Bing Ads to Roll Out New DMA Location Targeting

Anne Garcia - September 27, 2012

Last week we reported that Google AdWords updated its location targeting capabilities to include Nielsen DMA (Designated Market Areas) regions to more precisely match TV-based audience data and campaigns. Bing Ads has announced that they are planning to migrate from metro areas to DMA regions as well, and the migration will be complete by the end of October.

Bing Ads says that all advertisers that are using metro areas for its location targeting settings will automatically be migrated to DMA targeting. The network advises advertisers to create a list of metro areas that they are currently targeting and map out corresponding DMA regions. Bing Ads has an available list of DMAs for advertisers to gauge whether there will be an increase or decrease in traffic.

Advertisers have been recommended to closely monitor traffic within the next several weeks to identify if there has been an increase or decrease in clicks. Advertisers may have to adjust campaign budgets accordingly to accommodate for additional traffic. On the other hand, if advertisers are noticing a decrease in clicks, they can target additional DMA regions or cities to stabilize traffic.

Bing Ads has been updating its advertising platform to mirror that of Google AdWords and has made it simpler for advertisers to use its network.