What are the benefits of using location-based ad targeting on Bing Ads versus DoubleClick Bid Manager?

Using location-based ad targeting on Bing Ads (Microsoft Advertising) versus DoubleClick Bid Manager (now known as Display & Video 360) offers distinct advantages depending on the specific needs and objectives of advertisers:

**Benefits of Location-Based Ad Targeting on Bing Ads (Microsoft Advertising):**

1. **Access to Bing's Search Network:**
   - Bing Ads leverages Microsoft's extensive search network, including Bing search engine and partner sites like Yahoo and AOL.
   - Location-based targeting on Bing Ads allows advertisers to reach users based on their geographic location when they perform searches related to specific keywords or topics.

2. **Integration with Microsoft Products:**
   - Bing Ads integrates with other Microsoft products and services, potentially offering additional data insights and targeting capabilities.
   - This integration can enhance location-based targeting by utilizing Microsoft's broader ecosystem of user data and behavior.

3. **Local Business Targeting:**
   - Bing Ads is particularly effective for local businesses targeting customers within specific geographic areas.
   - Advertisers can set up location extensions and use local targeting options to ensure ads are displayed to users searching for relevant services or products in their vicinity.

4. **Audience Insights:**
   - Bing Ads provides audience insights and demographic data, enabling advertisers to tailor their campaigns based on location-specific behaviors and preferences.
   - This can help optimize ad performance by delivering more relevant messages to users based on their geographical context.

**Benefits of Location-Based Ad Targeting on DoubleClick Bid Manager (Display & Video 360):**

1. **Multi-Channel Reach:**
   - DoubleClick Bid Manager allows advertisers to target users across a wide range of channels beyond search engines, including display advertising, video ads, native ads, and more.
   - Location-based targeting can be applied across these various channels to ensure consistent messaging and audience reach.

2. **Advanced Targeting Capabilities:**
   - DoubleClick Bid Manager offers advanced targeting options, including precise geographic targeting based on DMA (Designated Market Area), zip code, or custom-defined regions.
   - Advertisers can layer location targeting with other criteria such as demographics, interests, and behavioral data to refine audience segmentation and improve campaign effectiveness.

3. **Cross-Device Targeting:**
   - DoubleClick Bid Manager supports cross-device targeting, allowing advertisers to reach users based on their location across desktops, mobile devices, tablets, and connected TVs.
   - This comprehensive approach ensures ads are delivered to users at the right time and place, regardless of the device they are using.

4. **Real-Time Optimization:**
   - DSPs like DoubleClick Bid Manager utilize real-time bidding and optimization algorithms to maximize ad performance based on location-specific data and bidding strategies.
   - Advertisers can adjust bids dynamically to capitalize on local events, trends, or audience behavior patterns.

**Summary:**

- **Bing Ads (Microsoft Advertising)** excels in location-based targeting within search engine results, offering access to a focused audience actively searching for specific products or services.
 
- **DoubleClick Bid Manager (Display & Video 360)** provides broader capabilities for location-based targeting across multiple digital channels, with advanced tools for audience segmentation, cross-device reach, and real-time optimization.

Advertisers should consider their campaign objectives, budget, and the extent of multi-channel advertising reach needed when choosing between Bing Ads and DoubleClick Bid Manager for location-based ad targeting. Each platform offers unique strengths that can complement different marketing strategies and goals.