To give advertisers more flexibility to optimize their campaigns, Bing Ads is bringing Expanded Device Targeting.
The feature when available will give advertisers more control in setting bid adjustments by devices, "so you can more effectively manage your campaigns across each device type."
Most significantly, the team said, advertisers will now be able to target tablets separately from PC with different bid adjustments.
"Expanded Device Targeting will give advertisers more control in their audience targeting strategy by making it possible to set individual bid adjustments by device type (PC, Tablet & Mobile), and further their targeting strategy based on unique business needs," writes Bing Ads team.
In addition, also expanding the device type range to +900% for each PC, Tablet and Mobile, as well as "the ability to completely opt out (set to -100%) from displaying ads on Tablet and Mobile," is available.
With these new controls, "you can segment by device to tailor your ad messaging specifically for them," team writes.
Also note, when you import AdWords campaigns, "negative PC bid adjustments will be automatically adjusted to 0%," as "it's not supported in Bing Ads today," team explained.
Interested, you can request early access to this feature along with your Customer ID to email@example.com.
Those, with an account team, should contact their team to sign up for this pilot.