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Managing Targets

You may target your ads to display to users of a certain age group, display on certain days of the week, or display to users in a particular geographical area. Targets are stored in a library and are tied to your customer identifier. You may associate the target with one or more ad groups or campaigns. An ad group or campaign can be associated with only one target.

You may specify your minimum target requirements at the campaign level and then use ad group targeting to narrow or refine your targeting requirements. For example, you can specify country targeting at the campaign level and device targeting at the ad group level. If the country target is set to U.S. and the device target is set to computers, then the ads will display to users in the U.S. that use computers.

If you specify the same target types at the ad group and campaign level, the ad group-level targets will override the campaign-level targets. For example, if the campaign location target is the U.S. and the ad group location target is California, the ads will display only to users in California. Or, if the campaign targets Mondays and Wednesdays and the ad group targets Tuesdays and Thursdays, the ads will display only on Tuesdays and Thursdays.

When a target type is not specified at the ad group level, that type is effectively inherited from the campaign if it exists in the campaign. For example if you had a campaign hour target from 11am - 3pm and an ad group day target on Monday, the effective ad group delivery time is Monday, 11am - 3pm.

For details about managing your targets, see the following sections.

For code examples that show how to associate targets with a campaign and ad group, see C# | Java | PHP.

System_CLiX_note Note

For information about related programming elements, see Campaign Management Service Reference.

Target Types

Bing Ads Version 9 supports both Target and Target2 objects. You should use Target2. The Target2 object includes the DayTimeTarget and LocationTarget2 objects, which are not included in the legacy Target object.

System_CLiX_note Note

Currently Target2 is only available for pilot participants.

The sub targets in the following sections are available within the Target2 object.

Age Target

Use the AgeTarget object to define a list of one or more age ranges to target your ads.

DayTime Target

Use the DayTimeTarget object to define a list of one or more days to target your ads.

System_CLiX_note Note

If your ad group uses either the DayTarget or HourTarget (not both types), and then you set a DayTimeTarget for the campaign, the Bing Ads system adds the missing DayTarget or HourTarget to the ad group.

Remember that when a target type is not specified at the ad group level, that type is effectively inherited from the campaign if it exists in the campaign. For example if you had a campaign hour target from 11am - 3pm and an ad group day target on Monday, the effective ad group delivery time is Monday, 11am - 3pm. If you then changed the campaign target to a day and time range from 1pm - 1:15pm on Tuesday, Bing Ads helps preserve your original effective delivery range of Monday, 11am - 3pm by adding an hour target of 11am - 3pm to the ad group target.

If you had previously set up your legacy Target object with separate Day and Hour elements, you can get the Target2 object version and it will include the equivalent DayTimeTargetBid objects. For example if you had set the target's DayTargetBid to Monday and its HourTargetBid to ThreeAMToSevenAM, this DayTimeTarget will include seven DayTimeTargetBid objects (one for each day of the week) with FromHour set to 3; FromMinute set to 0; ToHour set to 7; ToMinute set to 0.

The bid adjustment of the DayTimeTargetBid would be set to the multiplied union of the DayTargetBid and HourTargetBid. For example if the Day bid adjustment is 10 and the Hour bid adjustment is 10, the multiplied percentage bid adjustment is 21. For more information about multiplicative bid adjustments, see Bid Adjustments.

Once you or another application set the DayTime element of this Target2 object, then the Day and Hour elements of the legacy Target object will be nil when retrieved. Any subsequent Day and Hour element updates via UpdateTargetsInLibrary will be accepted and overwrite a previously specified DayTime setting.

DeviceOS Target

Use the DeviceOSTarget object to define a list of one or more devices and operating systems to target your ads.

System_CLiX_important Important

Starting in September 2014, when specifying the array of devices to target in the DeviceOSTarget object, both Computers and Tablets must always be specified together. Whenever you specify a DeviceOSTargetBid where the DeviceName is Computers, you must also have a DeviceOSTargetBid with the DeviceName set to Tablets. This allows you to specify the bid adjustments you’d like to make for tablets which will now range from -20% to 300%. Bid adjustments for computers will be migrated to zero (0) and you will no longer be allowed to set a non-zero bid adjustment for computers.

The following table illustrates the results of all conditions that will be in effect beginning in September 2014.

Bids[0].DeviceName

Bids[1].DeviceName

Bids[2].DeviceName

Result

Default. Target all devices.

