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Effectively target your audiences with the new remarketing bid adjustment opportunity

If you’re one of the many search marketers using audience targeting features on Bing Ads, you may have found it difficult to set the ideal bids for your audience lists so that you get the best return on your investment. The performance of your remarketing audiences can change often, so it’s important to make sure you’re updating your bid adjustments regularly based on the latest performance.

Now, we’re here to help you set an effective bidding strategy through remarketing bid adjustment suggestions on the Opportunity Tab. Using historical ad performance data, the remarketing bid adjustment opportunity will provide you with curated suggestions on how to adjust your bids to show your ads to the target audiences that are most important to you.
  • To the degree your remarketing lists show lower cost per acquisitions than the campaign average, we’ll suggest a positive bid adjustment, along with the estimated conversion increase.
  • To the degree your remarketing lists show higher cost per acquisitions than the campaign average, we’ll suggest a negative bid adjustment, along with the estimated spend savings.

How do I get started?

To take advantage of this new opportunity, login to Bing Ads and go to the Opportunity Tab. Review any of the suggestions for your campaigns or ad groups, and select which of them you would like to apply to your campaign.

For remarketing bid adjustment opportunities, refer to the images below to see where to find your suggestions in Bing Ads and the potential conversion impact. You may not see suggestions yet, but don’t worry, there may be a little more performance data needed so that the bid adjustments can be properly tailored for your campaigns and ad groups. Keep checking back, as we refresh these suggestions every day based on your most recent campaign performance.

screenshot of remarketing bid adjustment opportunity
In the Opportunity Tab

set remarketing bid adjustments to customers who previously visited your page screenshot
In simple page view

Note that because this opportunity provides you with estimates in conversion results, you’ll need to have UET tags enabled on your website and conversion goals set up along with your audience list association in Bing Ads. Once you have conversion tracking, an audience list association and enough historical performance data, you’ll be eligible to see this opportunity.

What if I don’t have conversion tracking or audience targeting in Bing Ads?

If you want to take full advantage of the suggestions made for you in the Opportunity Tab, or other tools like automated bidding and inline reporting, we highly recommend you enable conversion tracking. Learn more about tracking sales and other conversions using Universal Event Tracking and get started today.

For audience targeting, we highly recommend you get audience lists going for each of your campaigns. To get one started, go the Audiences tab on the campaign page and begin creating an association.
screenshot of creating an audience association in the Audiences tab
Create an audience association in the Audiences tab

Connect with us

Do you have any suggestions or feedback? We’re eager to hear your voice to ensure we can keep our focus on areas which will make the largest improvements to your work efficiency and boost your business in Bing Ads. You could contact us by pinging us on Twitter or sharing your ideas for new features in our Feature Suggestion Forum.