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Enhancing Location Targeting with Search Query Location Intent

When it comes to selling your products or services, the location of your audience is likely a key consideration. After all, you only want to target users that can (or want to) take advantage of your offerings.

It’s not surprising then, that many advertisers consider Location Targeting the centerpiece of every campaign and ad group in Bing Ads.

Today, we are happy to introduce an enhancement to Location Targeting that will help you reach the most relevant searchers based on not only their physical location, but the locations in which they express interest in their search queries.

One reason search advertising is so effective is that the searcher is clearly expressing his/her intent in a particular business that you, as an advertiser can target (e.g., “Hardware stores”). Often times though, searchers also mention a location where they are looking for that business. (e.g., Hardware stores in Redmond, Washington). This location intent is very valuable as it helps you target users even if they are not physically located within the targeted area. For example, you as a hardware shop owner in Redmond may want to reach not only the users located in Redmond, but even those outside Redmond that are looking for your business in Redmond.

Starting now, you can reach users who may be searching for your business at a certain location even if they are physically not present there. Under the Advanced Location Options, you can choose the following option:

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Using the above settings in your campaign will target users who are physically located in Redmond, as well as those who expressed intent about Redmond even if they were located elsewhere.

Of course, not all businesses want to target users physically located outside their target area. For example, a strawberry farm owner in California might want to advertise a U-pick event to local residents only. They are not looking to sell strawberries outside, to a user in, say, Oregon, who may be looking to buy a box of California strawberries; Oregonians should not see their ad. They can achieve this by selecting the second option “Show ads to people in your targeted location”

Note that this targeting enhancement builds upon the existing capability which allowed you to target users worldwide based on the websites they are visiting. If you had already opted into that option, you will automatically start receiving traffic based on location intent in a user’s search query. If you would like to limit your traffic to the targeted location only, just select “Show ads to people in your targeted location.” In light of this new offering, we recommend that you review your Advanced Location options settings to make sure you are targeting just the right audience.

To help you see where your search traffic is coming from, we are also enhancing the Geographical Location Reportunder Targeting. This will help you understand where your target audience is located when they are matched based on the search query location. In the coming days, you will find new query location fields available in the report that will help you slice your traffic by query location, by physical location, or both.

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This enhancement is effective in the US market today and will be available in the rest of the supported markets within next few days. We look forward to your comments, questions and suggestions!