At a time when competitor Google is focusing intensely on mobile and local, Bing is providing a sneak peek into their plan to launch new local features for Bing in the U.S. that’ll help marketers – large and small – reach their local audience.
Dennis Glavin said today at Social-Loco, I had the opportunity to share Bing’s thinking around local search advertising — specifically around how consumers are embracing locally targeted content on the PC and mobile, and because of that shift, how Bing is helping advertisers engage consumers at the important moment of decision.
The new mobile local ad offerings build off of the momentum generated from the recent Bing Business Portal and Bing Mobile Deals announcements and include:
- Radius Targeting for Search Ads will allow advertisers to segment a specific five to 100 mile radius around an address to display their copy. It’ll be available in all adCenter markets in the coming months.
- Local Search Ad Attributes will allow advertisers to define certain attributes to their ad, such as a merchant’s address or a phone number. These’ll be served to local queries identified as local, and within ads, both on the PC and on mobile devices. The new attributes feature will begin being rolled out in adCenter in the second half of the year, the company said.
- Bing Vision taps into the idea that once a customer is inside a store, the brand’s goal is to get them to “marry” its product. Bing Vision utilizes the camera on a customer’s smartphone to provide the customer with additional product information, reviews and prices. Bing Vision has already launched with the Bing for iPhone app, and will be available on other mobile devices later in the year.
[Source: Microsoft Advertising Blog]