::OBJECTIVE::
The purpose of this article is to explain the new Pareto Quantic Card, which is able to identify opportunities to adjust bids for devices in Google Ads. By making these adjustments, you'll be able to make your campaigns more efficient, since we'll be able to offer the right amount for the keyword bids, avoiding waste.
::WHAT IT IS::
Adjusting for devices refers to changing the value of bids for computers, smartphones andtablets, so that each one has a personalized bid. By analyzing your campaign data and how it performs on each of these devices, our Pareto Quantic robot will offer insights into the adjustments for each of them in your campaigns.
Our robot scans different data relating to campaigns (or ad groups) and is able to offer suggestions for modifications for each device, so as not to waste money on devices that aren't bringing a return for the business. It can also take advantage of opportunities by offering greater value if the device performs much better.
There are companies that perform much better on computers than on smartphones, and vice versa too. In general, tablets don't tend to bring in many conversions, but this can change depending on the business. That's why careful monitoring of the data is essential, and we need a large amount of information to be able to draw accurate conclusions. Based on the metric we're aiming for, be it CPC, CPA or ROAS, we'll have enough data to increase or reduce bids for each of these devices.
When it is established that a device is not doing well, we can apply a bid reduction percentage to it. This percentage can be as high as 100%, which consists of negating the device (when it doesn't bring a positive return for the company). You can also apply a positive bid adjustment by setting a percentage increase from the base bid. For example, if your bid for a particular keyword is R$1.00, you can apply a 20% increase for computers in a particular campaign. In this case, your bid for this device would be R$1.20.
The adjustment range that can be applied varies from -100% to +900%. Remember that if you set a bid adjustment for a campaign and also for an ad group within it, the one for the ad group will prevail.
It's important to note that bid adjustments are made by looking at each campaign (or ad group) individually, and always based on statistical analysis of the data. Since a device doesn't always perform the same in different campaigns. Sometimes in one it performs poorly, meriting a negative adjustment, while in the other it performs normally and doesn't need adjusting.
So if you received a notice from Pareto Quantic via a Card in Workflow about adjusting bids for devices, this could be an excellent opportunity to make your account more efficient and save money throughout the year!
With just one click, you'll be able to adjust the bid for the devices and save from a few cents to thousands of dollars just by dragging the Card! Just drag it to the "Done" column and the adjustment will be made automatically. =D
