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How-to: create your own negative audiences in Bing

Published: December 28, 2016

Author: Heather Scott

Earlier this year, we discussed how to save money with negative audiences (in Google). Bing is working on making negative audiences available, but in the meantime, are you limiting exposure to these audiences?
Assuming you have the UET (universal event tracking) added across your site, just like in Google, the first step is to create the remarketing lists you would like to add as negatives: Campaigns page>Shared library>Audiences.
Say your campaign goal is to generate new signups and there are certain pages that are only available once a user has logged in post-signup. You would thus create a list based on whatever part of the URL is available to members only:
Other remarketing lists you would likely wish to bid down in the above scenario would be those who have viewed the thank-you page post signup or visitors to your job page.
If you only wanted to reduce the bid of this audience to a single ad group, then you could create an association from Campaigns page>Audience tag>Create association. We obviously prefer to make changes in bulk, however, so instead go to Campaigns page>Ad Group tab, select all of the ad groups you do not want your remarketing list shown to, then click Edit>Associate with remarketing lists.
Choose the remarketing lists in question and be sure that “Bid only” is selected:
After you have saved your associations, you will be shown the following:
Go to the Campaigns page>Audiences tab, select the recently added audiences, and change the bid adjustment to -90%.
As we often find ourselves building out new ad groups within existing campaigns, we tend to just treat these audiences as if they were available to add as negatives at the campaign level, meaning that we simply select all ad groups when associating audiences we want to reduce bids on rather than bothering to filter for the recently added ad groups. In other words, there are no issues in associating an audience to an ad group where it has already been associated (it will only show up as being associated once with whatever bid it was last given).
While this workaround obviously won’t completely eliminate the possibility of your ads showing to these audiences, you can at least discourage the system from showing your ads to these users and hopefully save a bit as we wait for negative audiences to become available.

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