Bing Native Ads Allows Advertisers To Target Intent Beyond Search

Bing Native Ads is a new offering that allows advertisers to target user intent beyond search.

Bing primarily bases “user intent” on prior search queries and site actions, such as looking at products and clicking on ads. By combining this with native experiences, Bing Native Ads aims to offer advertisers “the ability to reach users in search-powered environments providing the most relevant and actionable experiences matching commercial intent of users,” wrote Raj Kapoor, senior director of mobile and local search at Bing Ads.

“Looking for ways to increase the volume, reach and conversions of your paid search advertising? Bing Native Ads helps you easily connect to a high-quality audience with a native ad experience targeted to user intent,” wrote the company on its product page. “Whether you’re brand building or aiming to increase consumers’ purchase intent, Bing Native Ads are an effective and scalable solution.”

Bing Native Ads is integrated with Bing Ads and it offers the same targeting and bid-boosting properties, including location, device, time, day and site remarketing. In addition to matching intent signals, the product leverages algorithms and comes with bid modifiers for advertisers.

“Bing Native Ads is a native offering optimized for search advertisers,” wrote Kapoor in his blog post. “Therefore, ease of use for search advertisers is a key aspect of the product design. Search advertisers focus their efforts on optimizing the relevance and ROI of their campaigns using search ad platform workflows, interfaces, and reporting. The management and controls for Bing Native Ads are fully integrated with standard Bing Ads workflows, and all the advertiser interfaces, reporting and conversion tracking available from Bing Ads platform are available for Bing Native Ads. This makes it very easy and effortless for search advertisers to take advantage of this native offering and expand their reach targeting user intent.”

At this point, Bing Native Ads is still in beta, and the company explains that it will be rolled out to all Bing Ads advertisers later this year. For now, the product is only available in the U.S. market on MSN.