Advertising Editor Advertising Intelligence

About targeting customers

Add targeting at the campaign or ad group level with Microsoft Advertising Editor.

At the campaign or group level, you can target customers by location, day of the week, time of day, device, or by network distribution. You can also increase your bids to target customers.

Target by customer location

  1. From the tree view in the left pane, select the campaigns or ad groups that you want to add targeting to.
  2. Select Locations under Keywords and targeting from the type list in the left pane.
  3. In the Edit the selected location target section:
    1. Specify the location for this entry. Select Edit/find location and you can specify the location by Area targeting (narrow your location target by country/region, city, or U.S. counties) or by Radius targeting (narrow your location to the radius of a single mile or kilometer, or expand it to a larger circle).
    2. Enter bid adjustment.
    The details you input will automatically populate the new row in the main grid.

What you need to know:

  • To select where you want to show your ad, go to Campaigns or Ad groups in the left pane and select from Targeting method in the edit pane.
  • Targeting by device and by network distribution is still accessible by selecting Additional targeting on the Campaigns tab. (See last two menus below.)
  • You can set multiple radius targets for the same location with different radius values and have different bid adjustments for each target.
  • You can target at the county level for U.S. markets only.

Target by day of the week and time of day

  1. Select the campaigns or ad groups from the tree view in the left pane that you want to add targeting to.
  2. Select Add ad schedule from the type list in the left pane.
  3. In the Edit the selected ad schedule pane, input values for targeted day, start time, end time, and bid adjustment. The details you input here will automatically populate the new row in the main grid.

What you need to know:

  • You can increase bid adjustments up to 900% and decrease them by as much as 90%.
  • When targeting by time, you are targeting the searcher's local time zone.
  • Start times and end times are available for you to choose in 15-minute increments only. Please consider this if you're working in a spreadsheet and need to import ad schedules into Microsoft Advertising Editor.

Target by device

Important

Details for device targeting, except for bid adjustments, cannot be updated after it’s been created. If you want to change the targeting details, you must delete it and then create a new one.

  1. Under Keywords and targeting, select Device.
  2. In the data view, select Add device and select Device.
  3. Select the campaign or ad group.
  4. In the Edit the selected device, enter the Bid Adjustment and select Device.

What you need to know:
You can target desktop computers (bid adjustments -100% to +900%), tablets (-100% to +900%), or smartphones (-100% to +900%).

Target by network distribution

  1. Select the campaigns or ad groups from the tree view in the left pane that you want to add targeting to.
  2. In the Edit the selected ad groups pane, select the networks you want to target from the Network distribution.

    Note

    The ad distribution options Only Bing, AOL, and Yahoo websites and Only Bing, AOL, and Yahoo syndicated search partners apply to websites located in the United States, Canada, United Kingdom, Ireland, Australia, France, Germany, and Norway. All other websites will use All Bing, AOL, and Yahoo Search networks and syndicated search partners even if the other two options are selected. When you run the Publisher Performance report, you'll see websites based on these ad distribution rules.

Target by gender

  1. From the tree view in the left pane, select the campaigns or ad groups that you want to add targeting to.
  2. Select Genders under Keywords and targeting from the type list in the left pane.
  3. In the Edit the selected gender pane, enter the percentage by which you want to increase the bid for that gender.

What you need to know:

  • You can increase bid adjustments up to 900% and decrease them by as much as 90%.
  • When you apply bid adjustments to gender, your ads will appear more frequently for the targeted demographic but will still also appear for non-targeted demographics.

Target by age

  1. From the tree view in the left pane, select the campaigns or ad groups that you want to add targeting to.
  2. Select Ages under Keywords and targeting from the type list in the left pane. Please note that you can apply targeting exclusions to certain age ranges under Negative Ages.
  3. In the Edit the selected age pane, enter the percentage by which you want to increase the bid for that age.

What you need to know:

  • You can increase bid adjustments up to 900% and decrease them by as much as 90%.
  • When you apply bid adjustments to age group, your ads will appear more frequently for the targeted demographic but will still also appear for non-targeted demographics.
Notes
  • When you target by location, your ads are displayed to potential customers in specific countries/regions, states/provinces, metro areas, or cities. For example, if you own a car repair service in Oakland, California, you might want to target your customers in the Oakland metro area, which includes the surrounding cities. Using this strategy, most of the people who'll see your ad are will be within range of your service. Use the Locations options in your campaign settings to define the physical location you want to target.
  • If you have targeting settings at both the campaign and ad group levels, and if there is no conflict between them, both targeting settings are used. If there is a conflict, the ad group settings are used.
  • Device targeting is available only for campaigns and ad groups running in the U.S. and Canada markets.

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