Why You Should be Segmenting by Device in Google Adwords

BLOG POST

BLOG POST
December 2012

Any Google Adwords advertiser worth his or her salt knows that in almost all cases you should be splitting your campaigns between computers, mobiles and tablets. Those who are not experienced in running Adwords campaigns probably aren’t doing this; if you’re one of those people you should rectify this immediately. The purpose of this blog article is to help beginners understand why this method of campaign management and optimisation is the best technique to help save you money, gain more conversions and drive more efficiency in your campaigns.

BLOG POST

Why You Should be Segmenting by Device in Google Adwords

Any Google Adwords advertiser worth his or her salt knows that in almost all cases you should be splitting your campaigns between computers, mobiles and tablets. Those who are not experienced in running Adwords campaigns probably aren’t doing this; if you’re one of those people you should rectify this immediately. The purpose of this blog article is to help beginners understand why this method of campaign management and optimisation is the best technique to help save you money, gain more conversions and drive more efficiency in your campaigns.

 

responsive-940x400

 

Firstly, the user experience for a person searching on a mobile is very, very different to someone searching on a computer. The format of the results page is different, there’s less ‘retail space’ for Google advertisers to have their adverts displayed on, as well as this the user’s intentions are also very much different to that of someone searching on a computer. Mobile users are looking to make a decision more quickly, as they tend to be searching whilst on the go, perhaps looking for a location or a number to call.

People also use tablets differently to how they use their computers or mobiles for search; it’s a much more casual affair, as people tend to use their tablets in bed, or on the sofa whilst watching TV, whereas people tend to be using their computers in a work environment.

With this in mind, it definitely makes sense to split your campaigns by device, but the information you’ve just read above is essentially just theories and generalisations that you can read anywhere on the internet; it doesn’t necessarily make it true, or relevant to your website.  Thankfully, we can use Google Analytics to show us cold hard statistics that should support this ‘theory’.

Go into your Google Analytics account for your website and (assuming you’ve got Ecommerce set up for this account) click into the Conversions tab, then Ecommerce and then Overview. Here you want to click into Advanced Segments and segment the data by All Visits (which includes computer, tablet and mobile traffic), Mobile Traffic and Tablet Traffic. Here’s an example of the sort of data you may see:

 

segmenting

 

Here you can see the conversion rates are lower for Mobile traffic than for Tablets and All Visits (unfortunately you can’t segment by computer, so we’ll have to use All Visits as a general statistic). This supports the thinking behind user intentions dependent on the device they’re using, it makes sense that mobiles convert less as, mentioned earlier, people are using it for quick information. They may later revisit on a desktop or tablet and convert then. The Average Value is quite high for Tablet Traffic, which shows the merit in splitting this device out also.

This helps us understand which device converts best, which is worth knowing as the problem with not splitting your campaigns is that you’re competing and advertising with mobile ads using desktop bids. So by targeting by device, we can better decide on what is an appropriate bid for each device’s adgroups and keywords once you’ve split them out, meaning you’re spending your budget far more efficiently.

So now that we know that segmenting our campaigns out by device is the way forward, it’s time to put it into practice. The easiest and quickest way of doing this is by using Adwords Editor, here you can copy and paste your existing campaigns, so make two copies of the campaign you want to split and then in the settings set the original to show on computers only, and the two copies to mobile only and tablets only.

The next step is to edit the ad text in your mobile campaigns, target the creative towards mobile users in mind (they’re looking for quick solutions), so stronger call-to-action etc. Use “/mobile” in your display URLs in your ads, this suggests/notifies people who see your ads that your website is mobile optimised, which will help increase your click through rates for mobile campaigns.

Lastly, you’ll want to implement call extensions so that it’s easy for potential customers to call you directly from your ad. This ‘click-to-call’ feature is one that you can track in Adwords and measure how many leads you’re getting calls from via your ads.

GET IN TOUCH

GET IN TOUCH

If you would like to discuss any of our services and how we can help you, then please get in touch.



    roundel

    CLIENTS