How to Set Up a Device-Targeted Campaign

If you have decided to try setting up a device-targeted online advertising campaign, but aren’t sure where to start, here are some helpful indicators to get you on the right track!

Start with a base device: identify which device is your top volume driver. If this is PC, create your campaign for PC and then clone it for the other devices you want to create a campaign for (mobile, tablet, etc.) and then make device-specific modifications.
Determine Modifiers: Each ad group (your group of separate device-level campaigns) is going to have several modifiers, now is the time to determines which they will be and how they will affect your account limit. Think about modifying by gender, age, and geotargeting.
Set new bids: According to your previous mobile modifiers or conversion rates, set new bids for your device-specific campaigns, reset your bid modifiers for these campaigns. The idea is that you can bid smarter now that your bidding by device.
Go slow: It’s important to begin making your changes slowly. Try changing one of your online advertising campaigns to a device level campaign and gather data. Analyze the data and use that to continue implementing changes across your campaigns.

We encourage you to evaluate the pros and cons of device-level targeting campaigns before jumping into them. They may not be ideal for every campaign, product or keyword. If you determine that it may work for some or even just one of your campaigns though, we hope you try it out!

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