Computers

Error

Tablets

Error

Computers

Tablets

Target both Desktop computers and tablets.

Smartphones

Target mobile smart phones only.

Computers

Smartphones

Error

Tablets

Smartphones

Error

Computers

Tablets

Smartphones

Target all devices, which is the same as the default unless non-zero bid adjustments are specified.

For the above error scenarios beginning in September 2014, if an invalid combination is specified then the API will return error 2922, CampaignServiceInvalidDeviceTarget. For cases where the bid adjustment is invalid, then the API will return the following error instead, 2934 CampaignServiceInvalidDeviceTargetBidAdjustment.

Gender Target

Use the GenderTarget object to define a list of one or both genders to target your ads.

Location Target

Use the LocationTarget2 object to define a list of one or more locations to target your ads. This object includes the PostalCodeTarget and RadiusTarget2 objects, which are not included in the original LocationTarget object.

The LocationTarget2 object can include one or more of the following granular targets.

System_CLiX_note Note

To exclude a target set the IsExcluded element to true within any of the previous target bids except RadiusTargetBid2. The default value is False.

Set IntentOption to PeopleInOrSearchingForOrViewingPages if you want to show ads to people in, searching for, or viewing pages about your targeted location. For example if the LocationTarget2 includes New York and IntentOption is PeopleInOrSearchingForOrViewingPages, then someone physically located in Seattle searching for New York Theater will see the ad.

Set IntentOption to PeopleIn if you only want to show ads to people in your targeted location. For example if the LocationTarget2 is set to New York and IntentOption is PeopleIn, then someone physically located in Seattle searching for New York Theater will not see the ad.

System_CLiX_important Important

Regardless of which value you or another application sets the IntentOption element of this LocationTarget2 object, the HasPhysicalIntent element of the legacy LocationTarget object will be false when retrieved.

Default Target Settings

For campaigns and ad groups created using the Bing Ads API, there is no associated target defined by default. For example if you call GetTargetsByCampaignIds2, the response would include a nil target as follows.

<Targets xmlns:i="http://www.w3.org/2001/XMLSchema-instance">
  <Target2 i:nil="true"/>
</Targets>

This is the effective equivalent of targeting all ages, days, devices, genders, hours, and locations worldwide.

As a best practice you should consider at minimum adding a location target corresponding to the customer market country. For example, by default in the Bing Ads web application, All locations worldwide is not the default setting. If your Customer market country is set to US, then by default when creating a new campaign in the Bing Ads web application your campaign will target the United States within Selected cities, metro areas, states/provinces, and countries/regions. When getting targets the service will return the corresponding LocationTarget2 as follows.

<Targets xmlns:i="http://www.w3.org/2001/XMLSchema-instance">
   <Target2>
     <Age i:nil="true"/>
     <DayTime i:nil="true"/>
     <DeviceOS i:nil="true"/>
     <ForwardCompatibilityMap xmlns:a="http://schemas.datacontract.org/2004/07/System.Collections.Generic"/>
     <Gender i:nil="true"/>
     <Id>TargetIdGoesHere</Id>
     <IsLibraryTarget>true</IsLibraryTarget>
     <Location>
        <CityTarget i:nil="true"/>
        <CountryTarget>
          <Bids>
           <CountryTargetBid>
              <BidAdjustment>0</BidAdjustment>
              <CountryAndRegion>US</CountryAndRegion>
              <IsExcluded>false</IsExcluded>
           </CountryTargetBid>
        </Bids>
        </CountryTarget>
        <IntentOption>PeopleInOrSearchingForOrViewingPages</IntentOption>
        <MetroAreaTarget i:nil="true"/>
        <PostalCodeTarget i:nil="true"/>
        <RadiusTarget i:nil="true"/>
        <StateTarget i:nil="true"/>
     </Location>
     <Name>targetgroup1</Name>
  </Target2>
</Targets>

Adding Targets

To create a target that you can associate with an ad group or campaign, complete the following steps.

  1. Create an instance of the object that represents the desired target and assign it to the appropriate element of the Target2 object. For example to target users in a specific country, create an instance of the CountryTarget object within the LocationTarget2 and assign it to the target's Location element. Specify the target country and bid adjustment percentage by creating an instance of the CountryTargetBid object, and then assign it to the Bids element of the CountryTarget.

  2. To add the Target object to your target library, call the AddTargetsToLibrary2 operation. Preserve the target identifier that AddTargetsToLibrary2 returns.

