About device targeting

Learn how to get your ads in front of your customers by targeting the type of device customers are using.
Note

Microsoft Advertising does not support device targeting by model/brand.

You can get your ads in front of your customers by targeting the type of device potential customers are using, giving you greater control over who sees your ads.

What devices can I target?

  • Computers: Desktop or laptop computers
  • Smartphones: Hand-held mobile devices
  • Tablets: Mobile devices that may not include a phone

How can I target my ads by device type?

  1. Under Keywords and targeting, select Device.
  2. In the data view, select Add device>Device.
  3. Select the campaign or ad group.
  4. In the Edit pane, enter a Bid Adjustment.

What I need to know:

  • The valid ranges for bid adjustments by device type are:
    Computer: -100% to +900%
    Smartphone: -100% to +900%
    Tablet: -100% to +900%
  • A duplicate device type cannot be added in the same parent campaign/ad group combination.
  • You need to set a target for all device types or none at all.
  • Please note that we’ll automatically change your bid adjustments for device type in real time to optimize performance and increase your chances for a conversion. We’ll use your bid adjustment as a reference point, but the actual bid amount may be higher or lower.

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