11 | @purnavirji | @mjdepalma
  65. 65. Who gets on the list? #BingAdsWebinar | @ecouch11 | @purnavirji | @mjdepalma Add to cart or lead form partial fill, but no conversion #2 Attract the abandoners
  66. 66. Engage them #BingAdsWebinar | @ecouch11 | @purnavirji | @mjdepalma #2 Attract the abandoners Test: • Subtle product/brand reminders • Ease their mind by sharing return policy
  67. 67. Engage them #BingAdsWebinar | @ecouch11 | @purnavirji | @mjdepalma #2 Attract the abandoners Test: • Bidding on competitive terms • Free/upgraded shipping offers
  68. 68. Engage them #BingAdsWebinar | @ecouch11 | @purnavirji | @mjdepalma #2 Attract the abandoners Test: • Special deals/discounts (e.g. BOGO)
  69. 69. Engage them #BingAdsWebinar | @ecouch11 | @purnavirji | @mjdepalma #2 Attract the abandoners Test: • Raising bids significantly (up to +900%) • Shorter time durations
  70. 70. Getting granular #BingAdsWebinar | @ecouch11 | @purnavirji | @mjdepalma
  71. 71. #3 Re-engage the engaged visitors #BingAdsWebinar | @ecouch11 | @purnavirji | @mjdepalma
  72. 72. Who gets on the list? #BingAdsWebinar | @ecouch11 | @purnavirji | @mjdepalma #3 Re-engage the engaged visitors Event-based: e.g. watched (part of) a video Pages viewed: Visits to key pages, e.g. S&H costs
  73. 73. Engage them #BingAdsWebinar | @ecouch11 | @purnavirji | @mjdepalma Fill in the blanks for them: • Product reviews e.g. review annotations #3 Re-engage the engaged visitors
  74. 74. Engage them #BingAdsWebinar | @ecouch11 | @purnavirji | @mjdepalma Fill in the blanks for them: • More info, case studies e.g. Sitelink extensions #3 Re-engage the engaged visitors
  75. 75. Engage them #BingAdsWebinar | @ecouch11 | @purnavirji | @mjdepalma Fill in the blanks for them: • Shipping offers e.g. free or faster S&H #3 Re-engage the engaged visitors
  76. 76. Engage them #BingAdsWebinar | @ecouch11 | @purnavirji | @mjdepalma Fill in the blanks for them: • Special offers or discounts #3 Re-engage the engaged visitors
  77. 77. Engage them #BingAdsWebinar | @ecouch11 | @purnavirji | @mjdepalma Test click to call • Phone has higher c-rates. #3 Re-engage the engaged visitors Bid modifications • Bid up by 150%+
  78. 78. #4 Upsell to recent converters #BingAdsWebinar | @ecouch11 | @purnavirji | @mjdepalma
  79. 79. Who gets on the list? #BingAdsWebinar | @ecouch11 | @purnavirji | @mjdepalma #4 Upsell to recent converters Our existing customers • Can further segment by product category in future
  80. 80. Engage them #BingAdsWebinar | @ecouch11 | @purnavirji | @mjdepalma #4 Upsell to recent converters Be helpful: • Offering relevant cross-sells
  81. 81. Engage them #BingAdsWebinar | @ecouch11 | @purnavirji | @mjdepalma #4 Upsell to recent converters Be helpful: • Exclusive discounts and promotions
  82. 82. Engage them #BingAdsWebinar | @ecouch11 | @purnavirji | @mjdepalma #4 Upsell to recent converters Be helpful: • Purchase incentives (e.g. gifts with purchase)
  83. 83. #5 Offline to online #BingAdsWebinar | @ecouch11 | @purnavirji | @mjdepalma
  84. 84. #BingAdsWebinar | @ecouch11 | @purnavirji | @mjdepalma Traffic from offline channels such as TV Who gets on the list? #5 Offline to online
  85. 85. Who gets on the list? #BingAdsWebinar | @ecouch11 | @purnavirji | @mjdepalma Tip! Same tactic for cross-channel campaigns: e.g. social media promos or brick and mortar #5 Offline to online
  86. 86. Engage them #BingAdsWebinar | @ecouch11 | @purnavirji | @mjdepalma Reinforcing the offline messages • Promote the same offers • Add urgency #5 Offline to online
  87. 87. #BingAdsWebinar | @ecouch11 | @purnavirji | @mjdepalma #6 To infinity and beyond
