Mastering Retargeting: A Comprehensive Guide to Integrating Pardot and Bing Ads

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In the digital marketing world, it’s all about reaching the right audience at the right time. That’s where Pardot and Bing Ads come into play. By integrating these two powerful platforms, you can take your retargeting efforts to a whole new level.

Pardot, a leading marketing automation tool, helps you nurture leads and drive conversions. On the other hand, Bing Ads, Microsoft’s search advertising platform, allows you to put your brand in front of a large audience. When you combine these two, you create a potent mix that can supercharge your retargeting strategy.

Why integrate Pardot with Bing Ads?

When thinking about enhancing our retargeting strategy, we’ve got to consider the significant benefits that integration brings. Pardot and Bing Ads, individually, offer fantastic platforms for reaching and nurturing our audiences. But what happens when they work together?

Think about it. Pardot is a terrific marketing automation tool; it’s a master of nurturing leads and driving conversions. Rather than sending the same message to every part of our audience, Pardot allows us to segment and tailor our messaging. We can target our audience based on specific behaviors and interactions, making our approach far more personalized and much more effective.

On the other hand, Bing Ads paves the way to a vast audience. Let’s not forget that Bing Ads is no small fry in the sea of search advertising platforms. It’s a Microsoft product meaning it delivers ads across the Bing, Yahoo, and AOL networks. These networks attract billions of searches each month – that’s a huge audience waiting to be tapped into!

Integration yields synergy, and here’s why it’s crucial. By integrating Pardot with Bing Ads, we can leverage the power of both platforms. We can take the segmented, highly personalized approach we’ve crafted with Pardot and apply it to the vast audience reach Bing Ads offers.

Not only that, but this integration also allows for better tracking and understanding of our audience. We’ll gain a holistic view of our audience’s behavior, from their very first click to the moment they become a lead – and even beyond!

In a nutshell, integration amplifies our retargeting efforts, creating a powerful and effective marketing strategy that drives more conversions. We have a unique opportunity to step up our game and make our retargeting strategies even stronger.

Setting up your Pardot and Bing Ads accounts

Getting started with Pardot and Bing Ads integration requires initial setup of both accounts. You’ll need an activated account in Pardot and Bing Ads to start this process. Let’s walk through the basic setup that you’ll need to effectively integrate these platforms.

Creating Your Pardot Account

To begin, you’ll need to set up a Pardot account. If you’re new to Pardot, you can start by creating an account through Salesforce, Pardot’s parent company. After creating an account, it’s vital to customize your settings to fit your business’s needs. Review the default settings, making adjustments as necessary.

Bing Ads: Making Your Mark

Setting up your Bing Ads account is the next crucial step. Bing offers an intuitive platform with clear instructions for account setup that allows you to start your campaign directly. After setting up, you can access tools within Bing Ads allows for detailed targeting and tracking.

Now that our accounts are prepared, let’s dive deeper into the integration setup.

Bridging the Gap: Pardot and Bing Integration

To connect Bing Ads and Pardot, you’ll need to access your Bing Ads account. Once logged in, you can easily export data through Bing’s ‘Export’ functionality in the ‘Reports’ tab. Save this data as a CSV file as it’ll play a pivotal role in Pardot and Bing Ads integration.

You may then navigate to your Pardot account and upload this saved CSV file. Follow through with Pardot’s given steps to complete the upload and your accounts should be synced.

The process of integrating Bing Ads with Pardot can be intricate but the payoff is huge. You’ll see the effects of this powerful combination in your retargeting strategy, and I can’t wait to see how this game-changing decision will prominently affect your marketing strategies moving forward.

Creating a remarketing audience in Pardot

Remarketing is a key component of any successful digital marketing strategy. It allows you to stay connected with your past visitors and users who have shown interest in your product or service before but didn’t convert. It’s in creating this remarketing audience that Pardot truly shines.

Let’s see how to create a remarketing audience in Pardot:

  1. Start by logging into your Pardot account.
  2. Navigate to the ‘Marketing’ tab located at the top of your dashboard.
  3. In the dropdown menu select ‘Segmentation Lists’.
  4. Click on ‘Add Segmentation List’ and label it accordingly – I recommend aligning the name with your remarketing strategy, for ease of identification later on.

It’s time to define the rules for your segmentation list. This is what tells Pardot who to include in your remarketing audience. You could decide to include those who engaged with a certain email campaign, those who clicked on a particular page of your website, or even those who meet specific demographic criteria. The beauty of Pardot is in its versatility – it’s up to you to decide the rules!

With your remarketing audience defined and created, you’re now ready to integrate this with your Bing Ads account. This will take you one step closer to that hyper-personalized future. A future where your advertising is so targeted, it’s practically reading the minds of your potential customers.

