Bing Ads rolling out list exclusions for retargeting ads

By Ginny Marvin

Published: February 8, 2017 at 10:33 am

Bing Ads’ search retargeting, powered by its Universal Event Tag, lets advertisers create audience lists of users who have visited their sites after clicking on search ads. Now, advertisers can use those lists to keep past visitors that meet certain criteria from seeing their search ads.

The ability to exclude audiences gives advertisers much more flexibility with their Bing Ads search retargeting. As just one example, advertisers will be able to keep users who’ve already made a purchase from seeing ads promoting a price reduction.

As with regular audience targeting, exclusions are added at the ad group level in campaigns.

According to Bing, advertisers using search retargeting ads see 36 percent higher conversion rates and 22 percent lower CPAs, on average.

The new exclusion capability is rolling out globally.

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Behavioral retargeting Conversion rate optimization Cost per action Microsoft Advertising Microsoft Bing Online advertising Search advertising

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Contributing authors are chosen for their expertise and work under the oversight of the editorial staff. Search Engine Land is owned by Semrush. The contributor was not asked to mention Semrush; the opinions expressed are their own.

About the author

Ginny Marvin

Ginny Marvin was Third Door Media’s former Editor-in-Chief (October 2018 to December 2020), running the day-to-day editorial operations across all publications and overseeing paid media coverage. Ginny Marvin wrote about paid digital advertising and analytics news and trends for Search Engine Land, MarTech and MarTech Today. With more than 15 years of marketing experience, Ginny has held both in-house and agency management positions. She can be found on Twitter as @ginnymarvin.