One of the most exciting announcements to come out of the recent Google summit was that separate device bids would be coming to AdWords soon. Well, it’s official: the rollout has begun and every account will have the feature over the next few months.


Device bid adjustments rolling out

Finally, you can now start putting separate bid adjustments for desktop, tablet and mobile in AdWords – a long overdue change. Head over to one of your campaigns, click the Settings tab and scroll down to Devices: Change bid adjustments. Hopefully, you’ll see the following:


If you’re still getting the old bid adjustment options, don’t worry. Google says full rollout could take a few months. That may not be the answer you want to hear but you’ll have to keep checking in every now and then for any changes.


An interesting note is Google wants us not to create separate campaigns for desktop, tablet and mobile.

“I know it’s tempting to want to split out mobile-, tablet- and desktop-specific campaigns in this new world. But I don’t think you should do that. Duplicating or even triplicating your campaigns creates so much additional work for your team.” – Google’s Matt Lawson in Search Engine Land

This is because Google wants you to use its automated bidding tools – now called Smart Bidding. We appreciate the advice, of course, but we’ll be testing every avenue in these early stages – thanks anyway Google.

In other big news, Expanded Text Ads (ETAs) and responsive display ads are also rolling out right now. So just about all the biggest announcements from the Google summit this year will be hitting your AdWords account over the next few months. Play time.