Babar Khan Javed
Nov 16, 2017

Adobe adds features for Microsoft Bing search ads

The Adobe Advertising Cloud will now offer three new capabilities for managing bids and optimizing on Bing's search inventory.

The announcement extends a relationship that began in July 2013.
The announcement extends a relationship that began in July 2013.

In a move to offer advertisers deeper capabilities for campaign automation, personalization, and measurement, Adobe has integrated its search advertising solution with Microsoft Bing.

Extending a relationship that began in July 2013, the Adobe Advertising Cloud will now offer three new capabilities for managing bids and optimizing on Bing's search inventory.

The new capabilities for search are:

1. Custom Audiences

Advertisers on Bing can port their first-party audience segments from Adobe Audience Manager, with segmentation around purchase history, time since last purchase, and landing-page visitation.

2. Dynamic Search Ads (DSA)

This gives advertisers the ability to dynamically change the copy in ad headlines and landing pages on a segment-by-segment basis, according to what keywords people in that segment used to start the search. Advertisers can monetize long-tail keywords that may have been considered unimportant while offering the user a responsive site experience.

3. Retargeting Lists for Search Ads (RLSA)

Advertisers can now retarget the URL of a specific landing page to a site visitor that may have visited and displayed intent-based browsing behavior. This allows the advertiser to retarget the call to action page to the prospect, instead of retargeting the home page.

Microsoft rolled out Custom Audience retargeting with Bing Ads in April, offering advertisers the option of merging their first-party data with DMP, with Adobe announced as the first partner.

In an announcement post, Pete Kluge, the group manager of product marketing for Adobe Advertising Cloud, said that the latest integration would be a game changer for advertisers using the Adobe Advertising Cloud for buying Bing search inventory.

Related Articles

Just Published

2 days ago

Campaign Crash Course: How Facebook's ad auction works

Understand the intricacies of the advertising auction powering one of the world's biggest platforms, with tips on how to 'game' the algorithm and best guarantee success.

2 days ago

Comedians go Christmas shopping in humourless ...

A comedy cast in a Christmas campaign is a great idea on paper, but the execution for this one was as dry as overcooked turkey.

2 days ago

Tinder fills India ad with hopeful meet-cute moments

A new campaign from BBH India focuses on the heady mixture of trepidation and hope involved in a series of first meetings, and it's inspired by real users of the app.

2 days ago

Famous Innovations, Dentsu agencies lead field in ...

Famous Innovations bags the most gold wins, while Dentsu Webchutney wins the highest number of awards.