Tablet Device Targeting Changes in Bing Ads

Bing Ads has begun their two-phase plan to make it easier for advertisers to target by device, which was first announced in June of this year.

During this first phase, desktops and tablets will be combined into a single device targeting selection in the Bing Ads web and Bing Ads Editor UI. All campaign migrations (combining tablet and PC targeting) should be completed by October 3^rd.

While Bing Ads combines desktop and tablet into a single device target, advertisers can still adjust tablet bids as necessary.

Advertisers might also find issues with bid modifiers with the new changes, with tablet bid modifiers set at a range of +300% to -20%.  Bing Ads will update to fall into the new range, so it is worth re-checking your modifiers to ensure you are happy with how they are set.

Bing Ads also released a chart to help advertisers with their targeting for this migration.

The changes are now live on Bing Ads accounts.

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Jennifer Slegg

Founder & Editor at The SEM Post

Jennifer Slegg is a longtime speaker and expert in search engine marketing, working in the industry for almost 20 years. When she isn't sitting at her desk writing and working, she can be found grabbing a latte at her local Starbucks or planning her next trip to Disneyland. She regularly speaks at Pubcon, SMX, State of Search, Brighton SEO and more, and has been presenting at conferences for over a decade.

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