Device Targeting Sometimes, simpler is better. Thanks to your feedback, we’re making some vital changes in how we handle device targeting.


In October 2014, Bing Ads rolled out tablet-related device targeting changes. Beginning March 23, we will further consolidate by adding smartphones into a single, unified device targeting option. Bid modifiers will still be available to help manage traffic from various sources. Once this migration is complete, with a single campaign setup, you will automatically reach people on any device across the Yahoo Bing Network — smartphone, tablets or PCs.


Read below for answers to frequently asked questions about changes to Bing Ads device targeting. With a unified management approach, you’ll control more efficient and effective campaigns.


Overview of Unified Device Targeting (UDT) Phase II

Background
In September, 2014, Bing Ads combined PC/laptop campaigns with tablet campaigns. With this change, targeting selections for desktop/laptop and tablet were merged in the Bing Ads web UI, Bing Ads Editor and API.

Beginning March 23, 2015, we’ll take further steps to unify device targeting by combining smartphone campaigns with PC/tablet-targeted campaigns. Once this change is rolled out, we will be in full structural alignment between how ad campaigns are managed in Google’s AdWords and in Bing Ads — barring any changes in Google’s AdWords.


Timeline
Phase II migrations will take place from March 23–March 27, 2015.

What will happen to my campaigns?
During the migration, any PC/tablet-only campaigns will have smartphone targeting added, and smartphone-only campaigns will have PC/tablet targeting added. This means that you will automatically begin to reach consumers across all screens, wherever they are accessing the Yahoo Bing Network.

Current device(s) targeted Impact

PC + tablet

Smartphone targeting added

Smartphone

PC/tablet targeting added

PC + smartphone + tablet

None


Why Unified Device Targeting?
At Bing Ads, we listen to advertiser feedback and work hard to deliver solutions that balance the needs of all of our various advertisers. We are making these changes to address these specific advertiser pain points:


  • Simplicity: Advertisers have asked us to simplify Bing Ads so that they can get more done in less time. This streamlined targeting approach helps you to focus more time on meeting your business objectives and less on managing your Bing Ads campaigns.
  • Efficiency: The additional steps required to migrate and manage Bing Ads campaigns when they are structurally different from others’ are a point of friction for advertisers managing across multiple search platforms. These changes will remove those points of friction.
  • Control: Our goal is to balance advertisers’ needs for control vs. simplicity. Providing familiar targeting options — with additional bid adjustments for tablets — gives advertisers additional controls without adding complexity.

What will it look like?

To see the updated interface in the Bing Ads interface starting March 23, log into your account on Bing Ads, and Select “Settings.” Select a campaign under “Advanced Targeting Options” and click the “Device” targeting link. When the device targeting section opens, you will see that desktop, tablet and smartphone targeting selections have been collapsed into a single selection, with bid adjustments available for tablet and smartphone targeting.

 

Before

Advanced targeting options before UDT Phase II


After

Advanced targeting options after UDT Phase II

Bid adjustments


Your options for bid modifiers among devices are as follows:


Bid adjustments

Desktop

Not available

Tablet

-20% to +300

Mobile

-100% and -90% to +300% (inclusive)


Why not -100% bid adjustments for tablet traffic?
Bing Ads and industry sources report tablet conversions to be consistently within 15-20 percent of desktop/laptop (“traditional”) conversions.* Given that PC and tablet campaigns perform very similarly, allowing for bid adjustments to span from -20 percent to +300 percent should give advertisers the controls they need to maintain their campaign ROI.

Conversion rates by device*

Q4 2012

Q1 2013

Q2 2013

Q3 2013

Q4 2013

PC/laptop

2.91%

2.58%

2.64%

2.47%

3.11%

Tablet

2.43%

2.14%

2.28%

2.01%

2.59%

prDelta

20%

21%

16%

23%

20%


*Source: Smart Insights, 3/25/2014, Ecommerce Conversion Rates


Why not PC bid adjustments?
Your PC bid is the baseline on which you will apply bid adjustments for tablet and mobile campaigns. Applying a modifier to the baseline bid would be redundant.



How will UDT Phase II impact the following?

