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Audience targeting


Connect to the customers that matter most to you with Microsoft Advertising audience targeting tools. See stronger engagement and returns by focusing your marketing on the customers most likely to convert.

Benefits of audience targeting

First-party data support

Use your own data to target customers ready to convert

Device targeting

Target customers on the device that works best for your business

Expertly curated lists

Expand your audience reach with lists curated by Microsoft Advertising

Combined lists

With combined lists, you combine existing audience lists to create a new one. Combine lists using AND, OR, and NOT conditions to reach just the right set of customers.

Compatible with Search ads and Display ads.

Custom audiences

A custom audience is a type of remarketing list that is generated by using your own customer data to create richer user segments. Through your data management platform (DMP), you can segment your customer data however you see fit.

Segment customers by purchase history, lifetime value, tenure, subscriber type, time since last purchase, or customer referrals.

Customer match

With customer match, you can use the email addresses your customers have shared with you to reengage with them across the Microsoft Advertising Network through both Search ads and Display ads.

Use your customer match lists to grow brand awareness, increase conversions by reengaging with them, or tailor messaging to upsell or cross-sell other products and services.

Dynamic remarketing lists

Dynamic remarketing lists pair customers with specific products based on what they have looked at, considered, or already purchased on your website.

Compatible with Search ads and Display ads.

In-market audiences

In-market audiences are curated lists of customers who have shown purchase intent signals within a particular category, including searches and clicks on Bing and page views on Microsoft services.

Microsoft Advertising supplies the curated list of potential customers, unlike remarketing in a paid search where the advertiser creates the list.

LinkedIn profile targeting

Microsoft Advertising is the only advertising platform—other than LinkedIn—that allows you to target potential customers based on their LinkedIn profile information.

LinkedIn profile targeting is available for search advertising campaigns, shopping campaigns, and display campaigns.

Predictive targeting

Predictive targeting helps you easily find new audiences that you may not have considered targeting—who are more likely to convert.

We use a combination of your ad content, landing pages, and audience intelligence signals to help you reach the right potential customers at the right time to expand your audience reach.


When people look for products and services online, they rarely convert on their first visit. That’s where remarketing comes in.

Remarketing lets you improve your return on investment by optimizing your campaigns for people who have visited your website before—make sure you have Universal Event Tracking (UET) tags in place before you use remarketing.

Similar audiences

Connect to more qualified customers with similar audiences, generated automatically by Microsoft Advertising based on your existing remarketing lists.

Similar audiences connect you with new customers who have similar behaviors and attributes to people you are already targeting.

Get started with audience targeting today


Use audience targeting to improve conversions, sell more products, expand your reach, and find new customers today.