striking gold with bing ads remarketing

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


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.


“The true scarce commodity is increasingly human attention.”

Satya NadellaCEO, Microsoft

Infinite devices and data

Finitetime and attention



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


We need full funnel insights.


The backbone: Universal Event Tracking


• What it is• How it works• How to set it up

We’ll cover

What is it?


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


One tag to rule them all.


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


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


Tag UET

UET

UET

UET

Consider where in the chain you’re discovering customer data

Funnel insights

Informational

Transactional

Informational

Transactional


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


What can it do?


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


UETTag


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


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



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



Goals such as:What can UET track?

• Destination URL• Duration• Pages viewed per visit• Custom event• *Mobile App install


*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


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


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


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


Mobile app install

Goal

INSTALLS OF AN APP


Getting started



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


www.zappos.com/thankyou

Choose from the 5 available types and define the goal.

Select the goal type


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


Option 1: Place the tag directly on your website Implement the tag


Option 2: Place the tag within a supported tag management system

Implement the tag


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


Troubleshooting


Issue: Goal data not available

Solutions

Confirm Tracking TagsReview Goal SettingsEvaluate Goal Likelihood


Solutions

Confirm Tracking TagsDouble Check Goal Conditions

Issue: Conversions are unusually high


What's next?


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

And that’s not all….


Remarketing in paid search

Launching very soon:


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.


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


Super easy to set up

Place Universal Event Tracking (UET) tags across website.

Define and create Remarketing Lists.

Engage with these audiences.

< HTML >


Create remarketing list(s) based on URLs or custom

events

1


Associate remarketing lists with Ad Group(s)

Apply bid boost for remarketing list - ad group association

Adjust Bids Customize Ads Broaden KWs

2


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


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


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


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%





Adjusting bids Customizing ads



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


The core lists


#1 Woo the window shoppers


Who gets on the list?


Visits and browses with no conversions• Broad list to widen net• Can further segment by product category in future


Engage them


Aim: Woo them back to the site to boost likelihood of conversion.


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

Engage them


How? - Expand keyword lists- Increase bids- Edit ad copy


#2 Attract the abandoners




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


Engage them



Test:• Subtle product/brand reminders• Ease their mind by sharing return policy

Engage them



Test:• Bidding on competitive terms• Free/upgraded shipping offers

Engage them



Test:• Special deals/discounts (e.g. BOGO)

Engage them



Test:• Raising bids significantly (up to +900%)• Shorter time durations

Getting granular


#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


Fill in the blanks for them:• Product reviews e.g. review annotations


Engage them


Fill in the blanks for them:• More info, case studies e.g. Sitelink extensions


Engage them


Fill in the blanks for them:• Shipping offers e.g. free or faster S&H


Engage them


Fill in the blanks for them:• Special offers or discounts


Engage them


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


Bid modifications• Bid up by 150%+

#4 Upsell to recent converters





Our existing customers• Can further segment by product category in future

Engage them



Be helpful:• Offering relevant cross-sells

Engage them



Be helpful:• Exclusive discounts and promotions

Engage them



Be helpful:• Purchase incentives (e.g. gifts with purchase)

#5 Offline to online



Traffic from offline channels such as TV

Who gets on the list?#5 Offline to online



Tip! Same tactic for cross-channel campaigns: e.g. social media promos or brick and mortar


Engage them


Reinforcing the offline messages• Promote the same offers• Add urgency



#6 To infinity and beyond

Who makes the list?


OPAs! (Other Peoples’ Audiences)

Thinking beyond your own site can drastically expand your remarketing pool


Who makes the list?


Tag related, complementary websites


Engage them


Bid on broad keywords


Engage them


Upping bids by +50 to +150%


Engage them


Offer purchase incentives/special offers



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


Two options to take when assigning your list


#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


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


#2 Avoid the creepiness factor


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

How to avoid the creepiness factor


Test varying cookie windows • Review time to purchase stats

How to avoid the creepiness factor


• 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


#3 Tracking dynamic revenue

How to track dynamic revenue


<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



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!


Strike ROI Gold Webinar recap

Q A#BingAdsWebinar | @ecouch11 | @purnavirji | @mjdepalma

Stay in touch


Bing Ads Blog: http://aka.ms/bingadsblog

UET Tag webpage: BingAds.com/UET

#AskBingAdsUse this hashtag on Twitter with your questionsWe vlog answers monthly

http://aka.ms/bingadsblog