It has always been difficult to target more than one language with your Bing campaigns. Advertisers could only target campaigns to more than one language with individual ad groups. Until now.
Bing’s new feature allows advertisers to select more than one language at a campaign level to reach users globally.
Before the update…

Before the update was released, advertisers only had the option to target languages at an ad-group level. This was not only time-consuming, but made it impossible to import multi-language campaigns from Google AdWords.

With the new update…

With the new update, it is easier than ever for advertisers to create multi-language campaigns, at campaign-level.  Advertisers can select their campaign to run in more than one of Bing’s supported languages, such as English, French and Italian.

bing languages

The benefits

As mentioned by Bing Ads, there are many benefits to this new feature. Here are a few:

  1. Potential to reach a larger volume of users.

This feature opens up a whole host of new targeting, opening your campaigns up to users speaking different languages.

  1. Less time consuming

Multi language targeting will allow you to set language settings in just a few clicks, rather than changing each ad group’s settings.

  1. Get more users to your site

If users see an ad in their native language, they are more likely to click through to the website, increasing the chances of a conversion.

How to setup multi-language campaign targeting

In order to set this up, advertisers can go to campaign settings, scroll down to Language and select their chosen languages.

Once the languages are selected, advertisers must change the Ad Group settings to ‘Use the campaign settings’. This avoids any overwriting of settings and the ad groups will target the chosen languages.

Bing Ads also released that if you have more than one campaign to use multiple languages, this can be done in Bulk Actions. This feature is also available on Bing Ads Editor and the Bing API.