How can I get my ads in front of my customers?

How can I get my ads in front of my customers?

Use targeting to help focus your ads on potential customers who meet specific criteria (such as location or age), increasing the chance that they see your ads.

Getting your ad in front of the right people; that's what targeting is all about. With targeting, Bing Ads can help you focus a campaign or ad group on potential customers who meet specific criteria, so you can increase the chance that they see your ads. To learn how, see How to target customers.

There are four ways to target your ads. You can use these individually or in combination:

Geographic location expando image

When you target by location, you can choose to show ads to potential customers in:

  • All available countries/regions
  • Selected cities and metro areas within the United States, Canada, United Kingdom, France, and Australia; states/provinces; countries/regions; or postal codes
  • A specified radius around a zip/postal code, coordinates, landmark, or area

Although location targeting is most often used to designate the specific locations where you want to show your ads, Bing Ads also lets you target locations you specifically want to exclude from seeing your ads.

Not only does Bing Ads let you target customers in a specific location, you can also show ads to customers searching about a specific location. Take a look at the following examples:

Example 1

  • Who should see your ads? People in your targeted locations
  • Target location defined in your campaign: London
  • Keyword: Hotels
Searcher’s physical location Search term Ad eligible for display?
Florida London hotels No, not located in target location
London Hotels Yes, located in target location
London New York hotels Yes, located in target location

Example 2

  • Who should see your ads? People searching for or viewing pages about your targeted locations
  • Target location defined in your campaign: London
  • Keyword: Hotels
Searcher’s physical location Search term Ad eligible for display?
Florida London hotels Yes, searching about target location
London Hotels No, not searching for pages about target location
London New York hotels No, not searching for pages about target location

Example 3

  • Who should see your ads? Both People in your targeted locations and People searching for or viewing pages about your targeted locations
  • Target location defined in your campaign: London
  • Keyword: Hotels
Searcher’s physical location Search term Ad eligible for display?
Florida London hotels Yes, searching about target location
London Hotels Yes, located in target location
London New York hotels Yes, located in target location
Day of the week or time of day expando image

As your campaign progresses, you may find that your click-through rate and conversion rate are highest during certain times, for example, weeknights. This might be a perfect opportunity to use bid adjustments to improve your chances of displaying your ad Monday through Friday from 6:00 P.M. to 11:00 P.M.. When targeting by time, you are targeting the searcher's local time zone. For example, if you increase your bid by 10% for 6:00 P.M. to 11:00 P.M., that bid adjustment will be effective from 6:00 P.M. to 11:00 P.M. Eastern Time for searchers in New York, then be effective 6:00 P.M. to 11:00 P.M. Pacific Time for searchers in Seattle. Now you are showing your ads when your potential customers are online!

Device type expando image

You can target by the type of device your potential customer is using — desktop computer (which also includes laptop computers), tablet, or smartphone — giving you greater control over who sees your ads.

Age and gender expando image

You can also target customers by age and gender so that your ads are displayed more frequently to people who will be interested in them.

When you select any of these targets, you can place an optional extra bid, known as an bid adjustment. Placing a bid adjustment increases the likelihood that your ad is displayed in a better position for customers who meet your targeting criteria. For more information about incremental bids, including a couple of examples, take a look at How to target my customers by adjusting my bids.

If you use targeting, you should set your basic targets at the campaign level and then refine your targets at the ad group level. If there is no conflict between the targeting settings at both the campaign and ad group levels, Bing Ads uses both. If there's a conflict, ad group targets take precedence. Campaign targets apply to all ad groups in that campaign. Ad group targets override campaign targets within that ad group.

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