Can third-party platforms optimize bids for mobile vs. desktop traffic on Bing Ads?

Yes, third-party bid management platforms can absolutely optimize bids for mobile vs. desktop traffic on Bing Ads — and they often do it better than Bing's native tools.

Here's how they handle it, and why it's valuable:

📱🖥� 1. Device-Level Bid Adjustments
These platforms allow you to:

Set different bids for mobile, desktop, and tablet traffic

Automatically adjust bids based on device performance trends

Optimize for metrics like CPC, CPA, conversion rate, or ROAS per device

🎯 Example: If mobile traffic has a higher conversion rate in the evening, the platform can boost bids on mobile only during those hours.

🤖 2. AI-Driven Device Segmentation
With machine learning, platforms:

Analyze historical performance across devices

Predict which device types are more likely to convert at certain times or for certain audiences

Auto-adjust bids in real time based on this device-level data

🔍 Result: Higher efficiency and fewer wasted impressions.

📊 3. Device Reporting & Insights
You get detailed reporting that compares:

Conversion rates, bounce rates, and ROAS by device

Time-of-day and geo trends for each device type

How your landing page experience performs across devices

🧠 These insights help guide strategy, creative, and landing page optimization — not just bids.

⚙️ 4. Cross-Device Attribution
Advanced platforms can track users across multiple devices:

A user may click an ad on mobile but convert on desktop

The platform attributes value properly, avoiding misjudging mobile performance

🧩 Better attribution = smarter bidding decisions.

✅ Use Case Example
Let's say you run e-commerce campaigns:

Mobile gets lots of traffic but low AOV (average order value)

Desktop converts less often but with bigger cart sizes

The platform can:

Lower mobile bids slightly to control costs

Raise desktop bids where returns are stronger

Use AI to continuously adjust as user behavior shifts

🔧 Which Platforms Do This Well?
Most major platforms like:

Skai (Kenshoo)

Marin Software

Optmyzr

WordStream

SA360 (Search Ads 360)

...all offer device-level bid optimization tools with automation layers.