Ad distribution settings

Use ad distribution to select where you want your ads to show. You can choose to have your ads shown on the entire Microsoft Search Network or its subsets.
Note

Not everyone has this feature yet. If you don't, don't worry—it's coming soon!

Use the ad distribution settings to select where you want your ads to show. You can choose to show your ads on the entire Microsoft Advertising Network or its subsets. Based on the option you choose, Microsoft AI will optimize your campaign so that your ads get the best performance and conversions.

Ad distribution options

You can choose to show your ads on the following:

  • The entire Microsoft Advertising Network (recommended). This option includes:
    • Microsoft sites (Microsoft Bing, MSN, and Outlook.com).
    • Select partner traffic with ad performance and conversion rates similar to Microsoft Bing's, such as traffic from Yahoo.com. Learn more about Microsoft Bing Network traffic.

      Note: Because these sites are reported in aggregate, you cannot see individual reports for each domain.
    • Additional partner traffic (including Microsoft Bing and Yahoo search partners, such as Ask.com, Forbes, and others) for extended reach and lower cost per click. Learn more about Microsoft Bing Network traffic.
    Note: We recommend this option because it can extend your ad reach, drive conversions, and provide a lower cost per click. You can also see which syndicated partners extend your campaign's reach by running your Website URL (publisher) report (available on the Reports page). You can then use the Exclusions feature to exclude specific sites that you don't want your ads to run on. To learn more, see How to prevent your ads from showing to certain people.
  • Microsoft sites and select traffic. This option includes:
    • Microsoft sites (Bing, MSN, and Outlook.com).
    • Select partner traffic with ad performance and conversion rates similar to Microsoft Bing's, such as traffic from Yahoo.com. Learn more about Microsoft Bing Network traffic.

      Note: Because these sites are reported in aggregate, you cannot see individual reports for each domain.

Note

All options include search and audience ads. Ads on the search network may also be displayed in Bing Smart Search results.

Note

When you run the publisher performance report, you'll see websites based on these ad distribution rules. To learn how ad language and location targeting affects who sees your ads, see How does ad language and location targeting affect who can see my ads?

How to set ad distribution

Although you set ad distribution when you create a new campaign, it's an ad group-level setting. Here's how to adjust your ad distribution settings:

  1. From the collapsible menu on the left, select All campaigns > Ad groups > Ad groups.
  2. In the table, select the ad group you want to edit.
  3. From the page menu, select Settings.
  4. Under Advanced ad group settings, in the Other settings section, select Ad distribution.
  5. Choose whether to show your ads on The entire Microsoft Advertising Network or Microsoft sites and select partner traffic.
  6. Select Save.
Note

To see how to exclude websites that aren't giving you the results you want, see How to prevent your ads from showing to certain people.

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