As we head into the holiday season with companies increasingly shifting to digital marketing, reaching the right customers will become more critical than ever before. Microsoft Advertising is pleased to announce the release of three audience targeting features: Dynamic Remarketing lists and In-market Audiences in France & Germany for search campaigns, and LinkedIn Profile targeting for both search and audience campaigns.
Dynamic Remarketing helps advertisers reach customers based on products they’ve browsed, considered, or already purchased. When combined with shopping campaigns, they allow advertisers to target audiences with the specific products they’ve interacted with, helping to boost performance and increase conversions. The lists are also kept current — within minutes of a customer purchasing a product, the customer is removed from the Dynamic Remarketing list to avoid showing the same ad.
LinkedIn Profile targeting is a unique and easy way for advertisers to target highly relevant audiences based on the user’s job function, industry, and company. Whether you’re a furniture store looking to target the work from home crowd or an equipment supplier looking to sell parts, LinkedIn Profile targeting can help you achieve your advertising goals with its coverage of 100+ industries and 80,000 companies. With this release, LinkedIn Profile targeting is now available for search and audience campaigns for the following markets: US, CA, UK, AU, FR, and DE.
In-market Audiences are now available for French and German markets. This release includes 100+ French and 200+ German audiences designed to maximise conversions across verticals such as Apparel, Auto, Financial Services, Home & Garden, Travel and many more. To find the full list of audiences, download this spreadsheet. Getting started is easy with the guidance on the Help page.
How can you use this data as an advertiser and make it actionable?
Let’s say that you’re a furniture retailer who’s scaling up to meet the increased demands of people who are newly working from home. As large furniture purchases may take significant time and often involve thorough research, it can be critical to stay in the customer’s decision set. Through Dynamic Remarketing, you can take your existing shopping campaigns in Microsoft Advertising and target customers who have made specific interactions with your products, such as shopping cart abandoners. When associated with your shopping campaigns, your Dynamic Remarketing lists will automatically keep track of customers who have interacted with your product pages and allow you to target them with your product or search ads.
Perhaps you’re turning your business focus towards computer desks that meet industry standards while sized to fit in a larger variety of spaces — such as guest and living rooms for those without dedicated offices at home.
Through LinkedIn Profile targeting, you can additionally bid boost your campaign against specific industries or job functions that require office furniture. This specialised targeting is only available through Microsoft Advertising, and can give your campaign the additional visibility it needs to make an impact with these high-value customers.
In-market Audiences enable you to rapidly expand your audience with high-quality customers who have shown purchase intent in products directly (or indirectly) mapping to your offering. In Home & Garden alone, there are over 80 potential audiences across markets, including “/Home & Garden/Home Furnishings/Home Office/Desks”. But retailers may also find success expanding to the “/Home & Garden/Home Furnishings/Home Office” audience and other related In-market Audiences in the Home & Garden vertical.
Getting started with Dynamic Remarketing
Before creating Dynamic Remarketing lists, you’ll want to make sure that you have an active UET tag implemented on your website, as well as a product catalog set up with Microsoft Merchant Center. Once both of these requirements are met, you can navigate to the Audiences page in the Shared Library and create an audience.
The Create audience window.
There are five types of Dynamic Remarketing lists that are supported today:
- General visitors: Promote your products to people who visited your product pages.
- Product searchers: Promote your products to people who have searched for the product.
- Product viewers: Promote your products to people who have viewed those products.
- Shopping cart abandoners: Promote your products to people who added those products to their cart.
- Past buyers: Promote your products to people who have previously purchased those products.
Once your Dynamic Remarketing list is created, you’ll want to update your UET tag to include the custom events necessary for tracking your audience — for example, if you’re targeting shopping cart abandoners, you’ll need to update your UET tag to include events for your cart and for product purchases.
Getting started with LinkedIn Profile targeting
Before creating a campaign or ad group, it's important to decide on the dimensions you'd like to target (company, job function and industry) and the segments within those dimensions (i.e., Microsoft, marketing, consumer goods).
Once you have a sense for the type of companies or jobs you would like to target, navigate to the Settings tab of your existing campaign or ad group. Then select Edit target categories to add LinkedIn Profile targets to your campaigns or ad groups. LinkedIn Profile targeting is also available on the Demographics tab. For more information, please refer to the Help page.
LinkedIn Profile targeting interface windows.
Getting started with In-Market Audiences
To get started with In-Market Audiences, it is important to understand the categories that best represent your business & business goals. Choosing the In-market Audiences categories that best align to the category of products and/or services that you offer is key to get the right set of customers. This in turn helps you focus your marketing budgets on people who are likely to drive maximum value for your business.
Once you have identified the In-Market Audience categories that are right for you, go to the Audiences tab in the Campaign page, click on Create association.
The Audiences tab on the All Campaigns page, with the Create association button on the lower left.
Then select the Campaign or Ad-group you want to associate and select In-market audiences from the available targeting types in the drop down.
Find the In-market Audiences you want to associate, select the targeting setting, and Save:
Use Audience Segmentation to view and compare the In-market Audiences performance lift of each audience against a common baseline of non-targeted users.
Let us know your thoughts
To learn more about these capabilities, please visit our Help pages for Dynamic Remarketing lists, LinkedIn Profile targeting, and In-market Audiences. If you have any questions or comments, you can connect with us via our feedback forum or on Twitter.
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