Microsoft announced new global increased age and gender coverage for improved demographic targeting in Bing Ads. It utilizes data from users’ search and display behavior.

According to the company, the coverage of targetable users has actually more than double as a result of its new efforts. This means an opportunity for more click-throughs and conversions for targetable users and potentially increased ROI for campaigns.

“To take advantage of Improved Demographic Targeting, simply set up targeting rules under ‘Advanced targeting options’ to determine when, to whom, and on what devices you want to show your ad,” explains Microsoft’s Kevin Salat. “You can further adjust your bid for each age range and gender, which will enable your ad groups to automatically increase their keywords bids when specific genders or certain age groups are searching. This way, you can greatly improve the chance of your ads showing to the demographic groups you want.”

“Increased global coverage for the age and gender demographic can both refine and improve your targeting strategy, but don’t forget there are plenty of other methods and strategies you can use to get your message across to customers,” says Salat. “Whether you’re using an exclusive targeting strategy or incremental bidding to reach customers, you can also target by location, device and operating system, day of the week, and time of day.”

Earlier this week, Bing announced the addition of customized modules and period-over-period comparison features to the Bing Ads homepage.

image via Bing