Bing Eliminates Local-Ad Targeting in Places Where It Gets No Traffic

Microsoft announced that it was removing a list of cities (spreadsheet) from Bing/adCenter location targeting. In a blog post yesterday the company said:

Many advertisers use location targeting to reach relevant customers and improve campaign performance.  To optimize targeting in the US and Canada, we will remove about 10,000 cities from adCenter targeting in May.  Because these cities have seen no measurable traffic, this change will have no negative impact on the performance of your campaigns.

The no-longer supported locations include many small cities in Missouri, Mississippi, Nebraska, New Hampshire, Montana, New Jersey, North Carolina, Nevada, upstate New York, North Dakota, Ohio, Oregon, Pennsylvania, South Carolina, South Dakota, Tennessee, Texas, Utah, Vermont, Virginia and Wisconsin.

The total list appears to include more than 10,000 smaller cities and towns. The straightforward rationale was not enough traffic from these places.

For me two questions arise:

  1. I wonder if Google has plenty of traffic in these places?
  2. Are these places print yellow pages strongholds?

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3 Responses to “Bing Eliminates Local-Ad Targeting in Places Where It Gets No Traffic”

  1. Tim Cohn says at

    Anyone who has ran search campaigns outside the major DMAs already knew this was the case.

    Prior to its recent foray into “location targeting”, Microsoft’s smallest location target was the “United States”.

  2. earlpearl says at

    Having run (and still running) some regional campaigns on B/Y it simply has astounded me to see the paucity of impressions and clicks relative to Google.  

    Webmasters for years have turned up traffic volume numbers that are in stark contrast to the Comcast market numbers:  Google’s search traffic is significantly greater than the #’s Comcast reports and Bing and Yahoo’s traffic are significantly less.   Its stark when one looks at local search….incredibly stark.   

    Sad to say but virtually no value to the B/Y PPC efforts for anything but reasonably high volume search terms, IMHO.

  3. Kris Ashton says at

    I can tell you first hand that some of the places on the list, at least some of those in upstate New York are “towns” in name only. They are a country cross roads with a few houses and some abandoned farm land. Years ago, they may have had a little store and a post office but even those are gone. So yes, I’d say not enough traffic but some of the locations mentioned in the “Supported Locations to Switch to Now” aren’t much better.

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