It’s a targeting method that uses AI to create audiences lists out of users who have shown interest in particular product categories.
Targeting in-market audiences can assist advertisers with people who are most inclined to buy.
“Let’s say you’re a car entertainment supplier looking for potential customers ready to buy new car audio systems. Bing Ads finds audience segments who have recently shown interest in this category via search and online activity for car audio systems or related products. You can simply associate the “Car Audio” audience segment with one or more ad groups at once, to instantly reach them knowing they are ready to buy.”
Advertisers can also utilize in-market audiences to create exclusions, which uses the same technology to curate lists of people who should not see particular ads.
Exclusions help ensure advertisers are not paying to show ads to people who are most likely not interested in buying.
The recent update to Bing Ads Editor allows advertisers to create, modify, and delete in-market audience associations in bulk.
Bing offers the following recommendations when it comes to in-market audiences:
- Choose the In-market Audiences categories that best align to your business goal.
- Associate the In-market Audiences to existing top-performing ad groups as “bid only” with 20% bid adjustment and monitor for 2 weeks.
- Use Remarketing, Custom Audiences, and In-market Audiences together to help you get the largest reach and impact.
- Make sure all existing audiences associated with the ad group can be used as “bid only” before you change the targeting setting (“bid only” or “target and bid”).
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