Optimize for audience targeting

Optimize your ad group or campaign by setting a different bid amount, customizing ads, and broadening keywords.

Once you have created an audience and associated it with ad groups or campaigns, you can set a different bid amount to target it. You can also create new campaigns to show specific ads or define broad match keywords for this audience.

Set a specific bid amount expando image

You can increase or decrease the bid amount, or bid boost, for the specific audiences. For example, you could increase your bids for shopping cart abandoners and reduce your bids for people that already made purchased your products.

From the main menu on the left, select All campaigns and then Audiences.
Select the name of the audience you want to edit.
Select Edit and then Change bid adjustment.
Select Increase by or Decrease by and enter the amount in percent.
You can increase the bid up to 900% and decrease by 90%.

Notes

Microsoft Advertising won't apply any bid boosts until the associated audience has at least 300 users.
Bid adjustments don't apply to an excluded audience association.

Customize ads to your specific audience expando image

You can create a new campaign and then create ad text and display URLs that catch the attention of the people in your audience. For example, you could show a special offer to users that visited specific product pages to encourage them to convert.

From the main menu on the left, select All campaigns > Campaigns.
Select Create and complete the workflow.
From the collapsible menu on the left, select All campaigns > Ads & extensions > Ads.
Select Create and enter an ad that uses words that are of interest to your audience.
For example, you can create an ad that says "40% off Colombian blend."
Add final URL to a specific page on your website.
For example, link to the Colombian blend webpage.
From the main menu, select All campaigns and then Audiences.
Select Create association and select the campaign and/or ad group where you created your ads.
Select the campaign and/or ad group where you created your ads.
Select the audience you want to target.
Select Target and bid.
From the main menu, select All campaigns and then Audiences.
Select the audience, select Edit and then Change bid adjustment.
Select Increase by or Decrease by and enter the appropriate percentage.

Expand keywords for a specific audience expando image

You can create a new campaign and then add broad match or brand name keywords that you usually do not bid on to target people in your audience.

From the main menu on the left, select All campaigns and then Campaigns.
Select Create campaign and complete the workflow.
From the main menu, select All campaigns and then Keywords.
Select Add keywords and enter keywords that are of interest to your audience and then set the Type to Broad.
From the main menu, select All campaigns and then Audiences.
Select Create association.
Select the campaign and/or ad group where you created your keywords.
Select the audience you want to target.
Select Target and bid.
From the main menu, select All campaigns and then Audiences.
Select the audience, select Edit and then Change bid adjustment.
Select Increase by or Decrease by and enter the appropriate percentage.