Policy Change Overview
Microsoft Advertising removed the ability to set audience ads bid adjustments within Search campaigns. This change impacts how advertisers manage audience targeting in their search campaigns.
What Changed
| Before | After |
|---|---|
| Could set bid adjustments for audience ads within Search campaigns | Bid adjustments for audience ads no longer available in Search campaigns |
| Audience ads could be controlled at campaign level | Audience ads managed separately from Search campaigns |
Impact on Advertisers
- Bid control: No longer able to fine-tune audience ad bids within search campaigns
- Budget allocation: Need to manage audience ad spend separately
- Performance tracking: Separate tracking for audience ads vs. search ads
- Campaign structure: May need to restructure campaigns for audience targeting
Adaptation Strategy
- Review current campaigns: Identify campaigns using audience bid adjustments
- Separate audience targeting: Create dedicated audience campaigns if needed
- Use audience targeting at ad group level: Apply audience targeting without bid adjustments
- Monitor performance: Track metrics before and after the change
- Adjust budgets: Reallocate budget based on new performance data
Alternative Approaches
| Approach | How It Works | Best For |
|---|---|---|
| Audience Targeting (Observation) | Show ads to audience segments without bid adjustments | Data collection |
| Audience Targeting (Targeting) | Only show ads to selected audiences | Focused targeting |
| Separate Audience Campaigns | Create dedicated campaigns for audience ads | Full control over budget and bidding |
Related: For Bing Ads audience targeting, see Audience Upload Guide. For Bing Ads bid strategies, check Target Impression Share Test Case. For 2023 product updates, see Bing Ads 2023 Product Updates.