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Optimize for audience targeting

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

We're redesigning Microsoft Advertising, so the steps to complete a task may be different based on the version you're using. Learn more about the redesign and which version you're using.

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 amountexpando 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.

  1. From the main menu on the left, click All campaigns and then Audiences.
  2. Select the name of the audience you want to edit.
  3. Click Edit and then Change bid adjustment.
  4. Select Increase by or Decrease by and enter the amount in percent.
    You can increase the bid up to 900% and decrease by 90%.
  1. On the Campaign page, click the Audiences tab.
  2. Select the name of the audience you want to edit.
  3. Click Edit and then Change bid adjustment.
  4. 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 audienceexpando 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.

  1. From the main menu on the left, click All campaigns and then Campaigns.
  2. Click Create campaign and complete the workflow.
  3. From the main menu, click All campaigns and then Ads.
  4. Click Create ad 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."
  5. Add final URL to a specific page on your website.
    For example, link to the Colombian blend webpage.
  6. From the main menu, click All campaigns and then Audiences.
  7. Click Create association and select the campaign and/or ad group where you created your ads.
  8. Select the campaign and/or ad group where you created your ads.
  9. Select the audience you want to target.
  10. Select Target and bid.
  11. From the main menu, click All campaigns and then Audiences.
  12. Select the audience, click Edit and then Change bid adjustment.
  13. Select Increase by or Decrease by and enter the appropriate percentage.
  1. On the Campaign page, on the Campaign tab, click Create campaign and then complete the workflow.
  2. On the Ads tab, click Create ad 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."
  3. Add final URL to a specific page on your website.
    For example, link to the Colombian blend webpage.
  4. On the Audiences tab, click Create association.
  5. Select the campaign and/or ad group where you created your ads.
  6. Select the audience you want to target.
  7. Select Target and bid.
  8. On the Campaign page, on the Audiences tab, select the audience, click Edit and then Change bid adjustment.
  9. Select Increase by or Decrease by and enter the appropriate percentage.
Expand keywords for a specific audienceexpando 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.

  1. From the main menu on the left, click All campaigns and then Campaigns.
  2. Click Create campaign and complete the workflow.
  3. From the main menu, click All campaigns and then Keywords.
  4. Click Add keywords and enter keywords that are of interest to your audience and then set the Type to Broad.
  5. From the main menu, click All campaigns and then Audiences.
  6. Click Create association.
  7. Select the campaign and/or ad group where you created your keywords.
  8. Select the audience you want to target.
  9. Select Target and bid.
  10. From the main menu, click All campaigns and then Audiences.
  11. Select the audience, click Edit and then Change bid adjustment.
  12. Select Increase by or Decrease by and enter the appropriate percentage.
  1. On the Campaign page, on the Campaign tab, click Create campaign and then complete the workflow.
  2. On the Keywords tab, click Add keywords and enter keywords that are of interest to your audience and then set the Type to Broad.
  3. On the Audiences tab, click Create association.
  4. Select the campaign and/or ad group where you created your keywords.
  5. Select the audience you want to target.
  6. Select Target and bid.
  7. On the Campaign page, on the Audiences tab, select the audience, click Edit and then Change bid adjustment.
  8. Select Increase by or Decrease by and enter the the appropriate percentage.

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