How to improve your campaigns with Google’s new AdWords device bidding feature
Learn how the new AdWords device bidding tools can help you improve your conversion rate across different devices.
1. Make a base bid
Set a base bid and bid adjustments of -100 percent to +900 percent on one or more devices. You won’t have to make the same bid for multiple devices, which means you’ll have more flexibility over how you target your ads.
2. Launch separate campaigns
Customise your bids to the devices that your customers use the most. For example, if your market spends more time browsing products and services from a tablet device than a desktop or mobile, a tablet-optimised bid campaign will enable you to tap into this market and become more competitive. While a tablet-optimised or mobile-optimised campaign can help increase your ROI from those specific devices, it’s still important to make sure you have separate campaigns that effectively target all of your customers, whatever the device they use to find your products and services.
3. Identify weaknesses in your current campaign
By separating your campaigns to different devices, you’ll be able to identify any weaknesses. Were you expecting more customers to be visiting your website from a desktop? Is your mobile and tablet performance below your competitors? Whatever is working in your current campaign, integrate it into your new campaigns. Make sure you have a high Quality Score, as this will mean your campaigns have been Google-approved and will likely achieve higher rankings within the search results. A good PPC manager will be able to optmise your campaign to acheive these goals.
4. Enjoy greater control of your campaigns
When Google announced its Enhanced Campaigns a few years ago, it restricted the extent to which advertisers could customise their bids, because all desktop and tablet ads had to be grouped. So, for example, if your customers were more likely to find your products and services via a tablet than a desktop, you would have been disadvantaged. That’s because you wouldn’t have been able to optimise your ads to the device that your audience were most likely to use. This is how you create a responsive website – using HTML and CSS to ensure your content is correctly formatted for different devices. Fortunately, with tablet-optimised bidding you’ll be able to bid to an audience that is more likely to use this device. According to Laura Collins, the PPC Team Leader of the UK media agency and Merkle company Periscopix, it is estimated that tablets are more likely to be used for watching television and other entertainment, rather than work
5. Make the most of mobile
People spend more time browsing products and services online via their mobile than any other devices. That’s according to research from Google in 2015, which revealed that in the U.S, Japan and eight other countries, more Google searches were made via a mobile device than a computer. Google did not reveal the name of the other countries at the time, although it would be unsurprising if this included countries with the highest level of smartphone penetration, such as Australia, the U.K and Spain.
Want to learn more about AdWords bid adjustments? Check out their best practices here.
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