Google just made a recent change for the better. After 5 years of forcing us to advertise on tablets, they’ve finally given us back the ability to separate computer traffic from tablet traffic (or opt-out of it entirely). Although this might not seem like a big deal, it’s huge.
Why is this subtle change so powerful? Quite simply, tablet traffic sucks. Of all of the campaigns I’ve managed, I don’t recall a single one where tablet traffic wasn’t at least 20% more expensive per conversion than computer traffic. (Sometimes as much as 50% more expensive!) By not being able to separate that traffic, you are losing out on more profitable computer traffic because of being forced to over-bid on tablet traffic.
The solution is a simple one: Bid differently for computer and tablet traffic. (And while you’re at it, adjust bids for mobile phone traffic too.) In the example below, notice that tablet traffic is nearly 30% more expensive than computer traffic per conversion. Imagine how much more profitable I’d be if I could get more leads that are only costing me $28, and eliminating the traffic that is costing me $36! Now that you’re finally able to separate tablets from computers, you can easily do that.
So how do you know how much you should adjust bids? Again, it’s simple.
- Take a look at 3 to 6 months of conversions.
- Look for the “Segment” tab
- Segment by Device
- Scroll to the bottom of all campaigns & click on the “+” sign to see a breakdown of computers vs phones vs tablets.
- One thing is guaranteed: Computer traffic, mobile traffic, and tablet traffic will be different. Depending on how different, you’ll know how to adjust accordingly. If your tablet traffic is 30% more expensive than computer traffic, simply go to your campaign settings and drop tablet bids by 20% or 30%, or pause that traffic entirely.
However, if you know me, you know I prefer to have more control than that… My personal preference for accounts I manage is to dedicate one campaign to computers (by reducing mobile & tablet bids by 100%), another to mobile devices (by dropping computer & tablet bids by 100%), and another to tablets (by dropping computer & mobile bids by 100%). That way, I can easily see at all times how each traffic type is performing, which makes bid management is a piece of cake.
If you’d ever like help getting more out of your online traffic, feel free to email me or give me a call. My direct line is 303-906-8790.Want more sales for your company? Schedule a free consultation with Joel by emailing firstname.lastname@example.org, or calling 303-906-8790.