In-market and Customer match audience targeting capabilities are a couple of features that are making their way to Bing Ads.  Bing Ads General Manager, Steve Sirich announced pilots for both of these features were announced on Tuesday during a keynote conversation at SMX Advanced in Seattle.


Currently, the in-market audience pilot is running in the US for the time being.  In building in-market audience lists, something that Microsoft considers is user purchases intent signals from Bing, MSN and other Microsoft properties.  Currently, there are 14 in-market audiences, with more to come in the future.

Advertisers are able to add in-market lists at the ad group level and apply bid adjustments.  From the blog post:

Say you’re a travel site looking to target searchers who are ready to book a summer vacation. Bing Ads looks for people who are clicking on ads related to hotels and flights, searching for relevant vacation terms, or checking out hotel reviews, for example, and predicts whether these users are ready to buy.

After that, the advertiser would be able to target the Travel and Tourism/Accommodations list.

Custom Audiences

The custom audience pilot is now global.  But keep this in mind – advertisers have to be using Adobe Audience Manager to participate in the pilot at this time.  According to Bing Ads, they are working on integrations with other data management platforms (DMPs).  Custom audience retargeting enables advertisers to target, bid and message to their own user lists and segments.

Those advertisers who are working with a Bing Ads account team will have the option to contact them to learn about participating in these pilots

More Features To Come

Sirich acknowledge Bing Ads market position as a “fast follower” to Google AdWords, as a parity with AdWords makes life easier for search marketers working in either platform.There are some other new features that are currently being tested – dynamic search ads and similar audience targeting and automated bidding strategies for maimize conversion and target CPA.

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