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How to calculate bid based on devices type?

[ Edited ]
Visitor ✭ ✭ ✭
# 1
Visitor ✭ ✭ ✭

Hi all,

I'm wondering how to calculate the bid adjustments for devices?

I found three different formula online and I'm confused which one is correct?
#1. Mobile bid = [(mobile conversion rate / desktop conversion rate) - 1]*100
#2. [(device conversion rate / avg. conversion rate )- 1]*100
#3. The device bid adjustment calculation would be:
Device bid adjustment ratio = (Total full value CPA/Device full value CPA)
Then, to get that number to a percentage:
Device bid adjustment change = (Device bid adjustment ratio - 1) * 100

I'm really confused. Which formula is correct? And for #3, I don't know where to find "full value CPA" column. Could anyone help me with that? How do you guys calculate bid adjustments based on devices?

2 Expert replyverified_user

How to calculate bid based on devices type?

Rising Star
# 2
Rising Star

Use #1. It shouldn't be based on the overall average as that includes mobile. Things to consider:

 

- If you are optimizing to revenue then I would base your calculations on revenue/click instead of conversions/click (conversion rate)

- Consider cross-device conversions. Clicks on mobile can lead to purchases on desktop so ensure that you consider those conversions when calculating the mobile conversion rate.

- Ensure that the desktop (computer) bid adjustment is set to 0%. If it's not then the formula in #1 would be incorrect.

 

Hope that helps,

Jim Vaillancourt, AdWords Rising Star, LinkedIn
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How to calculate bid based on devices type?

Rising Star
# 3
Rising Star

Another way would be to run separate campaigns for each device. That way you could optimise every keyword individually, rather than using overall averages.

 

How to calculate bid based on devices type?

Visitor ✭ ✭ ✭
# 4
Visitor ✭ ✭ ✭

Thank you so much! It helps a lot.