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Bing Ads targeting options can help maximize your ad's exposure to customers who are likely to be interested in your products or services. Ads that display for customers in specific areas at opportune times are more effective. For example, with mobile ad targeting, you can target customers within a one-mile radius of your restaurant at noon when they would be looking for a place to eat.

After reading this information on PPC targeting, you will understand how to:

  • Configure targeting in Bing Ads.
  • Set incremental bids for targeted customers.

General ad targeting concepts

You can set display and mobile ad targeting options at the campaign level or at the ad group level. The targeting options you set at the campaign level apply to all ads in the campaign. However, you can override campaign targeting with different target settings at the ad group level.

You can target ads according to the following, although effectiveness can vary:

  • Geographic location
  • Day of the week
  • Time of day
  • Gender and age
  • Device
  • Previous website visitors (remarketing)

Once you’ve set up your targets, you can further improve ad performance with incremental bids: small bid changes to your base keyword bid. If your ad displays poorly on a website, an incremental bid can significantly improve that ad’s position.  Think of incremental bids as an opportunity to bid more competitively against target areas that are most relevant to your business, or more likely to generate a conversion. For example, a user searching on a tablet over the weekend within a 10-kilometer radius of your businesses location.

For all targeting options, except device, you have the flexibility to display your ads only to targeted customers. Another strategy is to display your ads to all customers, and to apply incremental bids to highly relevant target customers.

Ad targeting exceptions

There are some exceptions and important details you should be aware of when using Bing Ads targeting options.

  • Location: Bing Ads serve only within the area of your targeted location.
  • Bing Ads offers different granularity of targeting based on country specifications such as states, cities, postal codes, etc.
  • Target customers by specifying a location via zip code or radius up to one mile or one kilometer increments. You can even include customers located elsewhere that may be inquiring about a location with the targeting specifications.
  • Time of day: Bing Ads displays ads according to users’ local time zones. You can pinpoint the scheduling of your ads to 15-minute increments throughout the day and adjust your bids based on peak or low traffic volumes.
  • Gender and age: You can target customers by age and gender so that your ads are displayed more competitively to people you think will be more interested in them.
  • Device: By default, your search ads are displayed to all customers who use browsers on smartphones, tablets, laptops and desktop computers. Incremental bids can be applied to all device types.

Setting up targets in your campaign

Campaign-level targeting features include LocationsAdvanced location options and Advanced targeting options.

Expanding Locations, by selecting Edit, reveals two options:

  • All available countries/regions: Select to display your ad everywhere.
  • Selected cities, metro areas, states/provinces and countries/regions: Select to search or browse for locations. Browse opens a general list of cities. If you need to target a smaller city or area, use Search. When Search finds your city, select it and click the Target link. The location will populate the dialog above with the option to remove it.
  • Advanced search will allow you to include or exclude specific zip codes or set a targeting radius.
  • Radius Targeting: Select this when you want to target potential customers who live within a one- to 500-mile or one- to 800-kilometer radius of a business, shipping area or sales location.
  • With Advanced Location Options, you can set the ad to serve when a searcher is physically in the target location or when a person is searching that specific area but located elsewhere.

Selecting additional targeting options for your campaign is simple. The next screenshot shows an expanded view of the Advanced targeting options. Target Days, Times, Gender or Devices just by checking a box.

Incremental bidding allows you to increase your bid amount for your targeted ads. This means your campaign keyword bids apply until a targeted ad is triggered.

For example, if a search query from within the targeted location matches your keyword, you would want your ad to be prominently displayed for that query. To get a higher rank, you would set an incremental bid because it functions like an auction bid. It allows your ad to “outbid” other ads and attain a higher rank. When setting an incremental bid amount, it’s important to remember that the amount is added to your base keyword bid when triggered.  

Ad group targeting

If you’d like to target an ad group differently than an ad campaign, you can drill down and set ad group targeting that overrides your campaign targeting.

On the Ad group settings page, select the Edit link and uncheck the checkbox titled Use my campaign setting. Once unchecked, you can set up unique targeting criteria for that ad group.  


Targeting and incremental bids help you increase the effectiveness of your ads. By setting certain criteria, you can improve the odds that your target customers will see your ads and make a conversion.

Remember these key points when considering your PPC targeting options:

  • Target your ads by geographical location, day of the week, time of day, gender and age and device.
  • Add optional incremental bids for your most important, targeted customers.

Thanks for reading this training on Bing Ads targeting. Continue your training or take the Bing Ads Accredited Professional exam to become accredited.


Please note all features in this training may not be available in your market.