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Bid Management & Optimization of Bing Search with Adobe Ad Cloud

Posted on 11.27.2017
Adobe Advertising Cloud recently announced that it now offers three new enhancements to bid management and optimization of Bing search inventory - Retargeting Lists for Search Ads (RLSA), Custom Audiences and Dynamic Search Ads (DSA).

Let's take a closer look at each of the new developments: 

RLSA: Adobe Advertising Cloud Search advertisers will now be able to build an audience of users who have previously visited their site and expressed intent by actions such as visiting product pages, adding an item to an online shopping cart, etc. If the user doesn’t convert the first time and then they later search for the same (or a related) product, advertisers will now be able to target and/or adjust bids for those users, even allowing for personalized messaging and landing page experiences. Advertisers can set bid modifiers for specific audiences and leverage portfolio optimization algorithms, giving marketers extra control and providing them the best chance to reach those valuable users and drive lift in performance. 

Custom Audiences: This new integration lets Bing search advertisers leverage audience segments ported from Adobe Audience Manager (the data management platform (DMP) within Adobe Analytics Cloud). These segments can now be managed directly within Adobe Advertising Cloud Search. Traits like purchase history, time since purchase, and URL-level page visitation can be used to develop audience segments that can be shared with both Bing and Advertising Cloud for targeting. These segments are synched via server-to-server integration for real-time segment population updates, giving marketers the most accurate representation of their target audience possible. 

DSA: Dynamic Search Ads (DSA) are campaigns that use an advertiser’s website and subdomains (specific pages, page categories, etc.) to dynamically create personalized ad copy in headlines and on landing pages and serve the ad when relevant search keywords are used. Adobe Advertising Cloud Search’s integration lets advertisers manage Bing DSA campaigns along their other search campaigns from within a single platform, improving efficiency and simplifying tracking.
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