What strategies can advertisers employ to increase view-through conversions on Bing Ads?

Increasing view-through conversions on Bing Ads requires a combination of strategic approaches that focus on improving brand recall, engagement, and the likelihood of conversion after an impression (even if the user doesn't click on the ad immediately). Here are several effective strategies that advertisers can employ to boost view-through conversions:

1. Leverage Remarketing Audiences
Target users who've interacted with your brand: Remarketing ads show your ads to people who have previously visited your website or engaged with your content. While they may not click the ad right away, these users are more likely to recall your brand and convert later through view-through conversions.

Segment Remarketing Lists: Customize your remarketing audience segments based on user behavior. For example, target people who have viewed specific product pages but didn't make a purchase, or target users who abandoned their shopping cart.

2. Create High-Quality, Engaging Ad Creatives
Compelling visuals and messaging: Ads that are visually engaging, clearly communicate the value of your product or service, and include strong calls-to-action (CTAs) are more likely to be remembered, leading to higher view-through conversions. Experiment with different ad formats such as image ads, video ads, or carousel ads to see which resonates best with your audience.

Branding and Consistency: Ensure your ads are easily recognizable and consistent with your overall brand messaging. Strong branding helps with recall, which is crucial for increasing view-through conversions.

3. Optimize for Audience Targeting
In-Market Audiences: Use In-market audiences to target users who are actively researching or considering products in your category. These users may not click your ad right away, but they're more likely to remember your brand and convert later.

Custom Audiences: Build custom audiences based on user actions or past interactions with your site. These audiences are already familiar with your brand and more likely to convert later.

Demographic Targeting: Narrow your audience to specific demographics (age, gender, income level) to ensure that your ads are reaching the people most likely to engage with your brand and remember it later.

4. Bid Strategies That Focus on Conversions
Target CPA Bidding: Use Target CPA (Cost Per Acquisition) bidding to optimize for conversions. This automated bidding strategy can help you get more conversions within your target cost range, which can improve the overall effectiveness of your ads and increase view-through conversions.

Maximize Conversions Bidding: Maximize Conversions bidding will automatically adjust your bids to help you get the most conversions possible within your budget. The algorithm considers multiple factors to drive higher quality impressions that could lead to view-through conversions later on.

5. Use Video Ads for Greater Engagement
Video ads increase brand recall: Video ads on Bing Ads are a powerful way to capture attention and create an emotional connection with viewers. Video ads are especially effective for building brand awareness, which can drive view-through conversions, as viewers may return later to convert after seeing your video.

Short, impactful messaging: Ensure your video ads are concise, engaging, and convey your message quickly. Include your brand and key value propositions early in the video to improve recall.

6. Optimize for Mobile and Device Targeting
Target mobile users: With the increasing use of mobile devices, make sure your ads are optimized for mobile. Consider mobile-specific creatives that are visually appealing and easy to engage with on smaller screens.

Device-Based Bid Adjustments: Adjust your bids based on the device type. For example, if you know that mobile devices are driving more view-through conversions, increase your bid for mobile users to ensure more visibility and engagement.

7. Enhance Your Ad Scheduling and Location Targeting
Time of Day and Day of Week Adjustments: Analyze your historical data to find the times when your audience is most likely to engage with your brand (even if not immediately through clicks). Adjust your bidding to focus more heavily during these times.

Geographic Targeting: Localize your campaigns based on the geographic location of your audience. Ads tailored to specific regions can improve relevance, leading to higher engagement and eventual view-through conversions.

8. Create High-Quality Landing Pages
Relevant and user-friendly landing pages: While view-through conversions don't require immediate clicks, ensuring that your website is optimized for users who may return is essential. Make sure landing pages are relevant, fast-loading, and mobile-optimized for a seamless experience.

Remarketing Pixels: Implement remarketing tags on landing pages to track users who visit and interact with your content, enabling you to build custom remarketing lists for future campaigns.

9. Utilize Dynamic Ads for Personalized Experiences
Dynamic Search Ads: For advertisers with a large product catalog, Dynamic Search Ads (DSAs) can automatically tailor your ads based on user searches and intent. This ensures that your ads are always relevant, which increases the chances that users will remember your brand and convert later.

Dynamic Remarketing: Show users ads that feature products or services they have previously viewed. This personalization can boost brand recall and increase the likelihood of a view-through conversion.

10. Use View-Through Conversion Tracking to Optimize Campaigns
Track View-Through Conversions: Set up view-through conversion tracking in your Bing Ads account to measure the impact of your impressions even if users don't click immediately. This will give you valuable insights into which ads and audiences are contributing to brand recall and conversions over time.

Analyze and Optimize: Use the view-through conversion data to evaluate which ad creatives, targeting strategies, and bidding methods are working best. Optimize campaigns by focusing on the high-performing segments that are driving brand recall and future conversions.

11. Cross-Channel Integration with Microsoft Audience Network
Expand reach beyond Bing search: Use the Microsoft Audience Network to extend your ads across partner sites and apps. This broader exposure can increase brand recall and lead to more view-through conversions. Ads displayed on trusted sites can have a lasting impact even if users don't click right away.

12. Leverage Ad Extensions
Use rich ad extensions: Enhance your ads with ad extensions, such as sitelinks, callouts, and structured snippets. These extensions provide additional information to users, making the ad more engaging and informative. This can improve recall and lead to more view-through conversions as users remember the brand even if they don't click on the ad.

Conclusion
Maximizing view-through conversions on Bing Ads requires a comprehensive strategy that goes beyond just optimizing for immediate clicks. By combining effective audience targeting, engaging creatives, bidding strategies, and ad optimization, you can improve the chances that users will remember your brand and convert later. Monitoring view-through conversion data will also allow you to refine your approach and ensure your campaigns are optimized for both immediate and long-term results.