People access your website in so many ways: on their desktop PC, smartphone or tablet. Even with a mobile friendly website, however, you can get wildly differing results for your ads on these various devices.
For most people mobile and tablets don't do as well, usually giving higher Cost Per Acquisition (CPA) figures. Until now, the only way you could combat this was to use bid adjustments for mobile devices. What this does in a nutshell is to lower your bids to anyone viewing your ad on a smartphone. This usually results in lowering the CPA for mobile visitors. Great!
But, what we usually find is that the worst performing device of all is tablets. CPAs for tablets can often be double, triple or even more those of desktop CPAs! This is probably down to a poor user experience on tablets even if your site is mobile friendly. It's not really a mobile and it's not really a desktop.....
All that changed today however! I'm very pleased to say that now you can also make bid adjustments for tablets and desktops. My first job tomorrow will be to go and add them to a multitude of campaigns that I know perform dreadfully on tablets, and I suggest you do the same.
How do you check on the performance by device?
From the Campaigns tab click on 'Segment' and in the drop down box choose 'Device' (make sure you have the columns enabled to show your conversion data - Columns > Modify Columns). You will then be shown the breakdown of performance by campaign and by device. If you've never seen this before you might be in for a surprise!
When you spot a campaign that has either a very high or very low CPA on a particular device make a note - don't forget you can add a bid adjustment up if a device is costing you less for conversions too.
To make the adjustments navigate to the campaign and click on the 'Settings' tab, then on the 'Devices' tab. Each device will be listed along with the data for the campaign. If you've never set bid adjustments before there'll be a little dash under the 'Bid adj' column - simply click on that and enter your adjustment. You can increase or decrease bids for each device: increase on devices that are giving low CPAs and decrease if they're costing more than they should.
Don't forget to check back regularly to keep track of how the campaign is performing and edit the bid adjustments as needed.
Not Sure If You Need To Adjust Bids?
If you're not sure if you should adjust your bids for tablets (or any other device for that matter) then why not book a FREE account audit and I'll not only tell you about this but any other issues you may have in your account, along with how to find areas for growth.