About custom audiences

About custom audiences

Learn about creating custom audiences to create richer user segments.
Important

Not everyone has this feature yet. If you don't, don't worry — it's coming soon!

A custom audience is a type of remarketing list that is generated by using your own customer data to create richer user segments. You can use custom audiences in conjunction with your remarketing lists, usually through your data management provider (DMP). When your DMP connects to our custom audience feature, you can then import your custom audiences into Bing Ads for search remarketing. You can use custom audiences separately from remarketing, with no UET required.

At a glance

Uses your data. Custom audiences allow you to use the audience data you already have.

Creates richer audiences. Create richer audience segments using more of your customer data.

Works like remarketing. Custom audiences can be associated to ad groups as target and bid, bid only, or as an exclusion.

How do I set up custom audiences?

To get started with custom audiences, your DMP must:

  • Integrate our custom audience APIs into their platform.
  • Agree to our data sharing and privacy policy.

Depending on the provider, they'll have their own enablement steps within their software. Be sure to contact your DMP for details on how to enable this feature.

Once the integration has been completed, your custom audiences will appear in the Audiences section of the Shared Library in Bing Ads.

Important

Only first-party audience data (your customer data that you collected from your own website or apps, for example) is allowed for targeting on the Microsoft Advertising network.

How do I associate custom audiences?expando image
  1. From the Campaigns page, click on the Audiences tab.
  2. Click Create association.
  3. Select the ad group you want to associate with one or more audiences.
  4. Under Ad group targeting, select the audience categories you want to target for the ad groups.
  5. Select your Targeting setting.

    Bid only: Shows ads to people searching for my ad, with the option to make bid adjustments for the selected audience.
    Target and bid: Shows ads only to the selected audience, with the option to make bid adjustments.

  6. Adjust the Default bid adjustment. By default, new targeting associations are set to 15%, however, the bid adjustment can range from -90% to +900%.
  7. Under Ad group exclusions, select the audience you want to exclude.
  8. Click Save.
How do I associate custom audiences to multiple ad groups?expando image
  1. From the Campaigns page, click on the Ad groups tab.
  2. Select the ad groups you want to associate with the custom audience.
  3. Click Edit and then Associate with audiences.
  4. Under Ad group targeting, select the audience categories you want to target for the ad groups.
  5. Select your Targeting setting.

    Bid only: Shows ads to people searching for my ad, with the option to make bid adjustments for the selected audience.
    Target and bid: Shows ads only to the selected audience, with the option to make bid adjustments.

  6. Adjust the Default bid adjustment. By default, new targeting associations are set to 15%, however, the bid adjustment can range from -90% to +900%.
  7. Under Ad group exclusions, select the audience you want to exclude.
  8. Click Save.
  9. Follow the same steps for target and exclude ad group associations.
FAQsexpando image
  • Can I use custom audiences with Bing Shopping Campaigns?
    Yes, custom audiences can be associated to Bing Shopping Campaigns.
  • Can I use custom audiences in my campaigns that run across all device types?
    Yes, custom audiences can be associated to ad groups that run across desktop, tablet, and mobile devices.
  • Can I use custom audiences in my campaigns that run across the entire Bing Network, including syndicated partners?
    No, custom audiences are only supported on sites owned and operated by Bing, AOL, and Yahoo.
  • Are exclusions allowed with custom audiences?
    Yes, exclusions are allowed with custom audiences, allowing you to exclude a custom audience from a campaign. For example, an advertiser can exclude their list of "Platinum Customers" from their ads targeting new customers.
  • How do I edit the targeting setting for an association?
    The targeting setting can be edited one ad group at a time from the Audiences tab by clicking on Create association and then selecting the relevant ad group. The updated targeting setting is applied to all the associations of that ad group. If you want to do this in bulk for multiple ad groups, please use Bing Ads Editor. Learn more about editing the targeting setting for an association
  • Does Enhanced CPC (auto-bidding) work with custom audiences?
    Yes, Enhanced CPC works with custom audiences.
  • How long does it take for my custom audiences to show up in Bing Ads?
    It takes up to 48 hours for a new custom audience to be available in Bing Ads.
  • What Bing Ads information do I need to provide to set up third-party tools?
    • Adobe Audience Manager: A Bing Ads customer ID
    • Oracle Blukai: A Bing Ads customer ID
    • LiveRamp: A Bing Ads customer ID plus Bing Ads credentials (a username that is linked to this Bing Ads customer ID and is user type Super Admin or Standard User)
Note

Bing Ads won't apply any bid boosts until the associated custom audience has at least 1000 users.

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