Why You Should Tailor Your Google Adword’s Campaigns by Device

Wednesday, June 20th, 2012
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In a previous blog post , we discussed the importance of delivering a mobile-friendly page to your customers using mobile devices.  What many merchants don’t think about however, is tailoring their Google Adwords Campaigns by device. If you log into Google Adwords and edit a campaign’s settings, you will see an option to choose the devices on which your advertisements are displayed (Campaign Settings/Network & Devices). One of the options is Mobile Devices with Full Browsers.  So why should you care?

For one thing, conversion rates might vary significantly for consumers depending upon their device. Also, if your online store truly is mobile-friendly, you can certainly tout that as a compelling point on your ads viewed by mobile surfers. To an iPhone user, “Shop our mobile-friendly store” might be the tipping point that differentiates your site from another selling a comparable product, as it clearly offers a more user-friendly experience.

Furthermore, if you use the Adwords Scheduling feature to control bids, you may want to spend more per click during business hours for desktop and laptop computers when people are shopping at work. The reverse holds true for mobile consumers (people tend to buy more often on mobile devices during non-business hours).  

Although this might take quite a bit of work, today’s Tip of the Day urges you to consider setting up separate campaigns for the same keywords. One campaign should be tailored to desktop/laptop/tablet computers while the other is catered to mobile consumers.  Periodically check your costs and conversions for each and then spend more for the one that yields the lowest cost per conversion. If you haven’t enabled a mobile-friendly store, you may find that your budget is better used by disabling your ads from displaying on mobile devices altogether. Of course, a better option would be to deliver a mobile-friendly store to your shoppers.


After receiving a degree in Industrial Engineering from Cal Poly San Luis Obispo, Alex began his career as a technology consultant with Accenture. In 1999 he left Accenture and founded Nexternal – a cloud-based eCommerce Platform company. Alex is passionate about eCommerce and online marketing. He is now a Senior Vice President of HighJump, managing the Nexternal business unit.