August 20, 2019
Leveraging CRM Data to Dictate SEM Investment
If you are familiar with Google’s Remarketing Lists for Search Ads (RLSA), you probably already know what great performance they can drive across all types of accounts. Searchers that have previously visited your site are typically more qualified than the average searcher and, therefore, tend to convert at a more efficient ROI or CPA. Should you be taking advantage of this on Bing too? Of course!
Once you’ve implemented the Bing UET Tag across all pages of your site, you can easily set up both conversion tracking and remarketing lists. If you don’t have these set up yet, you can find more information on UET Tags here and here, and remarketing set-up here and here.
To give you an idea of the kind of results you can drive, here is some data from both an eCommerce and Lead Generation account.
While you can expect to see much lower impression and click volume for your RLSA lists compared to the account as a whole, you will also usually see a higher click-through-rate, conversion rate and return on ad spend, as well as a lower cost per acquisition. As is the case with the above examples, conversion rate is higher than the account average for these lists, which helps to improve the most important metrics: ROAS and CPA.
RLSA lists are no guarantee of amazing performance in every case, so make sure to check in on these lists regularly and make bid adjustments based on their performance. In the cases above, we increased the bid adjustment for these lists based on the strong CPA and ROAS.
No matter your industry, there’s a good chance that Bing’s RLSA lists will help drive improved account performance, so don’t wait to begin implementing them.