  88. 88. Who makes the list? #BingAdsWebinar | @ecouch11 | @purnavirji | @mjdepalma OPAs! (Other Peoples’ Audiences) Thinking beyond your own site can drastically expand your remarketing pool #6 To infinity and beyond
  89. 89. Who makes the list? #BingAdsWebinar | @ecouch11 | @purnavirji | @mjdepalma Tag related, complementary websites #6 To infinity and beyond
  90. 90. Engage them #BingAdsWebinar | @ecouch11 | @purnavirji | @mjdepalma Bid on broad keywords #6 To infinity and beyond
  91. 91. Engage them #BingAdsWebinar | @ecouch11 | @purnavirji | @mjdepalma Upping bids by +50 to +150% #6 To infinity and beyond
  92. 92. Engage them #BingAdsWebinar | @ecouch11 | @purnavirji | @mjdepalma Offer purchase incentives/special offers #6 To infinity and beyond
  93. 93. #BingAdsWebinar | @ecouch11 | @purnavirji | @mjdepalma Window Shoppers Recap the Lists Attract the abandoners Re-engage the engaged Upsell to converters Offline to online OPAs: Other People’s Audiences
  94. 94. Four optimizations worth their weight in gold #BingAdsWebinar | @ecouch11 | @purnavirji | @mjdepalma
  95. 95. Two options to take when assigning your list #BingAdsWebinar | @ecouch11 | @purnavirji | @mjdepalma #1 Bid like a boss 1. BID ONLY 2. TARGET and BID TARGET and BID
  96. 96. Strategy Recommend setting #1 Bid like a boss #BingAdsWebinar | @ecouch11 | @purnavirji | @mjdepalma
  97. 97. . Apply bid adjustments to rank higher or lower based on which remarketing lists user belongs to. Improve ROI by adjusting bids #BingAdsWebinar | @ecouch11 | @purnavirji | @mjdepalma
  98. 98. #2 Avoid the creepiness factor #BingAdsWebinar | @ecouch11 | @purnavirji | @mjdepalma
  99. 99. Avoid being too specific in the ad copy • Subtlety works • Be helpful • Use product categories How to avoid the creepiness factor #BingAdsWebinar | @ecouch11 | @purnavirji | @mjdepalma
  100. 100. Test varying cookie windows • Review time to purchase stats How to avoid the creepiness factor #BingAdsWebinar | @ecouch11 | @purnavirji | @mjdepalma
  101. 101. • To track a dynamic goal value with UET (like revenue for a conversion for your destination goal), you can write and add a snippet of JavaScript to the code of your webpage. The functions defined in this code would be replaced, defined, and owned by you or your web developer. • Dynamic goal values are ONLY supported for destination and event goals #BingAdsWebinar | @ecouch11 | @purnavirji | @mjdepalma #3 Tracking dynamic revenue
  102. 102. How to track dynamic revenue #BingAdsWebinar | @ecouch11 | @purnavirji | @mjdepalma <script> var uetq = uetq || []; uetq.push({ 'gv': amount }); // Pass the computed goal value </script>
  103. 103. • Lower overall CPA to help compete • Good reminders + purchase incentives • Be there when comparison shopping #4 Use Bing Ads Remarketing during the holidays #BingAdsWebinar | @ecouch11 | @purnavirji | @mjdepalma
  104. 104. #BingAdsWebinar | @ecouch11 | @purnavirji | @mjdepalma Bid like a Boss Be subtle Dynamic revenue Holiday remarketing TARGET and BID
  105. 105. • Decide on YOUR audience mining strategy • Tag entire site with UET • Build your remarketing lists • Creatively engage audiences & measure • Get started and strike ROI gold! #BingAdsWebinar | @ecouch11 | @purnavirji | @mjdepalma Strike ROI Gold Webinar recap
  106. 106. Q A #BingAdsWebinar | @ecouch11 | @purnavirji | @mjdepalma
  107. 107. Stay in touch #BingAdsWebinar | @ecouch11 | @purnavirji | @mjdepalma Bing Ads Blog: http://aka.ms/bingadsblog UET Tag webpage: BingAds.com/UET #AskBingAds Use this hashtag on Twitter with your questions We vlog answers monthly

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