Are all devices created equal? Not in the eyes of AdWords. That’s why it’s important to routinely check out your device settings, and perform a round of device optimization as needed.
Where do I find my devices?
In your AdWords account, select the campaign you want to work on. Under the settings, you can select the “Devices” tab.
Here you’ll see the three device types that you can use bid adjusters on. Mobile devices with full browsers, Computers, and Tablets with full browsers.
Analyze the data, and adjust accordingly
Knowing if your site is mobile optimized or not is a great first step to know if you should be using a bid adjuster or not. Take a few minutes to look back at some long-term data (if available) to see where adjustments need to be made.
If you’re noticing a trend of poor CTR% on Tablets with full browsers, it may be a good idea to reduce your bids for that device. On the other end of the spectrum, if you notice that Computer (desktop) is vastly outperforming the other platforms, it may be worth raising the bid adjuster, to see if you can push performance even further.
If you know you want to advertise on mobile devices only, you can change the modifiers for both Computer and Tablet to -100% bid adjuster, cutting off impressions to those devices.
Paying attention to how your devices are performing is an advanced technique, and can help clue you in as to where the majority of your traffic and conversions are coming from, so be sure to check these settings on a routine basis!