Ads Go Geo at Bing
Enhanced location targeting capabilities were recently introduced to Bing Ads which will help digital advertisers drive geographic-specific traffic on a PPC basis through the network.
"The increase in mobile volume has made hyper-local targeting more relevant from user intent and location accuracy point of view," commented Piyush Naik, senior program manager at Microsoft. "Location accuracy is also greater on mobile due to more precise device location signals such as GPS being available, when users choose to share that."
The new radius targeting improvement enables advertisers to specify a radius in either miles or kilometers and with new limits ranging from 1 to 500 miles (or 1 to 800 kilometers) increments of 1 mile (or kilometer). Advertisers can use both location and radius targets in the same campaign or ad group (e.g. advertisers can target a city as well as a radius target around another location).
Bing also recently introduced ZIP code targeting and exclusion featured (in beta). Advertisers can set up to 10,000 location targets in a campaign/ad group and bids can be adjusted for each ZIP code. The feature is expected to be officially released by the end of September (2014). The search engine also introduced "intent-only" targeting recently, which enables advertisers to set up campaigns so they show only to those searching or viewing pages about a targeting location (instead of their specific work/home location).