striking gold with bing ads remarketing
TRANSCRIPT
Audience mining with Bing Ads Remarketing Webinar
Striking Gold
#BingAdsWebinar | @ecouch11 | @purnavirji | @mjdepalma
Purna Virji Sr. Bing Ads PPC TrainerBing Ads, Microsoft@purnavirji
Eric CouchBing Ads PPC TrainerBing Ads, Microsoft@ecouch11
MJ DePalmaEngagement Marketing ManagerBing Ads, Microsoft@mjdepalma
Today’s Webinar Speaker Today’s Webinar Speaker
#BingAdsWebinar
Today’s Webinar Host
#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.
#BingAdsWebinar | @ecouch11 | @purnavirji | @mjdepalma
“The true scarce commodity is increasingly human attention.”
Satya NadellaCEO, Microsoft
Infinite devices and data
Finitetime and attention
#BingAdsWebinar | @ecouch11 | @purnavirji | @mjdepalma
#BingAdsWebinar | @ecouch11 | @purnavirji | @mjdepalma
Our marketing efforts need to resemble one-on-one conversations.
#BingAdsWebinar | @ecouch11 | @purnavirji | @mjdepalma
• What it is• How it works• How to set it up
We’ll cover
3rd party tag managemen
t solution
And place across every page on siteEasily deploy within the client’s TMS of choice
CODEUET
UET code is used to enable conversion tracking and goals site-wide
Universal event tracking
#BingAdsWebinar | @ecouch11 | @purnavirji | @mjdepalma
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
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 remarke
ting
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
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
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
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
With universal event tracking you can measure the success of your campaignsIdentify: Action:The keywords that lead to better conversions
Optimize your Ad Groups for best conversion rate
#BingAdsWebinar | @ecouch11 | @purnavirji | @mjdepalma
With universal event tracking you can measure the success of your campaignsIdentify: 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
With universal event tracking you can measure the success of your campaignsIdentify: 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
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.
www.YOURSITE.comwww.YOURSITE.com/cart www.YOURSITE.com/thankyou
Destination typeTrack the number of users that visited a specificsection or page of your website.
Goal
PEOPLE WHO GOT TO THE ORDER
CONFIRMATION PAGE
#BingAdsWebinar | @ecouch11 | @purnavirji | @mjdepalma
Duration per visitTrack 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. Worked S 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
Pages per visitTrack 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
Custom eventAn 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
#BingAdsWebinar | @ecouch11 | @purnavirji | @mjdepalma
Steps to getting started with UET
Defineyour goals
Create your tag
Implement the tag on your site
Step 2Step 1 Step 3
Give your goal a name that’s easily identifiable.
Name your goal
Examples:• Order completion• Created an account• Contacted support
#BingAdsWebinar | @ecouch11 | @purnavirji | @mjdepalma
www.zappos.com/thankyou
Choose from the 5 available types and define the goal.
Select the goal type
#BingAdsWebinar | @ecouch11 | @purnavirji | @mjdepalma
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
Option 1: Place the tag directly on your website Implement the tag
#BingAdsWebinar | @ecouch11 | @purnavirji | @mjdepalma
Option 2: Place the tag within a supported tag management system
Implement the tag
#BingAdsWebinar | @ecouch11 | @purnavirji | @mjdepalma
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
Issue: Goal data not available
Solutions
Confirm Tracking TagsReview Goal SettingsEvaluate Goal Likelihood
#BingAdsWebinar | @ecouch11 | @purnavirji | @mjdepalma
Solutions
Confirm Tracking TagsDouble Check Goal Conditions
Issue: Conversions are unusually high
#BingAdsWebinar | @ecouch11 | @purnavirji | @mjdepalma
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
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
Remarketing in paid search
Launching very soon:
#BingAdsWebinar | @ecouch11 | @purnavirji | @mjdepalma
Not all searchers are good as gold
Forrester, Understanding Shopping Cart Abandonment, May 2010
Second chance Remarketing in paid search gives you a second chance to convert or engage with customers.
Brand familiaritySearchers who visited your site and are familiar with your brand/products are more likely to convert.
Shoppers who leave96% of first time visitors leave websites without converting. 70% of shoppers add products to the cart but abandon.
#BingAdsWebinar | @ecouch11 | @purnavirji | @mjdepalma
Re-engage with audiences that have previously visited your website.
Remarketing in paid search
YOUR AD
User Yourwebsite
User added in remarketing list
User leaves
User searches on Bing or Yahoo
Your adis served
USER RETURNS TO YOUR SITE
#BingAdsWebinar | @ecouch11 | @purnavirji | @mjdepalma
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
Create remarketing list(s) based on URLs or custom
events
1
#BingAdsWebinar | @ecouch11 | @purnavirji | @mjdepalma
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
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
Okay this is wonderful…but how do I make money?
#BingAdsWebinar | @ecouch11 | @purnavirji | @mjdepalma
Identify, segment, and target users based on the specific stage of the buying funnel.
Segment and target past visitors
Audience segmentation
Home page
Category or form pages
Shopping cart
Thank you pages
#BingAdsWebinar | @ecouch11 | @purnavirji | @mjdepalma
Optimize bids and adsHome page
Category page
Product page
Shopping cart
Thank you pages
“Discover new deals”
“25% off today”
“limited time offer”
“Free shipping”
“Have you tried…”
Increase bids by 50%
Increase bids by 100%
Increase bids by 150%
Increase bids by 900%
Increase bids by 200%
Adjusting bids Customizing ads
#BingAdsWebinar | @ecouch11 | @purnavirji | @mjdepalma
#BingAdsWebinar | @ecouch11 | @purnavirji | @mjdepalma
Broadening keywords can help increase traffic and deliver a good ROI by targeting more qualified audiences.
