Technically, they can optimize and distribute spending for different devices, but you shouldn’t rely on the search engine to work solely in the interests of the advertiser.
Think of it this way: With an auction strategy in place, the search engine will increase or decrease its bid by device to achieve the best possible result that meets the conditions.
It can also withhold budget from tablet or desktop to spend on mobile
But it may not be in your best interest.
Let’s look at an active scenario telegram database users list tested in a lead generation campaign using a max-click bidding strategy.
We were overconfident about the site and the ad unit, so we thought that optimizing for more traffic would yield more benefits than optimizing directly for more conversions.
All devices consolidated
Total expenses $10,000
- $3,000 for a desktop computer
- 6750 dollars for mobile devices
- 250 dollars for a tablet
Total 4,150 clicks ($2.41 CPC)
- 1,150 from desktop ($2.61 CPC)
- 2,900 from mobile ($2.32 CPC)
- 100 from tablets ($2.50 CPC)
850 potential customers (11.64 CPL/20.5 % Lead Rate)
- 403 from desktop ($7.44 CPL/35% Lead Rate)
- 414 from mobile (16.30 CPL/14% Lead Rate)
- 33 from tablets ($7.57 CPL/33% Lead Rate)
We then divided the devices into two groups.
Desktops and tablets together. Mobile devices – separately.
We divided the budget so that 65% was for mobile and 35% for desktop and tablet.
$10,000 in total expenses.
- 3750 dollars desktop + tablet
- $6,250 for mobile devices
4,400 total clicks ($2.27 CPC)
- 1,426 Desktop and Tablet ($2.63 CPC)
- 2,974 mobile devices ($2.10 CPC)|
945 leads ($10.58 CPL/21.4% Lead Rate)
499 desktops+tablets (7.51 CPL/35% Lead Rate)
446 Mobile ($14.01 CPL/15% Lead Rate)
Both scenarios have the same bidding strategy.
The consolidated version was the last four weeks of the campaigns, while the standalone version was the last four weeks of the six-week test. (The first two weeks are used to properly learn the bidding strategy.)
Both time periods were not peak season periods.
The reason the desktop and anhui mobilepho nenumber list tablet budget was set at 37.5% instead of 32.5% (the level of spending at the time of consolidation) was because mobile was theorized to be cannibalizing the budget. So we chose to give it an extra $500 to test this assumption.
The result confirmed several theories
Mobile usage actually cannibalized desktop and tablet usage, resulting in a drop in potential desktop clicks and therefore conversions.
Mobile CPCs were likely skewed upwards because browser allocations for desktops and tablets were not allowing their true potential to play out.
By not allowing the devices to influence each other’s bid strategy or budgeting, more clicks and leads were achieved, while advertising revenue remained similar, but the cost per lead decreased.
It also shows the importance of human monitoring and intervention in bidding strategies.
Although not used in bw lists this test, there have been studies showing the benefits of mentioning the mobile experience (ie, “Sign up from your phone”) in a mobile ad to improve CTR and lower CPC.