3 min read

Index:

1º Why is it key?

2º What is device segmentation?

3rd Benefits

4º Recommended practices

Why is device targeting key in PPC? 

Pay-per-click (PPC) campaigns play a very important role in meeting a company's marketing objectives. Knowing the buyer persona and their behavior can make the difference between creating successful campaigns, or campaigns that have no impact. Among others, you must know the behavior of users to perform segmentation by devices. Segmenting by device allows you to adjust the strategy and messages to maximize the impact of ads on mobiles, tablets or computers. 

To give a simple example, mobile users search faster, while a user who searches from a computer is predisposed to spend more time researching to make a decision. These differences make segmentation very important to optimize the performance of PPC campaigns. 

What is device segmentation? 

Device targeting is a technique that allows advertisers to adjust their marketing strategies based on the device used by their audience. Google Ads, for example, offers tools to segment audiences according to three main device categories: 

Mobile: Include smartphones, and you can even segment by operating system, Android or IOS. Ideal also to promote Apps, which are specific for Iphone or Android mobiles. 

● Tablets: Usage has declined, but they are relevant in some niches. ● Computers: For more detailed searches and purchases that require more research. More information can be given on this type of device. 

In addition, this segmentation allows for device-specific bid adjustments, which means you can spend more budget on the type of device that generates the best results.

Benefits of segmenting by device 

1. Optimize campaign performance 

Segmenting by device allows you to focus your budget on the channels that actually convert. For example, if you find that 70% of your conversions come from mobile users, you can allocate a higher percentage of your investment to this device. 

2. Improve user experience 

The user experience may vary depending on the device they are using. By segmenting, you can design ads and landing pages that are perfectly tailored to the needs of each audience. For example, on mobile you can have a more direct and simple design, compared to desktop, which can be a bit more extensive and informative. 

3. Customize strategies for each channel 

Usage trends differ between devices. For example, mobile users tend to respond better to quick promotions ads, while on desktop, an educational ad may perform better. Segmenting allows you to align your strategies with these differences. 

How to configure the device targeting in Google Ads 

Step 1: Access device settings 

In the Google Ads interface, go to your campaign settings and select "Devices". From this tab you can see the performance of each device and adjust bids. 

Step 2: Analyze the performance of each device 

Don't make decisions or adjustments without first analyzing historical data. Use Google Ads reports to evaluate key metrics: 

CTR (click-through rate): This is going to measure how attractive your ads are. A high CTR indicates that it attracts the user's attention. 

● CPC (cost per click): Indicates how much you are paying for each click according to the device. ● Conversion rate: Indicates which device generates the most sales actions. 

Step 3: Adjust bids per device

Once you have studied the data collected, you can increase or decrease bids for each device. For example, you can increase mobile bids if they generate a positive ROI, and even disable tablets if they do not generate any conversions. You should keep in mind to adjust bids so that your advertising spend is as optimal as possible. 

Step 4: Design tailored landing pages 

A landing page adapted to each device can make a difference in conversions. A generic web page or landing page for all devices will generate less impact than a specific landing page. It is important: 

● Reduce loading time on cell phones. 

● Adapt forms for a better experience on small screens.

Practices to follow in device targeting Personalize messages by device 

A cell phone user is likely to be looking for quick answers. On the other hand, a computer user may require more detailed information. Design clear messages tailored to each context. 

Analyzes data on an ongoing basis 

Segmenting by device is not something you set up once, and that's it. You have to be vigilant, analyze the data, perform A/B tests and constantly evaluate the results to adjust your strategies. 

Check out the competition 

Analyze how your competitors segment by device to inspire your ideas. Don't copy, but learn from the competition. Tools like SimilarWeb can help you understand their strategies. 

Common errors 

● Ignoring the importance of devices in the initial planning: You must design a campaign tailored to devices. A generic campaign is unlikely to generate great performance. 

● Underestimating the impact of mobile loading speed: A slow experience can drive users away. 

Do not make periodic adjustments based on data: User behavior changes, and your strategies must adapt.

Conclusion 

Device targeting can help you maximize the impact of your PPC campaigns. By adapting your strategies according to device, you can significantly improve the performance of your ads, the user experience and ultimately your ROI. Start applying these techniques today and take your campaigns to the next level! 

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