Adjusting the Adjustments

Sam Ovenden

For the everyday person, control is good. Mums want to keep control of their kids, dieters want to keep control of their calories, and gardeners want to keep control of their lawn.

Yet for digital marketers, control is more than good; control is great.

Control means we can choose when to appear during a consumers’ decision making journey; so that we only appear at a time that benefits them – and as a result, us. Control allows us to split up market segments down to a granular level where we can look at users as individuals and understand their past behaviours, what they respond to, and their underlying wants and needs from a particular search.

The Change

Those in the PPC market will be aware of how much control Google allow us when it comes to AdWords. On Search campaigns alone we can choose which keywords trigger our ads, which landing page to send users, dynamic landing pages, dynamic keyword insertion, mobile optimised sites, location bid modifiers, ad scheduling, the list could go on and on.

So, in this quest for more and more control of our campaigns we were very happy back in March when Google announced that they will be changing the structure of their device bid modifiers. Before this change, AdWords users could only modify their keyword bids for mobile device users, but Google have now enabled both Tablet and Desktop bid modifiers as well. This change has already started rolling out on accounts, and soon will be the same across the board.

Now that internet usage is so popular on all three device types, this change seems logical. A lot of the talk around this change has been focused on how mobile is now used more than desktop for internet searches. This change will then allow advertisers to set their keyword bids with mobile in mind and use desktop bid modifiers to decrease/increase the bids for when users search on these instead. However, this change opens the door to much better opportunities than to merely run mobile-centric campaigns.

The Benefits

Certain industries may find that users convert at different rates on each device depending on the product. For example, an expensive product may convert well on desktop and tablets, yet poorly on mobile whilst a cheaper product may convert well on mobile and not as well on desktop or tablets. This change allows advertisers to set device bid modifiers at an ad group level so they can bid more for the device type more likely to convert, and bid less on the device type which isn’t as likely to convert per product. Similarly, some advertisers may find that users tend to browse their products/services on mobile but ultimately convert on desktop or tablet. Thanks to this change, we can now decide to bid less on mobile but more on tablet and desktop.

Our Reaction

But, with great power comes great responsibility; and we are determined to use it for good – not that we could conquer the world with device bid modifiers anyway. At Gravytrain we have developed unique AdTech which uses data to calculate which devices convert best for which ad groups, and adjusts the bid modifiers accordingly so we can bid more for the devices with the highest return on investment, and less for devices with a poor ROI. Paired with our other tech our bids are now automatically updated 24/7, adapting to what keyword the user has searched, the time of day they searched, the location they searched from and the device they used to search. How’s that for control?

Contact our PPC solution team to find out more about our Adtech solutions 020 3813 7545.