Existing bids and bid adjustments
Bing Ads will not make any changes to either bids or bid adjustments during migration. For example, this means that a mobile ad which today has a bid of $1.00, with a bid modifier of +50 percent will be imported with those same settings.

Duplicate keywords

Before migration:


Keyword

Campaign

Ads

Device target

Migration impact

Bids

Bid adjustment

Quality score

Account: Contoso Floral

Roses

1

Fresh roses, free delivery
Limited time offer.

Mobile

Add PC/tablet

$.75

No adjustment

9

Roses

2

Fresh roses, free delivery
Limited time offer.

PC/tablet

Add Mobile

$1.00

-20% tablet adjustment

8


After migration:

Notice that in the Contoso Floral account, there are now two separate campaigns with duplicate ads and bids targeting the same keyword (“roses”). These ads will now compete against each other – raising the potential maximum bid – unless Contoso takes action to combine the campaigns.


Keyword

Campaign

Ads

Device target

Bids

Bid adjustment

Quality score

Account: Contoso Floral

Roses

1

Fresh roses, free delivery
Limited time offer.

All

$.75

No adjustment

9

Roses

 2

Freshest roses, free delivery
Limited time offer.

All

$1.00

-20% tablet adjustment

8


See the section on Preparation and Best Practices for tips on how to combine campaigns prior to migration in order to avoid this scenario.


Quality score
Quality score is based on the historical performance of an ad against a particular keyword. UDT Phase II migration will not change quality score directly. However, with this change, ads that were only targeting PC/tablet or smartphone may face increased competition from more participants in the auction. Any increases or decreases in quality score that occur following this change will be due to the performance of ads against the specific keywords in this new, combined marketplace.


Reporting
There will be no changes to reporting. Device level performance will be included in reports, allowing advertisers to monitor performance at the device level.


The content network
The UDT Phase II changes will apply to the content network.



Preparation and best practices

Are there required actions?
All Bing Ads advertisers will automatically be migrated to Unified Device Targeting beginning March 23, 2015. We strongly encourage all advertisers to review their accounts, combine campaigns, eliminate duplicate keywords, and test various combinations of bids and bid adjustments in order to proactively prepare for the change. This will help avoid any unanticipated impact from the migration.


Recommendations for combining campaigns
Some advertisers may have multiple campaigns targeting the same keywords, but targeted to different devices. We recommend reviewing all campaigns for duplicate keywords and combining campaigns prior to UDT Phase II migration which begins on March 23, 2015.


Here are some general guidelines for combining campaigns to maximize advertiser results.

  • If greater than 50 percent overlap in keywords, keep the better performing campaign, delete or pause lower performing ads, and migrate remaining keywords/ads to the combined campaign.
  • If less than 50 percent overlap in keywords, maintain separate campaigns, delete lower performing ads, and remove duplicate keywords from the two campaigns.


Best practices
Here are some additional best practices to consider before or after the migration.

Take a test and learn the best approach to campaign migration. Instead of focusing on just migrating existing campaigns, take the opportunity to optimize and revitalize your Bing Ads campaigns.

Review and refresh your existing campaigns:

  • Review your tablet and mobile landing page(s) or website(s): Walk your customer's path to purchase across all screens. Fix usability problems that may keep your audience from taking action.
  • Fix things that are keeping your ads from serving: budgets, bids that are too low, negative keyword conflicts, and editorial disapprovals.
  • Budget: Make sure that you have enough budget to cover additional volume. Use Bing Ads IntelligenceCampaign Planner or Bing Ads Suggestions to estimate how much additional volume to expect after migration. Remember that if a campaign runs out of budget, your ads won’t be shown.
  • Bids and bid adjustments: Experiment with bid adjustments, and make sure your bids aren’t too low. Typically conversion rates of smartphone campaigns are within ~30 percent of PC campaigns, and CPCs are also within 30 percent of PC CPCs. Using this as a guideline, try different combinations of bids and bid adjustments to see what works best for your campaign.
  • Keywords: Use Bing Ads Intelligence to identify opportunities to expand your keywords to cover additional scenarios. Add or refine negative keywords to help capture more qualified traffic. Fix disapproved keywords. Remove duplicate and poorly performing terms to avoid spending on terms that are not helping you achieve your marketing objectives.
  • Quality Score: If your keywords have low quality scores, your ads are less likely to show. Review quality score best practices for tips on how to improve your quality scores.
  • Targeting: Review your targeting options to ensure you’re targeting the locations, days, time of day, ages, genders and other factors that best describe your ideal customer.


