Bing’s Unified Device Targeting: Everything You Need to Know to Prepare for Monday

Last October Bing Ads launched tablet-related device targeting changes, which unified tablet and PC as a single device target. That meant that all campaigns targeting PCs would also target tablets and vice-versa.
Now just as Google has announced the launch of Upgraded URLS, Bing has made their own announcement. This Monday Bing Ads will be further consolidating their targeting options by adding smartphones to PC and tablet targeting, creating unified device targeting. Once the migration is complete, campaigns will automatically target consumers across all devices.
The below images show how the targeting options panel will change after the Unified Device Targeting implementation:


This update is Bing’s acknowledgment to advertiser’s concerns. Bing claims that the new update is simple, efficient and offers advertisers more control.
Simplicity: This targeting approach streamlines the process and reduces time spent on managing campaigns.
Efficiency: This change means that Bing Ads will now be in full structural alignment with how ad campaigns are managed in Google AdWords. This will ultimately make integrating campaigns from Google AdWords to Bing Ads more efficient and easier than ever before.
Control: Familiar targeting options removes any unnecessary complexity for advertisers even with the addition of bid adjustments for tablets, which is not available in Google AdWords.
What you need to know
If you currently have campaigns running in Bing which are PC/Tablet only or smartphone only be aware that the campaigns will automatically upgrade to the new system on Monday. This means that all your current campaigns will be targeting across all three devices, whether originally setup that way or not.
Bid adjustment options will also change.

Desktop Not Available
Tablet -20% to +300%
Mobile -100% and -90% to +300%

Bing will not allowing advertisers to exclude tablets completely from their search campaigns stating that, “Bing Ads and industry sources report tablet conversions to be consistently within 15-20 percent of desktop/laptop (‘traditional’) conversions. Given that PC and tablet campaigns perform very similarly, allowing for bid adjustments to span from -20% to +300% should give advertisers the controls they need to maintain their campaign ROI.
As mentioned earlier, if importing a campaign from Google AdWords be aware that Google does not offer tablet bid adjustments. If you would like to implement these changes they will have to be manually adjusted through your Bing portal.
Like tablet bidding, PC bidding can no longer be excluded, nor is the bid price adjustable. Bing emphasises that, “Your PC bid is the baseline on which you will apply bid adjustments for tablet and mobile campaigns. Applying a modifier to baseline bid would be redundant.” This makes sense from a bid adjustment point of view, but what if you want to run a mobile only campaign?
You can no longer use targeting options to specify mobile device campaigns only. Instead this adjustment is made at ad level. Advertisers will have to select “mobile preferred” when they are creating their ads.
What does this mean? Well, it lets Bing know you prefer to show an ad on mobile devices. It is possible to have standard delivery ads and mobile preferred ads in the same campaign. If this is the case only mobile preferred will be shown on mobile devices and standard ads will show on desktop and tablet.

How to Prepare
Bing strongly recommends combining campaigns before the 23rd of March, and we completely agree. This will help to avoid any complication or surprised to your current campaign.
Make sure to remove duplicated keywords. This will reduce the risk of server double ads for campaigns with multiple bids for the same keyword.
It also isn’t a bad idea to test various combinations of bids and bid adjustments in order to be prepared for the change.
If you are running your bing ads with an agency we suggest you contact them if you have any questions about your campaigns. You can also review Bing’s full FAQ on Unified Device Target here: