Optimize the cost of your AdWords campaign – desktop vs mobile

John Wanamaker once said that Half the money I spend on advertising is wasted; the trouble is I don’t know which half. In this post, I will discuss cost optimization on different devices. Once you’ve read this post, you’ll be able to assess if your campaign is profitable on all platforms, but it may be worth limiting your ad on some devices. I encourage you first to review this post about the AdWords ads profitability rating.

Next year mobile

For several years we have heard that every year is going to be a mobile year. As of Search Engine Watch and other media, as early as 2014, the number of only-mobile users exceeded the number of desktop-only users. This revolution is going on and it will probably be many years before our PCs and laptops go away. Why? Because their use is more comfortable. I can not imagine myself writing this post on a smartphone keyboard. Both I and many other marketers I spoke with agree that the mobile platform is growing, but we are still afraid of making a purchase (conversion) using a smartphone. This is confirmed by statistics as well as by my friends whom I ask whether and why they buy or not using a phone instead of a laptop. The answers I hear most often are “more comfortable” and “safer”. I myself also confirm that I prefer to sit at a laptop buying something than doing it on my Samsung. Click on the ad, read the description, review the product or service on your smartphone – yes, but with the purchase, I prefer to wait until I get home. I suppose many of you have that too.

Mobile campaigns – worth it?

What is the conclusion? When purchasing services and goods, the number of mobile conversions is considerably smaller than desktop users. This is especially important in the context of e-commerce, where when you sign up for your bank account or pay with your card. However, since mobile traffic is not proportionally lower, the conversion rate is generally several times lower, and the cost per conversion is several times higher compared to users using a laptop. As a result, the question arises – is it worthwhile to run campaigns for mobile users, since they are much less converting?

In order to answer this question we finally go to the following:

In the AdWords panel, we can compare platforms at the campaign or ad group level. Interestingly, depending on the type of campaign, we have various options for optimizing performance in the context of mobile devices. Of course, I recommend that you do this at the ad group level, as it allows for more accurate analysis. As with all other optimization methods I’ve described, it’s important to choose the right time frame first. One that includes at least a few dozen shopping cycles.

In the search network

For search campaigns, enter the ad group> settings> device. Here we can see the distribution of our statistics on each platform right away.

Comparison of desktop mobile conversion costs

Of course, we are most interested in the columns related to the number of conversions, their cost, the coefficient and the value. The cost-effectiveness analysis in this dimension depends on each campaign and every business individually, so it is difficult to give specific advice here. However, if at first glance you see that mobile conversions are 3-4 times more expensive than desktop ones, then it’s not worth thinking about and limiting or completely deactivating ads on mobile channels – you are not yet ready to make purchases for your mobile channel. Using a smartphone to pay for advertising in this way. However, if conversion costs are similar and do not exceed the CPA, we should not be able to improve on something. If you can see that mobile conversions are much cheaper, you might want to adjust your bids for these users. In either case, just enter the appropriate value in the “bid adjustment” column, the percentage by which the max CPC will be raised or lowered. By doing so, by repeating all ad groups, we can easily evaluate and reduce the budget wasted by displaying ads on smartphones.

In the Display Network

Optimizing your Display Network campaign looks identical, but Google has prepared something extra for us – we can also choose to target or exclude mobile devices based on the operating system (Android, iOS, BlackBerry, webOS and Windows Phone), and even specific versions of these systems. . The second possibility is to target a specific manufacturer or model of the device – you want to target only Samsung Galaxy users with Lollipop Android? No problem. Only for users of the latest iPhone? Here you are! So the question is, what specific devices to target ads. We will find the answer in Analytics. The recipient card> mobile traffic> device is the answer to our question. We sort the table by the column “revenue” or “transactions” and immediately see which smartphone users leave us the most money. Are you the richest owners of Apple’s stables?

Comparison of different smartphone models

Data can also be aggregated based on another known, e.g. aggregated manufacturers. In one of my campaigns second place were Samsung users, third place, Huawei.

Smartphone manufacturer conversion table

Let’s move on. Do you know which mobile network users are most valuable to you? This is also a report that you can analyze in Analytics. In my opinion PLAY clients are the most willing to spend money.

Conversions on mobile devices, breakdown by mobile operators

So armed with this knowledge, we can master our display and GSP campaigns masterfully: for example, to separate a separate campaign for iPhone 6S users who are PLUS customers.

I encourage you to manually analyze and test these reports because they really talk about your customers. If we apply the available geographic and demographic data, we have to write, paint a portrait of our most profitable, average or weak customer. The use of this data can also be an inspiration for dedicated marketing actions.