Bing Ads rolls out expanded device targeting globally, supports mobile-only campaigns

Last fall, Bing Ads began piloting new bid adjustments for devices that included the ability to set bid modifiers for desktop and broader ranges for tablet and phone. Today, those changes are rolling out globally. And new today is the ability to set negative bid modifiers for desktop.

The top bid adjustment range for all devices is +900 percent, and now all devices can be bid down by as much as 100 percent. The 100-percent range means it’s now possible to run mobile-only campaigns.

Advertisers will start seeing the new desktop bid adjustment starting today, and everyone will have it within the next few weeks in the UI, the API and Editor.

Advertisers running AdWords campaigns can also now import their device bid adjustments into Bing Ads.

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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 writes about paid digital advertising and analytics news and trends for Search Engine Land, Marketing Land 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.