Predictive targeting

Predictive targeting helps you easily find new audiences that you may not have considered targeting, who are more likely to convert.

Predictive targeting helps you easily find new audiences that you may not have considered targeting, who are more likely to convert. We use a combination of your ad content, landing pages, and audience intelligence signals to help you reach the right potential customers at the right time to expand your audience reach.

Use predictive targeting with all audience targeting solutions

You can use predictive targeting on its own, or combine it with these targeting solutions to add additional signals about who you'd like to target.

  • Remarketing
  • In-market audiences
  • Customer match
  • Custom audiences
  • Dynamic remarketing
  • Similar audiences
  • Custom combination lists
  • Age and gender
  • LinkedIn profile targeting
Important

Predictive targeting does not apply to device targeting or location targeting settings.

Set up predictive targeting

Set up predictive targeting during ad group creation

Note

Predictive targeting will be switched on automatically in newly created ad groups. There is no change for existing ad groups.

  1. During step 1 of ad group creation, expand Targeting preferences (optional).
  2. Turn on the Use predictive targeting toggle.
  3. Select Save & go to next step.

Change the setting of existing ad groups

  1. From the collapsible menu on the left, select All campaigns > Ad groups > Ad groups.
  2. Select the ad group you want to edit.
  3. Select Settings.
  4. Expand Predictive targeting.
  5. Turn on or turn off the Use predictive targeting toggle.
  6. Select Save.

Frequently asked questions

What signals are used to determine who my ad is served to?expando image

We will use your landing page and ad content to determine who to serve your ads to. Combined with our AI and audience intelligence signals, this enables us to serve your ads to people who are more likely to convert. Our audience signals let us find the best potential customers for your business and ad campaign.

Do I need UET to use predictive targeting?expando image

UET is not required, but it is recommended and can help to improve performance.

Can I use predictive targeting with my other audiences? (i.e., remarketing, similar audiences, in-Market audiences, etc.)expando image

Yes. Predictive targeting works both with other audiences and as a standalone feature. We highly recommend using predictive targeting alongside your other audiences to help expand your reach and drive better performance.

I've already been running a run of network campaign—how does predictive targeting affect this?expando image

Predictive targeting campaigns will now be the default targeting feature on run of network campaigns (campaigns with no audience targeting applied). It will not be possible to run a campaign without targeting. You must either have audience targeting or use predictive targeting. Predictive targeting will use improved signals to drive the best performance for your campaigns.

Can I add audience exclusions when using predictive targeting?—how does predictive targeting affect this?expando image

Yes, you can add audience exclusions in conjunction with predictive targeting.

Is there reporting available to show who my ads were served to and on which sites?expando image

There is currently no reporting available for predictive targeting. This will be available in a future release. Currently, performance of predictive targeting can only be measured when not combined with other audience types.

What kind of performance can I expect from using predictive targeting?expando image

You can expect performance similar to or better than what you currently see from campaigns targeting in-market audiences.

Can I use predictive targeting for all campaign types?expando image

Predictive targeting is currently available for image-based and feed-based campaigns on the Microsoft Audience Network. Video campaigns and search campaigns are not supported at this time.

I have bid-boosts on high performing audiences already. Will these be prioritized over predictive targeting?expando image

Predictive targeting prioritization will be tied to bidding goals and will be independent of these bid-boosts. We recommend you provide a bid level for predictive targeting-only campaigns that considers your usual manual bid-boosts.

Can I use automated bidding with predictive targeting?expando image

Yes, you can use auto bidding in combination with predictive targeting—this is a best practice. Currently, "Enhanced CPC" is the only automated bidding strategy available on the Microsoft Audience Network.

Can I turn off predictive targeting?expando image

Predictive targeting will be switched on by default in new ad groups, but you can turn it off in ad group settings if targeting is selected. There is no change to existing ad groups. If your campaign does not have any other targeting, you will not be able to turn off predictive targeting.

Why would I use predictive targeting instead of in-market audiences?expando image

Predictive targeting can be used on top of your existing in-market audiences or as a standalone targeting mechanism. In-market audiences are interest-based audiences built by Microsoft Advertising for purchase intent (i.e., someone interested in traveling). Predictive targeting will identify the most relevant potential customers that match your business needs, based on all the information we have.

Will predictive targeting work with customer match?expando image

Yes. Predictive targeting will work with customer match.

Is this like similar audiences?expando image

Predictive targeting can be used for reach expansion like similar audiences. However, unlike similar audiences, it is a standalone feature that will eventually be the recommended setting for most advertisers and can be used with any targeting type.

Will predictive targeting work with feed-based campaigns and dynamic remarketing lists? expando image

Yes. Predictive targeting will work with feed-based campaigns and dynamic remarketing lists.

I currently use a tool provider. Will predictive targeting have any impact?expando image

Predictive targeting will not have API impact at pilot. API functionality will be available in a future release.

Is this targeting option available on other advertising platforms?expando image

Yes. Predictive targeting is available on other advertising platforms. Google calls this optimized targeting.

If predictive targeting is already used for in-market audiences, what is the real impact of this feature?expando image

In some cases, the technology behind predictive targeting is already used for in-market audience targeting to help serve ads to the right potential customers. With the rollout of this feature, it gives you control of where predictive targeting is applied and also allows for it to be used in combination with our full suite of audience targeting solutions.

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