What are the key differences in targeting capabilities between Bing Ads and Facebook Ads?

Bing Ads and Facebook Ads have different targeting capabilities due to their unique data sources and user information. Here are some key differences in targeting capabilities between the two platforms:

1. Demographics:
- Bing Ads: Allows targeting based on age, gender, location, income level, and device type.
- Facebook Ads: Offers more granular demographic targeting, including options for relationship status, education level, job title, and life events.

2. Interest-based targeting:
- Bing Ads: Provides interest-based targeting based on user search behavior and browsing history on Microsoft-owned properties (such as MSN, Outlook.com, and Microsoft Edge).
- Facebook Ads: Offers interest-based targeting based on user interests, activities, and pages they have liked on Facebook, as well as their interactions with Instagram and Audience Network.

3. Custom Audiences and Remarketing:
- Bing Ads: Allows for audience targeting using customer match (importing email lists), retargeting (targeting users who have visited your website), and dynamic remarketing (showing ads featuring products users have viewed on your website).
- Facebook Ads: Provides advanced custom audience and remarketing capabilities, including options to target users who have engaged with your content, watched your videos, or use your app, in addition to website visitors and email lists.

4. Lookalike Audiences:
- Bing Ads: Offers lookalike audience targeting, allowing advertisers to target users who share similar characteristics with their existing customers or high-value website visitors.
- Facebook Ads: Provides lookalike audience targeting based on various data points, including custom audiences, page fans, video viewers, and engagement audiences.

5. Behavioral and Keyword Targeting:
- Bing Ads: Allows for keyword-based targeting and some behavioral targeting based on search behavior and browsing history.
- Facebook Ads: Primarily focuses on interest-based and demographic targeting, with limited keyword targeting options.

In summary, while both platforms offer various targeting capabilities, Facebook Ads provides more granular demographic and interest-based targeting, as well as advanced custom audience and lookalike audience options. Bing Ads, on the other hand, focuses more on search behavior and browsing history for targeting, with some demographic and interest-based targeting options. The choice between the two platforms will depend on your specific campaign goals and target audience.