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I need help with optimization across devices

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# 1
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In order to do some optimization work I decided to pull some worst profit ad groups  data from a campaign and decided to segement it by device,Tablet,Mobile and Desktop. To my surprise the 10 worst adgroups are all different accross the device mix ( Though there are a few adgroups present on either two or all the 3 device mix.) Is it fair to say then that the best way to optimize a an adgroup to improve performance is to do so by device? Should there be a different way/strategy to optimize a campaign for Mobile,Tablet and Desktop?

 

NB:with optimization I mean checking landing pages , modifying or pausing Adcopy/Split testing, Adding Keyword matching options ( negatives) , Pausing non performing keywords( High clicks low conversion rates)  or changing their match type etc. 

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September 2015

Re: I need help with optimization across devices

[ Edited ]
Collaborator ✭ ✭ ✭
# 3
Collaborator ✭ ✭ ✭

How can he/she do a bid adjustment of -50% for laptops ? I thought that now the only bid adjustment left is for mobiles and that tablets and desktops use the standard MaxCPC bids .

 

My suggestion would be to set -100% on mobiles where they do not convert and to create the same ad group with low "default MaxCPC" but a +300% increase for mobiles. This setup is described in detail here :

 

https://www.en.adwords-community.com/t5/Manage-ads/Mobile-only-settings-for-Enhanced-Campaign/m-p/13...

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Re: I need help with optimization across devices

Explorer ✭ ✭ ☆
# 2
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You could always do a "bid adjustment" for the devices (like -50% for Laptops). That would mean they'd still show up but wouldn't be your main focus. You can also increase your bid for your better performing devices.

Does this help?

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Marked as Best Answer.
Solution
Accepted by topic author
September 2015

Re: I need help with optimization across devices

[ Edited ]
Collaborator ✭ ✭ ✭
# 3
Collaborator ✭ ✭ ✭

How can he/she do a bid adjustment of -50% for laptops ? I thought that now the only bid adjustment left is for mobiles and that tablets and desktops use the standard MaxCPC bids .

 

My suggestion would be to set -100% on mobiles where they do not convert and to create the same ad group with low "default MaxCPC" but a +300% increase for mobiles. This setup is described in detail here :

 

https://www.en.adwords-community.com/t5/Manage-ads/Mobile-only-settings-for-Enhanced-Campaign/m-p/13...