Adjusting bids for different devices (mobile, desktop, and tablet) is a crucial optimization technique that allows you to pay more or less for a click depending on the value that device provides to your business.This is managed using Bid Adjustments.

You can set device bid adjustments at the Campaign or Ad Group level.

Step 1: Navigate to the Devices Report

1. Log In to your Google Ads account.

2. In the left-hand navigation menu, select the Campaign > Insights And Reports > When and Where Ads Showed

This will display a table showing the performance metrics (Clicks, Cost, Conversions, CPA, etc.) for each device type (Computers, Mobile phones, and Tablets) for the selected date range.

Step 2: Analyze Performance

Before setting an adjustment, analyze the data to determine which devices are most and least profitable. The Conversions and Cost-Per-Acquisition (CPA) columns are key:

• Example (UTDS Optimal Choice):

• Mobile Phones: High clicks, high cost, but low conversions and a high CPA (£80).

• Computers (Desktop): High conversions and a low CPA (£40).

• Conclusion: UTDS wants to shift budget away from expensive mobile clicks and toward more efficient desktop clicks.

Step 3: Set the Bid Adjustment

1. In the Devices table, find the column labelled Bid adjustment.

2. Click the dash (-) next to the device you wish to adjust.

3. A drop-down menu will appear. You have two options:

4. Enter the Percentage: Input the percentage increase or decrease (e.g.,20%).

• To increase the bid by 20%: Select ‘Increase’ and enter 20%.

• To decrease the bid by 20%: Select ‘Decrease’ and enter 20%.

• To completely exclude a device: Select ‘Decrease’ and enter 100%.

5. Click Save. The new bid adjustment is applied instantly.

Example Adjustments

Based on the UTDS analysis above:

• For Mobile Phones (High CPA, poor ROI):

• Action: Select ‘Decrease’ and enter 50%.

• Result: A base bid of £1.00 is now reduced to £0.50 for mobile searches, lowering the cost of less-valuable mobile clicks.

• For Computers (Low CPA, high ROI):

• Action: Select ‘Increase’ and enter 30%.

• Result: A base bid of £1.00 is now raised to £1.30 for desktop searches, helping UTDS compete for a higher position on the most profitable device.

Notes & Limitations

• Range: Bid adjustments can range from a 900% increase (multiplying your bid by 10) to a 100% decrease (excluding the device completely).

• Final Bid Calculation: Your final bid is the base bid x (device adjustment) x (location adjustment) x (audience adjustment). Bid adjustments multiply together.

• Smart Bidding: If you are using a Target CPA or Target ROAS strategy, Google’s algorithms already incorporate device performance into their automated bidding.However, you can still apply device bid adjustments to guide the Smart Bidding system further towards your goals.