Remember in June, when Bing announced the new simplified device targeting, similar to Google AdWords, was on its way? Well, today is the day that desktops and tablets are combined into one device targeting selection as it is in Google AdWords.
Previously, Bing allowed advertisers to modify bids on desktops/laptops, mobile, and tablets all separately as seen below:
Now, tablets will be in with the desktops as seen here:
The Bad News
Similarly to Google, you now have to target tablets on Bing along with targeting desktops. This could hurt performance slightly as ads typically have lower performance on tablets in terms of conversions in quite a few industries.
The Good News
With so many advertisers using the Google Import tool that Bing has available this was an ease of account management move made by Bing. This change makes the importing tool even more effective as the device settings should be able to transfer over with no issues. Also, Bing allows features that Google does not, including tablet bid modifiers.
More Bad News
Wait, Bing allows you to include tablet bid modifiers? So technically can you still opt out by setting the modifiers to -100%? Unfortunately, no. Bing has this set so you can bid from anywhere between +300% to -20% for tablets.
We knew this was coming. Now is the time to make the necessary changes in your Bing account. Bing explains that the changes must be made by October 3rd, 2014.
Need the Latest on Bing? We got it at PPC Hero:
- Bing has updated their Ad Preview Tool recently. Check it out!
- Eric Couch, Senior Account Manager, explains the differences in Bing broad match and Google broad match in his latest Bing article.
- Kevin Klein, Account Manager, responded to the new Top Movers feature that Bing implemented in mid-August.