About custom audiences

About custom audiences

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

Custom audiences are available in all Bing Ads markets except within the European Union, Norway, and Switzerland.

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 a supported data management provider (DMP)—currently supported DMPs are Adobe Audience Manager, Oracle Blukai, and LiveRamp. When your DMP connects to our custom audience feature, you can then import your custom audiences into Bing Ads for search remarketing.

Through your DMP, you can segment your customer data however you see fit. For example, segment customers by purchase history, lifetime value, tenure, subscriber type, time since last purchase, or customer referrals.

Why use custom audiences?

No extra data management needed. Custom audiences allow you to use the audience data you already have.

Just the right audience. Create richer audience segments using your insights and customer data.

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

Using custom audiences

How do I set up custom audiences? expando image

To get started with custom audiences, you must have an account with a supported DMP: Adobe Audience Manager, Oracle Blukai, or LiveRamp.

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

When you set up a custom audience, you will be asked to confirm that you are using only first-party audience data (your customer data that you collected from your own website or apps, for example). Only first-party audience data 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.
Note

Custom audiences will not be applied until they have at least 1000 users.

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.
Note

Custom audiences will not be applied until they have at least 1000 users.

FAQsexpando image
  • What Bing Ads information do I need to provide to set up data management providers (DMPs)?
    • 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)
  • Can I use custom audiences with any Bing Ads campaign type?
    Yes, custom audiences can be associated to search campaigns, Microsoft Audience Network campaigns, and 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.
  • What countries/regions are supported?
    Custom audiences are available in all Bing Ads markets except within the European Union, Norway, and Switzerland.
  • 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.
  • Can I use a "Target and bid" setting for one audience list and a "Bid only" setting for another audience list in the same ad group?
    No, you can only select one targeting setting per ad group that will apply to all your audience lists in that ad group (either "Target and bid" or "Bid only"). It isn't possible to use different targeting settings in the same ad group for remarketing lists, in-market audiences, and custom audiences. Whichever setting you've selected most recently ("Target and bid" or "Bid only") overrides any previous settings.
  • 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.
  • How frequently are custom audience list sizes updated?
    Once every 24 hours.
  • Why do I see the same list size for a custom audience in both search campaigns and Microsoft Audience Network campaigns?
    List sizes reflect the information passed to Bing Ads from your DMP and are not tied to search campaigns or Microsoft Audience Network campaigns.
Note

Custom audiences are just one of our audience targeting options.

See more videos...