With Bing Ads’ search retargeting abilities (which is powered by the Universal Event Tag), advertisers can create audience lists of users who have visited their sites after clicking on search ads.  Now, advertisers are able to use those lists to keep past visitors that meat certain criteria from seeing their search ads.

Being able to exclude audiences allows advertisers the ability to be much more flexibility with their Bing Ads search retargeting.  Being able to exclude audiences lets advertisers keep users who’ve already made a purchase from seeing ads promoting a price reduction, as an example.

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

Bing says that advertisers who use search retargeting ads are seeing, on average, 36 percent higher conversion rates and 22 percent lower CPAs.

This new capability is rolling out globally.

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