  3. To associate the target with a campaign, call the SetTargetToCampaign operation, passing the campaign identifier and the target identifier.

  4. To associate the target with an ad group, call the SetTargetToAdGroup operation, passing the ad group identifier and the target identifier.

An ad group and campaign can be associated with only one target. If you try to associate more than one target with an ad group or campaign, the SetTargetToAdGroup and SetTargetToCampaign operations will throw an exception.

Getting Targets

You can get information about the targets that are in your library by using the GetTargetsInfoFromLibrary operation. This operation returns an array of TargetInfo objects for all targets in your library. The TargetInfo object contains only basic information, such as the identifier of the target.

To obtain more detailed information about one or more targets, use the GetTargetsByIds2 operation. This operation takes an array of target identifiers and returns the full set of information about the specified targets.

System_CLiX_note Note

To get the DMA® location targeting codes, you should specify the LocationTargetVersion element as 2 or Latest when calling GetTargetsByIds2. To download an XML document that contains the DMA® location targeting codes, click here, and then right-click on DMAGeoLocations and select Download.

To get the targets that are associated with one or more ad groups, use the GetTargetsByAdGroupIds2 operation. Similarly, use the GetTargetsByCampaignIds2 operation to get the targets that are associated with one or more campaigns.

Updating Targets

To update one or more targets, call the UpdateTargetsInLibrary2 operation. Because the update operation performs a complete overwrite of the existing target, you typically call the GetTargetsByIds2 operation to get the target, modify the target as appropriate, and then call UpdateTargetsInLibrary2.

System_CLiX_important Important

Partial update is not supported for targets. Any optional elements which are not sent with the update request will in effect be deleted from the target. For example, if the target contains the DayTime and Location target types and you create a Target2 object and specify only the DayTime target type with the updated day and time, the target will contain only the DayTime target type after the update.

Deleting Targets

To remove the target association for an ad group, call the DeleteTargetFromAdGroup operation. To remove the target association for a campaign, call the DeleteTargetFromCampaign operation. These operations remove only the association between the entity and the target. The target is still retained in the library even if there is no association.

To remove a target from your library, call the DeleteTargetsFromLibrary operation.

Bid Adjustments

The ad group or keyword bid is used as the default or base bid. When you define a target, you can choose to adjust the base bid by a specified percentage. For example, if your business sells pet supplies on the Internet, and you also have a storefront in Seattle, you can set your base bid for the "pet supplies" keyword to $1, and create a location target for your campaign that adjusts the bid by 50% for users in the Seattle metropolitan area. If a user in Los Angeles searches for "pet supplies", your bid for that keyword will be the base bid of $1.00. If a user in Seattle searches for "pet supplies", your bid is adjusted by 50% to $1.50.

Additive Bid Adjustments

System_CLiX_important Important

Bing Ads has transitioned from additive bid adjustments to multiplicative bid adjustments.

Multiplicative Bid Adjustments

The base bid is adjusted by multipliers of the bid adjustment percentage values that you specify for each target type that applies to the search user. For example, say you specify a day target for Saturday with a 20% bid adjustment, and a Seattle metropolitan area target with a 30% bid adjustment. If the user resides in Seattle and searches on a Saturday, the service increases the base bid by 56%. The example is calculated as follows.

1.00 (base bid default) * 1.20 (day bid adjustment) * 1.30 (location bid adjustment) = 1.56 (56 percent adjustment)

System_CLiX_note Note

After calculation, bid adjustments are rounded to two decimals of precision. For example, 1.1749 is rounded to 1.17 (17%), or 1.175 is rounded to 1.18 (18%).

Target Bid Adjustments

To adjust the bid for a target, set the corresponding BidAdjustment element in the following target bid objects.

System_CLiX_note Note

Multiple bid adjustments across location targets are not combined. If you specify geographically-related combinations of country/region, state/province, metropolitan area, or city targets, the bid adjustment of the most refined target would apply.

For example, if the search user is located in Redmond and country is set to US with a 10% bid adjustment, state is set to US-WA with a 20% bid adjustment, metro area is set to Seattle-Tacoma, WA, WA US with a 30% bid adjustment, and city is set to Redmond, Seattle-Tacoma, WA WA US with a 40% bid adjustment, then the bid would be adjusted by 40%. If the user is located elsewhere within the Seattle-Tacoma metropolitan area, for example in Bellevue, the bid would be increased by 30%.

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