Device & Browser Targeting

Businesses can target mobile and desktop devices simultaneously or individually.

With mobile targeting, you can choose to target iOS devices, Android devices, or all mobile devices. If your campaign objective is App Installs, your ad set will automatically default to mobile only.

For desktop targeting, you can choose to target Chrome, Firefox, Safari, other browsers, or all browsers.

Do desktop and mobile ads have different prices?

Yes. When you specify your device targeting, your potential weekly impressions (under “Summary”) will change along with your suggested bid. Mobile auctions usually have lower costs, so we recommend having different ad sets or campaigns for each device.

Can I target users by browser? 

Yes, you can target users on desktop by browser. When you select "Choose specific devices and browsers", you will be able to refine your ad set targeting by browser, specifically Chrome, Safari, and Firefox. 

Why should I separate campaigns and ad sets by device?

Having separate desktop and mobile ad sets can assist with budget utilization and optimizations.

As mentioned above, devices have different price points. If you select “Desktop and mobile,” the suggested bid is optimized towards both auctions. However, in some cases, this bid may underbid for desktop and overbid for mobile. Separating the two helps you bid more effectively, and it makes it easier to increase or decrease bids for specific devices. You can also evaluate the performance of each device for optimization purposes.

If you have specific budgets for desktop and mobile ads, we recommend putting them in separate campaigns. Daily and lifetime budgets are determined at the campaign level. It is not possible to allocate more spend to a device if both are being targeted in a campaign.