Everyone in internet marketing wants to find better ways to reach ideal customers – customers likely to need your products and purchase them through the avenues you’re offering. Recently, with the rollout of a new pilot program with two new features, Bing has made this process easier for advertisers everywhere.
What are these new tools, and how can they help your online marketing efforts? Let’s take a look.
The first tool is called In-Market Audiences, which is a series of curated lists of individuals who have shown previous purchase intent for a given category of products or services. Purchase intent is based on user signals across Bing, MSN and other Microsoft services.
These lists can associate with specific ad groups, and you can target and modify bids for these audiences. Bing Ads provides the In-Market audience lists, meaning you won’t be forced to curate these yourself. You simply assign the proper lists to an ad group that you want, and you’ve done the entire job.
There are currently 14 In-Market Audiences available, ranging from Apparel/Clothing to Vehicles/Motor Vehicles. More audiences are said to be coming this summer. To gain access to this feature, reach out to your Bing Ads account team.
The big difference between Custom Audiences and In-Market Audiences are remarketing lists generated using your own data. Custom Audiences can be imported into Bing Ads for search remarketing, and from here, you can target audiences that have been built using your own custom data.
Attributes like purchase history, subscription renewals and others will factor into how audiences are built here. Others may include lifetime value, tenure, subscriber type, renewal period, time since last purchase and others. You must be using Adobe Audience Manager as your data platform manager to use this tool, and you’ll also have to reach out to the Bing Ads account team to be part of this pilot program.
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