Recently announced at the Google Performance Summit earlier in May, Google is now going to give advertisers more control over device level bidding. Previously, advertisers who wanted to target users who were just using desktop devices were out of luck, as Google targeted tablet users with desktop level bidding. Mobile bids were applied as a multiplier ranging from 100 to -100.
There is no official launch date yet, but these changes are expected to take place in the next few months. For additional information on this change, please refer to our source, “Google AdWords to Break Up Tablet and Desktop and Enable a Mobile Base Bid.”