Bing Remarketing

 

What do I Need to Know About the New Bing Remarketing Services and Policies?

New technology for online tracking has given marketing platforms such as Google and AddRoll the ability to offer website owners the ability to develop remarketing strategies. Until recently, Google has been ahead of its main competitor – Bing – in this particular area of online marketing. However, Bing remarketing technology is now finally in the works. It’s new, but it looks promising.

Why Bing is a Viable Choice

Many online businesses only use Google AdWords for all of their search marketing needs. This means that they are missing out on nearly 30% of the search marketplace. Even though the Bing/Microsoft remarketing system is still brand new, it’s worth using if you want your retargeting ads to get shown to millions of potential customers that wouldn’t be able to see them if you focussed those marketing efforts solely on Google.

Bing goes beyond being a search engine. Its partners include Kindle, Facebook, Microsoft phones, and XBOX. With Bing marketing, you have the potential to reach out to a variety of markets. Also, since fewer companies use Bing PPC, the bids for most keywords are significantly lower than those offered by Google AdWords.

Bing’s Universal Event Tracking

The UET offered by Bing/Microsoft is a powerful campaign measurement system that allows businesses to track important metrics and conversion goals. This platform is also working on remarketing tags, which will prepare you for remarketing in paid search.

One tracking code must be placed across your website so that you will have an understanding of what happens whenever a visitors clicks on your ads.

UET Policies

If you wish to participate in Bing remarketing, there are a number of requirements in place. These policies are in addition to the regular requirements put forth in Bing Ads Terms & Conditions and the privacy and data protection policies.

Policies for implementing the tracking code include:

- A privacy policy that must be featured prominently on your website in order to inform users that you are collecting data and usage information. If a third party is involved, the privacy policy must disclose that data sharing with third parties for marketing and advertising is taking place on your website.

- Complying with all regulations, laws, and any type of policy that is applicable to remarketing campaigns that disallows establishment of remarketing lists based on sensitive information, which may include personal information, financial information, sexual orientation, etc.

- No promotion of any products or services on your landing page or ad copy that Bing disallows. You can, however, create a remarketing list for products and/or services that are disallowed by Bing Ads, just as long as the method does not conflict with the content policies.

- A requirement to instruct end users how to opt out of Internet based advertising. There must be a section in your privacy policy to inform visitors to your site on how to opt out by pointing them to relevant resources such as the DAA opt-out page.

There are additional policies that prevent you from creating a remarketing list or profiling users under the age of 13, or from using audience remarketing on apps or sites directed to younger children. Also, users are not allowed to misuse the tracking tag or modify it in any way.

These are just examples of the regulations pertaining to Universal Event Tracking. If you are getting started with Bing remarketing, make sure you read all of the policies in detail.