Take a look at how your campaigns are performing on desktop, tablet, and mobile. Chances are you’ll see the majority of your clicks, spend and conversions coming from mobile devices. Here is an example of a client’s lead gen campaign over a 3 month time period. After seeing that the spend on mobile was 3x greater than on desktop and tablet, we made the decision to create device-specific campaigns in order to have better control over the daily budget. To do this, we simply replicated the original campaign so all the settings and targeting were exactly the same and we applied a -100% bid adjustments to the devices we wanted to exclude for each campaign (We also created new ad copy but we will get to that later). Original Campaign: Desktop + Tablet New Campaign: Mobile Only Before, we had a total of 28 conversions in 3 months (4% conversion rate). After we segmented our campaign we had over 70 conversions at a 5.8% conversion rate during the same 3 month period. This was a complete game changer for our client, but before you start device-specific campaigns, here are a few things to ask yourself: Do I have enough data to see clear performance differences
SISDigital is a full service digital advertising agency located in Wilmington, NC. Our creative agency creates tactic rich digital strategies to market your organization, create a cohesive brand across all media, web, print and digital.
