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Tag: campaigns

  • Bing Ads Offers Better Targeting Options

    Bing Ads Offers Better Targeting Options

    The search engine network Bing from Microsoft is bringing in a host of updates in order to help digital marketers to better target their customers with location based targeting. It is also giving you more options in terms of ad scheduling. All this will help marketers to customize their ad campaigns based on their exacting business needs.

    You can advertise to your prospective customers based on their specific geographical location. This kind of hyper-local targeting is most common on mobile devices. Today more and more people are surfing the Internet via mobile devices and this helps to make geo-targeting that much more efficient because of GPS enabling. But there is more to geo-targeting from Bing than meets the eye. Bing allows you to serve a user depending on the location intent of the user as well. If you are selling realty in Los Angeles and a person from New York City is interested in your LA properties then that person will also see your ads even though he is physically in NYC.

    You can even exclude users in a certain geographical area depending on your needs. If you are running a retail chain and you don’t have a store in a certain location then you can exclude that area or if a certain region offers very low conversion rates then you can disable your ads for that location. You can choose the days of the week and the time of the day (in increments of fifteen minutes) during which you want your ads to be served.

    All this is good news to digital marketers who can now better control their ad spends and deliver very narrow targeted campaigns. You can get a detailed report about the location of your users and the impressions that you receive. This can then be mapped back to the device from where it originated for better understanding of user requirements. You can choose the devices on which your ads need to be served like mobile, tablet or PC and even chose the specific OS. You can target an ad group within an ad campaign separately thus overriding the inherited targeting from the ad campaign. All this goes to add that much more punch to your online advertising. Updates like these from Bing will be immensely beneficial to digital marketers going forward.

    So how do you think these new features from Bing will help your ad targeting?

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  • Facebook to Launch New Campaign Structure

    Facebook will unveil a new campaign structure on March 4, one that will help marketers, regardless of their size, in organizing, optimizing and measuring ads.

    In the new campaign structure, Facebook has added another level, ad sets, to its existing campaign structure of two levels: ads and campaigns.

    Facebooks new ad campaign structure

    Campaigns answer each advertising objective. They are designed to help marketers optimize and measure results for each objective across ad sets and ads.

    Each marketing campaign can feature multiple ad sets, with each having its own budget and schedule. You will also be able to organize each ad set to stand for specific audience segments like, people who stay close to your business. This audience segmentation for each ad set will help you control spends on each audience group, decide when they will see your ads and measure their responses. Facebook’s ad delivery system will optimize delivery for the best performing ad in an ad set.

    You can accommodate multiple ads in each ad set, where each ad can feature different content – images, videos, text or links. You can also control the creative, targeting and bidding at the ad level. So, you can ensure that each ad within an ad set is reaching the right audience with their designated images, text, links and video.

    For example, if you are a local magazine, you may have different campaign objectives, like:

    • Increasing the number of yearly subscriptions
    • Driving readership through contests
    • Broadening your overall reach

    You would have designed separate campaigns to achieve each objective. Different objectives like the above mean you would want to target different audience groups for each. You can now create ad sets targeting separate audience groups for each objective. You may want to target current weekly or monthly subscribers to take up yearly subscriptions with ads highlighting special offers for the same; you might look to target new subscribers to read more through contests based on your magazine’s content and target people who haven’t subscribed yet through promotional ads about your magazine.

    The new campaign structure can help you achieve all this.

    This update will be available worldwide across all ad interfaces including the Ads Create Tool, Ads Manager and Power Editor along with third-party ad interfaces built by Preferred Marketing Developers.

    All existing ad campaigns will be migrated to the new structure automatically once the update is rolled out to your account. You will also have access to historical data pertaining to any of your existing campaigns and ads later since the rollout will not have any impact on the performance, spends or delivery of your existing ads.

    For more information on the new campaign structure and how you can prepare yourselves, check out the Facebook Help Centre.

    Image Source: Facebook for Business