About in-market audiences

Learn how to use in-market audiences to increase conversions and improve bids and targeting.

Note

Learn more about where in-market audiences are available.

In-market audiences are curated lists of customers who have shown purchase intent signals within a particular category, including searches and clicks on Bing and page views on Microsoft services. Microsoft Advertising supplies the curated list of potential customers, unlike remarketing in paid search, where the advertiser creates the list. You can target and modify bids for these audiences by associating in-market audience lists to ad groups, similar to what you do with remarketing lists. Use in-market audiences with remarketing to reach even more potential customers. Remarketing focuses on customers who have previously interacted with your website, while in-market audiences helps to acquire new customers and grow your remarketing lists.

You can target and modify bids for these audiences by associating in-market audience lists to ad groups, similar to what you do with remarketing lists. If multiple audiences (for example, remarketing list and in-market audience) are associated with the same ad group and a user qualifies to be part of those multiple audiences, the audience with the highest bid will be applied.

Businesses large and small can benefit from using in-market audiences. If you have customers who are represented in one of the in-market audiences, you should use this feature to reach more potential customers. For example, an auto business should associate ad groups to the "Vehicles/Motor Vehicles/Cars & Trucks" in-market audience.

In-market audiences work with all campaign and ad types, including Dynamic Search ads and Microsoft Shopping campaigns. (While in-market audiences are not specifically optimized for Microsoft Shopping campaigns, you can associate in-market audiences to Shopping campaigns’ ad groups and monitor their performance.) Also, in-market audiences can be associated to ad groups for desktop, tablet, and mobile devices. We recommend you run one campaign with no audience targeting and run the same campaign with in-market audiences associated. This will help you understand how audience targeting can help to optimize your campaign performance.

Why use in-market audiences?

Increase conversions. Reach curated audiences that are more likely to convert in your category.

Improve bids and targeting. Set up your ad group to be exclusive to an audience with an in-market audience or available to everyone, but with a bid adjustment for your targeted audience.You can use enhanced CPC (auto-bidding) with in-market audiences.

Simple set-up. In-market audiences are simple to set up and don’t require UET tags.

How do I select in-market audiences?

In the tree view from the left pane, go to Keywords and targeting>Audiences.
In the data view, click Add Audience Association.
Select the ad groups you want to associate with the in-market audience.
Select the In-market tab.
Select the in-market audience you want to associate with the ad groups.
Select OK.

How do I manage existing in-market audiences?

In the tree view from the left pane, go to Keywords and targeting> Audiences.
Select the existing audience associations you want to edit from the grid.
In the Edit the selected In-market Associations pane, you can pause, delete, exclude, or change the bid adjustment.

How do I exclude audiences?

In the tree view from the left pane, select Keywords and targeting>Negative Audiences.
In the data view, select Add Negative Audience Association.
Select the ad groups you want to exclude from the in-market audience.
Select the In-market audience tab and the audiences you want to exclude.
Select OK.

How do I manage existing negative audience associations?

In the tree view from the left pane, select Negative keywords and targeting> Negative Audiences.
In the Edit the selected Negative Audience Associations pane, you can pause, delete, exclude, or change the bid adjustment.

What are the scale limitations?

Number of associations	Limits
Number of associations	20,000,000 targeting associations per account 1,000 in-market exclusions per account
Number of associations that can be created in bulk	Refer to limits in bulk upload
Number of associations that can be viewed, edited, or deleted by Microsoft Advertising	Refer to limits in bulk upload

What is the ad delivery behavior when multiple audiences are associated with the same ad group?

If multiple audiences (for example, remarketing list and in-market audience) are associated with the same ad group and a user qualifies to be part of those multiple audiences, the audience with the highest bid will be applied.