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How can you use SEM bidding to target specific devices and operating systems?

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If you want to optimize your SEM campaigns for different devices and operating systems, you need to know how to use SEM bidding strategies. SEM bidding is the process of setting the maximum amount you are willing to pay for each click on your ads. By adjusting your bids based on device and OS, you can target the most relevant and profitable audiences for your business. In this article, you will learn how to use SEM bidding to target specific devices and operating systems.

本文章的要点总结

Device bid adjustments:

Tailor your bids for different devices like mobile or desktop to optimize ad performance. By adjusting bids according to device usage, you can boost visibility where it counts and save money where it doesn't.
Data-driven optimization:

Use analytics to identify which devices and operating systems bring the most value. Adjust your bids based on hard data to ensure you're targeting resources effectively, maximizing returns on ad spend.

本摘要由 AI 和以下专家提供支持

Salvador Gómez Morales

Co-Founder & Managing Partner at Pubsa…
Prajwal Reddy

Digital Marketing | Performance…

1 Why device and OS targeting matters

Different devices and operating systems can affect how your potential customers search, browse, and convert online. For example, mobile users may have different intent, behavior, and preferences than desktop users. Similarly, iOS users may have different demographics, income, and loyalty than Android users. By targeting specific devices and OS, you can tailor your ads, landing pages, and offers to match your audience's needs and expectations. You can also avoid wasting money on clicks that are less likely to convert or have lower value.

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Salvador Gómez Morales

Co-Founder & Managing Partner at Pubsa Holding Companies
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En una estrategia SEM existen diferentes variables de bidding personalizables: Ubicación, Horarios, Dispositivo, o sistema operativo. La puja que tiene mayor impacto es sin duda la de dispositivo, ya que móvil tiende a tener mayor tasa de clics y conversiones cuando el anuncio se encuentra en la parte superior de la pantalla de resultados, obteniendo así una tasa de conversión mayor.

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Prajwal Reddy

Digital Marketing | Performance Marketing | Digital Analytics | B2B Marketing | Transforming Data into Insights
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Device and OS targeting is tailoring ads to specific devices and operating systems. It's important because different devices and operating systems have different capabilities, screen sizes, and user behaviors. Benefits: Improved reach: Ensures ads are seen by the right people. Increased engagement: Creates a more engaging user experience. Enhanced performance: Improves click-through rates (CTRs), conversion rates, and return on investment (ROI). Examples: Target mobile devices for people on the go. Target tablets for people using devices for entertainment and leisure. Target specific operating systems to reach people using compatible software.

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2 How to set device and OS bids in Google Ads

Google Ads is one of the most popular platforms for SEM bidding. To set device and OS bids in Google Ads, you need to use the device and advanced bid adjustment features. Device bid adjustments allow you to increase or decrease your bids for mobile, tablet, or desktop devices. Advanced bid adjustments allow you to further modify your bids for specific operating systems, device models, or carriers. You can find these options in the Settings tab of your campaign or ad group. You can also use the Bid Simulator tool to estimate the impact of your bid adjustments on your performance.

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Prajwal Reddy

Digital Marketing | Performance Marketing | Digital Analytics | B2B Marketing | Transforming Data into Insights
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Navigate to the "Campaigns" or "Ad groups" tab in Google Ads Select the campaigns or ad groups you want to modify Under "Device bid adjustment" in the edit panel, enter a % between -90% & +900% for Desktop, Mobile & Tablet You can also enter -100% to opt out of a device for the selected campaigns or ad groups Click "Save" to apply changes Some additional tips for setting device & OS bids in Google Ads Start with small bid adjustments & gradually increase or decrease them as needed Use campaign or ad group's performance data to determine which devices & OS are performing well Use Google Ads' "Devices" report to see how ads are performing on different devices Use Google Ads' "Operating systems" report to see ads performed on different OS

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3 How to set device and OS bids in Microsoft Advertising

Microsoft Advertising is another major platform for SEM bidding. To set device and OS bids in Microsoft Advertising, you need to use the device and audience network bid adjustment features. Device bid adjustments allow you to increase or decrease your bids for mobile, tablet, or desktop devices. Audience network bid adjustments allow you to modify your bids for specific operating systems or device categories. You can find these options in the Settings tab of your campaign or ad group. You can also use the Performance Estimator tool to forecast the effect of your bid adjustments on your results.

