Google recently made it possible to adjust bids for each device: Desktop, Mobile & Tablet.
Previously, Google allowed for us to edit only one of those categories, making it more difficult to reap the benefits of one device performing better than the others. For instance, if you reduced the Mobile bid by 50%, then you weren’t allowed to adjust the bids for other two. You were essentially stuck with 100% bids for Desktop and Tablet.
Google’s new feature allows for a much more granular approach when deciding how to allocate bidding by device. Here are just some ideas:
- If Mobile is not performing well, reduce its bid. We typically find conversion rates lowest on mobile devices.
- Separate your campaigns by device. You can have three different versions of your campaigns, one for each device and allocate budgets accordingly.
- Using separate campaigns per device, try using different ad copy or even keywords knowing what type of device someone is using.
Ultimately, our suggestion would be to look at your Google Analytics data and see how each device is performing for your site overall. Typically, we find that Desktop and Tablet have the best conversion rates, so if ROI is your goal, you might want to reduce the Mobile bid. On the other hand, your call Analytics might find that your PPC campaigns lead to a lot of phone calls, in which case you might want to increase your Mobile bids by X%.
Also keep in mind that each device has its place and that guests typically use multiple devices in their search process. A guest might start his search on an iPhone only to move to his laptop later in the evening to actually book, so having a presence on each device is beneficial.
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