With Bing Ads, you can now specifically target users who have visted your website already! This guide walks you step-by-step through setting up Bing Remarketing.

1. SETTING UP
BING REMARKETING
Iterate Marketing

2. ITERATE MARKETINGSetting Up Bing Remarketing
Whether you’re a seasoned marketing veteran or new to paid advertising, it’s
likely that you’ve heard of remarketing (or retargeting) somewhere along the
way. Companies like AdRoll, Perfect Audience, Rejoiner and, of course, Google
Adwords, have entire platforms dedicated to bringing interested customers
back into your sales funnel. Whether you’re using Search, Shopping or Display,
remarketing reminds your once-interested users that you’re still around, and
provides them compelling reasons to buy for you in case they missed them the
first time around.
Here’s everything you need to to know to start
bringing comparison shoppers back into your
digital storefront with Bing Remarketing.

3. ITERATE MARKETINGSetting Up Bing Remarketing
The Bing UET Tag
Occasionally called the “dot tag” by Bing Reps, is like Bing’s version of a
Google Analytics tag. The Google Analytics tag is typically placed on all pages
of your website so that you can see actionable data in your Google Analytics
account that pertains to your website: things like bounce rate, transactions, total
pageviews, etc.
With Google Analytics you can also utilize the tag that’s been put in place to
remarket to users who have been to your site before. You can also establish
“Goals,” which let you track Key Performance Indicators (KPIs) – such as
someone downloading a case study, submitting a Request For Quote (RFQ) or
simply joining your newsletter. The Bing UET tag works in much the same way.
STEP1 CREATE A UET TAG

4. ITERATE MARKETINGSetting Up Bing Remarketing
Sign into your Bing Ads account and you’ll see a section on the left side called
“Conversion Tracking” – when you click on that you’ll see a screen that looks
similar to the image below.
Click on the “Create UET Tag” button to generate a popup window with a code
snippet. You have two options: a JavaScript snippet or HTML. This is something
to run by your developer first, but if you don’t have an issue with scripts being
active on your site, I’d stick with the JS route.

5. ITERATE MARKETINGSetting Up Bing Remarketing
STEP2
Because we’re going to be tracking user behavior and interaction with
your site, it’s valuable to place it on all pages of your site so we can
differentiate homepage visitors from, say, cart abandoners.
PLACE THE UET TAG ON ALL PAGES OF YOUR SITE
VS
HOMEPAGE VISITORS CART ABANDONERS

6. ITERATE MARKETINGSetting Up Bing Remarketing
Place it on all pages via a tag management solution such as Google Tag Manager. It’s
no surprise that Google Tag Manager is the greatest thing since Google launched labels
in the AdWords Editor, but some people don’t know much about it. The quick-and-
simple breakdown is that GTM is a tag management solution for all sorts of marketing,
heat mapping and user-tracking platforms. Platforms such as AdRoll, Google Analytics,
DoubleClick and Crazy Egg can be placed on all pages of your website within a matter of
a handful of clicks. And you never have to ask your web developer to do it for you. Plus,
it’s “contained” in such a way that it’ll never mess up your on-site elements or other on-site
scripts that deserve loading priority.
Place the snippet on all pages via a global header placement. Many Content Management
Systems have a “Global Footer” setting where you can drop code snippets in and they
will apply to the footer across all pages. It can also be placed in the body section. If your
CMS doesn’t have this, ask your friendly neighborhood web developer, or us here at Iterate
Marketing, to find out how to place it for you. Again, all that matter is that appears in the
head or body section and it exists on all pages.
1
There are TWO simple ways to place the UET Tag
2

7. ITERATE MARKETINGSetting Up Bing Remarketing
Placing the UET
Tag with GTM v2
couldn’t be easier.
Simply navigate to GTM, click
on “tags” and create a new
one called Bing UET Tag. This
is going to be a “Custom
HTML Tag” type.

8. ITERATE MARKETINGSetting Up Bing Remarketing
Simply paste the code in the
box, and then hit continue.
Your final step will be to set the
tag to “Fire On – All Pages.”
Then hit “Create Tag” and
name it. If you want to verify
that it’s working, click on the
drop down in the top right and
click “Preview and Debug” –
then navigate to your site in
another tab. You should see a
box at the bottom with all of
the tags currently firing on your
homepage – and the Bing UET
Tag should be one of them.

9. ITERATE MARKETINGSetting Up Bing Remarketing
So you’ve got the technical pieces out of the way –
let’s get to the marketing side of things.
Navigate back to the Bing UI and instead of the “Conversion Tracking” section,
click on the “Shared Library” section. Then navigate to “Audiences.” You’ll see
a button that says “Create Remarketing List” – this is your ticket in.
STEP3 CREATE YOUR AUDIENCES

10. ITERATE MARKETINGSetting Up Bing Remarketing
For now let’s stick with a 30 day audience.
Remember: you have to have at least 1,000 monthly sessions to your site to be eligible.
Let’s start with an “All Visitors” list. The easiest URL parameter here is anyone
who has been to a page on the site that contains iteratemarketing.com – that
means it is all pages on our website. You can also do things like “Any page that
contains ‘.’” – which, again, all pages on your website contain a period.

11. ITERATE MARKETINGSetting Up Bing Remarketing
Bing’s remarketing works for both Search and
Shopping campaigns, and the audience is
applied at the ad group level. I recommend a
separate campaign with more broad keywords
to ensure you’re not limiting your reach.
Lastly, rather than going into each individual ad
group and applying your audience, navigate
to the “Ad Group” tab in your remarketing
campaign, select all of the ad groups you want
to target visitors with and hit “edit.” You’ll see
a new feature: associate with remarketing lists.
STEP4
APPLY YOUR AUDIENCE TO THE AD GROUPS YOU WANT TO
START TARGETING WITH

12. ITERATE MARKETINGSetting Up Bing Remarketing
Finally, click the All Visitors list
you created from the left box
to the right, and then set your
targeting to “Target and Bid.”
Target vs Target and Bid is a
conversation for another blog
post entirely, but I definitely
recommend Target and Bid
as it will only target previous
visitors, not everyone that
searches for your key terms
and previous visitors. One is
much more targeted than the
other.

13. ITERATE MARKETINGSetting Up Bing Remarketing
Get those remarketing campaigns going and watch as your
campaigns have an extremely high conversion rate and low CPA. As
always, if you need help with GTM, setting up the Bing UET Tag or
establishing remarketing campaigns in Bing, give us a call!
We’d be glad to help.
NOW YOU’RE SET!