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How to use device bid adjustments, straight from Google

AdWords will soon have the ability to set bids specific to each device type. Columnist and Googler Matt Lawson explains Google’s official POV about what that means when managing your campaigns.

Matt Lawson on July 27, 2016 at 2:00 pm

It’s been an exciting year for AdWords. New attribution models, longer ads, responsive ads and a long-awaited announcement that got lots of applause back at May’s Google Performance Summit Keynote: device bid adjustments.

Truthfully, it was hard for me not to applaud when we made the decision to add device bid adjustments. The online world has evolved so much since 2013 that these adjustments have become a necessity. People are still moving seamlessly among multiple devices, but for many, mobile has undoubtedly become the top priority.

Translating excitement about a new feature into execution can be tricky business though. I’m sure you all are thinking about how to take advantage of bids specific to mobile, tablet and desktop. But what is Google’s take on what device bid adjustments will mean for you and your account?

[Read the full article on Search Engine Land.]

Opinions expressed in this article are those of the guest author and not necessarily Marketing Land. Staff authors are listed here.

About The Author

Matt Lawson

Matt Lawson is the Director of Performance Ads Marketing for Google, responsible for a broad portfolio of ads products including search, shopping, display, and analytics.