Country Opting vs. Targeting in Bing

Here is a bit of information I just learned recently about how the Bing AdCenter works. There are big differences between opting into a market or country and targeting a market or country.

Below is a quote from the Bing representative that I currently work with on the subject of opting vs. targeting.

"There’s a big difference in ‘opting’ into a market and ‘targeting’ a market. If you ‘opt’ in" [to the Canadian] "market, your ads will show on bing.ca/msn.ca websites. Ads will show on Bing.ca/MSN.ca no matter where they access—in Russia or Canada. Of course the majority of people will be Canadians. If you ‘target’ a market, you will target users of bing.com/msn.com located in Canada (IP based). This is true for France and the UK as well."

This means that to maximize performance for relevant countries (most likely any that your company ships to) it makes the most sense to duplicate your best ad groups and opt them into those markets as well as target all available areas. If you want to check your own accounts and see the country and language that they are opted into check at the ad group level. (Shown Below)



Also note that if you are testing to see your ads on Bing.ca or Bing.fr or even Bing.co.uk they will all show as Bing.com?cc=ca,fr,gb. Once that is set you will continue to see that country's version of Bing until the cc variable is set to something else, so to get back to the US version you just have to change the cc variable to us: Bing.com?cc=us.