Set a Mobile Bid Adjustment - AdWords In Under Five Minutes
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Learn how to set a mobile bid adjustment in AdWords to boost your mobile performance. This video explains the importance of mobile advertising, shows how to set a mobile bid adjustment in the AdWords interface, and covers important tips for long-term mobile success!
00:00 Hi everyone, this is AdWords in Under Five Minutes, and this video will teach you everything you need to know about mobile bid adjustments. Let’s get started!
00:19 A mobile bid adjustment is a percentage increase or decrease you apply to your cost-per-click bid when users are searching for your business on their mobile devices.
00:27 Although your current AdWords bids may be successfully reaching your desktop customers, mobile devices have smaller screens and therefore fewer ads serve for a given search. Setting a mobile bid adjustment can help you reach those searching from their mobile devices.
00:43 So why is mobile an increasingly important part of online advertising? Research shows that more than 38% of our daily media interactions happen on mobile devices and mobile devices have the highest number of user interactions per day so it’s becoming increasingly important to opt-in to the mobile atmosphere and reach these potential customers.
01:03 Let’s take a look at two different types of customers: Shelly is searching on her mobile device after work and Paul is searching on his desktop computer from home. They are both searching for Pizza, and your business is a local pizza parlor.
01:16 For Paul’s search on his desktop computer, your ad appears in the 3rd or 4th position on the page and he decides to click. But for Shelly, fewer ads appeared on her mobile device’s screen and she clicked on your competitor’s ad to place an order and pick it up on the way home.
01:31 Perhaps if your bid for mobile devices was increased by 10 or 15 percent, your ad would have shown on Shelly’s mobile device and both users would have become customers!
01:41 So now you’re ready to set up a mobile bid adjustment! Let’s walk through the quick steps together.
01:47 In your AdWords account, click on the Settings tab for your campaign in the row of gray tabs. Mobile bid adjustments are only available for “All Features” campaigns, so first check that your Campaign Type ends with All Features. If not, click Edit and select “All Features” from the gray box, then click Save. Next, click on the gray “Devices” button under the Settings tab. Here you’ll see a row for desktop computers, mobile devices, and tablets.
02:13 Here you can enter the bid adjustment. Remember this is a percentage increase, not a dollar amount. For example, if my bid is set at 2 dollars and I add a 15% bid adjustment, then my bid for users on mobile devices would be $2.30.
02:30 After entering the number 15 in the white box, click Save. And that’s it! Easy, right? You can give this a try by clicking on the link right here.
02:40 Let’s wrap up with a few tips on monitoring mobile performance:
02:44 Tip number one: Let your initial bid adjustment run for a few weeks to collect data on how your ads are performing on mobile. If you’re unsure of where to set your bid adjustment initially, consider starting with a modest 10 or 15 percent adjustment to see how it impacts your performance.
03:01 Tip number two: Monitor how well you’re performing for mobile clicks and impressions. If you find that your ads are performing better on mobile devices, consider increasing your mobile bids to capitalize on your success!
03:13 Tip number three: For many businesses like locksmiths and taxi drivers, mobile users are the primary source of their customers. If this is the case for your business, you can set a very low bid, for example 5 cents, and then place a 100% bid adjustment on mobile devices so that the vast majority of your traffic will come from mobile users. In this example, your final bids would be 5 cents for desktop users and 5 dollars for mobile users.
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03:48 If you have any other questions about this topic, you can ask a question on social media, discuss this on the AdWords Community, chat to an online specialist, or pick up the phone and give us a call!
Thanks for tuning in, and have a great day!