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Bid Adjustments by Device - Marketer's Prayers Answered

Publicado por Steve Cameron
Steve Cameron
Steve Cameron is the Director Owner of Advent Communication. With more than 25 years experience he has a deep...
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en Lunes, 30 Mayo 2016
en Google

bid adjustmentsA couple of years ago we were discussing bid adjustments by device on the weekly #ppcchat twitter tag, and I posted a screenshot to voice my frustration at the inability to split desktop and tablet traffic in my AdWords campaigns.

Others were equally frustrated by the inability to effectively target mobile only traffic - you had to implement a clumsy workaround which would reduce mobile traffic, but not eliminate it.

The solution seemed so simple - have a "base" bid and then allow all device types to have a bid adjustment - that you had to conclude that Google had simply decided that they knew best and that we were not going to able to filter our traffic the way we wanted to.

And then Google announced a change.

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Mobiles, Tablets and Desktop PC's

Publicado por Steve Cameron
Steve Cameron
Steve Cameron is the Director Owner of Advent Communication. With more than 25 years experience he has a deep...
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en Jueves, 14 Noviembre 2013
en Google

With the introduction of enhanced campaigns Google removed control over which devices ads could target. With the Legacy settings you would choose to show your ads on mobiles only, or desktop PC's only... with the "enhancement" your ads are eligible to appear across all device types.

On the one hand, I get it. There are so many potential touch points to reach a potential client that on one level it makes sense.

But on others it simply doesn't.

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RLSA - On the Corner of Search and Remarketing

Publicado por Steve Cameron
Steve Cameron
Steve Cameron is the Director Owner of Advent Communication. With more than 25 years experience he has a deep...
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en Martes, 29 Octubre 2013
en Google

As we build our remarketing lists, so we develop audiences to whom we can present our ads as they later surf their favorite pages.

We have previously referred to these ads as "the ads that follow you around" - we are all familiar with them, and they walk the thin line between welcome and stalking - often failing to stay on the right side of a searcher's sensibilities.

The advantage of remarketing campaigns is that we know that these people have previously visited our site - presumably they have an interest in our product or service. And if we have segmented our lists then we can target our campaigns effectively.

But there a couple of factors that take away from the effectiveness of remarketing.

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Mobile Only Ads with Enhanced Campaigns

Publicado por Steve Cameron
Steve Cameron
Steve Cameron is the Director Owner of Advent Communication. With more than 25 years experience he has a deep...
El Usuario no está conectado
en Jueves, 19 Septiembre 2013
en Google

The new Google AdWords Enhanced Campaigns no longer allow advertisers to select devices. Previously, we were able to choose to show ads on mobile devices - or not! And, perhaps more significantly, we were able to chose to show our ads ONLY on mobile devices.

With Enhanced Campaigns this is no longer the case. So just how do we get around this? The answer is in bid adjustments.

Bid adjustments are only available for mobile devices - the "base" bid is the bid used for PC & Tablet traffic (Google still believes these are the same thing!).

So let's say you bid $2 for your click. You can then adjust your mobile bid to -100% and, hey presto - no more mobile ad impressions!

But there's no way to eliminate PC & Tablet traffic - or is there....?

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