Advertising performance varies significantly between desktop, tablet and mobile devices. It is therefore important that you monitor performance across device categories and adjust your cost per click bids accordingly.

Step 1: Analyse Device Performance

Click on Campaigns (Tab) -> Segment -> Device

This will bring up the overview shown below. You can analyse device performance at the campaign, ad group and also keyword level.

The next step will show you how to increase or decrease mobile bid adjustment based on performance (see next step). Desktop bids are the same as tablet bids, you can’t adjust tablet bids separately.

Step 2: Optimizing Mobile Bids

Click on a Campaign -> Settings tab -> Devices

– Click on the percentage next to “Mobile devices with full browsers” to adjust the mobile bids
– “0%” means your mobile bids are equal to your desktop (and tablet) bids
– “-100%” means mobile traffic is turned off
– In the example below, mobile bids are set 60% lower than desktop bids (-60%)
– Mobile traffic performance varies by industry and product. Increase, decrease or pause mobile traffic based on performance.
– Display campaigns are prone to generate low quality mobile traffic without proper optimization (more on this in the display section)