Search Engine Land
  • SEO
    • > All SEO
    • > What Is SEO?
    • > SEO Periodic Table
    • > Google: SEO
    • > Bing SEO
    • > Google Algorithm Updates
  • PPC
    • > All PPC
    • > What is PPC?
    • > Google Ads
    • > Microsoft Ads
    • > The Periodic Tables of PPC
  • Focuses
    • > Local
    • > Commerce
    • > Shopify SEO Guide
    • > Content
    • > Email Marketing Periodic Table
    • > Social Media Marketing
    • > Analytics
    • > Search Engine Land Awards
    • > All Focuses
  • SMX
  • Webinars
  • Intelligence Reports
  • White Papers
  • About
    • > About Search Engine Land
    • > Newsletter
    • > Third Door Media
    • > Advertise

Processing...Please wait.

Search Engine Land » Channel » Content » Bing Ads rolls out In-Market Audiences to all US advertisers

Bing Ads rolls out In-Market Audiences to all US advertisers

Now out of pilot with over 170 audiences determined to be in buy mode.

Ginny Marvin on May 30, 2018 at 2:44 pm

Bing Ads announced the availability of in-market audiences in the US on Tuesday, after piloting the audience targeting feature since last summer.

In-market audiences are groups of users determined to be actively in the market for a particular product or service category. In building in-market audiences, Bing Ads takes into account user purchase intent signals from Bing, MSN and other Microsoft properties.

There are now more than 170 in-market audiences to choose from — up from 14 when the pilot kicked off — across several industries including retail, travel, and financial services.

Bing says pilot participants saw up to 28 percent higher click-through rates (CTR) and up to 48 percent higher conversion rates, compared to ads without in-market audiences in July 2017.

From the Audiences tab in the Bing Ads UI, click the “Create association” button to get started. From there you’ll select an ad group and then “in-market audiences” from the ad group targeting drop-down. Advertisers can drill down into the categories to get more granular. For example, “game consoles” and “GPS & navigation” are among the options nestled under Consumer Electronics. Bing shows list sizes for each main and subcategory (all of which are bigger than in the screen shot provided below).

Advertisers choose to bid only or target and bid on the audiences. In-market audiences can also be used in combination with other audience targeting options like remarketing lists in Search and custom audiences.


Opinions expressed in this article are those of the guest author and not necessarily Search Engine Land. Staff authors are listed here.


New on Search Engine Land

    The latest jobs in search marketing

    3 content marketing strategies to support SEO success

    Google Analytics 4 guide for PPC

    SEO reporting to impress: How to successfully report your SEO process, efforts and result

    9 ways to become an SEO problem-solver

About The Author

Ginny Marvin
Ginny Marvin was Third Door Media’s former Editor-in-Chief (October 2018 to December 2020), running the day-to-day editorial operations across all publications and overseeing paid media coverage. Ginny Marvin wrote about paid digital advertising and analytics news and trends for Search Engine Land, Marketing Land and MarTech Today. With more than 15 years of marketing experience, Ginny has held both in-house and agency management positions. She can be found on Twitter as @ginnymarvin.

Related Topics

BingContentMicrosoft AdvertisingPPC

Get the daily newsletter search marketers rely on.

Processing...Please wait.

See terms.

ATTEND OUR EVENTS

The SMX Conference logo.

Learn actionable search marketing tactics that can help you drive more traffic, leads, and revenue.

March 8-9, 2022: Master Classes (virtual)

June 14-15, 2022: SMX Advanced (virtual)

November 15-16, 2022: SMX Next (virtual)

Learn More About Our SMX Events

The MarTech Conference logo.

Discover time-saving technologies and actionable tactics that can help you overcome crucial marketing challenges.

Start Discovering Now: Spring (virtual)

September 28-29, 2022: Fall (virtual)

Learn More About Our MarTech Events

Webinars

Benchmark Your Social Media Performance For a Competitive Edge

Take a Crawl, Walk, Run Approach to Multi-Channel ABM

Content Comes First: Transform Your Operations With DAM

See More Webinars

Intelligence Reports

Enterprise SEO Platforms: A Marketer’s Guide

Enterprise Identity Resolution Platforms

Email Marketing Platforms: A Marketer’s Guide

Enterprise Sales Enablement Platforms: A Marketer’s Guide

Enterprise Digital Experience Platforms: A Marketer’s Guide

Enterprise Call Analytics Platforms: A Marketer’s Guide

See More Intelligence Reports

White Papers

The State of Influencer Pricing

How to Measure Influencer Performance

Reputation Management For Healthcare Organizations

Unlock the App Marketing Potential of QR Codes

Realising the power of virtual events for demand generation

See More Whitepapers

Receive daily search news and analysis.

Processing...Please wait.

Topics

  • SEO
  • PPC

Our Events

  • Search Marketing Expo - SMX
  • MarTech

About

  • About Us
  • Contact
  • Privacy
  • Marketing Opportunities
  • Staff

Follow Us

  • Facebook
  • Twitter
  • LinkedIn
  • Newsletters
  • RSS
  • Youtube

© 2022 Third Door Media, Inc. All rights reserved.