How can I create remarketing lists in Bing Ads?

Creating remarketing lists in Bing Ads (Microsoft Advertising) allows you to target users who have previously visited your website or interacted with your ads. Here's a step-by-step guide on how to create remarketing lists:

### 1. Access Remarketing in Microsoft Advertising:

1. **Sign In**: Log in to your Microsoft Advertising account at ads.microsoft.com.

2. **Navigate to Remarketing Lists**:
   - Click on the "Tools" tab at the top of the page.
   - Under "Shared Library," select "Remarketing lists."

### 2. Create a New Remarketing List:

1. **Click on "Create Remarketing List"**:
   - On the Remarketing Lists page, click on the "Create remarketing list" button.

2. **Choose a Remarketing List Type**:
   - Select the type of list you want to create:
     - **Website Visitors**: Target users who visited specific pages of your website.
     - **App Users**: Target users who have interacted with your app.
     - **Customer List**: Upload a list of customer emails to target specific individuals.
     - **Combined Lists**: Create a list based on multiple criteria.

3. **Set List Criteria**:
   - Depending on the type selected, configure the criteria for your remarketing list:
     - **Website Visitors**: Specify the URL rules for the pages users have visited.
     - **App Users**: Define interactions within your app.
     - **Customer List**: Upload a .csv file containing customer email addresses (optional: include lifetime value).
     - **Combined Lists**: Define rules to combine different criteria (e.g., website visitors who visited specific pages).

4. **Define Membership Duration**:
   - Choose how long a user stays on the remarketing list after meeting the criteria (e.g., 30 days, 60 days, 90 days).

5. **Name Your Remarketing List**:
   - Give your remarketing list a descriptive name that reflects its criteria and purpose.

6. **Save and Create**:
   - Click on "Save" or "Create" to finalize your remarketing list. The list will now be available for use in your campaigns.

### 3. Implement Remarketing List Tag:

1. **Install UET Tag**:
   - If you haven't already, ensure the Universal Event Tracking (UET) tag is installed on your website.
   - This tag tracks user actions on your site and allows Microsoft Advertising to build and target remarketing lists based on these actions.

2. **Associate UET Tag with Remarketing List**:
   - Associate the UET tag with the remarketing list you created to start collecting data for that list.

### 4. Use Remarketing Lists in Campaigns:

1. **Create or Edit Campaign**:
   - Navigate to the campaign you want to apply remarketing to or create a new campaign.

2. **Apply Remarketing List**:
   - Under campaign settings, go to the "Settings" tab and select "Audiences" or "Remarketing lists."
   - Add the remarketing list you created to the campaign or ad group targeting.

3. **Adjust Bids (Optional)**:
   - Set bid adjustments to prioritize or exclude users on your remarketing list based on their performance metrics like conversion rate or CPA.

### 5. Monitor and Optimize:

- **Monitor Performance**: Regularly review performance metrics such as impressions, clicks, CTR, and conversions for your remarketing campaigns.
- **Optimize**: Use insights gained from performance data to refine your ad copy, bidding strategy, and audience targeting for improved campaign effectiveness.

By following these steps, you can effectively create remarketing lists in Bing Ads and leverage them to re-engage with past visitors or users who have shown interest in your products or services, ultimately driving higher conversions and ROI for your campaigns.