Show ads to specific locations and languages

How can I get my ads in front of my customers?

Use targeting to help focus your ads on potential customers who meet specific criteria (such as location or age), increasing the chance that they see your ads.
Note

If you're advertising in connection with any financial, insurance, education, career and employment, and/or housing services, you cannot use individuals' demographics—such as age, gender, location, etc.—for the purpose of personalizing advertising, segmenting, or profiling customers.

Getting your ad in front of the right people—that's what targeting is all about. With targeting, Microsoft Advertising can help 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. To learn how, see How to target customers.

There are four ways to target your ads. You can use these individually or in combination:

When you select any of these targets, you can place an optional extra bid, known as an bid adjustment. Placing a bid adjustment increases the likelihood that your ad is displayed in a better position for customers who meet your targeting criteria. For more information about incremental bids, including a couple of examples, take a look at How to target my customers by adjusting my bids.

If you use 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, Microsoft Advertising uses both. If there's a conflict, ad group targets take precedence. Campaign targets apply to all ad groups in that campaign. Ad group targets override campaign targets within that ad group.

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