About Bing Intent Ads

About Bing Intent Ads

Learn about Bing Intent Ads, a way to place custom-designed ads in high-quality web properties.

This feature is currently available in the United States, Canada, the United Kingdom, and Australia. If you advertise in the United States, Canada, the United Kingdom, or Australia and want to opt in to intent ads, contact support.

Search ads are now automatically eligible to be transformed into Bing Intent Ads.

What are Bing Intent Ads?

Bing Intent Ads is a native advertising solution optimized for search advertisers. This feature enables advertisers to get additional high-quality traffic from non-search placements. Bing Intent Ads experiences, such as ads placed within articles, are engaging for users, integrate naturally into page content, and deliver visually rich ads for advertisers. Bing Intent Ads campaigns are easy to set up, maintain, and optimize because they are fully integrated with existing Bing Ads' workflows.

Where will my ads appear?

Bing Intent Ads appear on select MSN pages, including the home page and within relevant articles. Ads may also appear in Outlook. Clicks on these ads will take users to the landing page you specified when you created your ads.

To take advantage of these placements, your ad will need to have an image. Adding images to your ads can help boost your volume and drive clicks. See below for instructions on how to add images to your campaign.

Who will see my ads?

Bing Intent Ads are unique because they’re targeted to users based on our understanding of their interests. We use consumer intent signals, which include search history, browse history, page content, and demographic information. These signals, combined with artificial intelligence and machine learning capabilities, provide highly relevant content to users and determine which ads to display. Bing Intent Ads also conform to your search ads' existing targeting and negative-keyword settings.

How do I create and optimize Bing Intent Ads?

Create a new ad with intent ad format preferred expando image
  1. From the Ads tab, click Create ad.
  2. Select Expanded text ad as the Ad type.
  3. As you set the ad's title, text, and URLs, keep in mind that this will be an intent ad, not a search ad. Intent ads work best with informative text rather than calls to action.
  4. Select the Prefer native ad format checkbox.
  5. Click Save.
Adjust bids to set your level of participation in Bing Intent Ads expando image
  1. From the Campaigns or Ad Groups tab, click on the name of the campaign or ad group you want to adjust.
  2. Click Settings.
  3. Under Advanced settings, click Native ads.
  4. Adjust the bid:
    1. Select Increase by if you want to invest more heavily in Bing Intent Ads for this campaign or ad group. You can adjust the bid up to 900% for maximum participation.
    2. Select Decrease by if you want to invest less. To opt out of Bing Intent Ads completely, decrease your bid by 100%.
Add Image Extensions expando image

Images play a key role in getting people's attention and driving clicks. You can define the imagery to use in your ads by associating Image Extensions to your campaign or ad group. To set up Image Extensions:

  1. From the Campaigns page, click Ad Extensions.
  2. Select Image Extensions and the campaign or ad group.
  3. Click Create ad extension.
  4. Select an existing image from your saved Image Extension library or upload a new image.

The requirements for adding an image to an extension are:

  • Accepted file types for images: JPEG, PNG, and GIF (without animation)
  • Minimum image dimensions: 760 x 400 pixels
  • Maximum image dimensions: 1900 x 1000 pixels
  • Recommended image dimensions: 1200 x 628 pixels

We recommend that you upload the largest possible image. When you upload the image, it'll automatically be cropped to the four preset aspect ratios for your use. The four aspect ratios and dimensions are:

Aspect ratio Min. dimensions (pixels) Max. dimensions (pixels)
1.2 : 1 300 x 250 1200 x 1000
4 : 3 100 x 75 1333 x 1000
1.5 : 1 300 x 200 1500 x 1000
16 : 9 640 x 360 1778 x 1000

If you don’t like how the smaller images are automatically cropped, you can re-crop them or replace them with other images that are the same size.

For more information on working with Image Extensions, see Add visual elements to your ad with Image Extensions

Set up Universal Event Tracking expando image
You can improve Bing Ads' understanding of users' interests by having Universal Event Tracking (UET) tags on your website and setting up remarketing lists. This will allow us to target your ads to people who have previously visited or interacted with your website. For more information on UET tags and remarketing lists, see What is remarketing?
Track Bing Intent Ads performance using Reports expando image

You can view performance data for Bing Intent Ads in two places:

  • You'll see a Native ads summary row in the table on the Campaigns, Ad Groups, and Ads tabs.
  • When you run a report, include the Ad distribution column. The possible values under ad distribution are Search, Content, and Native. For more information on reports, see Create a report.

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