• http://www.rimmkaufman.com/ George Michie

    Terrific post, Kohki! It is a shame it’s come out on a day many folks are out of the office. Thank you also for the link reference. Google’s “simplification” of the system is anything but simple to manage well.

  • Pat Grady

    Any stats worked into your formula for what % of your mobile conversions are untracked, or go to another device, and how they vary from desktop? :-)

  • Kohki Yamaguchi

    Thanks George! If Google keeps on adding on more and more layers of dimensionality, our fundamental approach on how to optimize paid search campaigns will have to change as well, for better or for worse.

  • Kohki Yamaguchi

    Hi Pat, great point. The % mobile conversions lost (with respect to desktop) varies by advertiser and tracking method, so the isn’t an easy way to approach this problem. There are some companies out there claiming to have a solution that uses behavioral pattern matching, but the only sure-fire method that exists right now is to individually map cookies to customer account data.

  • Rob Levin

    Kohki – this is Jedi level stuff, thanks!

  • Diarmuid O’Riordan

    Hey Kohki. This is a really great post. I am currently trying to set mobile bid adjustments based on Mobile ‘click to action’ (CTA) ratios. Target CPA X AG Mobile CTA = AG Mobile Target CPC, then: (Mobile Target CPC – Actual Ad-Group CPC)/Actual Ad-Group CPC = Multiplier. For this method, do you think I need to look at weighted ratios rather than ad-group (AG) totals?

  • Kohki Yamaguchi

    Hi Diarmuid – correct, it is still better to look at weighted ratios. What you put as CTA here is effectively conversion rate, which is the same as RPC expect using actions (units) instead of revenue (currency). So the same equation above applies, just replace all mentions of RPC by CTA.