Skip to content

Bing Ads In-market and Custom Audiences features allow you to increase conversions, reach curated audiences, and improve bids and targeting. You can now set up your ad group to be exclusive to an audience with an in-market audience or available to everyone, but with a bid adjustment for your targeted audience. 

After reading this information on In-market and Custom Audiences, you will understand how to:

  • Create richer audience segments using more of your customer data.
  • Reach more customers with the In-market Audiences feature.
  • Associate ad groups as target and bid, bid only, or as an exclusion.

In-market audiences

In-market audiences are curated lists of customers who have shown purchase intent signals within a particular category, including searches and clicks on Bing and page views on Microsoft services.

Bing Ads supplies the curated list of potential customers, unlike remarketing in paid search, where the advertiser creates the list. You can target and modify bids for these audiences by associating in-market audience lists to ad groups, similar to what you do with remarketing lists.

In-Market audiences are simple to set up and don’t require UET tags. You can set up your ad group to be exclusive to an audience with an in-market audience or available to everyone, but with a bid adjustment for your targeted audience.

To select in-market audiences, click on the Ads groups tab from the Campaigns page.  Then Select the ad groups you want to associate with audiences from the grid. Click Edit and then Associate with audiences.

Update the Ad group targeting and Ad group exclusions details for the selected ad groups. Click Save. To manage your in-market audience list, select the existing audience associations you want to edit from the grid. Click Edit to Pause, Delete, Exclude, or Change the bid adjustment.

You can set up bulk associations of in-market audience by selecting the ad groups you want to associate with audiences from the grid. Click Edit and then Associate with audiences. Update the Ad group targeting and Ad group exclusions details for the selected ad groups. Click Save.

Learn more about the over-500 (and growing) different in-market audience categories currently available, as well as how to associate your in-market audiences to any combination of ad groups. For starters, this chart shows the scale limitations:

Number of associations Limits

Number of associations

20,000,000 per account

Number of associations that can be created in bulk

Refer to limits in bulk upload

Number of associations that can be viewed,
edited, or deleted by Bing Ads

Refer to limits in bulk upload

 

Tip: To evaluate in-market audience performance, run one campaign with no audience targeting and run the same campaign with in-market audiences associated. This will help you understand how audience targeting can help to optimize your campaign performance.

Remember, in-market audiences can be associated to ad groups for desktop, tablet, and mobile devices. You can associate in-market audiences to shopping campaigns’ ad groups and monitor performances, and Exclusions can be used for in-market audiences and all audience-targeting offerings. Enhanced CPC works with in-market audiences.

Note: In-marketing is available in the U.S. market only.

Custom audiences

A custom audience is a type of remarketing list generated by using your own first-party customer data to create richer user segments. You can use custom audiences in conjunction with your remarketing lists, usually through your data management provider (DMP).

When your DMP connects to our custom audience feature, you can then import your custom audiences into Bing Ads for search remarketing. You can use custom audiences separately from remarketing, with no Universal Event Tracking required. Custom audiences can be associated to ad groups as target and bid, bid only, or as an exclusion.

Custom audiences will appear in the Audiences section of the Shared Library in Bing Ads once your software integration is complete. (This might take 48 hours.)

To get started, your DMP must first Integrate Bing Ads custom audience APIs into their platform. They must also agree to Bing Ads data sharing and privacy policy.

Associating custom audiences

To associate custom audiences, click on the Audiences tab from the Campaigns page, click

Create association. Select the ad group(s) you want to associate with one or more audiences.

Under Ad group targeting, select the audience categories you want to target for the ad groups.

Select your Targeting setting.

Bid only: Shows ads to people searching for my ad, with the option to make bid adjustments for the selected audience.

Target and bid: Shows ads only to the selected audience, with the option to make bid adjustments.

Adjust the Default bid adjustment. By default, new targeting associations are set to 15%, however, the bid adjustment can range from -90% to +900%. Under Ad group exclusions, select the audience you want to exclude. Click Save.

Here are a few examples of Custom Audience segments that can be used as a remarketing list: 

  • Purchase history
  • Lifetime value
  • Tenure
  • Subscriber type
  • Renewal period
  • Time since last purchase
  • Status tier
  • Customer referrals

To associate custom audiences to multiple ad groups, go to the Campaigns page, and click on the Ad groups tab. Select the ad group(s) you want to associate with the custom audience.

Click Edit and then Associate with audiences. Under Ad group targeting, select the audience categories you want to target for the ad groups. Select your Targeting setting.

Bid only: Shows ads to people searching for my ad, with the option to make bid adjustments for the selected audience.

Target and bid: Shows ads only to the selected audience, with the option to make bid adjustments.

Custom audiences can be associated to Bing Shopping Campaigns, and can be associated to ad groups that run across desktop, tablet, and mobile devices. They are supported across the entire Bing Network, including syndicated search partners.

Exclusions are allowed with custom audiences, allowing you to exclude a custom audience from a campaign. For example, an advertiser can exclude their list of "Platinum Customers" from their ads targeting new customers. Enhanced CPC works with custom audiences.

Note: Bing Ads won't apply any bid boosts until the associated custom audience has at least 1000 users.

Summary

Bing Ads In-market and Custom audiences can help advertisers improve campaign performance through greater capabilities to target specific users. Both features help curate high-quality audience lists that are quick and easy to set up and manage.

Key takeaways:

  • Custom audiences works like remarketing and can be associated to ad groups as bid only, target and bid, or as an exclusion.
  • In-market audiences help you increase conversions by reaching an audience more likely to convert in your industry category.
  • Both features allow you to reach potential customers and optimize your campaigns.
  • You can set up In-market and Custom audiences without a Universal Event Tracking (UET).

Thanks for reading this training on In-market and Custom audiences. 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.