SPEAKER: Hi, everyone.
This is AdWords in under five minutes.
And this video will teach you everything
you need to know about mobile bid adjustments.
Let's get started.
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A mobile bid adjustment is a percentage increase or decrease
you apply to your cost per click bid
when users are searching for your business
on their mobile devices.
Although your current AdWords bids
may be successfully reaching your desktop customers,
mobile devices have smaller screens
and therefore, can show fewer ads for a given search.
Setting a mobile bid adjustment can
help you reach those searching from their mobile devices.
So why is mobile and increasingly important
part of online advertising?
Our research shows that more than 38%
of our daily media interactions happen on mobile devices,
and mobile devices have the highest number
of user interactions per day.
So it's becoming increasingly important
to opt into the mobile atmosphere
and reach these potential customers.
Let's take a look at two different types of customers.
Shelly is searching on her mobile device after work,
and Paul is searching on his desktop computer from home.
They're both searching for pizza,
and your business is a local pizza parlor.
For Paul's search on his desktop computer,
your ad appears in the third or fourth position on the page,
and he decides to click.
But for Shelley, fewer ads appeared on her mobile device's
screen, and she clicked on your competitors ad
to place an order and pick it up on the way home.
Perhaps if your bid for mobile devices
was increased by 10% or 15%, your ad
would have shown on Shelly's mobile device,
and both users would have become customers.
So now you're ready to set up a mobile bid adjustment.
Let's walk through the quick steps together.
In your AdWords account, click on the Settings tab
for your campaign in the row of gray tabs.
Mobile bid adjustments are only available for all features
campaigns.
So first check that your campaign type
ends with all features.
If not, click Edit and select all features from the gray box.
Then click Save.
Next, click on the gray devices button under the Settings tab.
Here you'll see a row for desktop computers,
mobile devices, and tablets.
Here you can enter the bid adjustment.
Remember this is a percentage increase, not a dollar amount.
For example, if my bet is set at $2 and I add a 15% bid
adjustment, then my bid for users on mobile devices would
be $2.30.
After entering the number 15 in the white box, click Save.
And that's it-- easy.
You can give this a try by clicking on the link right
here.
Let's wrap up with a few tips on monitoring mobile performance.
Tip number one-- let your initial bid just runs
for a few weeks to collect data on how your ads are performing
on mobile.
If you're unsure of where to set your initial bid adjustment,
consider starting with a modest 10% or 15%
adjustment to see how it impacts your performance.
Tip number two-- monitor how well
you're performing for mobile clicks and impressions.
If you find that your ads are performing better
on mobile devices, consider increasing your mobile bids
to capitalize on your success.
Tip number three-- for many businesses
like locksmiths than taxi drivers,
mobile users are the primary source of their customers.
If this is the case for your business,
you can set a very low bid, for example, $0.05
and then place a 100% bet adjustment on mobile devices
so that the vast majority of your traffic
should come from mobile users.
In this example, your final bids would
be $0.05 for desktop users and $5 for mobile users.
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If you have any further questions about this topic,
you can ask a question on social media,
discuss this in the AdWords community,
chat to an online specialist, or pick up the phone
and give us a call.
Thanks for tuning in and have a great day.
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