Remember Bing? Although the SEM industry still runs through Google, Microsoft isn’t sitting on its laurels. And just this summer, Bing Ads launched two important audience targeting features that let marketers connect with buyer-intent consumers.
These features are in-market audiences and custom audiences. In-market audiences let marketers target people who appear likely to be on the verge of making purchases — more on that in a bit. Custom audiences, on the other hand, work similar to Google’s remarketing feature, letting marketers target people who’ve already visited their websites.
In marketing, knowing your customer is only half the battle. In fact, the hard part is figuring out how to reach your intended audiences. Bing Ads, Google and Facebook already offered expansive interest and demographic targeting, but the inclusion of intent makes the game that much easier. Now, in addition to writing buyer-oriented ads that click through to sales pages, marketers can tighten the funnel even further by closing in on those most likely to make purchases.
Let’s go over these new features of Bing Ads and what you should know to get the most benefit.
Bing for In-Market Audiences
Grabbing consumers’ attention when they’re ready to purchase is huge. Imagine you’re at a shopping mall with no intention to buy anything specific. Sure, you might not leave empty handed, but you’re far more likely to take your time window shopping. Now, imagine you’re at the mall with the goal of buying a new pair of running shoes. You probably know which stores to visit, and you might even have a specific shoe in mind. More likely than not, you’ll leave with a new pair of shoes.
That’s the power of buyer intent. And when marketers 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 in-market audiences in a nutshell. Bing Ads is now offering 14 different in-market audiences to marketers in the United States. The audience categories are quite broad; four categories are dedicated to finance, three focus on travel and two focus on automobiles. Others include things like “apparel/clothing” and “hobbies & leisure/toys & games.” However, Bing says that more in-market audience segments are on the way.