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Audience 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. Audience Targeting is all about who is performing a search and encompasses everything from behavior, to demographics to devices and even context – where are they, what language to they speak, etc.

Bing Ads targeting options can help maximize your ad's exposure to customers who are most likely to be interested in your products or services by allowing you to target the context surrounding their search: location, time of day, day of week, device, etc. Ads that display for customers in unique locations, on specific devices and at opportune times are far more relevant to the searcher. For example, with audience targeting, you can serve ads to searchers on mobile devices within a one-mile radius of your restaurant at noon –the assumption being, this is when they would be looking for a place to eat lunch.

After reading this information on Audience Targeting, you will understand how to:

  • Configure targeting options related to context and device.
  • Implement bid adjustments for audience targets.
  • Set ad language and country.

Setting up Audience Targets

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 display. You can target your ads using four audience variables: Location, Time, Date, and Device type. 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.

Location

Click Edit location targets next to Location under Campaign settings.

Setting up Audience Targets

  • Select locations you want to target or exclude. You can target and change your bid adjustment for:
    • United States and Canada
    • All available countries/regions
    • Selected cities, states/provinces, countries/regions, and postal codes by searching for your specific location and clicking Target or Exclude from the search results.
  • Select who exactly should see your ads: People in your targeted locations, people searching for or viewing pages about your targeted locations, or both.

Example 1

  • Who should see your ads? People in your targeted locations
  • Target location defined in your campaign: London
  • Keyword: Hotels
Searcher’s physical location Search term Ad eligible for display?

Florida

London hotels

No, not located in target location

London

Hotels

Yes, located in target location

London

New York hotels

Yes, located in target location

 

Example 2

  • Who should see your ads? People searching for or viewing pages about your targeted locations
  • Target location defined in your campaign: London
  • Keyword: Hotels
Searcher’s physical location Search term Ad eligible for display?

Florida

London hotels

Yes, searching about target location

London

Hotels

No, not searching for pages about target location

London

New York hotels

No, not searching for pages about target location

 

Example 3

  • Who should see your ads? Both People in your targeted locations and People searching for or viewing pages about your targeted locations
  • Target location defined in your campaign: London
  • Keyword: Hotels
Searcher’s physical location Search term Ad eligible for display?

Florida

London hotels

Yes, searching about target location

London

Hotels

Yes, located in target location

London

New York hotels

Yes, located in target location

 

Day of week / 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.

Advanced campaign settings

Device type

It is no longer necessary to run separate campaigns to target tablet, desktops, laptops, and smartphone users. If you have only been targeting desktop/laptop users, your existing campaigns will automatically receive traffic from tablet and smartphone users as well.

Note: If you are targeting tablet or smartphone audiences for the first time, make sure your site is fully compatible with these devices.

To get started, click Advanced campaign settings. Then click Device type. Click Save.

Advanced campaign settings

Bid Adjustment

Remember, a bid on a keyword can increase your ad’s exposure to potential customers who meet the specific audience targeting criteria mentioned above. A bid adjustment is a percentage of your keyword bid – an addition to your original keyword bid.

As your campaign progresses, you may find that your click-through rate and conversion rate are highest during certain times, for example, weeknights. This might be a perfect opportunity to use bid adjustments to improve your chances of displaying your ad Monday through Friday from 6:00 P.M. to 11:00 P.M.

When targeting your audience by time, you are targeting the searcher's local time zone. For example, if you increase your bid by 10% for 6:00 P.M. to 11:00 P.M., that bid adjustment will be effective from 6:00 P.M. to 11:00 P.M. Eastern Time for searchers in New York, then be effective 6:00 P.M. to 11:00 P.M. Pacific Time for searchers in Seattle.

In addition, you can adjust your bidding so budgets will go toward the best performing devices and ads; specifically, you can increase or decrease your bid for traffic coming from desktops/laptops, tablets and smartphones.

The update for smartphones is particularly important, because mobile searchers currently drive over 30% of the searches on the Bing Network. 

Once you log into your account and select a campaign, you will see all devices targeted by default under Advanced campaign settings. Click on Device to modify the bid for desktops/laptops, tablets or smartphones according to your campaign goals.

Advanced targeting options

Bid modifiers for desktops/laptops, smartphones and tablets can be adjusted from -100% to +900%. This range allows you to exclude traffic from any device type as needed.

Precisely because mobile searchers are so relevant in today’s marketplace, it is essential you review performance metrics (impressions, clicks, revenue, and conversions) broken down by device type in order to optimize your bid adjustment going forward.

Learn more about what your customers want by segmenting data by device type in reports.

Advanced targeting options

You can take advantage of device query parameters to serve different landing pages based on the searcher’s device type.

Similarly, it’s always best practice to create a mobile-friendly landing page or website, so no matter which device people are using, your site will look great.

Learn more by reviewing the Mobile Optimized Website Guide.

Ad language and country

When determining if your ads are eligible to show to a particular search user, Bing Ads first determines if your ad language allows your ad to show in a particular country, then considers the location target (and other target) settings you have configured. If the criteria is met and the ad language is available in the country, then the ad is eligible to display.

Remember, these are the steps you will take to determine where your ads show:

  • Set ad language.
  • Select location target settings
  • Select advanced location targeting options.

Let’s say you set your ad language to German. Because the language you set for your ads also determines where the ads show, setting the language to German will show your ads in not only Germany, but Austria and Switzerland as well. 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 display. 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.

Audience Targeting exceptions

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

  • Location: Bing Ads will show ads to people in, searching for, or viewing pages about your targeted location, unless you specify otherwise with advanced targeting features (e.g. only serve ads within the area of your targeted location).
     
  • Language: Bing Ads will only support one language target per campaign or ad group. If you require additional languages, you will need to create additional campaigns or ad groups to cover each additional language.
     
  • Time of day: Bing Ads displays ads according to the end-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.
     
  • Device type: By default, your search ads display to all customers who use browsers on smartphones, tablets, laptops and desktop computers. Bids set at the ad group or keyword level are applied to all device types. Device bid adjustments are required to exclude or increase bid for a specific device type.

Summary

Set your basic targets at the campaign level and then refine your audience 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 is a conflict, ad group targets take precedence.

Remember these key points when considering your PPC Audience Targeting options:

  • Target your audience by location, Day of week, Time of day, and Device type.
  • Make bid adjustments for your highest audience target.
  • Set both location (country) and language targeting criteria for an ad to display.
  • Review performance metrics broken down by device type.

Thanks for reading this training on Audience Targeting: Context and device. 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.