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*Please note this feature is in pilot – reach out to your Bing Ads Account team to learn more.


With In-market Audiences, you can find curated lists of users that have been found to be in-market for a certain purchase category. Bing Ads has created these lists for you and are available directly in the user interface — no need to build or import your own lists. When these In-market Audience lists are associated to ad groups, you can target and modify bids for these audiences, similar to Remarketing in Paid Search lists.

Why use In-market Audiences?

  • Expand your audience

    Easily grow your audience with high-quality searchers, ready to buy. In-market Audiences can also be used in combination with other audience targeting solutions like Remarketing in Paid Search and Custom Audiences.

  • Increase conversions

    In-market Audiences helps you focus on the bottom of the buying funnel. These curated lists of people have been identified as “in-market,” or ready to make a purchase in a particular category.

  • Boost performance

    Searchers in In-market Audience lists are more likely to convert which can help drive greater click-through rates and conversion ratios. In fact, ads shown to In-market Audiences saw up to a 28% greater click-through rate and 48% greater conversion rate than the same ads without In-market Audiences. In-market Audiences can also be used with other audience targeting solutions like Remarketing in Paid Search and Custom Audiences.

  • Simple to set up

    In-market Audiences can be quickly set up in five minutes or less, and don’t require you to tag your website. Bing Ads has created the audience lists — no need for you to create a list. From within the Audience tab in Bing Ads online, just pick the In-market Audience that represents your business — such as “clothing” or “motor vehicles” — and associate it to any combination of ad groups.

Get started with In-market Audiences

  1. Select Create Association in the Audiences tab and then choose In-market Audience.
  2. Choose the appropriate In-market Audience to associate with the ad group from the list of available In-market Audiences.
  3. Pick targeting options. Set the appropriate bid-boost, for example 20%, and monitor results.
  4. Click Save to finish.
  Add In-Market Audiences