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:
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:
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.
There are some exceptions and important details you should be aware of when using Bing Ads targeting options.
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.
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.
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:
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Please note all features in this training may not be available in your market.