Device targeting that brings simplicity, efficiency and controlAt Bing Ads, we listen to advertisers and strive to make your search advertising simple and successful. After rolling out compatibility with AdWords enhanced campaigns, we heard from customers that this added 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 this September, 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. At this time, advertisers who have not taken advantage of tablet targeting will start realizing the benefits of receiving additional traffic. With this revision, the targeting selection for desktop/laptop and tablet in the UI, Bing Ads Editor and API will be treated as one.

Even with these changes, Bing Ads still gives you tools for flexibility and control. Historically, desktops and tablets perform alike, with about a 15-20 percent variance between these devices. You’ll be able to manage tablet traffic with bid modifiers on devices, ranging from -20 to +300 percent. In addition to bid modifiers across tablets (with laptops/desktops), Bing Ads continues to offer a full suite of controls for mobile, such as “if mobile” landing pages, mobile preference and bid modifiers which allow you to finely tune smartphone campaigns.

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 half of 2015 to unify management of device targeting across campaigns by phasing out explicit mobile device targeting and leveraging bid modifiers instead.

Your needs come first at Bing Ads. For this reason, sometimes we need to make changes to keep search advertising as straightforward as possible. We believe these changes will help the majority of our advertisers by giving them the tools and controls to reach their audiences more efficiently.

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