How can I target audiences based on device type in Bing Ads?

Targeting audiences based on device type in Bing Ads allows advertisers to optimize their campaigns for different devices such as desktops, tablets, and mobile devices. Here's how you can effectively target audiences based on device type in Bing Ads:

1. **Device Targeting Settings**:
   - Log in to your Bing Ads account and navigate to the campaign or ad group where you want to adjust device targeting.
   - Click on "Settings" and then "Devices" to access device targeting options.

2. **Device Types Available**:
   - Bing Ads provides three primary device types for targeting:
     - Desktops and laptops
     - Tablets
     - Smartphones

3. **Adjusting Bid Adjustments**:
   - For each device type, you can set bid adjustments to increase or decrease bids based on device performance. Bid adjustments are expressed as percentages:
     - Increase bids for devices that typically generate higher conversions or better ROI.
     - Decrease bids for devices that may have lower conversion rates or higher costs per click (CPC).

4. **Setting Bid Adjustments**:
   - To set bid adjustments, enter a percentage value next to each device type. For example, a +20% bid adjustment for smartphones means you are increasing bids by 20% for searches on smartphones compared to your default bid.

5. **Monitoring Performance**:
   - Regularly monitor the performance metrics for each device type using Bing Ads reporting tools. Key metrics to track include clicks, impressions, click-through rates (CTR), conversion rates, and cost-per-conversion (CPA).
   - Analyze how each device type contributes to your overall campaign performance and adjust bid adjustments accordingly to optimize for better results.

6. **Device-Specific Ad Customization**:
   - Consider customizing your ad messaging and extensions to be more relevant to users on specific device types. For example, use call extensions for mobile users who may prefer to call directly from their devices.

7. **Responsive Ads**:
   - Use responsive ads in Bing Ads, which automatically adjust their size, appearance, and format to fit different device types and placements. This ensures a seamless experience for users across all devices.

By effectively targeting audiences based on device type in Bing Ads and optimizing bid adjustments accordingly, advertisers can improve ad performance, maximize ROI, and deliver a better user experience tailored to the preferences and behaviors of users on different devices.