Bing Ads opens pilot for device bidding

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 bingads-pilots@microsoft.com or contact your account manager.

About The Author

As Third Door Media’s paid media reporter, Ginny Marvin writes about paid online marketing topics including paid search, paid social, display and retargeting for Search Engine Land and Marketing Land. With more than 15 years of marketing experience, Ginny has held both in-house and agency management positions. She provides search marketing and demand generation advice for ecommerce companies and can be found on Twitter as @ginnymarvin.

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