Expanded device targeting in Bing Ads is now available globally, a month after the pilot of the feature launched. So, advertisers can now set individual bid modifiers for each device type, tailor their campaigns by device to improve their ROI and exclude underperforming devices.
This new feature is available as on today, through all endpoints such as Bing Ads Web Interface (including Google Import), Bing Ads Editor (Mac and Windows), and Bing Ads API.
Further bing notes, when Google AdWords campaigns are imported, "negative Desktop bid adjustments will be automatically adjusted to 0%," as it's not supported in Bing Ads today.
Therefore, with the new Expanded Device Targeting, advertisers are getting the following benefits:
With laptop as a new device option, advertisers can now set individual bid modifiers for each device type including desktop, tablet and smartphones.
With the new expanded bid modifier ranges, advertisers can tailor their campaigns by device to improve their ROI.
Advertisers can now completely opt out underperforming devices (set to -100%) from displaying ads on Tablet, in addition to the already available opt out on mobile devices.