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Significant Improvements to Location Targeting and Ad Scheduling in Bing Ads

As an advertiser, it's important that your ads are shown to the right audience, in the right place, at the right time. Given that targeting controls help you do exactly that, it’s not surprising that targeting improvements are top-of-mind for most advertisers.

Over the last year, we have had an active dialogue with you, our Bing Ads customers, on the importance of having accurate, flexible and fine-grained targeting controls that help turn your conceived campaigns into reality. We have been listening, and have built a comprehensive set of targeting improvements that address your essential needs, with a particular emphasis on location targeting.

These improvements include...

1. Ad Scheduling in 15 minute increments

The wait is over! You can now target any day of the week and time window combination down to 15 minute increments, with the ability to set bid adjustments for these groupings. What’s more, your existing day/time targets, if any, are now seamlessly mapped into the new model.

New ad scheduling options

2. Zip Code Targeting and Exclusion

Located under Location Settings, you can now target and exclude at the zip code level (currently US only) via the web interface, Bing Ads Editor or the API. With this change, we have also increased the number of location targets per campaign and ad group to 10,000. Go ahead and give it a test!

3. Radius Targeting Improvements

When it comes to targeting local audiences, accuracy and flexibility crucial, which makes radius targeting an attractive option. To improve accuracy, flexibility and the overall customer experience, radius targeting offers the ability to target a more precise geographical area. Specifically, you can target down to one mile or one kilometer, and can also combine a location target (e.g. city or zip codes) with a radius target in the same campaign or ad group. More details on these improvements can be found in our July blog post.

4. New Geo Location Report

We recently launched a new Geo Location Report, which provides an intuitive view of locations where impressions occurred. In conjunction with the old Geo Location Report, this helps you determine whether to expand your targeting to reach the interested audience OR narrow it down. Check out our blog post from May for more details on how to use this report.

New Geo Location Report with Location Type

 5. User Experience Improvements for Location Targeting

Improved map control in the web interface visually outlines the area your campaign and ad group is targeting or excluding, helping you to quickly validate the targeted region for the campaign.

It’s especially important to have a clear view into targeting settings when dealing with a large number of campaigns. To streamline this experience, we redesigned the targeting experience in Bing Ads Editor so that all of your settings are visible at a glance in the new Targeting tab.

Read more about this and other targeting user interface improvements in our Bing Ads Editor blog post.

New Targeting tab in Bing Ads Editor

6. Intent Only Targeting

We have added an advanced location targeting option which allows you to target campaigns or ad groups based on a user’s location intent (such as location in the query) versus a user’s physical location. For example, if you are a hotel owner in Dallas, you can select this option to serve your ads only to users searching for Dallas hotels, but not physically located in Dallas.

7. Enriched City level Targeting

In addition to the U.S., UK and France, we will soon be adding more city level locations in several countries that will allow the ability to target your audience at a more granular level. This will be rolled out in waves, so stay tuned for further updates.

A reminder to API users: these location targeting improvements are available through LocationTarget2 object, and 15 minute ad scheduling is available through DayTimeTarget object of V9 API. For more information on what this update means for you, please review this post on MSDN.

A Comprehensive Approach

In addition to these user-facing updates, there are also several improvements in the Bing Ads platform to improve location targeting. Most notably, we have made significant improvements in accurately detecting searcher’s location through various location signals. This will you help reach your target audience with greater precision.

These updates to our targeting feature set are not designed in isolation, but rather in a comprehensive and all-inclusive manner after listening to which improvements matter most to you. We certainly hope these updates will help you to be more productive in Bing Ads and in achieving your business goals.

We will continue to listen, so please keep the feedback coming on the Feature Suggestion Forum, Twitter, or any other avenues most convenient to you.

-Piyush Naik

Program Manager, Bing Ads