Let me reassure you, this might seem like a big task. But, trust me it’s worth every step. Remarketing, when done right, will transform your marketing strategy. It will drastically reduce the number of lost potential customers, increasing your conversions, and ultimately, boosting your bottom line.

But hey, don’t take my word for it. Give it a shot, create your first remarketing audience in Pardot and see the magic happen.

If you run into trouble while creating your remarketing list in Pardot, know that you’re not alone. There are numerous tutorials and supporting resources available online. Or simply reach out to the helpful support folks at Pardot – they’re always eager to assist their customers.

Let’s move onto the next section: Integrating Pardot with Bing Ads.

Importing your remarketing audience into Bing Ads

Incorporating Pardot’s remarketing audience into Bing Ads is the subsequent step after getting the remarketing list set up in Pardot. This phase is pivotal in leveraging Pardot for reaching out to that audience who’s already shown interest in your offerings.

Here’s a simplified process of how to get this done:

1. Export your remarketing audience from Pardot:
First off, download or export the remarketing audience file from Pardot. Make sure it has all the necessary information for remarketing such as email addresses, names, and any additional data for personalized ads.

2. Log into Bing Ads and navigate to the audience section:
After exporting the remarketing audience from Pardot, jump over to Bing Ads. Navigate to the ‘Shared Library’ and then ‘Audiences’ to import your audience list into Bing Ads.

3. Import your audience list:
Upload your exported data file here. Bing Ads will start processing your data and create your audience list.

4. Confirm your audience:
Once the upload process is done and your audience list has been created, don’t forget to look over it to confirm the information. This is vital since it directly affects your remarketing campaign’s effectiveness.

5. Use your audience for targeting in your Bing Ads campaigns:
Now here’s the exciting part. Once your list is ready in Bing Ads, it’s time to utilize it for enhancing your ad campaigns. You’ll achieve this by segmenting campaigns that are tailored to your audience segment’s behavior and preferences.

Take caution not to alter your remarketing list too frequently in Bing Ads. It takes time for your audience to grow, and rapid changes may disturb the algorithm’s learning process.

Well, implementing this successfully would give your digital marketing strategy a boost. It provides the opportunity to extend your reach, re-engage with quality leads, and increase conversion rates. This integration is a surefire tactic for improving your overall marketing return on investment. There are resources available to assist you, including helpful tutorials and support teams.

Getting your Pardot remarketing audience linked with your Bing Ads is quite straightforward. But remember, it requires a carefully laid out plan and constant monitoring. This ensures that you’re consistently nurturing and reshaping your leads, making them more likely to convert. Now, let’s move into an in-depth look at some effective remarketing strategies.

Implementing the Bing Ads tracking pixel

Bing Ads tracking pixel, UET (Universal Event Tracking) tag, is a vital tool in your arsenal. It’s the backbone of any successful remarketing campaign. This tool leverages customer data to keep your brand front and center, driving conversions and enhancing your ROI.

First off, we need to generate the UET tag within Bing Ads. It’s a simple process. Navigate to the Shared Libraries section, then choose UET tags from the menu. Click the “Create UET Tag” button, name your tag and save it. Bing will then generate a JavaScript code that’s unique to your campaign.

Here’s a step-by-step process:

  • Go to Shared Libraries in Bing Ads
  • Choose UET Tags
  • Click Create UET Tag
  • Name your tag
  • Save

It’s time to shift our focus to Pardot. The integration of the UET tag differs slightly from other platforms. In Pardot, we place the Bing Ads UET tag in marketing assets, instead of putting it directly on our website. So, grab your code from Bing Ads and head to the Pardot platform.

Once in Pardot, go to the Marketing Assets tab, then your landing page. Paste the UET tag code in the custom JavaScript section. Be sure to check the “Use Custom Javascript” box before saving. Your tag is now live and tracking visitor data.

Here’s the process in brief:

  • Go to Marketing Assets in Pardot
  • Choose your landing page
  • Paste UET code in custom JavaScript section
  • Check “Use Custom Javascript”
  • Save

It’s not always easy to get the hang of every new retargeting tool or strategy. But, with practice and a little patience, you’ll soon champion the Bing Ads tracking pixel. This digital tracking ally could be what you’re missing to enhance your ad campaign’s effectiveness. There’s no doubt implementing the UET tag will strengthen your remarketing efforts.

Creating retargeting campaigns in Bing Ads

After achieving successful integration of the Bing Ads tracking pixel or the Universal Event Tracking (UET) tag into Pardot, it’s now time to utilize this setup for creating effective retargeting campaigns in Bing Ads. You’ll see improvements in driving conversions and enhancing the overall ad campaign effectiveness.

