Targeting Devices to Increase Profitability
Lately on Inside PPC we’ve been focusing on a range of AdWords targeting options to make your campaigns more effective. This week it’s all about device targeting and how you can use it to generate more profitable leads.
You see users behave very differently as they move between devices and you can do much better than generic campaigns for every device. Why not target their user habits and best interests on each device and nudge them further along the conversion process?
Source where your most profitable leads come from
Delve into your data and you’ll find your most profitable leads generate from one type of device more than the others. For example, restaurants are more likely to get conversions from mobile, as people search for some fine Italian pasta in the local area, while online stores may find users don’t like to type in credit card details on mobile.
Naturally, this depends on the nature of your business and the users you’re trying to reach, but – at the very least – device targeting allows to adjust your budget and invest more in ads that are most likely to convert.
How do I adjust my bids by device?
You can change your bids by device in no time at all, simply by hitting Devices in the settings tab for any given campaign. You’ll see a table with rows for computer, mobile and tablet which gives you some insight into the performance of your campaign on different devices. You can adjust your bids for each device by clicking on its cell in the Bid adj. column and increase by a percentage – that’s all it takes for basic device targeting.
Advanced device targeting
It’s great that you can target the best performing devices for each campaign, but to max your PPC profits you really need to ask why these devices perform better, why other don’t and how you can improve your campaigns on other devices. This brings us back to behaviour and intent – something you can’t target with bids alone, but rather by tweaking your campaigns to meet the intent of users as they move across devices.
If you find mobile users rarely buy products and often leave before viewing a second page, try creating a campaign for a different conversion. You could offer users a 10% off coupon via email, or some other incentive, not only to encourage a sale further down the line, but also expand your email list.
The point is you need to ask yourself at which point of the buying process are users at and what is stopping them from moving on to the next. You’ll find devices play a large role in this, which means you want to think about a whole lot more than budget allocation – you need to streamline your campaigns to tempt users a step closer to doing business.