Adobe adds features for Microsoft Bing search ads

In a move to offer advertisers deeper capabilities for campaign automation, personalization, and measurement, Adobe has integrated its search advertising solution with Microsoft Bing.

Extending a relationship that began in July 2013, the Adobe Advertising Cloud will now offer three new capabilities for managing bids and optimizing on Bing's search inventory.

The new capabilities for search are:

1. Custom Audiences

Advertisers on Bing can port their first-party audience segments from Adobe Audience Manager, with segmentation around purchase history, time since last purchase, and landing-page visitation.

2. Dynamic Search Ads (DSA)

This gives advertisers the ability to dynamically change the copy in ad headlines and landing pages on a segment-by-segment basis, according to what keywords people in that segment used to start the search. Advertisers can monetize long-tail keywords that may have been considered unimportant while offering the user a responsive site experience.

3. Retargeting Lists for Search Ads (RLSA)

Advertisers can now retarget the URL of a specific landing page to a site visitor that may have visited and displayed intent-based browsing behavior. This allows the advertiser to retarget the call to action page to the prospect, instead of retargeting the home page.

Microsoft rolled out Custom Audience retargeting with Bing Ads in April, offering advertisers the option of merging their first-party data with DMP, with Adobe announced as the first partner.

In an announcement post, Pete Kluge, the group manager of product marketing for Adobe Advertising Cloud, said that the latest integration would be a game changer for advertisers using the Adobe Advertising Cloud for buying Bing search inventory.