Time to Sharpen the Tools in the Toolbox


Director of Product Marketing, Search

Skai, a Bing Elite Partner, Supports Bing Audience Solutions

We all want the right tools in our toolbox – whether we are doing that weekend DIY project, fixing that broken home appliance or …. needing that perfect tool to implement our marketing plans! Skai consistently works closely with the largest global publishers to identify the tools and features that will have the greatest impact on our clients’ growth. We are proud to support Bing and be the first 3rd party tool provider to release remarketing with Custom Audiences and In-Market Audiences in our unified platform. Our customers now have the ability to target, manage and analyze their audiences at scale across both Bing and Google.  

“At Skai we have a culture of partnership and collaboration. Our partnership with Bing enables us to bring innovative capabilities to the market that will make optimizing campaigns easier, more effective, and more efficient for our clients.  By partnering with Bing to bring Audience Remarketing to market, our customers can deliver personalized and tailored messages to relevant audiences,” said Paul Vallez, VP, Corporate Strategy & Business Development

Why Use Audience Remarketing?

Audiences and remarketing are important because they give you another tool to reconnect with your existing customers and prospects by engaging those that have visited your site and directing them back to your website after they’ve left, increasing the likelihood that you will convert them to a customer that completes a transaction. Research shows that 96 percent of first-time visitors leave websites without converting1. When people look for products and services online, they rarely convert on their first visit. Instead, people often visit a site, check out competitors and compare prices and then get distracted and leave the site or abandon the cart.1

Ways to Use Remarketing

When you use remarketing capabilities with Skai, you can customize search campaigns across various publishers and optimize the bids for the keywords to the right people. You can use remarketing in two ways:

      1. Make bid adjustments on your ad groups for users in your remarketing lists. These bid adjustments are applied when those users search for the keywords or products you are bidding on.
      2. Configure ad groups to only be triggered and show ads if a user is on your remarketing list and searches for the keywords or products you are bidding on.

Benefits of Remarketing

This tool may be one of the sharpest you have in your toolbox because there are some definite benefits to using it.  Remarketing provides you the opportunity to:

      • Segment the people who visit your site into audience segments and create personalized messages tailored to your existing high-value clients, new customers, or those that visited your site but then abandoned their shopping cart.
      • Monitor how your audiences perform and adjust bids accordingly.  You can increase your ROI by optimizing your ads, bids, and keywords for different audiences based on their past actions and potentially experience gains in click-through rates, conversion rates and lower cost per acquisition.
      • Compare performance of audiences across publishers

“We’re excited to partner with Skai, one of the first companies to bring our Audience Remarketing tool to market. Remarketing will allow Skai’s customers the ability to efficiently target, manage and analyze their audiences across Bing,” said Brian Utter, General Manager, Network and Demand Management. “This is the first of many features we will release to help advertisers engage with their audiences in a more efficient manner, and we look forward to success it brings Skai’s customers.”

Get Ahead of the Competition During the Holidays

And now is a good time to sharpen the remarketing tool and optimize your Search and Shopping Campaigns to get the most out of the coming holiday shopping season. At Skai, we work closely with our strategic publisher partners such as Bing and Google to coordinate our support for the most impactful features and capabilities.  As the first 3rd party tool provider to release remarketing with Custom Audiences and In-Market Audiences with Bing, these remarketing capabilities enable our clients to stay ahead of their competitors and maintain a competitive edge.  

To learn more about how Skai can help you implement your remarketing campaigns, contact your CSM or click here for more information.

1BING blog post, ”Announcing the Availability of Remarketing in Bing ads, Oct 2015 (data from Forrester Research, Understanding Shopping Cart Abandonment)