Bid adjustments for device targeting in online advertising allow you to modify your bids based on the device type, such as mobile phones, tablets, and desktops. This can help you optimize your ad spend and improve the performance of your campaigns. Here’s how you can use bid adjustments for device targeting effectively:
1. Assess Performance Data
Before making any adjustments, analyze the performance of your ads across different devices. Look at key metrics such as:
– Click-through rate (CTR)
– Conversion rate
– Cost per conversion
– Return on ad spend (ROAS)
2. Identify Trends
Identify any trends or patterns in the data. For example, you might find that conversions are higher on mobile devices but the cost per conversion is lower on desktops.
3. Set Bid Adjustments
Based on your analysis, you can set bid adjustments for each device type. Here’s how to do it on major platforms:
Microsoft Advertising (formerly Bing Ads)
1. Navigate to Campaign or Ad Group Level: Go to the campaign or ad group you want to adjust.
2. Select ‘Devices’: Under the ‘Settings’ tab, choose ‘Advanced’ and then ‘Devices’.
3. Adjust Bids: Set the percentage increase or decrease for each device type.
– Use similar logic as with Google Ads, based on performance data.
4. Monitor and Refine
After setting your bid adjustments, continuously monitor the performance:
– Track how the changes are affecting your key metrics.
– Refine your bid adjustments as necessary. Digital advertising is dynamic, and regular updates can ensure optimal performance.
5. A/B Testing
Consider running A/B tests to determine the effectiveness of your bid adjustments:
– Create duplicate campaigns with different bid adjustments.
– Compare the performance over a set period to see which adjustments yield the best results.
6. Advanced Strategies
– Dayparting and Geo-Targeting: Combine device bid adjustments with time-of-day and location bid adjustments for even more precise targeting.
– Audience Segmentation: Adjust bids based on audience segments, such as new vs. returning customers, combined with device targeting.
By leveraging bid adjustments for device targeting, you can fine-tune your campaigns to ensure your budget is being spent most effectively, ultimately leading to better ROI and overall campaign performance.