June 27, 2017—Bing Ads fully rolled out the pilot launch of its mobile ad platform recently, setting the stage for competition with Google AdWords, according to Small Business Trends.
"The update to Bing Ads brings with it expanded device targeting, allowing for greater control of bids specific to device type," the website writes. "Advertisers can now target users of desktops, laptops, tablets or smartphones specifically."
This form of control not only specifies target, but also tailors the adjusted bid ranges. By having the ability to target audiences more specifically, advertisers can measure ROI and make changes accordingly to improve return, such as excluding devices that are under-performing. If your business notices that desktop ads produce fewer results, you can opt out of them. Previous versions did not allow this.
Further modifications can be made in advanced campaign settings with scheduling and location specific ads.
As a business you are now able to target customers that are in your vicinity by the devices they are using. When you consider that current estimates place smartphone searches at 82 percent, this is a valuable proposition.
"With mobile quickly becoming the go-to medium, the ability to opt-out of desktop was a desired feature by many advertisers," Small Business Trends writes. "This move will further support the near mobile-only campaigns preferred by small businesses and their target audiences."
