If you’ve been living under a rock for the last few years, it’s probably pretty surprising how quickly mobile has cemented its place as “the next big thing” for online advertisers. In fact, Google recently announced last month that the number of mobile search queries have surpassed desktop search queries for the first time ever. Greg Sterling, Contributing Editor of Search Engine Land, goes as far as calling mobile the new “primary screen for marketers”, and to be honest, we have to agree.
As mobile adoption continues to grow, it’s more important than ever to understand how to control your advertising on mobile devices.
By default, Google automatically runs your campaigns equally across desktop, mobile devices, and tablets from the start. Mastering mobile bid adjustments allows you to tackle the mobile market or prevent it from hurting your ROI.
A mobile bid adjustment represents a positive or negative percentage change to your bids for people searching for your keywords on a mobile device (from the AdWords Glossary). The percentage change begins at 0%, but can be increased to +300% or decreased to -100%.
Positive mobile bid adjustments are great for websites that are mobile optimized, or for businesses that solve urgent issues like locksmiths or roadside repair. We recommend starting with a 20-25% bid adjustment to start, and then using your data to determine how the performance of your account has been impacted.
How to enable Google AdWords Mobile Bid Adjustments:
- Select the ‘Campaign’ you want to add mobile bid adjustments to (you can also add mobile bid adjustments at the ad group level)
- Click on the ‘Settings’ tab
- Click the ‘Devices’ tab
- Click the ‘-’ or the ‘0%’ to enable your mobile bid adjustment