How to Integrate Salesforce with Bing Ads: Master the Art of Effective Retargeting

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In today’s digital marketing world, integrating Salesforce with Bing Ads for better retargeting is a game-changing move. You’re probably familiar with the power of Salesforce as an all-in-one CRM solution, and know Bing Ads as a robust platform for pay-per-click (PPC) advertising. But did you ever wonder how these two platforms can work together to supercharge your retargeting efforts?

When you integrate Salesforce with Bing Ads, your business unlocks greater potential to effectively reach out to leads that showed interest in your products or services but didn’t make a purchase right away. By aligning data from both platforms, you’re able to create more personalized ad campaigns that are highly likely to convert.

Imagine this: A prospective customer visits your site, browses around, maybe even fills their cart but doesn’t complete the purchase. With Salesforce and Bing Ads working hand in hand, you can track this user’s behavior and serve them tailored ads the next time they search on Bing or visit other websites within Microsoft’s network. It’s like giving your brand another chance at making a good impression!

What is retargeting?

So, you’ve stumbled upon the term “retargeting” and are wondering exactly what it means. In the realm of digital marketing, retargeting is a powerful strategy that can really boost your business’ visibility online. It’s all about reminding potential customers of your brand or product after they’ve left your website.

Ever noticed how that pair of shoes you were eyeing on an e-commerce site seems to follow you around on other websites or social media platforms? That’s retargeting at work. Essentially, this advertising technique keeps track of people who visit your site and later displays ads to them when they’re browsing elsewhere on the internet.

Why does retargeting matter in your marketing mix? Well, statistics show that only about 2% of web traffic converts on the first visit. Retargeting aims to reach out to the remaining 98% who didn’t make a purchase initially. It’s like giving your potential buyers another nudge towards making a final buying decision.

Here’s some food for thought:

  • According to a study by Criteo, website visitors who are retargeted with display ads are more likely to convert by 43%.
  • Another report from AdRoll suggests that brands generally see a 2x ROI on their ad spend through retargeting.

And it doesn’t stop there! Retargeting also helps reinforce brand recognition and maintain top-of-mind awareness among potential consumers. After all, familiarity breeds comfort and trust—key elements in winning over today’s discerning shoppers.

In conclusion: if used strategically, retargeting can be a real game-changer for businesses looking to increase conversions and build stronger customer relationships.

Benefits of Retargeting

When you’re aiming to maximize your digital marketing efforts, retargeting is a strategy that can’t be overlooked. It’s a powerful tool that keeps your brand visible and engages customers who’ve already shown interest in what you offer. But just how beneficial is it? Let’s dive into the details.

Retargeting primarily improves conversion rates. You might have noticed that not all visitors convert during their first visit to your website – this is where retargeting comes in handy. It helps bring back these potential leads by displaying tailored ads based on their previous browsing behavior. Salesforce research shows that consumers exposed to retargeted ads are 70% more likely to convert compared to those who aren’t.

Another benefit lies in brand exposure. Regularly appearing on their screen keeps your brand at the top of a consumer’s mind, increasing recall rate. A comScore study found that retargeted ads led to a 1046% increase in branded search and a 726% lift in site visitation after four weeks of ad exposure!

Here’s another interesting fact: retargeting can significantly enhance customer lifetime value (CLTV). By continually reaching out to existing customers with personalized offers and recommendations, you foster loyalty and motivate repeat purchases.

Moreover, integrating Salesforce with Bing Ads for retargeting enables deeper insights into customer behavior and campaign performance through advanced analytics tools available within both platforms.

Improved Conversion RatesConsumers 70% more likely to convert
Increased Brand Exposure1046% increase in branded search
Enhanced Customer Lifetime ValueEncourages loyalty and repeat purchases
Deeper InsightsAdvanced analytics from Salesforce-Bing Ads integration

In short, whether it’s converting potential leads or building stronger relationships with current customers, the benefits of retargeting are well worth your investment.

What is Salesforce?

Ever wondered how businesses manage to keep track of thousands, if not millions, of customers? That’s where Salesforce comes in. It’s a powerful platform designed specifically to streamline customer relationship management (CRM). Combining the power of cloud computing with an intuitive interface, it provides companies a unified view of every interaction they have with their clients.

