Device targeting that brings simplicity, efficiency and controlAt Bing Ads, we strive to make search advertising simple and successful for you.

After rolling out compatibility with AdWords enhanced campaigns, we heard from customers that too much flexibility can increase complexity. As a result, we will be making some important changes to how we handle device targeting. These changes will make it easier and more efficient for customers to manage their campaigns.

Starting September 15, 2014, and concluding October 3, 2014, Bing Ads will merge all tablet volume into our desktop/laptop category. The result will be a combined marketplace for all desktop/laptop and tablets. Once migrated to Unified Device Targeting, advertisers who have not taken advantage of tablet targeting will start receiving additional traffic from tablet users.

Bing Ads still offers you flexibility and control. You’ll be able to manage tablet traffic with bid modifiers for tablets ranging from -20 to +300 percent. Historically, desktops and tablets perform similarly, with about a 15-20 percent variance between these devices. Providing bid modifiers of -20 to +300 percent will allow you to manage bids and maintain your desired campaign results.

We know that in today’s search environment, you need to reach the right customers while being efficient with your time across ad platforms. That’s why we’ll take further steps in the first quarter of 2015 to include smartphones with PC/tablet device targets. Once that change is complete, Bing Ads’ Unified Device Targeting will be in structural alignment with Google’s Enhanced Campaigns.

Your needs come first at Bing Ads. Unified Device Targeting helps you manage your campaigns across search platforms, with the controls you need to achieve your search marketing objectives.

Have questions? Please see our device targeting FAQ page for more info.