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Changes to Targeting Mobile Devices Coming to Bing Ads in March 2015

Last month, we rolled out tablet-related device targeting changes. This consolidated PC and tablet targeting across campaigns, while advertisers maintain the flexibility of having bid modifiers for tablet. Phase 1 of our unified device targeting is now complete. As promised, today we will detail Phase 2, and describe its impact on campaigns that target mobile devices.

What is Changing in Device Targeting?

Device targeting across campaigns will be unified by eliminating explicit mobile device targeting. Advertisers will be able to leverage bid modifiers on Mobile. We will continue having the bid modifier on Tablet as well. Once this change is rolled out, there should be complete compatibility between how ad campaigns are managed in Google AdWords and in Bing Ads.

Currently, the following device targeting options are available in Bing Ads:

Bing Ads_Changes to Device Targeting_Present Snapshot

Figure 1: Current Device Targeting Options

As mentioned earlier, for compatibility with ad campaigns management in Google AdWords, we will be updating the device targeting options available in Bing Ads in March 2015 as illustrated below:

Bing Ads_Changes to Device Targeting_Upcoming Snapshot

Figure 2: Upcoming Device Targeting Options (March 2015)

These changes are expected to be completed in March 2015.   Refer to the API blog for the impact of these changes on the Bing Ads API.

Introducing App Extensions

Along with this simplification of device targeting, we will also be introducing a new ad extension that will make it easy for users to discover and install your mobile app. According to a report from ComScore, time spent on mobile apps now exceeds desktop web access. App extensions will enable you to promote your app for download on Android, iOS or Windows Phone devices. These extensions will automatically be targeted to a specific user’s OS and device combination. Searchers will be able to discover, download and experience your offerings directly through your mobile app, thus deepening your engagement with them.

Below are the screenshots of what app extensions will look like on various mobile platforms when they launch along with the device targeting changes next year.

Bing Ads Device Targeting_Figure 3

Figure 3: App Extensions on mobile devices

How to Prepare for These Changes

The best way to prepare for these upcoming changes is to modify all your campaigns to target all devices and to specify your preferred bid adjustment for mobile and tablet traffic.

Starting in March of 2015, campaigns that do not target mobile devices should still be prepared to receive mobile traffic, as all campaigns in Bing Ads will be transitioned at that time to support all devices. Similarly, if you have campaigns that target only mobile devices, you should be prepared to start receiving traffic from visitors on PCs and tablets in March of 2015 if no change is made.

Comments? Questions? Please leave them below, visit our Feature Suggestion Forum, or reach out to us on Twitter or Facebook.

Gyan Trivedi

Senior Program Manager, Bing Ads Applications and Developer Platform