Can advertisers use audience targeting to improve view-through conversion rates on Bing Ads?

Yes, audience targeting can significantly improve view-through conversion rates on Bing Ads by helping advertisers reach the right people with tailored messaging that resonates with them, even if they don't click on the ad immediately. By strategically utilizing audience targeting, advertisers can increase the likelihood that viewers will remember their brand and return to convert later.

Here's how audience targeting can help improve view-through conversion rates on Bing Ads:

1. Remarketing
Targeting Previous Visitors: Remarketing allows advertisers to show ads to users who have previously visited their website or interacted with their brand but did not convert. These users are already familiar with the brand, making them more likely to remember it later and complete a conversion through a view-through conversion.

Custom Audiences: By creating custom audiences based on specific user behaviors (e.g., users who viewed a product but didn't purchase), advertisers can target people with highly relevant messaging. This increased relevance can boost the chances of the user remembering the brand and converting later on.

2. In-Market Audiences
Targeting Active Shoppers: Bing Ads allows advertisers to target in-market audiences—people who are actively searching or browsing products in specific categories. This targeting method helps advertisers reach users who are already considering making a purchase or engaging with a particular type of service, increasing the chances that they will recall the ad and convert later.

3. Demographic Targeting
Age, Gender, and Income Segmentation: By targeting specific demographic groups based on age, gender, or income level, advertisers can tailor their ad creatives to appeal to the specific characteristics or interests of that audience. Personalized messaging can increase engagement and enhance brand recall, leading to more view-through conversions.

Location-Based Targeting: Tailoring ads for users based on their location allows advertisers to reach people who may have a higher likelihood of converting due to proximity or local relevance. This helps improve the relevancy of the ad and increases the chances of a view-through conversion.

4. Affinity Audiences
Targeting Interests and Lifestyles: Bing Ads offers the ability to target affinity audiences, which are groups of people who share certain interests, passions, or lifestyle choices. By creating ads that align with the interests of these specific groups, advertisers can improve the effectiveness of their campaigns and increase the chances that the users will remember their brand and convert later.

5. Device Targeting
Targeting Specific Devices: Advertisers can target users based on the device they're using (desktop, tablet, mobile). Optimizing ads for different devices and tailoring the creative to suit each device's form factor ensures that the message is presented effectively, increasing brand recall and the likelihood of view-through conversions.

6. Contextual Targeting
Targeting Based on Search Queries: Bing Ads allows advertisers to target users based on contextual relevance—for example, showing ads for a particular product or service when users search for related topics. This approach increases the relevance of the ad, making it more likely that viewers will remember the brand and convert through a view-through conversion.

7. Advanced Segmentation (Audience Segments & Custom Intent)
Custom Intent Audiences: By using custom intent audiences, advertisers can target users who have shown interest in specific topics or products similar to what they are offering. For example, if someone has searched for products similar to yours but hasn't yet purchased, targeting them with relevant ad creatives can help keep your brand top of mind and increase the chances of a view-through conversion later.

Audience Segments Based on Action: Bing Ads also allows advertisers to create audience segments based on the actions people take on their site or app. These segments can be used to retarget specific user behaviors, increasing the chances that these users will return and convert after seeing the ad.

8. Exclusion Targeting
Excluding Unqualified Users: By excluding certain audiences—such as users who have already converted or those unlikely to be interested—advertisers can refine their campaigns and focus on users who are more likely to view and remember the ad. This reduces wasted impressions and enhances the chances of view-through conversions by focusing on relevant audiences.

9. Lookalike Audiences
Targeting Similar Users: Advertisers can use lookalike audiences to target new users who share characteristics with their best-performing customers. These users are more likely to engage with the ad, and even if they don't click immediately, they might recall the brand and convert later via view-through conversions.

10. Segmentation Based on User Journey Stage
Top-of-Funnel Targeting: For users in the early stages of the buying cycle, showing ads that focus on brand awareness, product introduction, and value propositions can build interest and recall. Even if users don't click on the ad right away, the exposure helps build familiarity, making them more likely to convert later.

Middle or Bottom-of-Funnel Targeting: Users closer to conversion (those who have shown more intent through searches or interactions) are more likely to convert through view-through actions. Ads targeted at these users can focus on more direct CTAs or promotional offers, which can increase conversion rates.

Conclusion
By using audience targeting effectively on Bing Ads, advertisers can significantly improve their view-through conversion rates. Tailoring ad creatives to specific audiences—whether through remarketing, in-market audiences, demographics, or interests—ensures that the ad resonates with the viewers and enhances brand recall. These factors increase the chances that users will return to the brand at a later time, even if they don't click the ad immediately, ultimately improving the effectiveness of the campaign.