Soon, AdWords advertisers will be able to set a mobile bid adjustment at the ad group level in enhanced campaigns. This functionality will become available sometime in the middle of next month.
"We think this may be useful if you’ve been operating large scale campaigns and found that your optimal bids for some keywords would require significantly different mobile bid adjustments within an enhanced campaign," says Group Product Manager Bhanu Narasimhan.
"Example: A nationwide retail chain currently uses mobile-only campaigns to optimize bids for several hundred thousand keywords," Narasimhan continues. "They’ve found that 95% of their keywords in mobile-only campaigns have bids that are 10% lower than in the equivalent desktop campaigns. The remaining 5% of their keywords have very different bid ratios (ranging from 40% lower to 100% higher) based on differences in performance and competition on mobile and desktop. By using the new ad group bid adjustments for mobile, this retailer can better maintain their desired bids and ROI on different devices as they upgrade to enhanced campaigns."
Google says most advertisers will see the most value in using the existing campaign level bid adjustments.
API access for the new feature will be available first, in early May.
Enhanced campaign upgrades will start happening automatically on July 22.