Last fall, Bing Ads started piloting new bid adjustments for devices that included the ability to set bid modifiers for desktop and broader ranges for phone and tablet. As of June 12, those changes started rolling out globally. Another new thing as of the 12th is the ability to set negative bid modifiers for desktop.
The to bid adjustment range for all devices is +900 percent. Now, all devices are able to be bid down by as much as 100 percent. The 100-percent range means it’s possible to now run mobile-only campaigns.
If you’re an advertiser, you’ll begin seeing the new desktop bid adjustment starting today, and everybody will have it within the next few weeks in the UI, the API and Editor.
Advertisers who are running AdWords campaigns are also able to import their device bid adjustments into Bing Ads.