Bing Ads Launches Google Enhanced Campaigns Compatibility Update, Tablet Targeting Stays, Still

bing-ads-squareToday Bing Ads launched the updates the company announced in June to make the platform more compatible with the changes Google ushered in with enhanced campaigns.

The updates were implemented to support uploading of now-enhanced AdWords campaigns into the Bing Ads platform.

Device preferences on ads, the new ValueTrack parameters that allow advertisers to point users to device-specific landing pages, as well as mobile bid adjustments are all now supported in Bing Ads.

Bing Ads Device Bidding

Ad group level Sitelink Extensions were also added in this update. More extensions will support ad group level settings “over time,” according to the company.

In addition to supporting the new ValueTrack dynamic text for URLs, Bing Ads introduced the device variable which inserts an “m”, “t”, or “c” into the destination URL, depending on whether the user clicked from a mobile device, tablet, or desktop/laptop computer.

Yes, You Can Still Target Tablets

In a post announcing the updates, David Pann, general manager for the Search Network, took the opportunity to reiterate that, unlike rival Google, Bing Ads will continue to support device targeting:

With Bing Ads, advertisers are able to design ads aimed at specific devices – desktops and laptops, smartphones, and tablets. That’s important, because we know that buying decisions vary depending on what device a customer is using, and where they are when using it. The benefits of device-specific targeting is particularly strong for key industries such as travel, retail or financial services – resulting in increased results for your campaigns. Today, this level of control isn’t something you have with Google Enhanced Campaigns.

Related Topics: Channel: SEM | Google: AdWords: Enhanced Campaigns | Microsoft: Bing Ads | Top News


About The Author: writes about paid online marketing topics including paid search, paid social, display and retargeting. Beyond Search Engine Land, Ginny provides search marketing and demand generation advice for ecommerce companies. She can be found on Twitter as @ginnymarvin.

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  • Yuan Taizong

    I really hope Bing Ads will be more used over time, I’m getting sick of all these Chromebooks and Samsung Galaxy ads (>_<) and again, I can be happy that Bing improves yet another service so soon, Bing has an answer for everything Google, and over the past year Bing has improved very fast, we can expect it to beat Google at everything (excluding books) in a short time.

    Windows 8 has been a major driver in providing Bing with all these data, I really love the Satori engine they'll implement in Cortana soon.

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