Bing Ads Expanded Device Targeting Just Got Better
June 14, 2017
Late last year, Bing Ads announced an update to device targeting by adding desktop as a new option, broadening bid modifier ranges, and allowing complete opt-out for tablet. Those big changes were rolled out global to everyone just in time to finish out the holiday season. We all know with the magnitude of changes that some slip by. Have you been taking advantage of the changes? If not, it’s time to start. It’s already time for a new update to take over, more on that later.
Expanded Device Targeting
The ability to target customers based on their device of choice is an important part of a successful campaign in Bing Ads. Therefore, with Expanded Device Targeting, advertisers can reap the following benefits:
Gain more control in setting bids by device.
By having desktop (includes laptop computers) as a new device option, advertisers can set individual bid modifiers for each device type (desktop, tablet, and smartphones).
Use broader bid modifier ranges.
With the expanded ranges, advertisers can tailor campaigns by device to improve your ROI.
Exclude underperforming devices.
Advertisers can completely opt out (set to -100%) from displaying ads on tablet, in addition to the already available opt out on mobile devices. This feature is available through all endpoints: Bing Ads Web Interface (including Google Import), Bing Ads Editor (Mac and Windows), and Bing Ads API.
Since the preceding updates have rolled out, Bing Ads has received feedback to incorporate an easy set up for mobile-only campaigns and this week, Bing Ads announced an updated desktop bid adjustment to meet this need.
So What’s New?
Advertisers can completely opt out (set to -100%) from displaying ads on desktop. The new range for desktop is now in-line with the rest of the devices at -100% to + 900%.
When can you start implementing it in your account?
As part of the global rollout, some customers will start seeing the new desktop bid adjustment now, and all customers will have this new feature within the next few weeks.
NOTE: Advertisers can leverage “Import from Google AdWords” for their device bid adjustments going forward since Bing Ads will have the same values as AdWords.
Browse By Category
Making the Case for the Customer Journey as an Important Piece of the Digit...
Let’s face it. We live in a fast-paced era and work in a technology-driven industry where the ability and expectations to quickly make changes can inhibit critical thinking. In fact, when speaking to the pros of paid search, the speed at which marketers are able...
A Strategic Overview For Getting Started With Twitter Ads
Thinking about advertising on Twitter? Learn the basics for setting up a strategy for Twitter Ads including targeting, budgeting, and creatives!
Why Manual Bidding Will Slowly Ride Into The Sunset
With the recent changes in AdWords, it may be time to let manual bidding go and embrace automated bidding.
A bi-weekly newsletter packed full of resources and strategies that will help make you a better PPC expert.
Hanapin Marketing | The PPC Agency of Experts Behind PPC Hero
My Summer with Hanapin Marketing
Looking for an internship program? Read about an intern's experience with client services at Hanapin Marketing!
Comparing AdWords & Real Estate: Understanding CPC Inflation
There are many surprising similarities between AdWords auctions and real estate markets. By comparing the two we’ll try and understand more about CPC inflation, effective investment strategies and where the industry could be heading.
3 Easy Landing Page Updates To Improve Quality Score
Making these easy adjustments to your PPC landing pages will positively impact quality score. A better quality score means lower CPCs!