Unified Device Targeting: Bing’s Change of Heart


After many years of resistance to the model established by Google AdWords, Bing Ads has finalized its Unified Device Targeting platform. This new platform effectively merges tablet, desktop and mobile targeting, meaning advertisers no longer need to set up separate smartphone campaigns on Microsoft’s search engine.

Although these changes bring Bing Ads in structural alignment with Google’s Enhanced Campaigns, there remain differences between the two platforms. We examine the changes themselves and consider what they mean for advertisers, as well as the differences between using Bing and Google’s platforms.

Please log in to download documents.

Need more information?

Log In or Register