Campaign management

New campaigns
New campaigns set up after March 23, 2015, will see the new interface, and there will be no option to create separate PC/tablet or smartphone campaigns.


How can I calculate my final max bid?
Tips for calculating final max bids can be found here How to target my customers by adjusting my bids.


Will ads ever double serve?
No. Even if there are duplicate keywords/ads in your combined campaigns post-migration, ads will never double serve. However, it is possible that you will have multiple bids for the same keyword across campaigns if you are not proactive about preparing your campaigns for this change. To learn more about this, see the section on duplicate keywords.


Can bid adjustments be set at campaign and ad group level?
Yes. Bid adjustments can be set at both the campaign and ad group level. Adjustments set at the Ad Group level will override adjustments set at the campaign level. Read How targeting works in Bing Ads to learn more about how multiple targeting parameters perform together in Bing Ads.


Can I still use query strings?
We will continue to support URL parameters (query strings) to pass device type and other information via Query Strings. Read Learn more about each click: Use URL tracking to learn more about using query string parameters.


Will bid adjustments be available in Bing Ads Editor?
Yes, advertisers will be able to use Bing Ads Editor to implement bid adjustments.


What about other targeting options like ad scheduling and location?
Settings like location targeting and ad scheduling will not be impacted. If a campaign is currently using bid adjustments for targeting options such as time of day and location, they will be unchanged after migration.


Will bids be changed during migration?
No, bids will not be changed during migration.


Enhanced Campaigns vs. Unified Device Targeting

What is the difference?
Bing Ads enables advertisers to control tablet traffic with bid adjustments ranging from -20 percent to +300 percent, while Google does not offer any bid adjustments for tablet. Tablet bid adjustments in Bing Ads allow advertisers to reach more customers without impacting their ROI or efficiency metrics.

The table below demonstrates the differences between the two platforms after UDT Phase II migration is completed:

 

Bing Ads

Google AdWords

Targeting selection

Unified across devices

Unified across devices

Bid adjustments

 Desktop

Not available

 Tablet

-20% to +300%*

Not available

 Mobile

-100% and -90% to +300% (inclusive)

-100% and -90% to +300% (inclusive)


Will there be complete parity with Google?
Once the UDT Phase II migration is complete, there will be full structural alignment between how ad campaigns are managed in Google’s AdWords and in Bing Ads, making it easier for advertisers to manage campaigns between platforms.



API & Unified Device Targeting

How will API users be impacted?
Starting in March of 2015, campaigns that do not target mobile devices should be prepared to receive mobile traffic, as all campaigns in Bing Ads will be transitioned at that time to support all devices. Similarly, if you have campaigns that target only mobile devices, you should be prepared to start receiving traffic from visitors on PC and tablet starting March 23, 2015.

In the API, when specifying the array of devices to target in the DeviceOSTarget object, whenever you specify a DeviceOSTargetBid with any device(s), system will target all the devices. Optionally, you can specify the bid adjustments you’d like to make for tablets or smartphones. Here’s a table to illustrate all the conditions.

   #

   Bids[0].DeviceName

   Bids[1].DeviceName

   Bids[2].DeviceName

   Bids[0].OSNames

   Bids[0].BidAdjustment

   Result

 1. 

 

 

 

 

 

Default. Target all devices.

 2.

 Computers

 

 

 

 

Target all devices.

 3.

 Smartphones

 

 

 

 

Target all devices.

 4.

 Tablets

 

 

 

 

Target all devices.

 5.

 Computers

 Smartphones

 

 

 

Target all devices.

 6.

 Computers

 Tablets

 

 

 

Target all devices.

 7.

 Computers

 Smartphones

 Tablets

 

 

Target all devices. Same as #1

 8.

