What is remarketing?

What is remarketing?

Target audiences, which are the people who have visited your website before, using remarketing lists with Universal Event Tracking.

When people look for products and services online, they rarely convert on their first visit. Instead, people visit a site, then they check out competitors, they price compare and sometimes they just get distracted (in no particular order). About 96% of visitors leave websites without converting.

For a first time visitor, an average website has a bounce rate of over 60% and a shopping cart abandonment rate of over 70%. That`s where remarketing comes in. With remarketing, advertisers are able to:

  • Appeal to all or a subset of visitors who did not convert and stay top of mind
  • Exclude, upsell, or cross-sell to existing customers
  • Drive higher ROI (return on investment)

Remarketing in Paid Search lets you improve your return on investment by optimizing your campaigns for specific audiences, which are the people who have visited your website before.

First you create a remarketing list to define the audience based on actions people take on your website, and then you create an association between the remarketing list and an ad group. There are two types of associations:

  • If you want to show your ads to people in the audience, you create a targeting association, and then optimize the ad group by adjusting bids, targeting ads, or broadening keywords.
  • If you're trying to prevent ads from displaying to certain audiences, you create an exclude association.

Before you can target audiences using remarketing lists, you also need to set up Universal Event Tracking (UET) so that Bing Ads can collect the data from your website.


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