Bing Ads announced Wednesday that advertisers can now target multiple languages at the campaign level. This will be a helpful update for global advertisers that don’t break out language targeting in separate campaigns.
Bing Ads previously supported language targeting at the ad group level. In a nutshell, settings had to be carried through to multiple ad groups. The settings also weren’t in alignment with Google Ads campaigns, which caused problems when advertisers targeting multiple languages imported those campaigns from Google Ads into Bing Ads.
Even with this new feature available to advertisers, they can still set language targeting at the ad group level, overriding the campaign settings. In order to set up campaign-level language targeting, just select any or all of the 12 supported languages in campaign settings. After that, in ad group settings, select the option to use the campaign settings for language targeting. It’s possible to use bulk editing in the web UI to change language settings across multiple campaigns and ad groups.
With the ability to target additional languages, it can generate more impressions on more queries and expand your reach. If you are targeting multiple languages, keep in mind that Bing Ads doesn’t translate your ads. It’s recommended that you write ads in the ads in the language you’re targeting.