Bing ads directly target your audience

Concept Introduction

1.Bing Ads

Bing Ads is an online advertising service of Microsoft Bing, a search engine launched by Microsoft. It uses Bing search and other Microsoft services to deliver ads to users around the world.

Similar to Google Ads, by operating in Bing Ads, you can display your own ads on the search results page and service section, thereby attracting potential users to browse, convert and perform other operations.

2.Audience targeting

The audience refers to the recipient of information dissemination, that is, the public who receives advertisements.

Audience targeting is when advertisers choose the group they want to receive advertisements for when placing ads, and use a series of audience targeting functions of Microsoft Advertising to set specific conditions for displaying ads, thereby helping Bing Ads’ various ads.

·Advantages of placement·

Adjusting the audience targeting during delivery can bring many advantages to Bing delivery.

1. Save unnecessary costs and time.

During the process of modifying audience targeting, advertisers can set their own bids, and the system will target the ads to a certain range and number of groups in the specified audience according to the set bids.

With the help of system AI, setting bids by yourself can effectively control costs and unnecessary time.

2. Improve brand awareness.

Bid adjustments can give ads a greater chance of being exposed to potential users who meet specific target setting conditions.

Increase brand visibility through delivery and exposure on the platform.

3. Improve conversion rate and return on investment.

With more precise audience targeting settings, ads will have a greater chance of being targeted to audiences who need to buy advertisers’ products.

This helps audiences find ads more easily, thereby achieving a series of conversions.

·Create audience and build audience library·

Click [Tools] in the left column, and then click the second [Audience] to enter the audience library interface for creating an audience.

Then, click [+Create] below to open the “Create Audience” interface.

After giving the audience a unique name and selecting the audience type to use, click [Next].

Select tag names and audiences based on the account.

Copy the above code and modify it to your own ID, copy it to [Conversion]-[UET Tag], and then click [+Create]

Go back to “Create Audience”, scroll down, fill in the relevant information, and click [Save].

Note: Bing provides the following audience types. You can choose to develop different audience groups based on different scenarios and needs.

·Optimize for audience targeting·

You can increase or decrease bid amounts or bid boosts for specific audiences.

1. From the main menu on the left, select Campaigns, then Audiences.

Select the name of the audience you want to edit, then click Edit and choose Change bid adjustment.

Select Increase or Decrease and enter the amount in percentage (-90% to +900%).

Tailor ads to specific audiences

You can create a new campaign, then create ad text and display URLs that will capture your audience’s attention.

1. From the main menu on the left, select [Campaigns] – [Campaigns] – [Create] and complete the workflow.

In the collapsible menu on the left, select [Campaigns] – [Ads & Extensions] – [Ads].

3. Select Create and enter an ad using words that interest your audience.
4. Add the final URL to a specific page on your website.

On the homepage, click [Advertising Campaign] – [Audience] in the left column, and the audience interface on the right will appear.

Next, click [Create Association] at the bottom of the audience interface to enter the interface for setting up a new association.

According to the operation in the figure, select the advertising campaign/ad group you want to set up and the type of audience you want to target.

After making your selection, scroll down to continue setting your ad’s [Campaign Targeting Settings] and [Default Bid Adjustment].

Scroll down and add the audience categories you want to exclude.

After completing everything, click [Save].

Expand keywords for specific audiences

1. From the main menu on the left, select [Campaigns] – [Campaign] – [Create] and complete the workflow.

Select [Campaigns] from the main menu, then [Keywords] – [+Add].

Enter the keywords that your audience is interested in and set the type to Broad Match.

Select [Campaign] from the main menu, then click [Audience] – [Create Association].

Similar to the previous steps of associating ads and audiences, select the campaign and/or ad group to create the keywords, set the audience you want to target, complete the bidding series of settings and click [Save].

Go back to the main menu and select [Campaign], then select [Audience] – [Edit], and then select [Change bid adjustment] as in the previous steps.

Choose to increase or decrease, enter the corresponding percentage, and finally click [Save].

Audience Targeting Optimization Tips

In the optimisation process, there are a number of tips and tricks to keep in mind. Love Jing also listed here.

1. Combination precision:

Use a combination of multiple audiences and multiple audience types to reach the most suitable customers. Audiences can be associated at both the ad group and campaign levels.

2. Try different campaign types:

Audience targeting is applicable to all campaign types, including Microsoft Shopping Activities, Missing Link, and Dynamic Search Ads campaigns.

3. Bid for broader search terms:

These are often highly competitive and expensive keywords, but targeting a fine-tuned audience will help ensure a good return on investment.

4. Expand matching types:

Running your audience targeting campaigns with broad match may help you get better results than using exact match and not using audience targeting.

5. Capture mobile traffic:

Capture more traffic by expanding campaigns across device types or running mobile-only campaigns.

6. Use ad customizers:

With ad customizers, ads can dynamically update themselves to attract the specific audience being targeted. Learn more about ad customizers.