In an announcement made by Bing Ads, the availability of in-market audiences in the US on Tuesday, after piloting the audience targeting feature since last summer.

What are in-market audiences?  They are groups of users that are determined to be actively in the market for a specific product or service category. Bing Ads takes into account user purchase intent signals from various Microsoft properties, like Bing and MSN.

There are over 170 in-market audiences to choose from across several industries that includes retail, travel and financial services.

According to Bing, pilot participants saw up to 28 percent higher click-through rates (CTR) as well as up to a 48 percent higher conversion rats, compared to ads without in-market audiences in July 2017.

To get started, go to the Audiences tab in the Bing Ads UI, then click the “Create association” button.  From there, select an ad group and then “in-market audiences” from the ad group targeting drop-down.  Advertisers can get more granular by drilling down into the categories.

Advertisers have the option to choose to bid only or target and bid on the audiences.  In-market audiences can even be used in combination with other audience target options.

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