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Bing Ads Rolling out Exclusions for Retargeting Ads, Keyword Planner for FR and DE

Bing Ads’ new additional remarketing feature called “Exclusions”, allows advertisers to focus on the users who matter most by excluding the types of users who might not fit within an ad campaign’s objectives is launched Wednesday.

The feature rolling out today to global audience, and customers can see the feature when they log into Bing Ads within the next few weeks!

Add exclusions to your ad groups, “you can start from either Create association in the Audience tab or Associate with remarketing lists in the Ad groups tab. Then select the Ad group you want to associate with remarketing lists and then select Add exclusions. Select remarketing lists you want to target and/or exclude from the selected ad group. Click Save to complete the set up. Finally, Exclusion is another type of association status, like enable or pause. You can easily convert any existing targeting associations to an exclusion and vice versa within the table,” explains Bing.

Bing also shared a few examples of remarketing exclusions for furthering audience-targeting objectives and to achieve a higher ROI said,

  • exclude existing customers from a ad campaign set up to generate new sign-ups.
  • when a business or service entails a long commitment from customers, “recent customers may not be in the market to buy again for a while”, like with buying a car or home.
  • an ad campaign with a focus on a specific stage of customer purchase experience. In that case, you could use a combination of targeting associations and exclusions to focus on just those users. For example, “with customers who added items to a cart but have not yet made a purchase.”
  • when converting free trial users to paid customers, “you can exclude customers who may not approach the end of trial period for that ad campaign.”
Adding Remarketing Exclusions in Bing Ads
Adding Remarketing Exclusions in Bing Ads
Exclude Ad Groups in Bing Ads
Exclude Ad Groups in Bing Ads

Bing Ads Keyword Planner has been now been expanded to support more international countries France and Germany. Users in these countries can now change their product language settings in Bing Ads to view Keyword Planner.

Users in these countries, when input seed keywords, will be offered relevant ad group and keyword suggestions along with search volume trend, competition, suggested bid and ad impression share, etc., by targeting the French or German language.

However, keyword suggestions for product categories will still be in English.

With this availability, advertisers now in location targeting section, “can start targeting whole of France or Germany or secondary locations such as state/province, metro area and city,” writes Bing Ads team. Thus, historical statistics and traffic estimations, particularly for targeted locations and language, and data segmentation by locations can be pulled.

Bing Ads Keyword Planner available for FR and DE
Bing Ads Keyword Planner available for FR and DE
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