The Bing Ads targeting feature can help maximise your ad's exposure to customers who are likely to be interested in your products or services. Ads that display for customers in specific areas at opportune times are more effective. For example, you might want to target a mobile customer within a one-mile radius of your restaurant at midday when they would be looking for a place to eat.

After reading this training, you will understand how to:

  • configure targeting in Bing Ads
  • set incremental bids for targeted customers

General targeting concepts

You can set targeting options at the campaign level or at the ad group level. The targeting options that you set at the campaign level apply to all ads in the campaign. However, you can override campaign targeting with different target settings at the ad group level.

You can target ads according to the following, although effectiveness can vary:

  • geographic location
  • day of the week
  • time of day
  • gender and age
  • device
  • previous website visitors (remarketing)

Once you’ve set up your targets, you can further improve ad performance with incremental bids: small bid changes to your base keyword bid. If your ad displays poorly on a website, an incremental bid can significantly improve that ad’s position. Think of incremental bids as an opportunity to bid more competitively against target areas that are most relevant to your business, or more likely to generate a conversion – for example, a user searching on a tablet over the weekend within a 10-kilometre radius of your businesses location.

For all targeting options, except device, you have the flexibility to display your ads only to targeted customers. Another strategy is to display your ads to all customers, and to apply incremental bids to highly relevant target customers.

Targeting exceptions

There are some exceptions and important details that you should be aware of when using Bing Ads targeting options.

  • Location: Bing Ads serve only within the area of your targeted location.
    • Bing Ads offers different granularity of targeting based on country specifications such as counties, cities, postcodes, etc.
    • Target customers by specifying a location via postcode or radius up to one mile or one kilometre increments. You can even include customers located elsewhere that may be enquiring about a location with the targeting specifications.
  • Time of day: Bing Ads displays ads according to users’ local time zones. You can pinpoint the scheduling of your ads to 15-minute increments throughout the day and adjust your bids based on peak or low traffic volumes.
  • Gender and age: You can target customers by age and gender so that your ads are displayed more competitively to people you think will be more interested in them.
  • Device: By default, your search ads are displayed to all customers who use browsers on smartphones, tablets, laptops and desktop computers. Incremental bids can be applied to both tablets and smartphones.

Setting up targets in your campaign

Campaign-level targeting features include Locations, Advanced location options and Advanced targeting options.


Where to set up location targeting

Expanding Locations, by selecting Edit, reveals two options:

Increase your ad's chances of appearing in certain geogrpahical areas by bid adjusting using an increase in percentage of your original bid 

  • All available countries/regions: Select to display your ad everywhere.
  • Selected cities, metropolitan areas, counties/provinces and countries/regions: Select to search or browse for locations. Browse opens a general list of cities. If you need to target a smaller city or area, use Search. When Search finds your city, select it and click the Target link. The location will populate the dialogue above with the option to remove it.
  • Advanced search will allow you to include or exclude specific postcodes or set a targeting radius.
  • Radius Targeting: Select this when you want to target potential customers who live within a one- to 500-mile or one- to 800-kilometre radius of a business, delivery area or sales location.

Area and radius targeting

  • With Advanced Location Options, you can set the ad to serve when a searcher is physically in the target location or when a person is searching that specific area but located elsewhere.

Pay attention to searcher's intent with this setting and what the goal of your ad is

Selecting additional targeting options for your campaign is simple. The next screenshot shows an expanded view of the Advanced targeting options. You can target Days, Times, Gender or Devices by just selecting a box.


Here is where you can increase your ad’s chances for appearing on a tablet or mobile by using the bid adjustment option

Incremental bidding allows you to increase your bid amount for your targeted ads. This means that your campaign keyword bids apply until a targeted ad is triggered.

For example, if a search query from within the targeted location matches your keyword, you would want your ad to be prominently displayed for that query. To get a higher rank, you would set an incremental bid because it functions like an auction bid. It allows your ad to “outbid” other ads and attain a higher rank. When setting an incremental bid amount, it’s important to remember that the amount is added to your base keyword bid when triggered.

Ad group targeting

If you’d like to target an ad group differently than an ad campaign, you can drill down and set ad group targeting that overrides your campaign targeting.

On the Ad group settings page, select the Edit link and deselect the checkbox titled “Use my campaign setting”. Once deselected, you can set up unique targeting criteria for that ad group.


Targeting and incremental bids help you increase the effectiveness of your ads. By setting certain criteria, you can improve the odds that your target customers will see your ads and make a conversion.

Remember these key points when considering targeting options:

  • Target your ads by geographical location, day of the week, time of day, gender and age and device.
  • Add optional incremental bids for your most important, targeted customers.

Thank you for reading this training on Bing Ads targeting. Continue your training or take the Bing Ads Accredited Professional exam to become accredited.

Please note that features mentioned in this training may not be available in your market.