About in-market audiences

About in-market audiences

Learn how to use in-market audiences to increase conversions and improve bids and targeting.

This feature is available in the United States. It is also currently available as a pilot in Australia, Canada, and the United Kingdom.

In-market audiences are curated lists of customers who have shown purchase intent signals within a particular category, including searches and clicks on Bing and page views on Microsoft services. Bing Ads supplies the curated list of potential customers, unlike remarketing in paid search, where the advertiser creates the list. You can target and modify bids for these audiences by associating in-market audience lists to ad groups, similar to what you do with remarketing lists.

Why use in-market audiences?

Increase conversions. Reach curated audiences that are more likely to convert in your category.

Improve bids and targeting. Set up your ad group to be exclusive to an audience with an in-market audience or available to everyone, but with a bid adjustment for your targeted audience.

Simple set-up. In-market audiences are simple to set up and don’t require UET tags.

How do I select in-market audiences?expando image
  1. From the Campaigns page, click on the Audiences tab.
  2. Select the ad group you want to associate with one or more audiences.
  3. Under Ad group targeting, select In-market audiences.
  4. Select the in-market audience you want to associate with the ad group. Note: Under the list size column, you can view the estimated number of customers included in each audience as well as a breakdown by supported network and market.
  5. Select your targeting settings.
  6. Click Save.
How do I manage existing in-market audiences?expando image
  1. From the Campaigns page, click on the Ad groups tab.
  2. Select the existing audience associations you want to edit from the grid.
  3. Click Edit to Pause, Delete, Exclude, or Change the bid adjustment.
How do I set up bulk associations of in-market audiences?expando image
  1. From the Campaigns page, click on the Ad groups tab.
  2. Select the ad groups you want to associate with audiences from the grid.
  3. Click Edit and then Associate with audiences.
  4. Update the Ad group targeting and Ad group exclusions details for the selected ad groups.
  5. Click Save.
FAQsexpando image

Who should use in-market audiences?
Businesses large and small can benefit from using in-market audiences. If you have customers who are represented in one of the in-market audiences, you should use this feature to reach more potential customers. For example, an auto business should associate ad groups to the "Vehicles/Motor Vehicles/Cars & Trucks" in-market audience.

Who shouldn't use in-market audiences?
If you don’t have customers in one of the available in-market audience categories listed, you shouldn’t use this feature, as you’d be extending your reach to the wrong audience.

Are additional in-market audiences going to be released?
Yes. Additional in-market audiences will be released soon and Bing Ads will continue to evaluate additional in-market audiences.

What campaign and ad types do in-market audiences work with?
In-market audiences work with all campaign and ad types, including dynamic search ads and Bing Shopping Campaigns. (While in-market audiences are not specifically optimized for Bing Shopping Campaigns, you can associate in-market audiences to shopping campaigns’ ad groups and monitor their performance.)

Can I use in-market audiences in my campaigns that run across all device types?
Yes. In-market audiences can be associated to ad groups for desktop, tablet, and mobile devices.

Can I use in-market audiences in my campaigns that run across the entire Bing Network, including syndicated partners?
No, in-market audiences are only supported on sites owned and operated by Bing, AOL, and Yahoo.

Are exclusions allowed for in-market audiences?
Yes. Exclusions can be used for in-market audiences and all audience targeting offerings.

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 in-market audiences?
Yes. Enhanced CPC works with in-market audiences.

How should I use in-market audiences with remarketing?
Use in-market audiences with remarketing to reach even more potential customers. Remarketing focuses on customers who have previously interacted with your website, while in-market audiences helps to acquire new customers and grow your remarketing lists.

How should I evaluate in-market audience performance?
We recommend you run one campaign with no audience targeting and run the same campaign with in-market audiences associated. This will help you understand how audience targeting can help to optimize your campaign performance.

What are the scale limitations?

Number of associations Limits
Number of associations 20,000,000 targeting associations per account

1,000 in-market exclusions per account

Number of associations that can be created in bulk Refer to limits in bulk upload
Number of associations that can be viewed, edited, or deleted by Bing Ads Refer to limits in bulk upload

What is the ad delivery behavior when multiple audiences are associated with the same ad group?
If multiple audiences (for example, remarketing list and in-market audience) are associated with the same ad group and a user qualifies to be part of those multiple audiences, the audience with the highest bid will be applied.

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