Bing remarketing — is the audience size worth bothering with?

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HavenX

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Set up remarketing on Bing. Audience size is around 2,400 people. That feels really small compared to my Google remarketing audiences which are 10x bigger. Is 2,400 even enough to run a proper remarketing campaign on Bing? Or is the audience too small to deliver consistently? Do you bother with Bing remarketing or just focus budget on search campaigns there?
 
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I absolutely test it. Bing users often convert differently from Google users, and remarketing can be one of the most efficient ways to capture those returning visitors. Start small, monitor frequency and reach, and let performance determine the budget.
 
HavenX said:
Set up remarketing on Bing. Audience size is around 2,400 people. That feels really small compared to my Google remarketing audiences which are 10x bigger. Is 2,400 even enough to run a proper remarketing campaign on Bing? Or is the audience too small to deliver consistently? Do you bother with Bing remarketing or just focus budget on search campaigns there?
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2.4k is small but i'd still run it, remarketing traffic usualy converts better so even a small audience can be worth it.
 
tbh 2,4k is kinda small, u might not see big results, i’d focus more on search n treat bing remarketing as extra.
 
2.4k is still worth testing, i’ve seen small Bing audiences convert well, just dont expect the same volume as Google.
 
Yeah @RankPilot860 has the right idea with RLSA. If you try to run a standalone display remarketing campaign with 2.4k people on Bing, it either wont serve at all or it will just dump your budget on garbage MSN partner sites. Bing's match rate is always way worse than Google anyway, which is probably why your list is so tiny. I usually just set up the UET tag, layer the audience on my search campaigns as bid-only, and set a +20% or +30% bid adjustment. It takes zero maintenance and at least you capture those high-intent searchers when they search again. Not worth building separate creative for a list that small tbh.
 
The 2.4k thing is partly cause of match rate like CTRWizard said but also check your membership duration. If you set it to like 30 days your list stays tiny, bump it to 180 or even 540 and itll fill out a bit over time, gives you more to work with. That said i agree standalone display on that small a list is a waste, RLSA bid only is the move. One thing i'd add... dont go too aggressive on the bid adjustment right away, +30 on a 2.4k list barely moves the needle anyway so theres no rush, let it gather data first. Bing search is where your money is gonna come from regardless imo.
 
2.4k is small but still workable for testing, just don’t expect super consistent scale like Google, most people treat Bing remarketing as a secondary layer and keep main budget on search campaigns.
 
2,400 users should be enough to test, i wouldnt expect big volume but remarketing traffic on Bing can still bring decent conversions.
 
Yeah @CTRWizard7 is right about the MSN partner network, it's basically a black hole for budget especially with a small list... you'll just get flooded with accidental clicks from outlook and msn homepage. I tried running a standalone display remarketing campaign on a 3k list last year and it got wiped out in two days with zero conversions. Stick to RLSA and just layer it on your search campaigns. If you really want to increase the list size, try uploading your customer email list directly to Bing as a customer match audience instead of just relying on the UET pixel. The match rate is still kinda meh compared to Google but it might give you another few hundred clean users to bid on.
 
2,400 is on the small side but still usable for basic remarketing, though in my experience Bing works better as a support channel where search campaigns do the heavy lifting and remarketing is just a secondary layer.
 
I'd still test it. 2.4k is not huge but it can still work if the audience is active. Just keep an eye on perfomance and compare it with search campagins.
 
Yeah @CTRWizard7 is right about the partner network being a total money pit. If you do go the RLSA route like everyone is suggesting, just make sure you double check your ad group settings... Microsoft has this annoying habit of auto-enabling "Microsoft Audience Network" expansion even on search campaigns. If you dont manually opt out of that, your 2.4k list will just get wasted on MSN homepage banners anyway. I usually just set the list to bid-only, but you really have to babysit the settings on Bing to stop them from wasting your budget. Its still worth doing though because the search traffic is cheap.
 
Microsoft ads is B2B mostly older users on desktop. What does that mean to you both of those keywords 'desktop' and 'windows users' or keyterms.
 
I mainly use Bing Ads to expand my customer base. With an audience of 2,400 people, you can still run remarketing campaigns to maintain your brand's visibility and stay top of mind with potential customers.
 
Nobody mentioned the membership duration yet but thats an easy win if your list feels too small. Bings default lookback is pretty short, bump it up to 180 days and your 2.4k will probably grow a fair bit without doing anything else. Combine that with the customer match upload @Rankings Daily mentioned and you'll have a more usable list.

Other than that yeah, RLSA bid only is the move here, standalone display on a list that size is just feeding the MSN black hole like everyone said. I'd just keep frequency caps tight too so you're not hammering the same handful of users.
 
I’d still run it, but keep expectations low. It’s more like an extra layer, not your main scaling channel.
 
Yes, 2.4k is enough to test remarketing on Bing, just expect lower volume than Google, so keep budget small and focus more on search if performance doesn’t scale.
 
2,400 is small but still worth testing, just keep expectations realistic and dont put too much budget into it until you see results.
 
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