- Are your customers buying more when they use their mobile
than when they use their desktop or their tablets?
I really hope you have mobile bidding adjustments set up
in your Google ads account.
If you don't,
well, I'm gonna show you exactly how to do that
in this video.
Let's go.
(upbeat music)
Hey guys, Sam here from KeyCommerce.com.
And today we're talking about mobile bidding adjustments
or device bidding in general.
Okay.
So something to really keep in mind before we get started,
is that not all searches are created equal.
So when someone searches and they look for your products,
your e-com store, think about what device they're on,
and how that's gonna look in the search results
as well as how they're going to interact with your site.
For example here,
these are the mobile search results for Nike shoes.
You see there that they can only see two products at once
for the shopping ads.
So that tells you that,
hey, I've got a rank pretty highly
for that search query for my shopping ads
to really get that impression at the start.
Otherwise I might be all there, down there in position 10.
So that's like something to keep in mind.
Something else for like, just like with tablet as well.
It looks different.
You can see more products there,
but it's also not the same.
With desktop, you know, you see those products there,
but also sometimes you'll see them on the side.
You know, it's gonna be different depending
on what device people are using to search.
Now, this is why we use mobile
or device bidding adjustments in general.
I keep saying mobile just because there's a really
clear distinction often between mobile and desktop.
But tablets, we don't want to forget about tablets too.
So, you know, here is an example
of some mobile bidding adjustments here.
So on the campaign level, you can adjust how
much you tell Google to spend on different devices.
Say for example,
you have a campaign and you're targeting Nike shoes,
and you see in the data that people on mobile
if they're using their phone to search,
they convert much higher than people that are on desktop.
Then you can tell Google,
"Hey I want to spend more for those people.
I want to get those people to my website
because I think they're more likely to convert."
So here's an example of a shopping campaign we've run.
And here you can see mobile, computers
and tablets split out.
This is the bidding adjustment that we make ourselves,
but this is all the data.
And there's more and more data you can get,
you just got to unhide the columns.
But you can see here that, this is the ROAS,
return on ad spend, conversion value divided by cost.
This is a good measure of how it's performing.
See here, computers is absolutely killing it, 11 here.
Well, that's why we set the bidding adjustment to 10%.
So we tell Google,
"Hey, these people are much more profitable.
We generate more profit per conversion.
So let's please get these people to our website."
And so at the same thing you know,
you you might have a zero 'cause 7.39 might be
still be extremely profitable.
So you still want those people, but you're saying,
hey these people, these other two classes,
these other two groups of people,
people on computers and tablets,
they convert way better so let's get them to the site.
You can even see the conversion rate.
Look, look at that people.
So this could tell us,
hey people might even be searching on their mobile
or they only buy this product when they're on their PC.
When they're on their desktop here.
Even though the search volume is less than mobile phones,
it's converting so much more.
Lower cost, way more conversion and way more sales.
So we wanna tell Google, let's bid for those people.
So for your own e-commerce store, think about this.
What is the device that they use tell you
about their situation and where they're searching?
Because this is key.
Just like I talked about there,
about people going to desktop to actually convert,
that might be the opposite for your store.
Maybe your customers whatever your target audience is,
they prefer to spend on their mobile phone.
Well, think about this.
If someone's on the bus,
they might be on the mobile phone.
So maybe all your searches, your target audience,
they go to work every day on a bus.
Maybe because they're in a specific city
that has a lot of public transport.
Maybe there are in a certain demographic
that use public transport every single day to get to work.
Maybe they go to the cafe and search.
Maybe they're entrepreneurs with a lot
of location independence.
So a lot of time, they're actually at the cafe,
and they're using a tablet to actually do
this sort of work.
Maybe they're in the office.
Maybe it's always on desktop.
You know, think about where your customers are
and where you're searching,
and use the device bidding adjustments
to target those people.
So that's why you also need to look at as well.
That's one side of things,
but the data tells a story here, guys.
So, if your mobile searches aren't converting,
it might not be a problem with your customers,
but a problem with your website.
Maybe your website looks like terrible.
Like this website does on mobile, it's squished.
You have to zoom in,
and people just give up and they go, "Screw it,
I'm gonna go to my desktop and convert."
This can tell you, "Hey, my conversion rate sucks on mobile.
Maybe there's a problem with my mobile site."
So also think about this,
maybe you're neglecting a device.
That's why I make a lot of videos on building a website
for your e-com store as well,
but don't neglect all the different screen sizes.
You can use Google Chrome developer tools
to see the screen sizes.
I won't show you this video,
that'll be in another video.
But check out my other videos on building a website.
But make sure you're not neglecting a device like mobile.
A lot of time, people build a website just for desktop,
and they don't even think about testing it on mobile.
Or they make sure the mobile version
it's just a copy, but just arranged a bit differently.
Some of the stores I've worked with
that have been incredibly successful,
figured out that most of their target market are on mobile.
They often come over from Facebook ads.
And so that would just make a whole new design
just for mobile.
And it converts so much better
because the user interface is so intuitive
and it just works way better.
So now think about your own store and your own customers.
Like, how do they act differently
depending on what device they're on?
Maybe they're doing a lot of research on their tablet
or on their phone sitting on the couch,
but they don't want to go
and grab their credit card to actually pay.
So they come back later.
