Responding to device changes in Google and Bing, according to Search Engine Watch.
Back in January, I wrote a post on why it’s time for B2B advertisers to go mobile. I hope you’ve added mobile to your PPC strategy this year. Recently, both Bing and Google announced some changes to mobile advertising that you need to be aware of and react to within your PPC campaigns.
Track Your Results and Adjust Bids.
In the past week, Bing rolled out the first wave of planned campaign settings changes that affect mobile advertisers. Bing Ads advertisers can no longer use separate campaigns for tablets. Tablets are now part of desktop campaigns.
Tablet-only campaigns weren’t commonly used by PPC advertisers, so that alone isn’t a big deal for most people. But you’ll want to check your traffic, CPCs, and conversion rates carefully over the next few weeks.
Watch for spikes in these key metrics. Spikes could indicate an unwanted bump in non-converting traffic from tablets. If you see that your conversion rates are decreasing and cost per conversion is going up, you’ll want to adjust your keyword and ad group bids accordingly.