What are my options for audiences?

What are my options for audiences?

Learn about what audiences are available and on which network their ads are shown.

Audiences are groups of potential customers that you can target. Microsoft Advertising offers several different types of audiences you can use to get your ads in front of the right people.

Audience type What is it? Where does it show ads? Is UET required?
Search network Microsoft Audience Network*
Remarketing lists

Remarketing lists let you target your ads to people who have visited or interacted with your website before.

Yes Yes Yes
In-market audiences

In-market audiences are curated lists of customers who have shown purchase intent signals within a particular category.

Yes Yes No
Custom audiences

Custom audiences are lists of customers that are generated using your own customer data.

Yes Yes No
Product audiences

Product audiences are lists of customers who have interacted with specific product IDs in your Microsoft Merchant Center catalog feed.

(Through Microsoft Shopping Campaigns)
Yes Yes
Similar audiences

Similar audiences are lists of customers whom Microsoft Advertising has determined show similar attributes to the people on your existing remarketing lists.

Yes Yes

*Not everyone has this feature yet. Learn more about the Microsoft Audience Network.


For more information on UET, take a look at What is UET and how can it help me?

What are the limits on audiences?

Case Limits
Total number of audiences For each audience type, you can have up to 1000 audiences at an account level and up to 5000 audiences at a manager account level, with one exception:
  • There is no account-level limit on custom audiences, only the 5000 audiences limit at the manager account level.
Total number of associations 20,000,000 associations (including both targeting and exclusion associations) per account, with one exception:
  • Only 1000 in-market audience exclusions allowed per account.
Associations that can be created in bulk Refer to limits in bulk upload.
Associations that can be viewed, edited, or deleted by Microsoft Advertising Refer to limits in bulk upload.

What if a customer is in more than one audience? Am I charged for multiple bid adjustments?

No, you will only be charged once.

A customer could either be:

  • In multiple audiences within the same audience type (for example, remarketing list A and remarketing list B), or
  • In multiple audiences across different audience types (for example, remarketing list A and in-market audience C).

When this happens, only the audience with the highest bid adjustment is attributed. Bid adjustments are not combined, and you are only charged once. If the bid adjustments are the same for all applicable audiences, one audience is chosen for attribution by the system and you are charged once.

Can I use a "Target and bid" setting for one audience list and a "Bid only" setting for another audience list in the same ad group or campaign?

No, you can only select one targeting setting per ad group or campaign that will apply to all your audience lists in that ad group or campaign (either "Target and bid" or "Bid only"). It isn't possible to use different targeting settings in the same ad group or campaign for remarketing lists, in-market audiences, and custom audiences. Whichever setting you've selected most recently ("Target and bid" or "Bid only") overrides any previous settings.

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