• Skip to primary navigation
  • Skip to main content
  • Skip to footer
  • 020 3330 7010
  • marketing@allresponsemedia.com
  • E-mail
  • Facebook
  • Instagram
  • LinkedIn
  • Twitter
  • YouTube
ARM logo

All Response Media

  • Home
  • About ARM
    • About ARM
    • Meet the Team
  • Our Services
    • TV
    • Digital
      • PPC
      • SEO
      • CRO
      • Social Media
      • Programmatic
    • Offline Media
      • TV
      • TV Execution
      • Press
      • Radio
      • Inserts
      • Door to Door
      • Outdoor
      • DRTV
    • Analytics
    • ARMalytics®
  • Success Stories
    • Client Success Stories
    • TV Star Competition UK
    • TV Star Competition NL
    • Our Work With Startups
  • Content Hub
  • Careers
  • Contact Us
You are here: Home / Digital / Device bidding – Back to the Future!

Device bidding – Back to the Future!

14th September 2016 by ARM Author

In 2013, Google removed the ability in its AdWords platform to target devices separately. They wanted to match PPC advertiser exposure on mobile devices to the traffic levels. Google were of course right in their predictions, as we have since seen significant increases in mobile traffic for almost every vertical; typically, over 50% of traffic is coming from mobile devices.

However, desktop, and to some extent tablet, continue to drive higher conversion rates. As such, desktop conversion rates have improved and mobile has remained fairly constant, in some cases dropping slightly due to the sheer increase in traffic. A popular research platform, mobile is at the top of the purchase funnel, but can also be used as a DR medium or in-store for retail vouchers.

Technology allows bidding strategies to automate bid adjustments for mobiles, meaning performance hasn’t suffered as a result of the change. However, problems have occurred when a budget was designated only for mobile, such as a “hotels near me” campaign for travel. Without the ability to target a single device, the inclusion of desktop and tablet traffic could potentially reduce ROI. It’s also worth noting that unlike Google, Bing always allowed for device multipliers.

Back to August 2016

In August 2016, Google announced that device level bidding adjustments would be rolling out to PPC accounts. The benefits include more control over bid adjustments and more flexibility them.

We agree with Google’s recommendation to not restructure campaigns back to device level as it will effectively triple management time. Whilst this change isn’t a complete reversal of what Google said 3 years ago, we are now able to isolate devices and bid accordingly on them based on performance.

This is a welcome change for clients that utilise mobile conversion via apps and desktop as part of the media mix to drive awareness. It will now be possible to have DR mobile campaigns driving performance and top of the funnel research campaigns on desktop with separate goals (using DoubleClick Smart Bidding accordingly) to maximise ROI. Further to just the delivery, it will also allow us to plan more effectively in terms of having DR and awareness budgets on the PPC line of a media plan and being able to activate on those plans accordingly! It is giving the power back to the advertiser to optimise campaigns to suit wide ranging objectives, rather than assuming that increased clicks and traffic is the sole target, which is a welcome move from our point of view.

Subscribe For More

Newsletter Signup

Footer

ARM logo

The Leading Performance Media Agency

Building businesses and brands by providing clients with an Unfair Competitive Advantage.
ARMalytics®

Get In Touch

London: Sutton Yard, 65 Goswell Road, EC1V 7EN
Phone: +44 (0) 20 3330 7000

Leeds: Marshalls Mill, Marshall Street, LS11 9YJ
Phone: +44 (0) 20 3330 8050

Amsterdam: Koivistokade 3, 1013 AC
Phone: +31 6 3761 9020

marketing@allresponsemedia.com

Privacy Policy | Cookie Policy | Modern Slavery Policy

  • E-mail
  • Facebook
  • Instagram
  • LinkedIn
  • Twitter
  • YouTube

Our Newsletter

Subscribe to receive exclusive media insights straight to your inbox. We respect your privacy.

Newsletter Signup

We are using cookies to give you the best experience on our website.

You can find out more about which cookies we are using or switch them off in settings.

ARM logo
Powered by  GDPR Cookie Compliance
Privacy Overview

This website uses cookies so that we can provide you with the best user experience possible. Cookie information is stored in your browser and performs functions such as recognising you when you return to our website and helping our team to understand which sections of the website you find most interesting and useful.

Strictly Necessary Cookies

These cookies are essential to provide you with services available through our website and to enable you to use certain features of our website.

If you disable this cookie, we cannot provide you certain services on our website and we will not be able to save your preferences. This means that every time you visit this website you will need to enable or disable cookies again.

Analytical and Performance Cookies

These cookies are used to collect information to analyse the traffic to our website and how visitors are using our website.

For example, these cookies may track things such as how long you spend on the website or the pages you visit which helps us to understand how we can improve our website for you.

The information collected through these tracking and performance cookies do not identify any individual visitor.

Please enable Strictly Necessary Cookies first so that we can save your preferences!

Advertising and Targeting Cookies

These cookies are used to show advertising that is likely to be of interest to you based on your browsing habits.

These cookies, as served by our content and/or advertising providers, may combine information they collected from our website with other information they have independently collected relating to your web browser's activities across their network of websites.

If you choose to remove or disable these targeting or advertising cookies, you will still see adverts but they may not be relevant to you.

Please enable Strictly Necessary Cookies first so that we can save your preferences!

Cookie Policy

More information about our Privacy Policy and Cookie Policy