Dive Brief:
- For the first time Bing is rolling out retargeting on its ads, including for Shopping and Search text ad campaigns.
- Marketers will now be able to retarget website visitors on both Bing and Yahoo searches.
- Further, retargeting is available for all Bing ad accounts globally.
Dive Insight:
Bing has finally joined the retargeting club by offering retargeting capabilities to marketers wanting to reach website visitors on Bing and Yahoo searches, as well as Shopping campaigns. The tech is similar to Google’s AdWords retargeting capabilities and is based on Bing Ads Universal Event Tracking where marketers can segment website visitor audiences and target them with ads served by Bing.
"When people look for products and services online, they rarely convert on their first visit. Instead we often find that people visit a site, then check out competitors and compare prices – and get distracted," Kalyan Nanduru, Bing Ads senior program manager, wrote in a blog post about the release. "With remarketing, you can appeal to either all or a subset of these visitors by staying top of mind, as well as upsell or cross-sell to your existing customers to drive a higher ROI."
This summer Bing launched Bing Native Ads in beta on MSN.com. The test used search intent signals, such as search terms and website behavior to target native advertising. Marketers can target native ads with the same criteria as search ads using location, time of day, day of week, device type and site remarketing. Bing Native Ads joined Yahoo Gemini, a mobile search and native ad buying platform across Yahoo’s properties.
Retargeting also recently was announced for Yahoo Gemini, a search and native ad marketplace. Yahoo Gemini users can now retarget through site visitors and app users.
