In-Market Audiences on Microsoft

Microsoft owns LinkedIn. Microsoft owns Windows. Microsoft owns Bing. This "Trifecta" of data gives them In-Market audiences that Google can only dream of.

How it Works

• Google: Knows what you search for.
• Facebook: Knows what you like.
• Microsoft: Knows what you search for (Bing) + Who you are (LinkedIn) + What software you use (Windows).

Best Segments to Test

1. B2B Services: "Business Technology," "Advertising Services," "Financial Services."
2. Real Estate: "Residential Properties," "Moving Services."
3. Automotive: "Used Vehicles," "Auto Parts."

Strategy: Bid Only vs Target and Bid

• Bid Only (Observation): Add the audience to your Search Campaign with a 0% bid adjustment. See how they perform.
• Target and Bid: Create a separate campaign ONLY for "In-Market: Software." This allows you to write specific copy for them.

Summary

The "In-Market" signal on Bing is stronger than on Google because of the LinkedIn data integration. Layer it on top of your keywords today.