It’s a PPC innovation that can deliver outstanding results for your campaigns. But what is device-bidding optimisation and how does it work?
At Pixal, we’re always working to keep ahead of the latest PPC innovations. One of the most impactful strategies we employ currently is device-bidding optimisation. Here we look at how this tactic makes it possible to tweak your Google Ads campaigns based on the performance of each device type, so ensuring maximum efficiency and effectiveness…
How Does Device-Bidding Work?
Device bidding optimisation is a powerful tool in maximising the performance of your Google Ads campaigns. Simply put, it’s a feature that enables advertisers to adjust their bids for different device types – desktops, tablets, and mobile devices. Each device type can exhibit varying performance metrics, and by fine-tuning bids according to these metrics, we can optimise your campaigns for better outcomes.
Why Do Device-Specific Strategies Matter?
In a nutshell, because different devices often yield different user behaviors and interaction patterns. For instance, mobile users might be more prone to quick searches and impulse purchases, while desktop users might engage in more thorough research before converting. Recognising these patterns allows us to allocate your budget more effectively.
What are the Best Performance Metrics by Device Type?
We delve deep into performance metrics for each device type, and the key metrics we rely on include:
Cost Per Lead (CPL): This measures the cost-effectiveness of generating leads. By analysing CPL across devices, we can identify which devices deliver the most cost-efficient leads.
Lead Quality: Not all leads are created equal. We evaluate the quality of leads from each device to ensure that higher bidding doesn’t just increase quantity but also maintains or enhances quality.
How Do You Go About Implementing Device Bidding?
Implementing device bidding involves several strategic steps:
- Data Collection: We begin by collecting and analysing historical data to understand how each device has performed in your past campaigns.
- Setting Bid Adjustments: Based on the insights we gather, we can set bid adjustments for each device type. For example, if mobile devices have a lower CPL but higher lead quality, we might increase bids for mobile while reducing them for less effective devices.
- Continuous Monitoring and Tweaking: Device performance can change over time. We continuously monitor the performance metrics and tweak the bid adjustments to adapt to new trends and behaviors.
How To Balance Lead Quality and CPL?
While it’s crucial to focus on CPL to manage your budget effectively, lead quality cannot be overlooked. A lower CPL is beneficial only if the leads generated are of high quality and likely to convert.
So by tailoring bids based on device performance and balancing lead quality with CPL, we ensure your advertising budget is used most effectively. This balanced approach ensures that you not only get more leads but also more of the high-quality leads that have the best chance to result in conversions.
Why Pixal?
At Pixal, we’re all about leveraging the latest Google Ads features to optimise our clients’ PPC campaigns. We’re experts at handling the intricacies of device optimisation, providing you with data-driven strategies that enhance your campaign’s success.
Talk to us
Ready to enhance your Google Ads performance? Contact Pixal today and let our expert team guide you to better results.