Salesforce’s robustness lies in its flexibility and scalability. Whether you’re running a fledgling startup or a multinational corporation, it can be tailored to fit your needs. It offers various modules like sales cloud, service cloud, marketing cloud, and more which cater to different facets of business operations.

But what sets Salesforce apart from other CRM tools? Well, it’s all about data. Imagine having access to real-time updates on leads or being able to predict future trends based on past performances – that’s precisely what Salesforce brings to the table! Its analytics capabilities allow for improved decision-making and strategic planning.

To put things into perspective:

  • Over 150 thousand businesses use Salesforce globally.
  • Recognized as the #1 CRM provider by International Data Corporation (IDC) for seven consecutive years.
  • As per IDC estimates in 2020, Salesforce will generate $1.2 trillion in new business revenues globally by 2024.

These numbers give us just a glimpse into why so many organizations place their trust in this platform.

Remember though – while Salesforce can significantly improve customer engagement and boost sales productivity, its effectiveness depends largely on how well you use it within your organization. That means taking full advantage of its features and integrating it with other platforms like Bing Ads for better retargeting – but we’ll get into that later!

What is Bing Ads?

You’ve probably heard of Google AdWords, but have you taken a look at Bing Ads? Yes, that’s Microsoft’s digital advertising platform. It might not be as popular as its Google counterpart, but it’s definitely something worth considering for your marketing strategies.

Bing Ads, now rebranded to Microsoft Advertising, offers services similar to Google AdWords. You get to place your ads on the search engine results pages (SERPs) of both Bing and Yahoo. That’s not all; you also gain access to their partner sites. This means your ads could appear on websites that are part of the Microsoft or Yahoo networks.

Here’s where it gets interesting: despite having lesser traffic than Google, Bing often shows higher engagement rates. Why? Well, it comes down to audience demographics. Studies show that Bing users tend to be older and more affluent compared with those using other search engines. They’re also likely to spend more online.

Let’s talk numbers:

PlatformAverage CPCConversion Rate

These figures suggest that while Bing may attract fewer clicks overall due its lower user base size, those clicks are potentially more valuable because they convert at a higher rate.

So if you haven’t considered it already, perhaps it’s time you gave Bing Ads—errr…Microsoft Advertising—a shot in your retargeting strategies! Let’s dive deeper into how we can integrate this with Salesforce for better results in our next section.

Integrating Salesforce with Bing Ads for Retargeting

Are you looking to amplify your reach and retarget potential customers more effectively? Integrating Salesforce with Bing Ads might just be the solution you’re searching for. But how exactly does this integration work, and what are its benefits?

Let’s start by talking about Salesforce. It’s a top-tier Customer Relationship Management (CRM) platform that helps businesses manage their engagement with existing and potential customers. On the other hand, Bing Ads is Microsoft’s digital advertising service meant to increase visibility and draw traffic to websites.

Imagine combining these two powerful tools. The result? A seamless environment where data flows back and forth between your CRM system and advertising platform. This allows you to track leads from initial ad click right through to conversion in Salesforce.

Here’s a simplified breakdown of how it works:

  • First, you’ll need an active Bing Ads account.
  • Next, connect it to your Salesforce account using a secure API.
  • Once connected, the data exchange begins: customer data from Salesforce gets pushed into Bing Ads, while performance metrics flow back into your CRM.

This integration offers several key advantages:

  • Improved audience targeting: With access to rich customer data from Salesforce, you can create hyper-targeted ads on Bing.
  • Real-time tracking: Track user interactions with your ads then sync this information back into Salesforce for deeper insights.
  • Enhanced ROI measurement: By linking ad clicks to conversions in your CRM, you can easily measure the true return on investment of your ad spend.

But remember one thing – integrating these platforms isn’t as simple as clicking a button. It requires careful planning and technical know-how so consider seeking expert help if needed.

With all said, integrating Salesforce with Bing Ads has immense potential when it comes to retargeting efforts. Leveraging this potent combo could give your business that competitive edge it needs in today’s cut-throat market!

Step 1: Set up Salesforce and Bing Ads accounts

Before diving headfirst into the integration process, it’s crucial to first set up your Salesforce and Bing Ads accounts. Without these, you’ll be stuck in the starting blocks.

Setting up a Salesforce account is pretty straightforward. Visit the official Salesforce website and follow their guided registration process. They offer various plans based on your needs, so choose one that aligns with your business goals. After setting up your account, familiarize yourself with its interface and functionalities – you’ll thank yourself later.

