In-market audiences available in the US only helps advertisers use artificial intelligence (AI) to target curated lists of users who are in the process of making a buy in a particular product or category to instantly reach them.
Bing Ads takes into account purchase intent signals from Bing, MSN, and other Microsoft products.
With latest Bing Ads Editor release, advertisers can now manage in-market audience as well as the negative in-market audience in bulk.
That means users can create, change, and delete in-market audience associates and negative associations across one or multiple ad groups at once.
A screenshot below shows “Car Audio” in-market audiences associations in Bing Ads Editor, where the advertiser has associated the “Car Audio” audience segment with two ad groups:
Negative in-market audiences (or “exclusions”) enable advertisers to exclude certain categories from showing their ads.
A negative in-market audience can be added by clicking on the “Negative Audiences” in the left-hand navigation menu below “Audiences” and associating it to one or more ad groups.
The image below shows an example of how to exclude in-market audiences in Bing Ads Editor:
Bing Ads has also published several best practices when associating in-market audiences, it suggests advertisers to:
Choose categories that best align with their business goal and start with the right set of customers.
Add to top-performing ad groups as “bid only” with 20 percent bid adjustment and watch for two weeks. This lets them quickly compare ad groups performance of those using in-market audiences against others.
Make sure existing audiences associated with the ad group are available to be used as “bid only” before making changes to targeting setting (“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 the audience category. ”
Use remarketing, custom audiences and in-market audiences altogether to get the largest reach and impact.
Remarketing and custom audiences allow targeting users who have made a purchase or those who have interacted but have not yet converted.