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About content targeting

Note

Not everyone has this feature yet. If you don't, don't worry—it's coming soon!

Content targeting for Audience campaigns lets you choose the specific placements where your ads appear and the topics they will appear alongside. If you choose to serve ads exclusively on Microsoft sites, you'll have access to specialized ad placement options. You can also add topics that you want your ads to serve alongside to help ensure ad relevancy. With content targeting, you can reach your ideal audience with highly relevant content, maximize the effectiveness of your ads, and drive better campaign performance.

Placements targeting

You can select specific placements where you want to serve ads when creating an Audience campaign and adjust them later in your ad group settings.

  1. From the navigation menu on the left, hover over Campaigns and select Ad groups.

  2. In the table, select the ad group you want to edit.

  3. Select Settings.

  4. Below Placements in your ad group targets, select Microsoft sites.

  5. Choose the placements where you want to serve ads:

    • Microsoft Edge browsers: Native ad placements on Microsoft Edge's new tab page
    • Productivity: Outlook (Native and Display ad placements)
    • Gaming: Native, Display, and Video ad placements on Microsoft Casual Games and King Games (e.g., Candy Crush)
    • MSN: Native, Display, and Video ad placements on Microsoft Bing and MSN (serving with all available MSN content)
    • MSN - Health: Native, Display, and Video ad placements serving exclusively with MSN health-related content
    • MSN - Money: Native, Display, and Video ad placements serving exclusively with MSN money-related content

  6. Select Save.

Topics targeting

You can target specific topics that you want your ads to appear alongside when creating an Audience campaign and adjust them later in your ad group settings.

  1. From the navigation menu on the left, hover over Campaigns and select Ad groups.
  2. In the table, select the ad group you want to edit.
  3. Select Settings.
  4. Below Topics in your ad group targets, search for topics.
  5. Select the checkbox next to each topic you want to add.
  6. Select Save.

View your content targeting performance data

  1. From the navigation menu on the left, hover over Campaigns and select Content.
  2. View the Conversions, Impressions, and Clicks columns per content target.
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