Bing Ads opens pilot for device bidding

Bid adjustments for each device type will be available with bigger bid ranges for tablet and mobile.

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Bing Ads is testing changes to device bidding in the wake of Google’s move to revert back to distinct device bidding (though the bid adjustment structure remains) for desktop, tablet and mobile introduced in 2013 with Enhanced Campaigns.

Even through the Enhanced Campaigns period, Bing Ads had always offered more control with a tablet bid adjustment that could range from -20 percent to +300 percent from desktop. Now, tablets will be separated entirely from desktop. The top range for both tablet and mobile has been raised to 900 percent, up from 300 percent.

Desktop bids can only be set as low as 0 percent, so negative PC bid adjustments set in campaigns imported from AdWords will be set to 0 in Bing Ads.

Here is what the updates to bid adjustment ranges will look like.


The changes are being tested in pilot now. To participate in the pilot, email your request, along with your Bing Ads account number, to [email protected] or contact your account manager.

Opinions expressed in this article are those of the guest author and not necessarily Search Engine Land. Staff authors are listed here.

About the author

Ginny Marvin
Ginny Marvin was Third Door Media’s former Editor-in-Chief (October 2018 to December 2020), running the day-to-day editorial operations across all publications and overseeing paid media coverage. Ginny Marvin wrote about paid digital advertising and analytics news and trends for Search Engine Land, MarTech and MarTech Today. With more than 15 years of marketing experience, Ginny has held both in-house and agency management positions. She can be found on Twitter as @ginnymarvin.

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