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Bing Ads Academy – Using Device Targeting on your accounts

To ensure your account receives as much traffic as possible, Bing Ads will automatically show your accounts ads on all three device types

  • Desktops and Laptops
  • Smartphones and other mobile devices with full browsers
  • Tablets

With the targeting options available in Bing Ads, as well as your ads showing on all of these devices, you also have the option to target each of the devices separately. We have found that CPC’s on smartphones and tablets tend to be considerably lower than those on desktops and laptops, and for this reason we would strongly recommend you thinking about targeting the devices separately. However we would not recommend setting up three versions of your account and have each version targeting a different device. Although smartphone and tablet traffic is increasing month on month it still only makes up roughly 9-20% of our overall search volume through Bing Ads and it varies seasonally as do all searches.

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Because of this we would instead recommend that you pinpoint the terms that perform well for you on smartphones and tablets, in terms of traffic volumes, CTR and conversions, and split them into their own device targeted Campaigns or Ad Groups instead.

Pinpointing your top performing keywords

To pinpoint your keywords that perform best on smartphones and tablets we recommend you add the column ‘device type’ to your keyword performance reports. This will then let you know how many impressions and clicks you have received through each device type and what the CTR has been for those devices.

Once you have this report you can then pinpoint which keywords are receiving enough traffic to benefit from being in their own device targeted campaign or ad group. Remember, once you put these terms into their own device targeted campaigns or ad groups you can then assign them a slightly lower CPC and enjoy a lower spend for the smartphone or mobile traffic through those terms.

Setting up device targeting

Now that you have decided on your highest performing terms you need to put them into your account structure and target them to your chosen device. If you would like to manage these keywords with their own budget we would recommend you splitting them into the own campaign, if not an ad group will work just as well. As our smartphone and tablet traffic grows you will want to add more and more keywords to your device targeted campaigns and ad groups, so we would recommend you giving them a manageable account structure that you can add to when necessary.

Once you have created your new campaign or ad group you will then need to set the targeting. To set the targeting you just need to go through to the ‘targeting’ hub. To do this in the Bing Ads User Interface you will need to click into your campaign or ad group and then select ‘settings’ as you can see below.

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If you are making the changes through the Bing Ads Editor you need to select your campaign or ad group and click on ‘Targeting’.

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Once on the targeting hub you will see all of our targeting options listed, including ‘day of week’, ‘time of day’, ‘demographic’ and ‘device’.

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When you expand ‘device’ you then need to select the devices that you would like to target. When targeting smartphones and tablets you also have the option to edit this targeting and select specific operating systems as well. To start with we would recommend you just targeting the devices, and then later if there is a particular operating system working well for you, you can target those as well.

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Best Practices

As a best practice we would recommend continually running performance reports with the device type column, and continuing to monitor the performance of your other keywords on the devices. As our traffic grows you will see more and more of your keywords receiving higher volumes of smartphone and tablet traffic, and it then could be worth adding them to your device targeted campaigns or ad groups.

By splitting out your top performing terms into their own device targeted campaigns and ad groups we hope you will soon capitalise on lower CPC’s, higher CTR’s and then hopefully a better return on your investment.

The previous post that appeared in what will be a Bing Ads Academy blog post series:

Bing Ads Academy – Importing your Google AdWords Campaigns into Bing Ads