Advertisers can choose to target desktop and mobile devices simultaneously or individually. With mobile targeting, you can choose to target iOS devices, Android devices, or all mobile devices. Campaigns optimizing towards App Installs will automatically have their device settings changed to mobile only.
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.
Can I target users by browser?
Yes, you can target users on desktop by browser. When you select "Desktop" or "Desktop and mobile", you will be able to further 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 makes it easier to increase or decrease bids accordingly. You can also evaluate the performance of each platform 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.