Google believes that marketers need more control and flexibility to optimize bids on specific devices. Therefore in the next few months, Google will make it possible to set individual bid adjustments for each device type -- mobile, desktop and tablet. As you know in the past desktop and tablet computers were linked.
Google’s past model anchored bids to the desktop and then allowed you to adjust mobile bids from -100% to a +300%. With the new model, you will be able to choose the device that produces the most conversion for your business as the anchor and then adjust the remaining devices up to a maximum of 900%.
As always Google continues to advocate using a single campaign that can now be completely optimized by device – the goal of course to simplify management.
Of course, you will continue to have the ability to set bids that:
If you’re looking to capture as much traffic as possible within your budget, this is the bidding strategy for you. Maximize clicks will automatically adjust your bids and is a great way to promote sales on your website or in your local store.
If you want to manage your own bids or use a third-party bidding platform, enhanced CPC is your best bet. It dynamically optimizes on top of your bid in real-time so you get more conversions or sale.
If you prefer not to manage your bids manually and are revenue-driven, you can use return on ad spend (ROAS) do the heavy bidding lifting. With target ROAS, you choose your desired ROAS and it’ll dynamically bid so products that drive more revenue will get higher bids.
Managing campaigns and bid strategies remains a complex adventure. Here at Front Man Marketing we understand all of the intricacies required to be successful. Give us a call, we would love to review your campaigns for you.