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

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.

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 writes 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.