 Smartphones

 

 

 

 20

Target all devices. Smartphone targeting saved with +20% bid adjustments

 9.

 Smartphones

 Computers

 Tablets

Android

 20

Same as above (#8)

 10.

 Smartphones

 

 

iOS

 

Target all devices. Targets all OS for Smartphone

 11.

 Smartphones

 

 

Android

 -10

Target all devices. Targets all OS for Smartphone with -10% bid adjustment.

 12.

 Smartphones

 Computers

 Tablets

Android

 -10

Same as above (#10)


Can we test the API before it goes live?
The API currently supports the enhanced campaigns semantics so you can start coding now. See questions #1, or the MSDN blog for more information.


Mobile-related questions

Can I still have separate mobile ads?
Advertisers who are interested in optimizing for mobile can select “mobile preferred.” This will provide cues to Bing Ads that these ads are optimized for mobile.


Will OS targeting be available?
Once smartphone traffic is merged into Unified Device Targeting, OS targeting for tablet and smartphone will no longer be an option. Unified device targeting allows advertisers to reach searchers with the most relevant and effective message tailored to what they’re looking for, where they are, when they’re searching, and what device they’re using, regardless of operating system.


What is "mobile preferred"?
Mobile preference is a hint to Bing Ads that the advertiser prefers to show an ad on mobile devices. If an ad group has both mobile-preferred and regular ads, only mobile-preferred ads serve on mobile devices, and only regular ads serve on PCs and tablets.


How do I designate an ad as mobile preferred?
To indicate that an ad is mobile preferred, log in to Bing Ads, then select a campaign. Select the “Ads” tab, and open the “Edit an ad” panel by tapping the ad preview for the ad you’d like to designate as mobile preferred. Check the “Mobile” radio box next to “Device Preference” on the last row of the Edit an ad panel, and save.

 

Edit an ad screenshot 


Can mobile preference be set at the ad group level?
No, mobile preference cannot be set at the ad group level. If all ads in an ad group are set to “mobile preferred” some may be displayed on Tablet/PC if there are no other ads available for that keyword. If you use the “mobile preferred” setting, it is a best practice to also ensure that there is at least one ad in the ad group which is optimized for PC/tablet.


What is {if mobile} / {if not mobile}?
{IfMobile} is a parameter which can be added to a destination URL to send searchers to a specific mobile landing page. For example:


{IfMobile:string}

The string text (that you define) to the right of the colon if the ad is displayed on a mobile device. For example, if your destination URL looked like this: www.contoso.com/{IfMobile:MobileLandingPage}

And your ad was displayed on a mobile device, the search user would go to: www.contoso.com/MobileLandingPage.

IfNotMobile:string

The string text (that you define) to the right of the colon if the ad is displayed on a desktop, laptop or tablet device. For example, if your destination URL looked like this: www.contoso.com/{IfNotMobile:StandardLandingPage}

And your ad was displayed on something other than a mobile device, the search user would go to: www.contoso.com/StandardLandingPage.


How do I set up {if mobile} / {if not mobile}?
Create your destination URL like this

  • Click Campaigns along the top of the page, then click the Ads tab.
  • Click Create an Ad.
  • Complete each of the fields. Below the Destination URL field, click dynamic text, and then click Placeholder {KeyWord}.
  • Click Save.

set up mobile screen shot

How do mobile-preferred sitelinks work?
When sitelinks are marked as mobile preferred, they are bumped up in the order when serving on mobile. On PC this signal is ignored. For example: If an advertiser has six sitelinks in this order:

 

  • SL1
  • SL2
  • SL3
  • SL4
  • SL5 (mobile preferred)
  • SL6

(SL5 is the only one marked as mobile preferred)


This is the order in which they will serve on PC/mobile:


 PC  Mobile

 SL1

SL2

SL3

SL4

SL5

SL6

 SL5

SL1

SL2

SL3

SL4

SL6

 Device preference settings

Does setting a -100% bid adjustments for smartphone mean that my ad will never show on smartphones?
Yes. Minus 100 percent means a zero bid, so ads will not appear on smartphones.