Microsoft is reportedly working very hard to attract advertisers to the Bing Ads platform. It is noticeable that they have been giving out a range of new updates continuously this year..
Now, Microsoft is announcing the new set features which will surely increase the no. of advertisers on their platform. These new features are specially for the companies and marketing agencies in the digital advertising spectrum.
The two main announcements are:
- In-Market Audiences
- Custom Audiences
These two features are already available with the current Google AdWords users.
In-Market Audiences categorize users on the basis of purchase intent. The process of categorizing is by a algorithm. If the algorithm finds that a user in the market is for purchasing something then the user will be in this category. This will allow the advertisers to target the users in this category to display the products they are currently searching for.
These users will be categorized from various services from Microsoft like: MSN, Bing, OneDrive, etc.
Advertisers will be able to adjust their bids and manage targeting options for In-Market Audiences on search ads. It is similar to how re-marketing currently operates.
This feature is available as a Test Pilot in US only.
In-Market Audiences use Microsoft’s data to target their users whereas in Custom Audiences, advertisers need to leverage their own data to target their users. Through integration with a data platform manager (DPM), advertisers can easily bring their Custom Audience segments into Bing Ads for search remarketing.
The DPM available for Bing Ads is Adobe Audience Manager.
Custom Audience is available globally.
To become a advertiser in either of these audiences, you need to contact Bing Ads account manager to have your account accordingly.
To know more about these new features, visit Microsoft’s Announcement Post.
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Source: ON MSFT