Bing has introduced 'Audience Segmentation' reporting. The feature aims to give advertisers a more detailed insights into how their search audiences are performing.
This feature is an addition to the existing Segmentation feature that helps advertisers in getting deeper insights into their audience data by Audience Category or Audience Name.
Putting data into one place, the feature allows advertisers to see how their ad groups are performing with Remarketing in Paid Search, In-market Audiences or Custom audiences - and compared them to non-targeted users.
Here, the option is available on 6 tabs: Account Summary, Campaigns, Ad Groups, Ads, Keywords and Ad Extensions.
Among other abilities, advertisers can use them to dig further down into their insights.
The goal of the Audience Segmentation reporting, is help advertisers in making changes to their audience bid modifiers, in ways faster than before.
This is because the feature allows advertisers to review their audience performance in a single view.
Bing Ads recommends advertisers to set a +15 percent bid modifier on remarketing audiences and +20 percent for in-market audiences. This is based on its own internal analysis after comparing the performance of those audiences to non-target audiences.
Audience Segmentation historical data is available from January 5, 2018. For more data, advertisers can access them through the existing the existing audience reports from the Reports menu option.
According to Bing, this feature has been highly requested. When introduced, it surfaces data in a format that isn’t available in AdWords or Facebook Ads. This feature is rolling out to all users globally.