Baidu upgraded their paid search system and removed device targeting last Saturday, which could be inspired by Google Adwords enhanced campaign; advertisers no longer need to create a separate campaign for each target device type.
Previously Baidu search advertisers have device options on campaign levels including desktop computers and mobile devices. After the upgrade, the ads will display on all devices. Advertisers can specify a percentage of bid for mobile devices, between 0.1 to 10.
How does this change affect existing campaigns?
For campaigns without specific device targeting, it wouldn’t be any changes, which means the bid for mobile device is the same as that for desktop by default.
For campaigns targeting desktop only, by default the bid for mobile devices will be 10% of the specified bid. For campaigns targeting mobile devices, by default the bid for desktop devices will be one tenth of the bid before upgrade.