Device Bid Adjustment or Removal Analysis

Objective:

To determine whether a device bid adjustment or removal is necessary based on the account’s performance in Google Ads.

Key Steps:

1. Go to Google Ads and navigate to Insights and Reports.
2. Select “When and Where Ads Showed to Devices.”
3. This adjustment is ideal for smaller accounts with focused budgets.
4. Analyze the conversion rates for each device over the past eight weeks.
5. Identify devices with poor performance in terms of conversions.
6. For a maximized conversions campaign, adjustments must be done in 100% increments.
7. Use a negative 100% bid adjustment to remove a device from showing.
8. Consider the cost per conversion compared to the best performing device.
9. Evaluate if the device to be removed contributes significantly to the overall conversions.
10. Proceed with caution when removing a device that may impact the campaign negatively.

Cautionary Notes:

• Ensure adjustments are made at the campaign level.
• Consider the impact of removing a device on the overall campaign performance.
• Avoid hasty decisions to remove a device without thorough analysis.
• Be mindful of the budget allocation and the importance of each device in generating conversions.

Tips for Efficiency:

• Focus on precision when analyzing conversion rates and cost per conversion.
• Verify data over an extended period if adjustments haven’t been made frequently.
• Prioritize the best performing device for optimal campaign results.
• Seek assistance or clarification when unsure about the impact of removing a device.

By following these steps, you can effectively determine whether a device bid adjustment or removal is warranted based on the account’s performance in Google Ads.