Audience targeting

Connect with the customers that matter the most to you with Microsoft Advertising audience targeting tools. Drive stronger engagement and improve your return on investment by driving highly personalized engagements with the right users, at the right time.

Benefits of audience targeting

Two people in a modern office, one on a brown armchair with a laptop, and the other on an orange bench, facing each other.

Drive better efficiencies

Improve the return on investment from your advertising efforts.

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Find your ideal customers

Get your brand in front of the right audiences.

A person with crossed arms stands in front of a desk with various items and a green lamp, next to a window and a yellow sofa.

Increase customer lifetime value

Turn once off engagements into repeat purchases and increased customer loyalty.

Two people in a furniture store, one holding a tablet and interacting with the other who is gesturing towards products on display.

Audience targeting helps to improve performance

Using any type of audience targeting results in a 50% higher conversion rate on average.¹

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In-market audiences

In-market audiences are curated lists of customers who have shown purchase intent signals within a particular category, powered by Microsoft audience intelligence signals, including searches and clicks on Bing and page views on Microsoft services

A person with curly hair, wearing a patterned shirt, working on a laptop at a wooden table.

LinkedIn profile targeting:

Unique to Microsoft Advertising, you can target potential customers based on their LinkedIn profile information. Find the audience you’re looking for based on their LinkedIn profile information, including company, industry or job function

Two people seated at a wooden table, one using a laptop. Indoor plants and modern furniture suggest a casual work environment.

Similar audiences

Connect with additional users who are similar to your current customers. You define audience segments using your Remarketing lists and we find new customers who are similar to those, giving you an increased pool of potential customers, who are more likely to convert.

Two people laughing while playing ping pong indoors. One person is holding a paddle. A third person is seated in the background.

Predictive targeting

Predictive targeting for Audience ads helps you easily find new audiences that you may not have considered targeting—who are more likely to convert. We use a combination of your ad content, landing pages, and audience intelligence signals to help you reach the right potential customers at the right time to expand your audience reach.

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Remarketing

When people look for products and services online, they rarely convert on their first visit. That’s where remarketing comes in. Remarketing lets you improve your return on investment by optimizing your campaigns for people who have visited your website before—make sure you have Universal Event Tracking (UET) tags in place before you use remarketing.

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Auto-generated remarketing lists

Don’t have time to build your own remarketing lists? Autogenerated remarketing lists make it easy and fast to get started with remarketing. Leverage all visitors, all converters or smart remarketing lists to re-engage with people who have visited your site previously.

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Impression-based remarketing

A solution to reach and engage audiences across the entire marketing funnel—from awareness to conversion.  Reach people who saw your ad, and did not make it to your site. This approach ensures that ads seen across different channels—search, native, display, video, and CTV—are connected and relevant at every stage of the funnel. Advertisers can use sequential messaging to tell a cohesive brand story, increasing performance with high-value audiences.

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Dynamic remarketing

Dynamic Remarketing helps you target users and display more-relevant Product Ads. With this feature, you can target users based on specific product IDs they’ve interacted with to show users ads with those same product IDs.

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Customer match

With customer match, you can use the email addresses your customers have shared with you to reengage with them across the Microsoft Advertising Network. Use your customer match lists to grow brand awareness, increase conversions by reengaging with them, or tailor messaging to upsell or cross-sell other products and services.

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Custom audiences

A custom audience is a type of remarketing list that is generated by using your own customer data to create richer user segments. Through your data management platform (DMP), you can segment your customer data however you see fit. Segment customers by purchase history, lifetime value, tenure, subscriber type, time since last purchase, or customer referrals.

Combined lists

With combined lists, you combine existing audience lists to create a new one. Combine lists using AND, OR, and NOT conditions to reach just the right set of customers.

Get started with audience targeting today

Use audience targeting to improve conversions, sell more products, expand your reach, and find new customers today.

[1] Microsoft internal data, global, search, September 2022. Comparison with campaigns with no audience targeting applied.