Next on the agenda is creating a Bing Ads account. Head over to Bing’s advertising platform and sign up for an account there too. Similar to Salesforce, they also provide different packages tailored to varying marketing strategies.

Now that both accounts are ready, ensure you have full access rights to them – this is absolutely essential for successful integration. If not already done so during setup, it’s time now to verify your email address linked with each of these platforms.

In addition:

  • Make sure you’re using correct login credentials.
  • Double check if all necessary permissions have been granted.
  • Keep an eye open for any welcome emails or prompts from either platform suggesting further actions needed.

Don’t rush through these initial stages; taking the extra time here will help avoid potential roadblocks later down the line when we start connecting things together!

Remember this section is only about setting up Salesforce and Bing Ads accounts which is crucial before moving forward with any sort of integration between these two powerful platforms! You’re off to a great start!

And finally just remember – confidence comes from knowing what you’re doing so don’t hesitate to ask questions or seek help if something seems unclear or confusing! This isn’t rocket science but it does require some patience and persistence!

Step 2: Install the Salesforce and Bing Ads integration

You’ve got your Salesforce account ready, right? And you’re all set with Bing Ads too. Great! Now it’s time to bring these two powerful tools together. By integrating Salesforce with Bing Ads, you’ll be taking a significant stride towards better retargeting. But how do you go about this installation process? Let’s break it down step-by-step for you.

First off, you’ll need to log into your Salesforce account. Navigate to the AppExchange marketplace which is chock-full of useful apps designed specifically for Salesforce users. In the search bar, type ‘Bing Ads’ and hit enter. You should now see an app named ‘Bing Ads Integration’. Click on that and then click on ‘Get It Now’. Follow the prompts and voila! The integration should now be installed in your Salesforce account.

But we’re not done yet! For this integration to work its magic, there are a few settings that need tweaking in your Bing Ads account as well. So let’s head over there next.

Log into your Bing ads account and locate the ‘Accounts & Billing’ section under ‘Settings’. Here, look for a tab called ‘Salesforce Integration’. Go ahead and click on it. You’ll find yourself looking at various options for integrating customer data from Salesforce into Bing Ads campaigns.

The last thing left is linking these two accounts together so they can communicate seamlessly with each other for optimized retargeting. Look for an option labeled ‘Link Accounts’ within the same settings page of Bing ads where you found the ‘Salesforce Integration’ tab earlier.

There might also be additional steps specific to your organization or industry so don’t forget to refer back to any documentation provided by either platform if needed!

Remember, Rome wasn’t built in a day – this process may take some time but it will definitely help elevate your marketing game once successfully implemented. Stay patient, stay persistent, and you’ll be reaping the rewards of this integration in no time!

Step 3: Configure the Integration Settings

Now that you’ve got everything set up, it’s time to configure your Salesforce and Bing Ads integration settings. This may sound complicated, but don’t worry. We’ll walk you through it step-by-step.

First off, you’ll need to log into Salesforce and navigate to the Bing Ads integration page. Here, there will be a multitude of options for customizing how these two systems interact. Pay close attention to the tracking parameters section. This is where you can choose which specific data points from your Bing Ads campaigns are fed into Salesforce.

You might want information on click-through rates or conversion rates, for example. Or perhaps demographic data is more important to your retargeting strategy. The beauty of this integration is its flexibility – you get to decide what information is most valuable.

Next up, sync your CRM fields with those in Bing Ads. This ensures that all relevant data from your ads gets accurately reflected in Salesforce. Remember – accurate data means better retargeting!

Finally, establish an automatic syncing frequency between Salesforce and Bing Ads under the ‘Sync Settings’ option on the page. You could select daily or weekly syncing depending on your business needs.

So there you have it! Your integration settings should now be configured properly for optimal retargeting performance through Salesforce and Bing Ads.


  • Choose relevant tracking parameters
  • Sync CRM fields
  • Set a suitable syncing frequency

Stick with these steps and you’re well on your way towards improved ad retargeting with this powerful combination of tools!

Step 4: Create a retargeting campaign in Bing Ads

So, you’ve navigated the initial stages of integrating Salesforce with Bing Ads. Now, it’s time to roll up your sleeves and get into the heart of the matter – creating your retargeting campaign in Bing Ads.

