Update: Bing Ads Makes More Changes to Device Targeting

March 9, 2015

Digital Marketing ChannelAdvisor By ChannelAdvisor

Back in September of last year, Bing Ads introduced global changes to the way paid search advertisers manage device targeting. Bing made these updates to create a more uniform and familiar experience for advertisers that use both Google and Bing. The final round of these device targeting updates will be made on March 23.

What Do You Need to Do by March 23?

In the coming weeks, 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.

To prepare yourself for the changes to mobile-specific bidding:

  • We strongly encourage you to combine all your campaigns for mobile, PC and tablet traffic.
  • Disable your mobile-only campaigns, then update your device targeting modifiers to your desired levels.

What Else Has Changed?

In late 2014, Bing Ads merged all tablet traffic into desktop/laptop, creating a single targeting selection for desktop/laptop and tablet. You can still control how much emphasis you place on tablet traffic with a bid modifier, ranging from -20% to +300%. But with this update, you’re no longer able to solely target tablet or tablet OS traffic, or completely remove tablet traffic from your campaigns.

If you have questions or want to learn more about how ChannelAdvisor can help you generate more sales through paid search advertising, please email us at info@channeladvisor.com.


7-Ways-to-Squeeze-the-Most-Out-of-Paid-Search-Spend-LPCheck out these 7 ways to squeeze the most out of your paid search spend.