Ad targeting helps you focus a campaign or ad group on potential customers who meet specific criteria, so you can increase the chance that they see your ads.
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:
You can target your PPC ads using a variety of variables, and then you can increase your bid amount to improve the chance that your ads are displayed.You can target your ads using a variety of variables. There are four ways to target your ads: Location, Date, Device, and/or Age/Gender. You can use these individually or in combination:
To get started, click Campaigns located at the top of the page. Click the name of the campaign you want to change. Click Settings.
To target by geographic location:
To target by specific day or time of day, click Advanced campaign settings, then click Ad schedule. You can increase bid adjustments up to 900% and decrease them by as much as 90%. Note: When targeting by time, you are targeting the searcher’s local time zone.
To target by device type, click Advanced campaign settings. Then click Device. You can target desktop (including laptop) computers (bid adjustments -100% to +900%), tablets (-100% to +900%), or smartphones (-100% to +900%).
To target by age or gender, click Advanced campaign settings, then click Demographic. You can increase bid adjustments up to 900% and decrease them by as much as 90%. Keep in mind that when you apply bid adjustments to age group and gender, your ads will appear more frequently for the targeted demographic but will still also appear for non-targeted demographic.
Remember, a bid on a keyword can increase your ad’s exposure to potential customers who meet the specific targeting criteria mentioned above. So, a bid adjustment is a percentage of your keyword bid – an addition to your original keyword bid.
Think of bid adjustments 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.
When you select any of the specific targets, you can place an optional extra bid. Placing a bid adjustment increases the likelihood that your ad is displayed in a better position for customers who meet your targeting criteria.
Review how to target customers using bids adjustment.
Ad language and country
When determining if your ads are eligible to be shown to a particular search user, Bing Ads first determines if your ad language allows for your ad to be shown in a particular country, then considers the location target (and other target) settings you have configured. If the target criteria is met and the ad language is available in the country, the ad is eligible to display.
Here are the steps you'd take to determine where your ads are shown:
Set ad language. The language you set for your ads also determines where those ads can be shown. You can create different ad groups with different languages.
Select location target settings. When selecting your PPC targeting locations, you can choose from:
Select advanced location targeting options. In addition to selecting your location target settings, you can:
Let’s say you set your ad language to German. Because the language you set for your ads also determines where the ads are shown, setting the language to German will show your ads in not only Germany, but Austria and Switzerland as well. But because your ads are specific to a market, you decide to select your location target to Berlin, and even more specifically, show your ads only to people in your targeted location. Now, your ads will only show to searchers physically located in Berlin.
Your ad language setting determines what countries your ad can be displayed in. For example, ads in German will not display in Italy.
This is true even if you have set location targeting to show your ads in “all available countries and regions.” German-language ads, for example, will still only show in countries where German is supported. English-language ads will still only show in countries where English is supported.
Check out the list of available languages and corresponding countries.
There are some exceptions and important details you should be aware of when using Bing Ads targeting options.
If you use ad targeting, you should set your basic targets at the campaign level and then refine your targets at the ad group level. If there is no conflict between the targeting settings at both the campaign and ad group levels, Bing Ads uses both. If there's a conflict, ad group targets take precedence. Remember, campaign targets apply to all ad groups in that campaign. Ad group targets override campaign targets within that ad group.
Remember these key points when considering your PPC targeting options:
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.