People use devices for different purposes. While some uses make perfect sense, others are less likely to happen.
For instance, would you shop for a fitness tracking app on your PC?
Most likely not.
Would you demo a complex software on your tablet?
Once again, most likely not.
So why would you ever advertise this way? Search and shopping behaviors differ by device, especially smartphone vs. PC. When you are able to identify your target audience’s device trends, a whole new realm of targeting will open up to you.
Creating pay-per-click (PPC) campaigns based on user habits can be an incredibly effective strategy to increase click-through rates and conversion rates for a given product. These types of campaigns use unique strategy, targeting and copy and other ad elements that best fit a particular device.
In July 2016, AdWords provided more control over budgets and bid adjustments in PPC campaigns. Default bids can now be set for one type of device, while bid adjustments can be set for the other two device types. This allows us to create campaigns with mobile as the focus and bid down for tablet and desktop. For example, increasing bids for mobile during hours when mobile traffic is peaking can be a central strategy for your campaign.
One of the greatest benefits of this change is the ability to review mobile and tablet actual cost per click (CPC) (instead of having to calculate device CPC from base CPC and bid modifiers). This helps search engine marketers uncover the differences of CPC by device type and adjust strategy accordingly.
Mobile and tablet bid adjustments are no longer lumped together. It goes without saying that this gives advertisers more control with overall device strategy. If you’ve geared your campaign toward tablet users exclusively, you no longer have to waste money on smartphone clicks.
It really depends on your product and ad messaging. For example, a campaign that is pushing a new software can be entirely different depending on device. On desktops, the copy may include more details and the ads can include extensions that direct to demo or testimonial pages. For mobile devices, the copy may be more direct and include call or app extensions. Creating device-specific campaigns as opposed to directing the same campaigns to all devices allows advertisers more flexibility and opportunity for optimization.
When should you not segment by device?
Consider device user habits before creating your PPC campaigns. How do these trends relate to your target audience?
Device usage by time of day (appticles.com)
Every year we see the reports that highlight how mobile use is growing in the context of online purchases. It’s a trend that doesn’t surprise anyone, yet it’s a trend not everyone is presently taking advantage of. Creating mobile-focused PPC campaigns may save you from missing out on the fruits of increased mobile use.
Take a look at 2017’s projected mobile purchasing trends:
As I said before, now is the time to anticipate the domination of mobile for PPC. Make hay while the sun is shining. Differentiate your campaigns by device if you think your business can grow from it. If not, at least segment campaigns and be cognizant of the differences in bid adjustments. The benefits of device specific PPC campaigns will only grow from here on out.
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