Improving Your Geographic Targeting Tactics On Bing

Paul Corkery

Bing Ads Program Manager

@c0rk

Contents

Targeting on Bing Ads

Geo-Targeting

Determining Location

NEXT LEVEL Tactics

| @c0rk

Targeting Available on Bing Ads

Mobile

PC

OS

Tablet

Medium Network Location DeviceTime / Demo

Time of Day

Day of Week

Age*

Gender*

OS

Bing Ads now supports the ‘enhanced’ multiplicative bidding

model to ensure compatibility for Google Import… but…

EXPLICIT TARGETING REMAINS FOR MOST DIMENSIONS

* Incremental Bidding ONLY for Demo-Targeting| @c0rk

| @c0rk

Geo-Targeting in Bing Ads

Country/State/City/Metro/etc.

Nielsen DMA®

Include/Exclude

Radius Targeting

ZipCode

Business Locations

Advanced Location

Location Intent (Default)

Targeted Area Only

Advanced Location

Location Intent (Default)

Targeted Area Only

Geo-Modified Queries- “24 Hour Plumbers Seattle”

- “Philadelphia Late-Night Food”

- “Best Ice Cream 98117”

Capture searchers who have

‘signals’ of intent to do business

in your targeted location

Publisher Signals- US searcher searching on Bing.co.uk

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Geo-Targeting in Bing Ads

Time of Day

Targeting

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Leverage Local ExtensionsFourth Coffee – Seattle

www.FourthCoffee.com

Visit any of our downtown locations

for friendly service & Velvet Foam!

Fourth Coffee – Seattle

www.FourthCoffee.com

Visit any of our downtown locations for friendly service & Velvet Foam!

123 Fourth Ave, Seattle (555) 123-4567 Directions

321 Second Ave, Seattle (555) 321-7654 Directions

CTR

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Signals for Determining Searcher Location

Reverse IP

Search Query

GPS (Mobile)

Profile Data

Country

State

County

City

Neighborhood

* Not to Scale; For illustration purposes ONLY

Reverse IP & Implications for Opt-IN/OUT Geo-Targeting

Washington State

We want to reach customers

in Seattle…

| @c0rk

Washington State

Reverse IP & Implications for Opt-IN/OUT Geo-Targeting

OPT-IN – Target Seattle

US

Washington

King

Your ads ONLY participate in auctions

where the searcher is coming from a

KNOWN Seattle IP Address

Seattle

| @c0rk

* Not to Scale; For illustration

purposes ONLY

Washington State

Reverse IP & Implications for Opt-IN/OUT Targeting

OPT-OUT – Target WA +

Exclude All Areas Except Seattle US

Washington

King

Seattle

In addition to ‘known’ Seattle searchers, your ad is now eligible

to be shown to searchers who are known to be in WA State, but

also known NOT to be in the excluded areas.

| @c0rk

* Not to Scale; For illustration

purposes ONLY

NEXT LEVEL Geo-Targeting Considerations + Tactics

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Feb. 28th

Micro-events: Bonuses in Seattle

$296M

$42M Feb. 27th

Sept. 15th$100Ms

Selling luxury widgets?

Consider the sudden influx of

disposable income in specific

regions and how you might

budget/bid differently to reach

these consumers.

NEXT LEVEL Geo-Targeting Considerations + Tactics

Public Data: Top Domestic Routes from Seattle

Rank City Passengers Carriers

1 San Francisco, CA 772,000 Alaska, United, Virgin America

2 Denver, CO 757,000 Alaska, Frontier, Southwest, United

3 Los Angeles, CA 739,000 Alaska, Delta, United, Virgin America

4 Anchorage, AK 706,000 Alaska, Delta, JetBlue, United

5 Chicago, IL (O'Hare) 625,000 Alaska, American, United

6 Phoenix, AZ 625,000 Alaska, Southwest, US Airways

7 Las Vegas, NV 554,000 Alaska, Delta, Southwest

8 Dallas/Fort Worth, TX 511,000 Alaska, American

9 Minneapolis/St. Paul, MN 511,000 Alaska, Delta, Sun Country

10 Portland, OR 490,000 Alaska, United

| @c0rk

Looking for Tourists?

If you’re operating a mostly

tourist driven business in San

Francisco, you might choose to

budget Washington-Seattle

differently.

| @c0rk

Use of Pop vs. Soda

NEXT LEVEL Geo-Targeting Considerations + Tactics

0% 10% 20% 30% 40% 50%

Pop

Soda

Coke

Other

United States

Beyond Geo-Modified Ads

Regional vernacular might determine how well

your ad copy connects with your target customer.