How do you adjust bids and targeting for mobile devices?

Adjusting bids and targeting for mobile devices is crucial for maximizing performance, especially given the distinct behavior patterns of mobile users. By optimizing for mobile-specific factors, I can ensure that ads reach the right audience at the right time while maintaining cost-efficiency. Here's how I approach it:

📱 1. Mobile Bid Adjustments
Bing Ads (and other platforms) allow mobile bid adjustments, where you can increase or decrease bids specifically for mobile devices. This lets me allocate more budget to mobile traffic that's more likely to convert.

How I Adjust Mobile Bids:
Increase Bids for High-Performing Mobile Keywords: If mobile devices are generating more conversions (e.g., phone calls, app downloads, or purchases), I increase bids for high-performing mobile keywords to capture more traffic.

Lower Bids for Underperforming Mobile Traffic: If certain keywords or ads are underperforming on mobile (e.g., lower conversion rate, higher cost per conversion), I reduce bids for mobile to avoid overspending and improve ROI.

Target Specific Devices: I use device targeting options to set separate bid adjustments for mobile, desktop, and tablet. For example, if I see that mobile traffic leads to higher engagement during specific hours or days, I might adjust my mobile bid for those periods.

Bid Adjustment Based on Device-Specific Conversion Rates: If mobile conversions (like calls or clicks to the site) are more valuable, I might bid more aggressively for mobile traffic. Conversely, if conversions are low on mobile, I scale back bids.

🕒 2. Mobile-Specific Ad Scheduling and Targeting
Mobile usage patterns often differ from desktop and tablet, so I adjust ad scheduling and targeting to capture mobile users at the right time.

How I Adjust for Mobile Scheduling:
Time-of-Day Adjustments: Mobile users may have different search behaviors during the day. For example, I might see higher engagement on mobile during lunch hours, evenings, or weekends. By analyzing device-specific performance data, I can adjust ad scheduling to prioritize mobile users during peak times.

Geo-Targeting for Local Users: Mobile devices are often used by people on the go, so I may use location-based targeting to focus on users within a specific radius of my physical store or service area. This can be particularly effective for businesses that rely on local traffic (e.g., restaurants, retail stores, service providers).

Local Mobile Ad Extensions: I use location extensions in Bing Ads to show users the nearest business location, which works well for mobile users looking for nearby options. I might also add call extensions to make it easier for users to reach out directly.

💡 3. Optimize for Mobile-Specific Features
To make the most of mobile device targeting, I take advantage of mobile-specific features within Bing Ads and tailor them for mobile user behavior.

Mobile-Specific Features I Use:
Call Extensions: I prioritize call extensions for mobile ads, allowing users to call directly from the ad with a simple tap. This is especially useful for service-based businesses or situations where users are looking for immediate assistance or to book appointments.

Location Extensions: For mobile users, location extensions are crucial as they help display business locations on a map, making it easier for users to find nearby stores or service centers. I also adjust my bids for locations where my mobile traffic is highest.

Mobile-Optimized Landing Pages: I ensure that my landing pages are mobile-optimized, with fast load times, easy navigation, and clear CTAs designed for touchscreens. This helps prevent high bounce rates and improves the overall experience for mobile users.

🔍 4. Mobile Keyword Targeting and Match Types
Mobile users often have different search behaviors, so I adjust my keyword targeting to reflect these behaviors.

How I Adjust Keywords for Mobile:
Long-Tail Mobile Keywords: Mobile users often use long-tail, conversational queries, especially on voice-enabled devices. I target these types of keywords more aggressively on mobile, as they can often result in more specific and intent-driven traffic.

Use of Broad Match for Mobile: When targeting mobile users, I sometimes expand my targeting to broad match keywords because mobile users tend to search more variably. This allows me to capture a wider range of relevant queries that may not be exact matches but are still valuable.

Ad Copy Tailored for Mobile: I craft mobile-optimized ad copy with clear calls to action that are suited for mobile behaviors. For instance, I might include CTAs like "Call Now," "Get Directions," or "Shop on Mobile" to cater to mobile users looking for quick action.

📞 5. Mobile-First Ad Copy and Creative
Since mobile devices have limited screen space, I focus on creating concise, compelling ad copy that's designed for mobile engagement.

How I Adjust Ad Copy for Mobile:
Concise Messaging: I keep my ad copy short and to the point—mobile users are often in a hurry and prefer straightforward messaging. I focus on the most important details like offers, benefits, and urgent CTAs.

Strong Mobile CTAs: I use clear, action-driven CTAs such as "Call Now," "Get Directions," or "Shop Now" to encourage immediate action. These work well for mobile users who are looking for quick, easy ways to engage.

Adapt for Voice Search: Given the rise in voice search on mobile devices, I ensure my ads are optimized for voice queries by incorporating conversational language and phrases that users are likely to speak when using a mobile device.

💻 6. Device-Specific Bid Modifiers
Bing Ads allows you to adjust bids based on device performance. I monitor how my mobile campaigns are performing and use bid modifiers to adjust accordingly.

How I Use Bid Modifiers for Mobile:
Increase Bids for High-Converting Mobile Devices: If mobile devices are driving higher conversion rates, I apply a positive bid modifier to mobile, ensuring that my ads are more likely to appear when mobile users search for relevant keywords.

Decrease Bids for Low-Converting Mobile Traffic: Conversely, if mobile users aren't converting well, I can apply a negative bid modifier to reduce spend on mobile traffic and reallocate it to more profitable devices (e.g., desktop or tablet).

Adjust Based on Time-of-Day and Device Type: I also monitor conversion patterns by time of day and adjust bids accordingly. For instance, if I see that mobile conversions are strongest during certain hours, I might increase my mobile bid during those hours.

🎯 7. Analyze Mobile Performance Data
After implementing mobile bid adjustments, I consistently monitor mobile performance data to ensure that my targeting is effective.

How I Analyze Mobile Performance:
Review Device Segmentation: I examine performance by device to see how mobile traffic compares to desktop and tablet in terms of conversions, click-through rates (CTR), and cost-per-click (CPC).

Optimize Campaigns Based on Results: If I notice that mobile users are performing well, I may increase my focus on mobile devices and adjust my campaigns to target mobile-first strategies. If mobile performance dips, I may reallocate resources to more effective devices.

📈 Final Thoughts
Mobile optimization is essential in today's marketing landscape, and adjusting bids and targeting for mobile devices ensures that campaigns are efficient and effective. By using mobile bid adjustments, optimizing ad copy for mobile users, leveraging mobile-specific features like call extensions, and constantly analyzing performance, I can maximize mobile traffic while controlling costs.