Coming Soon: Changes to Device Targeting for Bing Ads

August 14, 2014

Digital Marketing ChannelAdvisor By ChannelAdvisor

In mid-September 2014, Bing Ads will introduce global changes to the way advertisers manage device targeting. Bing is making these updates to better align with campaign management in Google AdWords. If you’re currently running advertising campaigns on both Google and Bing, this change should create a consistent and familiar experience for you.

What’s changing?

Bing Ads will be merging all tablet traffic into desktop/laptop, creating a single targeting selection for desktop/laptop and tablet. You’ll still be able to control how much emphasis you place on tablet traffic with a bid modifier, ranging from -20% to +300%. You won’t, however, be able to solely target tablet or tablet OS traffic, or completely remove tablet traffic from your campaigns.

What about targeting smartphones?

During the first half of 2015, Bing Ads will eliminate explicit smartphone device targeting and allow you to control your campaigns’ mobile traffic with bid modifiers, ranging from -100% to +300%. If you choose not to incorporate smartphones into your targeting, you can simply adjust the bid modifier to -100% and target only tablet and desktop/laptop.

What do you need to do?

Bing Ads will automatically merge tablet traffic with desktop/laptop traffic in September. Depending on your current campaign settings and personal preferences, your next steps will vary.

  • If you’re currently targeting desktops/laptops only and aren’t concerned about the additional tablet traffic, no action is needed.

  • If you’re currently targeting desktops/laptops only and are concerned about reaching additional tablet users, you should review your campaign and adjust the new bid modifiers where necessary.

  • If you’re currently targeting desktops/laptops and mobile devices, you’ll be able to adjust the new bid modifier for tablet between -20% and +300%. If your current modifier is less than -20%, it will be migrated to the maximum -20% with the merger.

  • If you’re currently targeting tablet users only, your targeting settings will change to include desktop/laptop traffic.

  • If you’re targeting smartphones only, no action will be necessary. Your new bid modifiers will be available during the first half of 2015.

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