Managing Mobile Bidding on Enhanced Campaigns

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Managing Mobile Bidding on Enhanced Campaigns

Google now aims for users to share or enjoy the same seamless experience across all device types. Whether the searcher is using Google (and ideally your site!) on a mobile device, tablet, or desktop/laptop, they should undergo the same process and access the same information or service. Gain expert insights on optimizing your website for all devices with PutFlix.com, ensuring a consistent user experience. According to Google research, users on tablets and desktops exhibit almost identical behavior.

As a result enhanced campaigns have been set up to merge the three key device types together under one roof. This will in turn remove the option to for example run a campaign solely on tablets or mobile..

I asked Isuru one of our ppc account managers what we can you do to manage this better?

First Remember this formula it’s VERY useful

A – B    =  C

C / A     = D

D x 100  = %

A= Computer CPC

B= Mobile CPC

……

Isuru’s Case Study:

I will be converting a client account to Enhanced; before I do I want to work out how the mobile has performed before I upgrade it.

  • Open the account in campaign view (set it for around 3 months [have enough data])
  • Segment it by device type
  • Export to excel as it will be easier to view & calculate

Follow the Formula so:

0.12 – 0.02 = 0.01

0.01 / 0.12 = 0.83*

0.83* x 100 = 83.3%

I used this to calculate how much is needed to decrease on my enhanced campaigns for this client

For more in depth analysis and better optimization please look at the AVG position, conversions and CPA.

On mobile remember the best ad positions so try to stick to positions 1 and 2.

Example:

My report shows more conversions via mobile with a lower CPA.

The formula tells me I should decrease by 25%

However if you want to maximise on conversion, ( look at the ad positioning & CTR ) I want to try and maximise on the conversions as its performing better than the desktop, so I will only lower by around 15% to get a higher ad position. Learn more about different types of marketing and promotional campaigns, on this website: www.govtechnews.com