The Science of Remarketing: Reconnect with Potential Customers

White Paper

Learn how to reconnect with customers who have shown interest in your products or services, like those that visited your homepage or abandoned your shopping cart. By using Remarketing in Paid Search, you can increase your chances of conversion. Check out this installment of The Art of Advertiser Science eBook series to help you:

  • Reconnect, re-engage and bring back those customers who have shown interest in your products or services.
  • Explore how to optimise your ads, bids and keywords for unique groups of returning visitors.
  • Learn next level optimisation techniques from our Advertiser Science team.

Download this eBook, The Science of Remarketing, and find out how to start reconnecting with potential customers.

Get the download

Below is an excerpt of "The Science of Remarketing: Reconnect with Potential Customers". To get your free download, and unlimited access to the whole of, simply log in or join free.


Reconnect and re-engage

What is Remarketing in paid search?

It’s how you re-engage with audiences that have previously visited your website. Remarketing increases your chances of conversion.

If the true scarce commodity is human attention, our marketing efforts need to resemble one-on-one conversations. Remarketing helps you do that.

How does Remarketing work?

In order to enable Remarketing on Bing Network, you must first deploy Universal Event Tracking (UET).

Tracking visitors to your site – what they do, where they linger, when they abandon – is at the heart of Remarketing. This information tells you how to engage with them later.

Remarketing ads appear in all the same places your paid search ads appear, they’re just targeted to your Remarketing list.

Why should I try Remarketing in paid search?

Visitors to your site are already interested in you. Remarketing in What is Remarketing in paid search? paid search reminds them of that interest and encourages action.,

  • Brand familiarity - Searchers who visited your site and are familiar with your brand/products are more likely to convert.
  • Shoppers who leave - 96% of first time visitors leave websites without converting. 70% of shoppers add products to the cart but abandon.
  • Second chance - Remarketing in paid search gives you a second chance to convert or engage with customers.

Our test for success

The Bing Ads Network Management team is tasked with analysing the health of the Bing Ads marketplace to grow the business and provide the best experience for advertisers.

To this end, the team executed several tests against Remarketing to see how it stands up under scrutiny. Does Remarketing actually help advertisers? If so, in what ways specifically?

Our experiment by the numbers

  • 2,300,000+ Remarketing Impressions
  • 18 Verticals
  • 470+ Advertisers

Our experiment by results

  • +3% Average dwell time
  • +4% Overall clicks
  • +5% Conversion rate

Our experiment callouts

  • Top Travel Advertiser
  • Top Sporting Goods Advertiser
  • Top Home & Garden Advertiser

Run your own experiments

How to get started with your own Remarketing tests

  1. Configure one new Remarketing list - Make sure it hits the 1000-user minimum first
  2. Set up two test Ad groups with the same keywords but different bid boosts. These will be your treatment and Control (Try 0%/50%)
  3. Use Day of Week Targeting to disable/enable Ad groups every other day. This will let you control for day-of-week seasonality.
  4. Run experiment for 4+ weeks and use T-test to evaluate statistical significance.

Keep testing

  • Repeat with different bid boosts
  • Test different membership durations
  • Find your ideal Remarketing combination

Better customer relationships

Remarketing is like asking someone out on a date. The other person might show some interest – then, it’s all about making yourself as attractive as possible, choosing your words carefully and showing up at the right time.

"You don’t even have to think about it as persuasion. It’s more about reminding people of the stuff they’ve already expressed interest in." - Ben Carson, Global SEM Manager at the Microsoft Store

Recently Carson put Remarketing to work for Microsoft Store through PointIt, the agency that manages paid search for Microsoft Store:

"Our Bing Ads Remarketing campaigns are more efficient than what we’re using in Google, and the orders that come through have a higher average order value. At this point, [Remarketing] is a necessity whenever you’re setting up your campaigns because if not you are leaving a lot of money on the table". - Natalie Barreda, PointIt


With Bing Ads Remarketing Microsoft Store typically sees:

  • 5-10% higher order value
  • 50% higher ROAS compared to Adwords
  • 50% lower CPC compared to AdWords
  • 20% higher average ROAS


The Art of Advertiser Science series from Bing Ads brings you deep insights, creative methodologies, and powerful tools that you can put to use right away.

So join us on a journey filled with insightful data, complex concepts, tough questions and new discoveries that empower you and your business to grow.

Want more like this?

Want more like this?

Insight delivered to your inbox

Keep up to date with our free email. Hand picked whitepapers and posts from our blog, as well as exclusive videos and webinar invitations keep our Users one step ahead.

By clicking 'SIGN UP', you agree to our Terms of Use and Privacy Policy

side image splash

By clicking 'SIGN UP', you agree to our Terms of Use and Privacy Policy