Bing Ads now has the option to limit the audiences when determining an advertising campaign. Now instead of throwing out the advertisement campaign in the hopes that it will hit the intended target, it is far easier to exclude the irrelevant audiences to make the campaigns function efficiently.
Though many advertising campaigns would benefit from broad use and this may not be immediately obvious in its use, Bing gives some useful examples to understand why this is a very powerful tool.
One example is for companies looking to transform their free users into paid users. There is no reason, with this goal, to have the ads active for current paid users or those still early in their free trial, so it will be easy to get to the people that should make the most use of the ad.
Another useful example they provide is if you have a campaign to pick up those users who have items in their shopping cart but have not completed the purchase. Since you already know this audience has at least a passing intention to buy, it is more than worth targeting them in an advertising campaign. However, those who have nothing in their cart would gain nothing from this, and now you can tailor it to exactly the right people.
Considering the fact that Bing Ads is showing remarkable success with conversion rates in remarketing campaigns, it is clear their tools are leading the way into a more convenient, adaptable market.
The tools are also very simple to use. To add an exclusion, all you do is the same steps as when you are creating targeting associations.
- Click through to either Create Association (audience tab) or Associate with Remarketing lists (ad groups tab).
- Pick your ad group in the drop down menu and click Add Exclusions.
- Pick which groups you wish to exclude and save.
With these three easy steps it is possible to both add and exclude audiences without going through multiple stages to achieve the same end.
Another tip: exclusions can be converted into any other association type on the main table by editing it. This means that it is quick and simple to fix any mistakes or rethink your campaign’s main audience if this should occur.
This useful feature is easy to use and will enable users to truly make the most of their ad campaigns, and maybe even create new ones inspired by the options available.