Question

1.  If the cost for a conversion on computers is twice the cost as one from a mobilen phone.1. If the cost for a conversion on computers is twice the cost as one from a mobilen phone. You would set a bid decrease by 50% on computers? 2. What makes you decide if you put a decrease on computers or if you would put a increase on phones? 3. How often do you make increase/decrease for device, schedule etc. Daily? Thank you my experts :)

Answer 1

1. If the cost for a conversion on computers is twice the cost as one from a mobilen phone. You would set a bid decrease by 50% on computers? If you're running the campaign for 2wks, I would say decrease the computer by 20% only and increase the mobile by 20%. Then monitor again for 2wks. 2. What makes you decide if you put a decrease on computers or if you would put a increase on phones? CPC and conversation 3. How often do you make increase/decrease for device, schedule etc. Daily? Every 2weeks, and or depending on the objective of the campaign PS: not an expert but experienced in running some campaigns. :)

Comments

@tami30 thank you for your reply!  

Answer 2

Make sure you have a quite a few conversions before making decision like that. I would also have a limit of +/-25. Also, look at the device attribution reports to ensure you are not stopping clicks from users in the browsing stage.  

Comments

@shaffer588 thank you, sorry but im not sure if i understand what you mean about the stopping clicks part? Thank you

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@caine What attribution model you are using ?  

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@raynell9 last click, does it make a difference?  

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@caine Yes. Read more about attribution models

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@raynell9 thanks. I know only what they does in question of giving "cred" for specific clicks. But is that something i have to take in thought when doing bid adjustments?  

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@caine Yes. Depending on the attribution model you may think about (analyze) the data in a different way. Even more: You can change your account structure based on the place of the keywords in the funnel.  

Answer 3

We've faced and still facing the same scenario as yours. Desktop cost per acquisition is double the price compared to mobile. But from our data, it shows that we are actually making more money on desktop compared to mobile, as customer value is much better. We've actually increased our bids by 20% on desktop, trying to get more customers, even though it costs us more acquiring. But it all depends on what you are running. :)

Comments

@chapa thank you very much! Didnt think of that to be honest.  

Answer 4

You should be basing your actions of profitability. If desktop is less effective but if still delivering you profitability, then you wouldn't necessarily touch a thing. You don't have to deliver the same ROAS across all scenarios.  

Comments

@kato thank you very much for that response  

Answer 5

Simple, consider cost, cost/conversion, and also how often you are receiving conversions from mobile vs. Desktop. Sometimes mobile searches are so majority that you do not have so many solutions :)

Comments

@discrepant thank you!  

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@caine :)

Answer 6

Depends what cost per lead you have. You may want to pause altogether if cost is too high.  

Comments

@titanothere thank you!  

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@caine same for gender, ages etc.  

Answer 7

I would also look at the difference in conversion rate between mobile and desktop and if your desktop conversion rate is significantly lower, I would investigate why. From my experience desktop generally gives way better results than mobile

Comments

@sec9 thank you. I actually experiencing the mobile having more conversions for almost all my accounts. I know most say that desktop should generate better sales but didnt see that yet?  

Answer 8

Not sure if answered already but here are my thoughts  1&2 use different campaigns for each device type. So many factors can effect conversion that it’s the easy thing to do. 3. When the data tells you make the change. Otherwise you’re just changing for changes sake. Changes depend on your overall strategy and numbers. If you’re using automated bidding then the longer you can leave things the better (changing simply resets Google’s machine stuff), if it’s manual then depends on what you’re key metrics are vs your performance. Don’t fiddle for fiddling sake.  

Comments

@uncinate7071 thank you!  

Answer 9

1. I don't look at CPA, I look at Conv Value/Cost (ROAS) because CPA doesn't incorporate the value of your conversion. CPA is of course the same metric though if your conversion is a sale. 2. Use formulae per article @bethought82494 posted above 3. I try and revise all bid adjustments weekly, but I also tried learning German, and . well .  

Comments

@isleana118 thank you very much!