Creating a new retargeting campaign begins with signing into Bing Ads. From the main dashboard, click on the ‘Campaigns’ tab and then select ‘Create campaign’.

For achieving the best results with Bing Ads, I must emphasize the importance of targeting. On the next screen, you’ll be given options to choose your preferred audience. These options include age, gender, location, time and device. This is where the power of the UET tag kicks in, allowing Bing Ads to gather and utilize the visitor’s data.

Now when setting your bidding strategy, understand that it plays a pivotal role in determining the success of your ads. Select ‘Target CPA’ and enter a target that fits your budget and goals, remembering the potential value each visitor brings to your business.

One key feature of Bing Ads is the ability to tailor your ads based on audience behavior. Through personalized ads, you can appeal to viewers based on their interests and browsing history. Make sure you’ve crafted a message that suits your target audience and aligns with their interests. It’s crucial to keep your ads relevant and engaging.

Here’s a quick summarized step by step table:

1Sign into Bing Ads and create a new campaign
2Set your targeting preferences for audience
3Determine your bidding strategy
4Create personalized Ads tailored for the audience

With patience and effort, you can take advantage of these retargeting capabilities in order to boost your ad performance. Your journey doesn’t stop here: continuously improve your campaigns by analyzing data and adjusting your strategies accordingly. Keep experimenting with different targeting and bidding settings until you find your sweet spot. Remember, the key to a successful retargeting campaign is constant refinement and testing. So, let’s not stop here, explore more facets of managing a successful retargeting campaign in the next section.

Monitoring and optimizing your retargeting campaigns

After creating your retargeting campaigns, it’s critical to monitor and optimize them for better outcomes. If you’re not watching your performance closely, you could be missing opportunities or wasting your advertising budget on ineffective strategies. Luckily, Bing Ads provides robust analytics to help you keep tabs on your campaigns.

One important area to monitor is your conversion data. This is made possible with the help of the Universal Event Tracking (UET) tag we’ve installed earlier. This tag captures rich conversion data and can give invaluable insights. The data it collects goes beyond just the number of conversions; it shows your conversion rate, cost per conversion, and many more.

Let’s look at an example. Suppose, you have 5 conversions, and you’ve spent $50 on your campaign. The conversion data will look like this:

Conversion rate1%
Cost per conversion$10

Let’s say you want to improve these numbers. One way to do this is by revisiting your targeting preferences. Check if you’re targeting the right audience. If not, consider refining your audience by using better audience segmentation or retargeting techniques.

Another way is to experiment with your ads. Try using different images or headlines. Remember, sometimes even a simple change can make a huge difference.

Lastly, adjust your bidding strategy. If you see that your conversions are costing too much, you might want to lower your bids. On the other hand, if you see that there’s room for more conversions, consider increasing your bids.

Stay vigilant and routinely check these areas. By doing so, you’ll ensure your retargeting campaigns are performing at their best, getting the most out of your ad spend. Remember, continual optimization is key to achieving better ROI, and using Bing Ads with Pardot effectively empowers you with the tools and techniques to do just that.


So there you have it. Integrating Pardot with Bing Ads can take your retargeting campaigns to the next level. It’s all about monitoring, optimizing, and leveraging the power of UET tags to capture vital conversion data. By refining your targeting preferences, experimenting with different ads, and tweaking your bidding strategies, you’ll see an improvement in campaign performance. Remember, it’s a continual process of optimization that leads to better ROI. The power combination of Bing Ads and Pardot for retargeting can truly make a difference in your marketing efforts. So don’t hesitate, start integrating today for better results tomorrow.

Frequently Asked Questions

What is the focus of this article?

The article focuses on monitoring and optimizing retargeting campaigns in Bing Ads. It discusses the importance of the Universal Event Tracking (UET) tag, conversion metrics, and continual optimization for better Return on Investment (ROI).

How can the Universal Event Tracking (UET) tag be useful in retargeting campaigns?

The UET tag in Bing Ads helps in monitoring the performance of your campaigns. It captures conversion data, providing valuable insights that can help optimize your retargeting campaigns.

What strategies does the article suggest for improving campaign performance?

To improve campaign performance, the article suggests refining targeting preferences, experimenting with different ads, and adjusting bidding strategies.

Why does the article emphasize continual optimization?

Continual optimization helps to enhance campaign performance and achieve a better Return on Investment (ROI). It is crucial to constantly observe and tweak your campaigns based on the results and insights you gather.

What is the effectiveness of using Bing Ads with Pardot for retargeting campaigns?

Using Bing Ads with Pardot can significantly enhance the effectiveness of retargeting campaigns. This combination allows for refined targeting and better performance tracking.

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