This might tell you,
"Hey, let's do some more retargeting
especially if they're on desktop."
And this is the case a lot of time.
If you have a longer funnel,
maybe a high ticket item where people
need to research a lot,
compare the different products out there,
your products compared to the products
before they actually decide.
Well, that's something else to think about.
Because a lot of people do a lot of that research.
Maybe they're on their phone, on the bus,
or, you know, doing what, like waiting in line somewhere
and they're researching and learning.
So think about that for your customers.
So now let's jump into Google ads
and I'm gonna show you how to actually
add the billing adjustments.
But that's a bit of an overview of the mindset
you really want to use when you're approaching
device bidding adjustments.
All right guys, let's jump into my computer.
All right guys, now we're in my computer
in a Google ads account that is absolutely killing it.
We have the shopping campaign here.
It's generated over 130K in profit, over this period.
It's been pretty insane.
Let's jump into the actual campaign here
and let's go on the left to devices.
This is where you can see the data for your campaign
to change your device bidding.
You can see here.
Now we can pull out the right columns here.
So let me pull out a few more columns
just to get a bit more information.
So I wanna see the impressions, the clicks,
the CTI.
You can copy the same campaigns
but use what you find necessary.
I think that's really fantastic.
Conversion value divided by click,
value divided by conversion, awesome stuff.
So I put a lot in here
just so we have a lot more to compare.
But a big thing that I want to look at,
is conversion value divided by cost.
This is basically the return on ad spend.
So every dollar you put in, how many dollars do you get out?
So it'll be conversion value divided by cost.
These two columns here.
So you can see here that, you know,
this is 70.4 times,
conversion value, 7.4 times the sales, the cost sorry.
So sales are 7.4 times.
I got it right the second time, the cost.
So this is a really good indicator of,
okay, you put $1 into mobile phones,
and how much does that generate in actual sales?
So it means that when we want to look
at these different devices,
we want to tell Google,
"Hey, computers are performing so much better
than mobile and tablet."
So let's add a bidding adjustment to increase
the amount that we will bid, just if someone's on computer.
And the reason we do that is because
the data basically shows that.
So with your own brand, if you don't have this data,
I would recommend not using these at all.
Focusing on your product feed and your
product level bidding first for shopping campaigns
and your keyword bidding,
and your keywords and your ad copy for search campaigns.
But once you have data,
this is not something that you can do it based on intuition.
Say for example, your brand,
you don't want anybody on mobile phones for some reason,
you can just remove that out,
exclude them from the campaign.
And that's totally fine.
But this works really well when it's based on the data.
Okay?
So keep in mind that, the bidding adjustments you do here,
that's going to then affect the actual return on ad spend.
So if I increase this by 10%,
you're then going to see over time
that this actually decreases
maybe to 10, a ROAS of 10.
You may think, "Oh, that sucks my ROAS is going down.
That's the worst."
We'll know it doesn't work like that.
Because, even though your ROAS is going to decrease,
You'll find that your actual number of clicks
is going to increase.
Why is that?
Well, by increasing the bidding adjustment for computers,
you're going to increase the max CPC
that you're willing to pay for your shopping campaign,
for computers by 10%.
And that's gonna make you more competitive.
It's going to increase your ad rank.
So you're gonna show higher up on average
in those same search results for this campaign,
if someone's on a computer.
And so this is gonna result in higher volume of traffic.
Now, this is something that you need to work out.
And this is how you manage your campaigns,
is basically there's going to be a balance between
the actual return on ad spend and the volume of conversions.
Because you could have a return on ad spend of 100,
but you're gonna have to decrease your bids
so much to do that, that you mainly just get one conversion.
So if there's going to be a balance, some elasticity there
between increasing and decreasing your
return on ad spend and extra volume of conversions.
And the result of this formula,
is the actual profit generated.
That's why I had the profit generated before,
is because you're going to be playing
with this and figuring out with the Google algorithm
and it's unique to every single e-commerce store,
what the actual ultimate profit generated you can get.
And that might mean your ROAS goes down to three,
but you're generating so much in sales
that it's actually generating more profit at the end
of the day after ad spend, in your pocket, for your store.
So that's something to keep in mind.
So you can use a formula to basically work out
the ultimate bidding.
But it's gonna change every single time that you do it,
because you're playing with a whole algorithm
and a whole formula that Google has
and the market, and the way the world works basically,
to work out your ultimate profit generated.
But this is a really good way to approach it,
is by looking at the data and then making little adjustments
and then watching how it performs.
Now you're making these changes
but it's not in a vacuum.
So there's, the market is changing.
You know, you're changing other things in your campaigns,
but it's a good move in the right direction
to using the data to point to Google and say,
"These people on computer are killing it.
Like they're really buying my stuff.
Let's bid more on these guys."
Anyway guys, so you just, it's really simple.
We just do it, click that
and then you adjust them right there.
This video, you know, that's such something
so simple to explain in a video,
but I wanted to really teach you guys the theory
and mindset behind doing bidding adjustments like this.
Because that sort of stuff is gonna inform the rest
of your learning for Google ads, PPC,
Facebook ads, Bing.
And even your whole business in general
that you're building with your e-commerce store.
Anyway, guys, I hope this video was useful.
I'll see you in the next video.
(air whooshing)
(upbeat music)