Bing Ads has launched two important audience targeting features that let marketers connect with buyer-intent customers.
One feature is the in-market audience.
The other feature is for custom audiences.
Bing’s in-market audiences let marketers target prospects who appear likely to be on the verge of making a purchase.
Its custom audiences feature, on the other hand, works similar to Google’s remarketing feature, allowing marketers to target people who have already visited their website.
While Google, Facebook and Bing Ads offer expansive interest and demographic targeting, the inclusion of “intent” makes capturing your target audience that much easier.
Imagine, for a moment, that you’re at the local shopping mall.
Your goal is to buy a pair of athletic shoes. You probably know which stores to visit, and might even know the specific brand of shoe you want.
More than likely, you’ll leave with a pair of shoes.
That’s the power of buyer intent.
When a marketer can connect with consumers in that crucial moment, they’re much more likely to close the deal – or in digital marketing, to get conversions.
That’s what the in-market audience feature can do.
Bing Ads is offering 14 different in-market audiences to marketers in the U.S.
The audiences are broad – four deal with finance, three with travel, two focus on cars. Others include clothing, hobbies and toys.
Watch for more in-market audiences to become available.
It’s not just Bing Ads that has in-market audience. Google and Facebook have them, too.
In fact, they have far more in-market segmenting options.
Google features in-market audiences for Search Network campaigns. Before it was only available with Display Network ads.
Google uses a form of artificial intelligence to analyze trillions of search queries and activity across millions of websites to help figure out when people are close to buying, plus figure out what ads will be more relevant and interesting to them.
With Bing’s custom audiences, marketers can use their own analytics data to target groups of consumers who have already visited their websites.
Custom audiences can boost your ROI.
The one downside to Bing’s custom audiences is that it can only pull data from Adobe Audience Manager.
It means marketers with clients who don’t use a Customer Relationship Management (CRM) system are out of luck.
Need help in adding an in-market audience feature to your next marketing campaign? I can help. Write me at caleb@cdmginc.com or call me at 310-212-5727.

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