Hey there!
I'm Benjamin from Loves Data.
In this video you will learn about using mobile bid adjustments in Google AdWords.
I'll walk through how you can apply mobile bid adjustments in your AdWords account and
Google's recommendation for selecting a mobile bid adjustment.
Overall, bid adjustments allow you modify your final bids based on how your ad is being
viewed.
Apart from mobile bid adjustments, you can also modify bids based on location, schedule,
if people are on a remarketing list and more.
Let's get started...
You can adjust your final bids based on the different devices people use to view your
ads.
A mobile bid adjustment is where you choose to adjust the bid for people using mobile
devices.
This allows you to control costs without need to create separate mobile-only campaigns.
In other words, using a mobile bid adjustment can streamline account management by providing
optimal bids without increasing the time need to manage and optimize your campaigns.
By default there will be no mobile bid adjustment applied to your campaigns.
This means that bids will be the same across all the devices people use to see your ads.
For example, if you had a default bid of one dollar and a zero percent mobile bid adjustment,
then the final bid for mobile devices would also be one dollar.
Google AdWords allows you to adjust bids up or down.
You can increase your final mobile bid by 900% or decrease it by 100 percent.
For example, if the default bid was still one dollar and you adjusted it by an additional
100% percent, then the final bid for mobile devices would be two dollars.
And setting a mobile bid adjustment of minus 100 percent will prevent your ads from showing
to people using mobile devices.
You can apply different mobile bid adjustments to each of your campaigns inside Google AdWords.
Here we can see we're choosing to increase the final bid for campaigns that are suited
to our mobile audience.
We can also decrease the final bid if the campaign doesn't perform as well on mobile.
You also have the option of applying mobile bid adjustments at the campaign and ad group
levels for more granular control of your final bids.
Here we can see the campaign has an overall mobile bid adjustment of minus 25 percent.
This means that with a default bid of one dollar, our bid would reduce to 75 cents for
mobile users.
If we then have a bid adjustment applied at the ad group level, this overrides the campaign-level
adjustment.
So here we can see the ad group level bid would be increased from one dollar to become
two dollars.
The ad group level adjustment has been applied, since it is more granular and the campaign-level
adjustment is ignored.
To adjust your mobile bids, navigate to 'Devices' and then click to edit the row that corresponds
to the campaign you want to adjust.
You have the option of adjusting bids for mobile, tablet and desktop devices.
You can then choose to increase or decrease the bid and click 'save'.
To modify device bid adjustments at the ad group level, click on 'level: campaign' and
then select 'ad group'.
Finally, let's look at Google's recommendation for setting mobile bid adjustments.
The idea is to increase your mobile bid adjustment if a conversion is more likely on a mobile
device and decrease the bid if a conversion is less likely.
So we take our mobile conversion rate, divide it by the desktop conversion rate and subtract
one.
Here's an example...
We can see the mobile conversion rate is 4.43 percent and the desktop conversion rate is
3.96 percent.
Since the mobile conversion rate is higher than desktop, this means we should increase
our mobile bids by 12 percent to account for the difference.
So that's how you can adjust bids for people viewing your ads on mobile devices.
If you set multiple bid adjustments, for example, if you've set a mobile bid adjustment and
a location bid adjustment, then it's important to know that they will be combined.
This means it's important to understand the final bid can be higher (or lower) than your
default bid once all the adjustments have been applied.
The maximum combined bid adjustment will never exceed more than 900% of the default bid.
Are you using mobile bid adjustments?
Do you have a bid adjustment tip you'd like to share?
I'd love to know!
Let me know in the comments below!
If you found this video helpful, then please like it, so I know to make more videos like
this.
See you next time!