Bing is helping out marketers to find and reach out to the ideal audience who are ready to make purchase with the newly introduced “In-market Audiences,” that by using artificial intelligence (AI) “identify and predict people who’ve shown purchase intent signals within certain categories,” says Bing.
“Using AI and machine learning, we’ve identified those people who are most likely to purchase within the Home & Garden audience, which you can easily associate with your ads,” Bing stated.
According to Bing, the participants who have been using this pilot feature are reporting up to 28 percent higher click-through rates and up to 40 percent higher conversation rates.
Bing also has published best practices for advertisers to get start with In-market Audiences says, it’s important to start with the right set of customers by selecting the categories that best align to a business goal.
Start by associating In-market Audiences to existing top-performing ad groups as “bid only” with 20% bid adjustment and monitor for at least two weeks to compare the performance of ad groups using In-market Audiences against those not using them.
Ensure all your existing audiences associated with ad group can be used as “bid only” before making a change to targeting setting to “bid only” or “target and bid”. “Targeting setting is an ad group level setting and is applied to all new and existing audience associations regardless of audience category.”
Advertisers are also advised to use together “Remarketing in paid search, Custom Audiences and In-market Audiences.”
“Remarketing and Custom Audiences help target existing users who have bought before or those who have interacted with the site but have not yet converted.” While, In-market Audiences allows you to “expand the reach to those who may not have interacted with your site but are ready to buy. “
Getting started with In-market Audiences is just a four steps process listed below:
- First go to Audiences tab in your Bing Ads account Campaign page, then click on “Create association”.
In the picture below you can see Create association in tool:
- Next, select an ad group to associate and then select In-market audiences under “Ad group targeting.”
- Find In-market Audiences to associate, and select targeting setting, and Save. Bing now support over 170 audiences across retail, travel, financial services and more.
Image below shows creating In-Market audiences:
- Finally by using Audience Segmentation you can view and compare In-market Audiences performance lift of each audience against a common baseline of non-targeted users.
The In-market Audiences is currently available to all advertisers in the U.S. market. Bing says, it will launch In-market Audiences to additional markets sometimes later this year.
Wathc the embedded video below for more information on In-market Audiences: