{"id":112534,"date":"2014-08-26T20:51:00","date_gmt":"2014-08-27T01:51:00","guid":{"rendered":"https:\/\/www.dacgroup.com\/bing-ads-ends-device-targeting-follows-googles-lead\/"},"modified":"2024-12-21T05:53:34","modified_gmt":"2024-12-21T10:53:34","slug":"bing-ads-ends-device-targeting-follows-googles-lead","status":"publish","type":"post","link":"https:\/\/www.dacgroup.com\/en-gb\/insights\/blog\/paid-media\/bing-ads-ends-device-targeting-follows-googles-lead\/","title":{"rendered":"Bing Ads Ends Device Targeting and Follows Google\u2019s lead"},"content":{"rendered":"

September sees the implementation of a controversial change to Bing\u2019s device targeting options; the amalgamation of Desktop and Tablet targeting.<\/p>\n

Currently, a negative bid modifier of -90 is available on desktops and tablets, effectively allowing you to stop Ads showing on either of the devices.\u00a0 The up and coming change is going to restrict the negative bid modifier to -20, meaning that you are compelled to advertise on both laptops and tablets. What is more, the new negative bid modifier will only be allowed on tablets, which prevents you from using a positive bid modifier on desktops to circumvent the restrictions.<\/p>\n

In appearance, we will probably see Bing\u2019s device settings change from this:<\/p>\n

\"Bing<\/a><\/p>\n

To this:<\/p>\n

\"Bing<\/a><\/p>\n

Source: \u00a0http:\/\/advertise.bingads.microsoft.com\/en-us\/blogpost\/129229\/bing-ads-blog\/upcoming-changes-to-device-targeting-in-bing-ads<\/p>\n

This move comes despite assurances made in 2013 that Bing does \u201cnot believe bundling together mobile, desktop and tablet advertising in an opaque manner is in the best interest of our customer base or the industry at large.\u201d (http:\/\/advertise.bingads.microsoft.com\/en-us\/blogpost\/126265\/bing-ads-blog\/enhanced-campaigns-bing-ads-and-advertiser-choice)<\/p>\n

However, Bing justifies its U-turn by the need for smoother compatibility with Google and has pointed out that advertisers maintain a level of \u2018flexibility\u2019 with the -20% bid modifier.<\/p>\n

How to prepare:<\/strong><\/p>\n

    \n
  1. Make sure that your site works well with tablets.<\/li>\n
  2. Expect to start receiving traffic from tablets and make proactive changes.\u00a0 If you currently have a bid modifier below -20% it will automatically be set at -20% when the changes are rolled out in September. The same can be said if you have set your bid modifiers to exclude traffic from desktop computers.<\/li>\n<\/ol>\n
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