Bing has rolled out ad targeting for mobile campaigns, bringing it into strong competition with Google's AdWords platform. After a testing period at the end of 2016, Bing Ads has now added the ability for advertisers to set bid modifiers on desktop and broader ranges on mobile devices. Also added is the ability for marketers to add negative modifiers for desktop, with a new range of between -100% to 900%. After its initial launch last week, the updates will be available to all advertisers in all markets within a couple of weeks. The new features available will include a new user interface, API and Editor feature. Marketers using Google AdWords will also now be able to directly import their own device bid adjustments straight into their Bing Ads campaign.