Diving right in, let’s start with how to set up a new campaign. When you log into your Bing Ads account, you’ll see an option for ‘Campaigns’ on the dashboard. Click on that and then choose ‘Create a Campaign’. You’re going to want to go for ‘Visits to my website’ as a goal because, after all, that’s what retargeting is all about!

Setting up target groups is next on our list. For each ad group within your campaign, you can specify who should see your ads based on their past interactions with your site (or lack thereof). This is where Salesforce comes into play – by using its powerful data analysis tools, you can create highly specific target groups for maximum impact.

The next crucial step involves crafting engaging ads. Remember – these are people who have already visited your site once before! So tailor-make those ads with relevant messaging that speaks directly to them. Think about why they left without converting and use this insight when developing your ad copy.

Now comes the fun part – tracking performance! Once everything’s up and running, make sure you monitor how well your campaigns are doing. Use Bing Ads’ reporting features or Salesforce’s analytics capabilities to gain insights into which strategies work best. Keep refining until you hit that conversion sweet spot.


  • Set clear goals for each retargeting campaign.
  • Utilize Salesforce data for precise targeting.
  • Develop compelling ads.
  • Monitor and adjust based on performance metrics.

In no time at all, you’ll be seeing results from this powerful combination of tools!

Step 5: Monitor and optimize your retargeting campaign

Monitoring and optimizing your retargeting campaign is no walk in the park. It’s a process that requires constant attention, precise metrics, and prompt adjustments. You’re not just throwing darts at a board here; you’re conducting a symphony of data to create harmony between Salesforce and Bing Ads.

First off, keep an eye on key performance indicators (KPIs). These include metrics like click-through rates (CTR), conversion rates, return on ad spend (ROAS), and cost per action (CPA). These numbers will tell you if you’re hitting the mark or if there’s room for improvement.

CTRThe percentage of folks who clicked on your ad after seeing it
Conversion RateThe percentage of visitors who completed a desired action after clicking on your ad
ROASHow much revenue you’ve generated per dollar spent on advertising
CPAHow much it costs to get one person to take the desired action

You should also stay vigilant about potential issues with audience overlap. That’s when two or more of your ads are competing for views from the same people. You don’t want to cannibalize your own efforts, so avoid targeting the same keywords across multiple campaigns.

Remember these pointers:

  • Keep tabs on KPIs
  • Avoid audience overlap
  • Regularly tweak campaigns based on performance data

The best part about integrating Salesforce with Bing Ads is that both platforms offer detailed analytics. Use this information wisely! By staying informed about how well each ad performs, you’ll be able to make educated decisions about future marketing efforts.

To wrap up, monitoring isn’t something you do once then forget about; it’s ongoing. Stay engaged with how your ads perform over time in order to see what works best for your business. Don’t be afraid to experiment and make changes; after all, that’s how you learn. Enjoy the process!


This wraps up our guide on how to integrate Salesforce with Bing Ads for superior retargeting. You’ve seen firsthand the benefits this strategic alliance can bring to your marketing efforts. It’s clear that by consolidating customer data from Salesforce with Bing Ads, you stand a better chance at tailoring more personalized ads for your audience.

Remember, the cornerstone of effective retargeting is understanding your customers’ behavior and preferences. With Salesforce’s extensive CRM capabilities, you’ll have access to in-depth customer profiles. Coupling this data with Bing Ads helps you create laser-targeted advertisements that resonate with your audience.

Here are key takeaways:

  • Integrating Salesforce and Bing Ads streamlines your marketing process.
  • The blend allows for more precise ad targeting based on rich CRM data.
  • Tailored ads lead to higher engagement rates and improved ROI.

Don’t forget, successful integration requires patience and continuous optimization. It’s about testing different strategies until you find what works best for your business.

In terms of potential drawbacks or challenges, remember that integrating two platforms might require some technical expertise. But don’t let this deter you; there are numerous online resources available to assist you during the process.

The road towards successful integration might seem daunting initially, but it’s worth every effort given the enormous potential pay-offs in enhancing ad relevancy and improving overall conversion rates. Don’t hesitate to leverage these two powerful tools together – start benefiting from more targeted advertising today!

So go ahead! Merge the powers of Salesforce and Bing Ads – it’s time to redefine how you target audiences digitally!

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