In our previous article and recommendations, we have already outlined the benefits of choosing an automated "smart bidding" solution to maximise your campaign performance.
However, in specific cases, you may wish to set your own specific bid adjustments based on the device.
To do this, you'll want to take into account a performance metric, ideally revenue or conversions (though if you are tracking those with enough traffic then we highly recommend choosing an automated bid solution)
Or, if you're not tracking conversions, then using click-through-rate (CTR) may also be useful.
Set device bid adjustments
In Campaigns or Ad groups, select the campaigns or ad groups that you'd like to modify.
Under 'Device bid adjustment' in the edit panel, enter a value for 'Desktop', 'Mobile' and 'Tablet' from -90% to +900%, inclusive. You can also enter -100% to opt out of a device for the selected campaigns or ad groups.When importing bid adjustments in bulk, you don't need to include the percent sign (%). For instance, a +90% adjustment can be represented by the number 90.
A bid adjustment of -90% reduces the bid by 90%, to 10% of the original bid. Likewise, +900% increases the device bid to ten times the original amount. For example, let's say that your ad group bid is £2.00 and the campaign has a device bid adjustment of -50%. When ads from that ad group serve on those devices, the bid is reduced to £1.00.