Recently, Google began rolling out an update that will reopen the doors to device-specific campaigns — specifically, this change allows you to set individual bid adjustments for each device type (smartphone, tablet, desktop). In other words, you will now have full control over informing AdWords whether desktop, mobile or tablet is the priority for each campaign.
With a new way to better control complex account structures and bidding strategies, marketers now have additional means to segment meaningful data and begin to integrate new optimization strategies where they fit best.
With this new change, PPC managers must ask themselves if it’s time to change their approach to bidding entirely, as this new latitude given for device modifiers allows for marketers to segment by user experience with device-specific strategies. Moreover, brands that have a majority of their customers interacting with their ads on mobile devices may need to think about mobile strategies at a more granular level, in addition to their typical desktop optimizations.
It may be tempting to now split out all your campaigns into more granular mobile-, desktop- and tablet-specific campaigns — but an important aspect for marketers to keep in mind is efficiency. Can we say that getting more granular with the targeting across campaigns will increase the return on investment?
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