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Prajwal Reddy

Digital Marketing | Performance Marketing | Digital Analytics | B2B Marketing | Transforming Data into Insights
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Navigate to the "Campaigns" or "Ad groups" tab in Microsoft Advertising. Select the campaigns or ad groups you want to modify. Click on the "Settings" tab. Under "Bidding", click on "Device adjustments". Enter a percentage between -90% and +900% for "Desktop", "Mobile", and "Tablet". You can also enter -100% to opt out of a device for the selected campaigns or ad groups. Click on "Save" to apply your changes.

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4 How to optimize device and OS bids using data

To optimize your device and OS bids, you need to use data to guide your decisions. You can use various sources of data, such as your own analytics, industry benchmarks, or platform reports, to analyze how different devices and OS perform for your campaigns. You can look at metrics such as impressions, clicks, conversions, cost, revenue, and ROI. Based on your data, you can identify which devices and OS generate the most value for your business, and which ones need improvement. You can then adjust your bids accordingly to maximize your return on ad spend.

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Prajwal Reddy

Digital Marketing | Performance Marketing | Digital Analytics | B2B Marketing | Transforming Data into Insights
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? Review the "Devices" report: See how your ads perform on desktops, tablets, and mobiles. ? Analyze the "Operating systems" report: Understand performance on different OS versions. ? Use conversion tracking: Identify which devices and OS drive conversions. ? Consider time of day: Analyze performance across different times for device-specific adjustments. ? Increase & Decreased bids for high and low performing devices and OS: ? Use bid automation: Utilize strategies like "Maximize conversions" or "Target CPA" to optimize bids automatically. ? Apply bid adjustments: Set specific adjustments for individual devices and OS based on your data. ? Use device and OS simulations: Test different bid scenarios before applying changes to your campaigns

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5 How to test device and OS bids using experiments

To test your device and OS bids, you need to use experiments to compare different scenarios. Experiments allow you to run two or more versions of your campaign or ad group with different bid settings. You can then measure the performance of each version and determine which one is more effective. You can use experiments in both Google Ads and Microsoft Advertising. You can find the option to create experiments in the Drafts & Experiments tab of your campaign or ad group. You can also use the Experiment Splitter tool to allocate your traffic and budget between your versions.

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Mohit Pandey

Experienced Digital Marketer | SEM, PPC, SEO, CRO and Data Analysis | Google Ads | Meta Ads
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To target specific device on Google ads, you can follow this: 1. In Google Ads, hit up campaign settings. 2. Choose 'Target a specific device.' 3. Pick your devices—mobile, desktop, whatever. 4. Adjust bids based on device performance. If mobile's a winner, boost those bids! 5. For specific operating systems, dig into options. 6. Keep an eye on your ad performance—see what's working. 7. Use bid modifiers to tweak bids for each device. Found a star performer? Give it a boost! 8. Test and tweak based on results. Quick tip: Mobile often rocks, but keep an eye on costs. Test, learn, and find that sweet spot. This works on Google Ads, and you can apply similar tricks on other search engines too.

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6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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How can you use SEM bidding to target specific devices and operating systems?

1

2

3

4

5

6

1 Why device and OS targeting matters

2 How to set device and OS bids in Google Ads

3 How to set device and OS bids in Microsoft Advertising

4 How to optimize device and OS bids using data

5 How to test device and OS bids using experiments

6 Here’s what else to consider

Search Engine Marketing (SEM)

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How can you use SEM bidding to target specific devices and operating systems?

1

2

3

4

5

6

1 Why device and OS targeting matters

2 How to set device and OS bids in Google Ads

3 How to set device and OS bids in Microsoft Advertising

4 How to optimize device and OS bids using data

5 How to test device and OS bids using experiments

6 Here’s what else to consider

Search Engine Marketing (SEM)

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