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.
For details about managing your targets, see the following sections.
For information about related programming elements, see Campaign Management Service Reference.
The target types in the following sections are available.
You may use the AgeTarget object to define a list of one or more age ranges to target your ads.
You may use the DayTarget object to define a list of one or more days to target your ads.
Device OS Target
You may use the DeviceOSTarget object to define a list of one or more devices and operating systems to target your ads.
You may use the GenderTarget object to define a list of one or both genders to target your ads.
You may use the HourTarget object to define a list of one or more hour ranges to target your ads.
You may use the LocationTarget object to define a list of one or more locations to target your ads.
The LocationTarget object can include one or more of the following granular targets.
To exclude a target set the IsExcluded element to true within any of the previous target bids. The default is false.
Set HasPhysicalIntent to false if you want to show ads to people in, searching for, or viewing pages about your targeted location. For example if the LocationTarget is set to New York and HasPhysicalIntent is false, then someone physically located in Seattle searching for New York Theater will see the ad.
Set HasPhysicalIntent to true if you only want to show ads to people in your targeted location. For example if the LocationTarget is set to New York and HasPhysicalIntent is true, then someone physically located in Seattle searching for New York Theater will not see the ad.
To create a target that you can associate with an ad group or campaign, complete the following steps.
Create an instance of the object that represents the desired target and assign it to the appropriate element of the Target object. For example, to target users of specific ages, create an instance of the AgeTarget object, specify the target age ranges and incremental bid percentages in the Bids element, and then set the Target.Age element to the AgeTarget object.
To add the Target object to your target library, call the AddTargetsToLibrary operation. Preserve the target identifier that AddTargetsToLibrary returns.
To associate the target with a campaign, call the SetTargetToCampaign operation, passing the campaign identifier and the target identifier.
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.
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 GetTargetsByIds operation. This operation takes an array of target identifiers and returns the full set of information about the specified targets.
To get the targets that are associated with one or more ad groups, use the GetTargetsByAdGroupIds operation. Similarly, use the GetTargetsByCampaignIds operation to get the targets that are associated with one or more campaigns.
To update one or more targets, call the UpdateTargetsInLibrary operation. Because the update operation performs a complete overwrite of the existing target, you typically call the GetTargetsByIds operation to get the target, modify the target as appropriate, and then call UpdateTargetsInLibrary.
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 day and hour target types and you create a target object and specify only the hour target type with the updated hours, the target will contain only the hour target type after the update.
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.
Some target types, such as day and hour, provide a flag that you can set that determines whether the ad can be displayed to the user even if the condition is not met. For example, the day target type includes the TargetAllDays flag and the hour target type includes the TargetAllHours flag. If the flag is set and the condition is not met, the ad can be displayed and the bid will not be increased by the specified incremental bid percentage.
If you specify more than one target type, the ad will be displayed only if all conditions are met, except for targets that contain age and gender target types. The age and gender target types will not prevent ads from displaying to users who do not match the target condition. For example, if you create a target that targets males, your ads serve to males and females. The bid is adjusted by the specified bid percentage only if the user is male. If you create a target that targets males in a specific location, hour of the day, or day of the week, the ad is served only if the location, hour, or day, target condition is met.
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
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)
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.
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%.