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Bing Ads has changed the way device targeting works. With Unified Device Targeting, instead of separate options for targeting PC, tablet and mobile searchers, you will now see that your ads will display on every device type by default. This allows you to more easily manage your campaigns across search platforms — with all of the controls you need to effectively manage those campaigns.

After reading this training you’ll understand:

  • How to apply bid modifiers for tablet and smartphone users.
  • How multiple bid modifiers work together.

With Bing Ads new device targeting, it is no longer necessary to run separate campaigns to target tablet, PC and smartphone users. If you have only been targeting PC/laptop users, you will now automatically start seeing traffic from tablet and smartphone users. You can make bid adjustments for smartphones and tablets to improve the chance that your ad will display to people searching on a specific device type.

If you are targeting tablet or smartphone users for the first time, it’s important to make sure your site is fully compatible with these devices to ensure a great customer experience.

How to set a bid modifier for tablets and smartphones

Once you log into your account and select a campaign, you’ll see desktops, laptops and tablets are all targeted by default under Advanced targeting options. Click on Devices to modify the bid for tablets or smartphones according to your campaign goals.

How to set a bid modifier for tablets and smartphones

Bid modifiers for tablets range from -20 to +300 percent, and -100 to +300 percent (inclusive) for smartphones. 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.

Your bid for desktops and laptops is the baseline on which you can modify the bid for tablets and smartphones. Therefore, there is no option to modify the baseline bid for desktop/laptops as that would be redundant.

API users

Unified Device Targeting also works in the API. When specifying the array of devices to target in the DeviceOSTarget object, three separate bids for computers, tablets, and smartphones should always be specified together. If you do not specify all device types, the missing bids will be added with the default bid adjustment of zero. This allows you to specify the bid adjustments you’d like to make for tablets and smartphones which will now range from -20 to +300 percent, and -100 to +300 percent, respectively.

NOTE: In order to maximise the benefits from tablet and smartphone traffic, make sure your website is ready to fully support tablets and smartphones and provide a good customer experience.

Multiple bid modifiers

If you set up multiple bid modifiers, and more than one of your target criterion is met and your ad is clicked, you pay for each of the bid adjustments that match (but not for those that don't match). For example, let's say you have set up the following bids and targeting:

  • Keyword bid = $3.00
  • Target location = Chicago, Bid adjustment = Bid + 20 percent
  • Target days = Saturday, Bid adjustment = Bid + 10 percent
  • Target device = Tablet, Bid adjustment = Bid - 20 percent

Given the above data, the potential maximum amount for your bid using the new method is as follows:

Multiple bid modifiers


Unified Device Targeting gives you all the flexibility you need without adding the complexity of managing multiple campaigns to reach tablet or smartphone users.

Key takeaways:

  • After setting a baseline bid for desktops/laptops, tablets and smartphones, you can apply a bid modifier to increase or decrease your bids for tablet or smartphone traffic.
  • If you set up multiple bid modifiers for your campaign, you only pay for the bid adjustments that match.

Thanks for reading this training on Unified Device Targeting. Continue your training or take the Bing Ads Accredited Professional exam to become accredited.

Please note all features in this training may not be available in your market.