After applying the new bid adjustments, you should monitor your campaign's performance and make other changes to the base bids or bid adjustments as needed. This can be done at the ad group or campaign level, depending on the device-level performance differences you see in your campaigns. In many cases, the campaign level does the job and gives you enough conversion data to make decisions, but that's not always the case. This approach is similar to what most advertisers have long used for bid adjustments for mobile, location, time of day, and audience, and I believe the same approach
will work for your device adjustments. I recognize that all of this may seem a little confusing, so an example is in order. How I would set my bid adjustments Start fax number list with total campaign performance. This is your data provided by AdWords. Conv. Reported Cost Declared CPA TOTAL 18 $200 $11.11 Next, segment performance by device. Cost Conv. Reported Declared CPA Mobile $60 5 $12.00 Desk $90 ten $9.00 Tablet $50 3 $16.67 TOTAL $200 18 $11.11 In the past, this might be where you stopped and calculated
device-based bid adjustments. Mobiles have a high CPA. Lower the bid to try to improve performance, then move on. But that could be a huge mistake, given the value of mobile in today's world. Go a step further and think about the full value of mobile (and desktop and tablet) beyond traditional online conversions. For example, store visits, branding, app engagement, calls, and cross-device activity can all be tracked in AdWords.