If your business is running Google Shopping Ads, it is important to focus on bid adjustments between desktop and mobile.
WHY IS MOBILE BID ADJUSTMENTS IMPORTANT?
Even though mobile traffic continues to overtake desktop in terms of volume, this doesn’t mean it converts as well as desktop.
According to SmartInsights, mobile conversion rates are around half of those on desktop. In Q2 of 2019, desktop conversion rate in the U.S. on desktop was 4.44%. On mobile the conversion rate was 1.79%.
If you don’t adjust bids accordingly, the high majority of your traffic for Google Shopping could be mobile, which will lower your conversion rate percentage (if you’re not being proactive with your bid adjustments).
HOW TO ADJUST MOBILE BIDS ON GOOGLE SHOPPING
Below is data from DermWarehouse, an eCommerce client that’s running a Google Shopping advertisement for a brand called Auriderm.
- There’s way more traffic coming from mobile (276 clicks) versus computers (76 clicks) | Look at “Clicks”
- The cost per conversion is 2x the price on mobile compared to desktop | (look at cost/conv.)
- To offset the amount of clicks from mobile while trying to drop the cost per conversion, we’ve lowered the bid on mobile by 50% and increased the desktop bid by 15% | (look at Bid Adj.)
- You can see that the cost per click is now significantly lower on mobile versus desktop | (look at Avg. CPC)
There’s still room to drive down the cost per conversion on mobile by continuously lowering mobile bid adjustment until it evens out with desktop. The issue is if you lower your bid to a certain level, you can sacrifice volume and may not hit your daily budget and ultimately, this will drive less sales. This is where an online advertising strategy is needed to determine benchmarks for desktop versus mobile bid adjustments.
SIMPLE YET OVERLOOKED
Mobile bid adjustments on Google Shopping is a simple tactic that takes minutes to implement that’s often overlooked. For each individual campaign, click on “Devices” and then lower your bids accordingly.
You can also create separate campaigns for mobile and desktop if there’s enough traffic to justify the budget you’re working with.