Better Targeting For Tablets In AdWords

Google AdWords to break up tablet & desktop and enable a mobile base bid:

Google has announced a significant change that will give advertisers more control over device-level bidding in AdWords. The news came during Google Performance Summit in San Francisco, at which Google also said it now handles trillions of searches globally — up from the hundreds of billions most recently stated — with more than half of those searches starting on mobile devices.

Over the past year or two, it has felt increasingly awkward to have bids tied to desktop when mobile usage has been ascending so rapidly. For some advertisers, it has been a growing challenge to scale mobile when bids are handcuffed to a limited desktop multiplier. To address this imbalance, Google announced that advertisers will be able to set individual bid adjustments for each device type, including mobile, desktop and tablet.

“This lets you anchor your base keyword bid to the device most valuable to your business and then set bid adjustments for each of the other devices. You will also have a wider range to adjust bids, up to +900%,” explained Sridhar Ramaswamy, senior vice president of Ads and Commerce, in the blog post announcing the update.

To clarify, device bidding will apply to all campaign types, even when keyword targeting isn’t used, such as in Shopping campaigns.

With conversion funnels including more steps and devices than ever, being able to target specific device types is essential due to their different use cases. This is a long awaited featured and I'm excited to see it live.