Although Google is often spoken about as if it were the only search engine worth bothering with, there are, of course, other major players that can be highly effective for online advertising and marketing campaigns.
Bing is Microsoft’s rival for Google, and in the run-up to the end-of-year retail push, Bing Ads has now announced the launch of a remarketing feature for search and shopping campaigns.
Universal Event Tracking
Bing Ads has just retooled Universal Event Tracking (UET), which it launched last year, to make it more intuitive to use and also to offer greater functionality.
Similar in approach to RLSA in Google AdWords, remarketing in Bing Ads allows an advertiser to
serve ads on Bing and Yahoo search results to users who have visited their website. This remarketing also extends to product ads in Shopping campaigns.
The improved user-friendly approach means that once UET tags are set up on a website, remarketing lists can be created in the Audience section of the Shared Library in a Bing Ads account.
Audiences can then be assigned at the ad group level, and targeting factors such as products or keywords can be added to the group.
List associations can be created in bulk from the Ad Groups tab on the Campaigns page, and these can then be managed in the Audience tab on the Campaigns page.
The interface then gives access to various metrics and other data concerning impressions, clicks and spend. The Reports tab in the UI then offers a new Audience Performance report, which can also be accessed via the API, giving both granular and aggregate information on the remarketing campaigns.
One possible drawback is that a list must have a minimum of 1,000 users for it to be available for remarketing; Bing states that this is for “privacy reasons.”
Bing Ads remarketing has already been rolled out in all markets, and the full announcement on the Bing Ads blog gives all the relevant details on how to make use of the feature.