Broaden keywords and match types
Home page
Category page
Product page
[vacations]
“hotel deals”
hotels in Oklahoma City
vacations
best hotels
hotels
Remarketing campaigns Traditional campaigns
Six audience segments to give you the Midas touch
#BingAdsWebinar | @ecouch11 | @purnavirji | @mjdepalma
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
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.
Engage them
#BingAdsWebinar | @ecouch11 | @purnavirji | @mjdepalma
How? - Expand keyword lists- Increase bids- Edit ad copy
#1 Woo the window shoppers
Who gets on the list?
#BingAdsWebinar | @ecouch11 | @purnavirji | @mjdepalma
Add to cart or lead form partial fill, but no conversion
#2 Attract the abandoners
Engage them
#BingAdsWebinar | @ecouch11 | @purnavirji | @mjdepalma
#2 Attract the abandoners
Test:• Subtle product/brand reminders• Ease their mind by sharing return policy
Engage them
#BingAdsWebinar | @ecouch11 | @purnavirji | @mjdepalma
#2 Attract the abandoners
Test:• Bidding on competitive terms• Free/upgraded shipping offers
Engage them
#BingAdsWebinar | @ecouch11 | @purnavirji | @mjdepalma
#2 Attract the abandoners
Test:• Special deals/discounts (e.g. BOGO)
Engage them
#BingAdsWebinar | @ecouch11 | @purnavirji | @mjdepalma
#2 Attract the abandoners
Test:• Raising bids significantly (up to +900%)• Shorter time durations
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
Engage them
#BingAdsWebinar | @ecouch11 | @purnavirji | @mjdepalma
Fill in the blanks for them:• Product reviews e.g. review annotations
#3 Re-engage the engaged visitors
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
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
Engage them
#BingAdsWebinar | @ecouch11 | @purnavirji | @mjdepalma
Fill in the blanks for them:• Special offers or discounts
#3 Re-engage the engaged visitors
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%+
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
Engage them
#BingAdsWebinar | @ecouch11 | @purnavirji | @mjdepalma
#4 Upsell to recent converters
Be helpful:• Offering relevant cross-sells
Engage them
#BingAdsWebinar | @ecouch11 | @purnavirji | @mjdepalma
#4 Upsell to recent converters
Be helpful:• Exclusive discounts and promotions
Engage them
#BingAdsWebinar | @ecouch11 | @purnavirji | @mjdepalma
#4 Upsell to recent converters
Be helpful:• Purchase incentives (e.g. gifts with purchase)
#BingAdsWebinar | @ecouch11 | @purnavirji | @mjdepalma
Traffic from offline channels such as TV
Who gets on the list?#5 Offline to online
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
Engage them
#BingAdsWebinar | @ecouch11 | @purnavirji | @mjdepalma
Reinforcing the offline messages• Promote the same offers• Add urgency
#5 Offline to online
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
Who makes the list?
#BingAdsWebinar | @ecouch11 | @purnavirji | @mjdepalma
Tag related, complementary websites
#6 To infinity and beyond
Engage them
#BingAdsWebinar | @ecouch11 | @purnavirji | @mjdepalma
Bid on broad keywords
#6 To infinity and beyond
Engage them
#BingAdsWebinar | @ecouch11 | @purnavirji | @mjdepalma
Upping bids by +50 to +150%
#6 To infinity and beyond
Engage them
#BingAdsWebinar | @ecouch11 | @purnavirji | @mjdepalma
Offer purchase incentives/special offers
#6 To infinity and beyond
#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
Four optimizations worth their weight in gold
#BingAdsWebinar | @ecouch11 | @purnavirji | @mjdepalma
Two options to take when assigning your list
#BingAdsWebinar | @ecouch11 | @purnavirji | @mjdepalma
#1 Bid like a boss
1. BID ONLY2. TARGET and BID
TARGET and BID
Strategy Recommend settingAdjusting bids Bid only
Customizing ads Target and bid
Broadening keywords Target and bid
#1 Bid like a boss
#BingAdsWebinar | @ecouch11 | @purnavirji | @mjdepalma
Raise your bidExample: Bidding up on users who have abandoned a shopping cart, filled out a lead form, etc…
Lower your bidExample: Bidding down on users who have recently made a purchase or are already members of a membership program.
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
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
Test varying cookie windows • Review time to purchase stats
How to avoid the creepiness factor
#BingAdsWebinar | @ecouch11 | @purnavirji | @mjdepalma
• 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
How to track dynamic revenue
#BingAdsWebinar | @ecouch11 | @purnavirji | @mjdepalma
<script>var uetq = uetq || []; uetq.push({ 'gv': amount }); // Pass the computed goal value </script>
• 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
#BingAdsWebinar | @ecouch11 | @purnavirji | @mjdepalma
Bid like a Boss
Be subtle Dynamic revenue
Holiday remarketing
TARGET and BID
• 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
Stay in touch
#BingAdsWebinar | @ecouch11 | @purnavirji | @mjdepalma
Bing Ads Blog: http://aka.ms/bingadsblog
UET Tag webpage: BingAds.com/UET
#AskBingAdsUse this hashtag on Twitter with your questionsWe vlog answers monthly