Google’s Remarketing Lists for Search Ads (RLSA) have proven their ability to drive 50-100% increases in conversion rates vs non-RLSA traffic. This feature was previously only available on Google, but the release of Bing’s new Universal Event Tag (UET) allows advertisers to take advantage of the same search network retargeting strategies that have produced success in AdWords. Just like AdWords, you can now segment difference audience lists and apply bid modifiers to your strongest performing audiences as well as create RLSA search campaigns for broad keyword targeting.

If you’re experienced with Google Remarketing, you will find Bing Remarketing set-up and implementation very familiar. Since it’s so easy to set-up, we recommend it for any businesses that have seen success with Google’s RLSA feature. Your Google results will provide a great starting point for Bing RLSA targeting because you already have Google’s performance data for those particular audience groups (previous buyers, abandoned cart visitors, etc.). You can use these same groups on Bing, and then optimize based on performance on the Bing platform.

Step 1 (Skip if UET code is already implemented)

Before you can set up remarketing, you must have the Bing UET code placed on every page of your site. This UET code is Bing’s new tracking code that combines the features of remarketing and conversion tracking. Generate the UET tag and have your developer place this code on all webpages.

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Step 2 – Creating Remarketing Lists

Create new remarketing audiences located in the Shared Library tab of the interface. Just like AdWords, you can create custom audiences based on what pages users did or did not visit as well as membership durations.


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Step 3 – Applying Lists to Ad Groups

Navigate to the ad group level and select the audiences tab. From there, select “Create Association”

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Step 4 – Association Settings

Select the audience list that you want to apply to the ad group. If you are applying the audience to an existing campaign to modify bids, choose “Bid Only”. If you want the ad group only to serve ads to eligible audience lists, choose “Target and Bid”

You cannot easily add in audiences using Bing Editor like you can in AdWords Editor, so for now you must add audiences through Bing’s web interface.

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Step 5 – Apply Bid Modifiers

Apply the desired percent increase or decrease for the audience. If you are running equivalent audiences in AdWords, you can use your bid modifier there as a gauge. Alternatively, you can leave the bid modifier at zero and accumulate performance data before implementing bid modifiers.

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