Are you running Google Ads but not getting the desired results (high conversions)? Perhaps you’re wondering what you can do to achieve better results. Fortunately, there are a few bid adjustments that you can make, which will improve your campaign’s efficiency significantly (over a few weeks or months). Most Google Ads consultants or agencies follow these practices for their clients.
Let’s start!
#1 Device Bid Adjustments
Not all conversions may come from a single device or be equally distributed across each device. You can then check which device is working well for your campaign. In other words, are your customers sending you inquiries or making purchases using their mobile phones or PCs/computers? Have a view of the data for the last 30 days. The winning device needs a boost, and therefore, you can increase the bid for the winning device. If you find that users who access your website through mobile devices are more likely to convert, consider increasing the mobile device bids by 5% or even 20%.
#2 Location-based Bid Adjustments
If you are running your ads in multiple countries or cities, there must be specific cities or countries that are generating more conversions for you. Check it out and increase the bids for the countries of the towns that are giving you the most. In the case of location-based bid adjustments, we always recommend checking the data from the last few months, as you can’t go wrong with this decision. There is a possibility that a specific city or country may experience fewer conversions for a few weeks due to reasons such as festive times or a slow market. However, once you find the winning location, increase your bid for it and observe the results over the next few weeks or months.
#3 Schedule-based Bid Adjustments
If you are selling a product or service that’s most searched during office hours, then it makes sense to increase your bid for that duration and reduce the bidding for the off-hours. However, if the trend reverses (with more conversions during nighttime and fewer during daytime), you must increase the bidding for off-peak hours and reduce the bidding for peak hours. Review the data from the last few weeks’ conversions and make an informed decision based on the results.
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