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Use ad campaigns to grow customer conversions

Bing Ads has changed the way device targeting works. Instead of separate options for targeting desktops, laptops, tablet and mobile searchers, you will now automatically reach people across the Bing Network wherever they are searching – all with one easy campaign setup. This single device migration promotes a simplified campaign and ad group settings management system.

After reading this training, you will understand:

  • What Device Targeting is.
  • How to manage the performance differences between smartphones, tablets and desktops/laptops.
  • How to apply bid modifiers for desktop/laptop, tablet and smartphone users.
  • How multiple bid modifiers work together.
  • How to segment data by Device Type in reports.

With Bing Ads Device Targeting, it is no longer necessary to run separate campaigns to target tablet, desktops, laptops, and smartphone users. If you have only been targeting desktop/laptop users, your existing campaigns will be automatically opted-in to receive traffic from tablet and smartphone users as well. You can make special bid adjustments for any of the three device types to improve the chance that your ad will display to people searching on a specific device type. With this major change, compatibility between how ad campaigns are managed in Google AdWords and in Bing Ads are complete.

Note: 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 segment data by Device Type in reports

It is essential you review your clicks, impressions, average position, and other performance metrics broken down by device type in order to optimize your bid adjustment going forward. There are a couple of ways to do this. The first is by running a report that includes the Device Type column. The second is to use the Segment feature in-line with your campaigns, ad groups, ads and keywords.

To run a report, go to the Reports tab and select the report you want to run. Expand the Choose your columns menu and select Device type from the available Attributes. To retrieve data for only specific device types, expand your Filter menu, check Device type and then the specific device type(s) you are interested in, e.g. Smartphone and Tablet. Click Run. Once the report is complete it will contain data broken down by device type.

Device type report

To analyze device data in-line with your campaign structure, click the Segment dropdown and choose Device Type. From here you can review device performance at the campaign, ad group, ad and keyword levels.

Device type report

How to set a bid modifier for tablets and smartphones

You can adjust your bidding so budgets will go toward the best performing devices and ads; specifically, you can increase or decrease your bid for traffic coming from desktops/laptops, tablets and smartphones.

The update for smartphones is particularly important, because mobile searchers currently drive over 30% of the searches on the Bing Network.  If mobile is not currently part of your device targeting strategy, you may be missing the opportunity to connect with valuable new customers.

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

Advanced targeting options

Bid modifiers for desktops/laptops, smartphones and tablets can be adjusted from -100% to +900%. This range allows you to effectively exclude traffic from any device type as needed.

API users

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 desktops/laptops, tablets and smartphones which will now range from -100 to +900%.

Any attempts to create a device target of tablet for a campaign or ad group via the API will automatically have desktops & laptops added by the Bing Ads platform and vice versa.

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%
  • Target days = Saturday, Bid adjustment = Bid + 10%
  • Target device = Tablet, Bid adjustment = Bid - 20%

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

Multiple bid modifiers

Review your campaigns to determine if your campaigns are targeting either mobile devices only or PC/tablet devices only. If you have campaigns that are only targeting one or the other, review to see if you have more than one campaign targeting the same keyword (for example: a mobile-only campaign targeting the keyword “roses” and a separate desktop/tablet campaign also targeting the keyword “roses”). Combine the campaigns into a single campaign so you don’t compete against yourself for ad placement.

If you have campaigns that are targeted to desktops and laptops, it’s essential that your sites are ready to handle tablet and smartphone traffic. You can take advantage of device query parameters to serve different landing pages based on the searcher’s device type.

Similarly, it’s always best practice to create a mobile-friendly landing page or website, so no matter which device people are using, your site will look great.

You can learn more about Device Query Parameters and review the Mobile Optimized Website Guide.


With Device Targeting, you get to treat tablets, desktops/laptops, and smartphones as a single device target in your Bing Ads applications. This 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 any of the three device types.
  • If you set up multiple bid modifiers for your campaign, you only pay for the bid adjustments that match.
  • Review and merge separate device campaigns into a single campaign that uses bid adjustments.

Thanks for reading this training on 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.