purna virji - “remarketing in paid search: 8 proven segments to maximize your roas”

Purna VirjiSenior Client Dev. & Training SpecialistBing Ads

Strike ROI gold:Audience mining with Bing Ads remarketing

Mo money, mo problemsNope.

@purnavirji | @bingads | #ConfluenceCon

Mo devices, mo problems


Infinite devices and data

Finitetime and attention


“The true scarce

commodity is increasingly

human attention.”Satya NadellaCEO, Microsoft


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


I’ll show you how.


Pssssst! Launching soon:Remarketing in

paid search


Not all searchers are good as gold

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.

Forrester, Understanding Shopping Cart Abandonment, May 2010@purnavirji | @bingads |

#ConfluenceCon

Re-engage with audiences that have previously visited your website.

Remarketing in paid search

User added in

remarketing listYour website

User searches on

Bing or Yahoo

Your ad is served

YOUR AD

User leavesUser

USER RETURNS TO YOUR SITE


Super easy to set up

< HTML >

Place Universal

Event Tracking

(UET) tags across

website.

Define and create

Remarketing Lists.

Engage with these audiences.


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


Purna Virji

Can we get the Microsoft logo to be visible

Cookie facts:

Need at least 1000 users in a list


Cookie facts:

Can adjust bids +900% to -90%


Cookie facts:

Lists shareable across all accounts under customer shell


Track goals such as:One tag, multiple conversion goalsDestination URL


Track goals such as:One tag, multiple conversion goalsDuration


Track goals such as:One tag, multiple conversion goalsPages viewed per visit


Track goals such as:One tag, multiple conversion goalsCustom event


Track goals such as:One tag, multiple conversion goals*Mobile App install


*Mobile App install conversion tracking is supported through 3rd party SDKs. In-app actions currently not supported.

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


Identify, segment, and target users based on the specific stage of the buying funnel.

Audience segmentation

Home page

Category or form pages

Shopping cart

Thank you pages


Optimize bids and ads

Home page

Category page

Product page

Shopping cart

Thank you pages

Adjusting bids Customizing ads“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%


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

Remarketing campaigns

Traditional campaigns[vacation

s]“hotel deals”

hotels in Oklahoma

City

vacations

best hotels

hotels


Six audience segments to give you the Midas touch


The core lists


#1 Woo the window shoppers


Visits and Browses with no Conversions• Broad list to widen net• Can further segment by product category in

future



Who gets on the list?

But didn’t visit another page with: URL contains: “mysite.com/thankyou”

E.g. People who visited a page with: URL contains: “mysite.com”




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

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



Engage them

How?Expand keyword lists:• Competitor terms• Broader product keywords, e.g. shoes instead of “running

shoes”• 1-2 word keywords, broad match (yes, really!)



Engage them

How?Bid up for increased prominence• Adjust modifiers by +50% to +100%Test membership duration lengths• Start with shorter windows



Engage them

How?Tweak ads to further entice:• Announce deals or shipping offers• Test annotations and extensions

� Coming soon! Image extensions• Test similar/popular products



Engage them

#2 Attract the abandoners




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


But didn’t visit another page with the following: URL contains: “mysite.com/thankyou”

E.g. People who visited a page with any of the following: URL contains: “mysite.com/shoppingcart”




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



Engage them

P.S.Don’t forget to edit landing pages too.



Engage them

Getting granular


#3 Re-engage the engaged visitors




Pages viewed: • Visits to key pages, e.g. S&H costs

Event-based• e.g. watched (part of) a video




Filling in the blanks for them:• Product reviews e.g.• Review annotations

Engage them by



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

Engage them by



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

Engage them by



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

Engage them by



Test Click to call • Phone has higher c-rates.Bid modifications• bid up by 150%+

Engage them by

#4 Upsell to recent converters




Existing customers• Can further segment by product category in future




E.g.People who visited a page with any of the following: URL contains: “mysite.com/thankyou”




Being helpful:•Offering relevant cross-sells

Engage them by



Being helpful:• Exclusive discounts and promotions

Engage them by



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

Engage them by

#5 Offline to online




Traffic from offline channels such as TV




E.g. People who visited a page with any of the following: URL contains: “mysite.com/TV_offer”




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




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


#6 To infinity and beyond




OPAs!(Other Peoples’ Audiences)Thinking beyond your own site can drastically expand your remarketing pool




Tag related, complementary websites




Bidding on broad keywords

Engage them by?



Upping bids by +50 to +150%

Engage them by?



Offering purchase incentives/special offers

Engage them by?

Two optimizations worth their weight in gold


Save money and avoid looking like a stalker.How to avoid the Creepiness Factor


Avoid being too specific in the ad copyHow to avoid the Creepiness Factor• Subtlety works• Be helpful• Use product categories


Test varying cookie windows How to avoid the Creepiness Factor• Review time to purchase stats


Two options to take when assigning your listBid like a boss

1. BID ONLY2. TARGET and BID


TARGET and BID


Bid like a boss

Strategy Recommend settingAdjusting bids Bid only

Customizing ads Target and bid

Broadening keywords Target and bid


Apply bid adjustments to rank higher or lower based on which remarketing lists user belongs to.

Improve ROI by adjusting bids

Lower your bidExample: Bidding down on users who have recently made a purchase or are already members of a membership program

Raise your bidExample: Bidding up on users who have abandoned a shopping cart, filled out a lead form, etc…


Key takeaways• Tag entire site with UET• Build remarketing lists• Creatively engage audiences• Strike Gold!

Additional resourcesBing Ads Blog: http://aka.ms/bingadsblog

UET Tag webpage: BingAds.com/UET


http://aka.ms/bingadsblog

http://aka.ms/bingadsblog

Exclusive webinar!September 15th @ 11am PSThttp://aka.ms/bingadsstrikegold


http://aka.ms/bingadsstrikegold

Thank you

We <3 Oklahoma City! @purnavirji@bingads

purna virji - “remarketing in paid search: 8 proven segments to maximize your roas”

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