mlossowskiAcquisio is glad to announce support for Bing Ads’ Unified Device Targeting as of March 23, 2015. Unified Device Targeting in Bing Ads now makes it so all Bing Ads campaigns and ad groups will automatically target all devices: smartphones, tablets and computers.
With this change PPC marketers will no longer have to select the device their campaigns will target individually. Bing Ads implemented this change to make cross device advertising simpler, and because Acquisio prioritizes cross device initiatives, it was our priority to support the update as soon as possible.
Benefits of Unified Device Targeting
Unified device targeting offers many benefits for advertisers and agencies:
Simplicity: Managing Bing Ads will become easier and less time-consuming as all campaigns will target all devices at all time, ensuring you never miss out on traffic coming from smartphones or tablets. This will help streamline your workflow and limit duplicate work.
Efficiency: Bing Ads is continuously working on making their platform more compatible and similar to Google AdWords to help campaign managers accustomed to Google’s setup adapt seamlessly to Bings’ offering. This also makes it easier to clone AdWords to Bing Ads, which will make it more enticing for marketers to start advertising with Bing.
See the changes to the Acquisio interface below:
While these changes eliminate the need to create multiple campaigns for different devices, if you do not want to target all devices, or have an equal value for all devices, an additional bid adjustment is available for tablets and smartphones. You can choose to increase or decrease your bids on mobile and tablets and opt out completely for mobile.
The options for bid modifier differ from one device type to another. See the table below for details:
|
Device Targeted |
Bid Adjustments |
|
Desktop |
Bid can be adjusted directly in the Workbench in the Max CPC column. |
|
Tablet |
-20% to +300% |
|
Mobile |
-90% to +300% or you can set to -100% to opt out of mobile |
No Tablet Opt Out
Bing Ads and other industry sources have studied campaign results on tablets and concluded that conversions are similar enough to desktop conversions (within 15-20%) that it does not justify enabling an opt out. Because marketers do not need to re-work campaigns for tablets as their existing desktop campaigns should perform well on tablets, campaigns are set to automatically run on tablets.
Take Note
Before this change advertisers could create separate campaigns on mobile and desktop with the same keywords. Now that campaigns will automatically target all devices, any campaigns that share the same keywords will now compete against each other in search.
If you have any campaigns with duplicate keywords, it’s best to delete them. For more information and to learn best practices, check out the Bing Ads blog post about the device targeting changes.
Chandal Nolasco Da Silva
Richard Beck