It’s been an exciting year for AdWords. New attribution models, longer ads, responsive ads, and a long-awaited announcement that got a lot of applause at May’s Google Performance Summit Keynote: Device Bid Adjustments

Truth be told, I had a hard time not cheering when we made the decision to add device-based bid adjustments. The online world has evolved so much since 2013 that these adjustments have become a necessity. People still move seamlessly between multiple devices, but for many, mobile has undoubtedly become the top priority.

Translating the excitement of a new feature into execution

Translating the excitement of a new feature into execution, however, can be tricky business. I’m sure you’re all thinking about how to take advantage of Benin WhatsApp Number List mobile, tablet and desktop specific auctions. But what does Google think about what device bid adjustments mean for you and your account?

(Short aside: this is a great opportunity to bid smarter, but it’s not the type of change you need to react to. I know it’s tempting to want to split mobile-, tablet-, and desktop-specific campaigns in this new world. But I don’t think you should do that. Duplicating or even tripling your campaigns creates a lot of extra work for your team.

Consider whether the benefits of distributing new campaigns will outweigh the costs

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Consider whether the benefits of distributing new campaigns will outweigh the costs.  For example, by arranging similar performing keywords in the same ad groups (or splitting them where warranted), you can use device bid adjustments at the ad group level to achieve highly optimized performance. You can also use ad customizers to create device-specific messages. And as your campaigns grow, the work will increase, as will the risk of lower performance due to inconsistent coverage in extensions, keywords, and everything else.

 

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