LiveRamp and Bing Ads have integrated to improve Bing Custom Audiences to expand “people-based search targeting capabilities.”
This means, Bing Ads will now allow search marketers using Custom Audiences to target or retarget search ads at the individual level.
In other words, with Bing Custom Audiences now powered by LiveRamp, search marketers can extend their Google Customer Match to Bing Ads. “The tactics you’re already using to improve your ad personalization and push your SEM conversions on Google are replicable with Bing Custom Audiences,” stated LiveRamp team.
By distributing same people-based search across the two dominant search channels they will be able to lower their cost-per-acquisition while increasing conversion rates and ROI. Bing suggests, “advertisers who tend to replicate their AdWords campaign and import to Bing Ads will see strong converting performance.”
Also, it’s now possible to distribute same on boarded CRM segments used for Google Customer Match to Bing Custom Audiences.
Further emphasizing the benefits for search marketers, Brian Utter of Bing Network and Demand for Microsoft suggested:
“By integrating with LiveRamp, we will continue to deliver quality converting traffic for advertisers across our search properties, with the added benefit of cookie-based matching at the individual level to drive more relevant, more effective advertising. LiveRamp is a great partner, with their proven people-based marketing techniques and commitment to innovation.”
“Google Customer Match, let extend people-based targeting beyond display advertising and social into search.”
Here is how people-based search can be used by advertisers:
- a retailer can respond to a search for “summer activities” with an ad for a kiddie pool while suppressing the ad for a garden hose that the customer just bought.
- a credit card company can display an introductory offer to a prospect searching for “best travel points” and an ad for another credit card when a current cardholder searches for the same thing.
- Or an advertiser can show a high-value prospect or loyalty customer a custom special offer when they’re searching for a related keyword.
Those interested in using Bing Ads Custom Audiences powered by LiveRamp, can do so easily by logging into their Connect account, and entering Bing Ads Account information, and selecting their audience.