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Take advantage of Expanded Device Targeting this holiday season

It’s been a month since we’ve launched our pilot and we’ve seen a tremendous interest in this new feature. We’re excited to announce that Expanded Device Targeting is now available globally for everyone, just in time for your holiday campaigns.

Why use Expanded Device Targeting?

The ability to target customers based on their device of choice is an important part of a successful campaign with Bing Ads. Therefore, with the new Expanded Device Targeting, advertisers are getting the following benefits:

Get more control in setting bids by device - By having Desktop (includes laptop computers) as a new device option, advertisers can now set individual bid modifiers for each device type (Desktop, Tablet and Smartphones).

Use broader bid modifier ranges – With the new expanded ranges, advertisers can tailor their campaigns by device to improve their 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 new feature is available through all endpoints: Bing Ads Web Interface (including Google Import), Bing Ads Editor (Mac and Windows), and Bing Ads API* (Note: When importing campaigns from AdWords, negative Desktop bid adjustments will be automatically adjusted to 0%, as it’s not supported in Bing Ads today).
*If you’re partnering with a search engine marketing tool provider to manage your campaigns, please reach out to them directly to understand their schedule for supporting this new feature.

Connect with Us

We’d love to hear from you! You can always reach us on Twitter and our Feature Suggestion Forum with your feedback, comments, and ideas.
Happy Holidays!
Nan Li
Program Manager