Bid suggestions for enhanced campaigns
Enhanced campaigns let you easily control your bidding based on where your ads show, all from within a single campaign. In addition to controlling your bids for ads that show on desktops and laptops, you can also add a mobile bid adjustment. When you’re creating or upgrading your campaign, we’ll show you a default bid recommendation that’s based on bids from similar advertisers.
We get to these recommendations by looking at the bids from advertisers who have keywords similar to yours. If we don’t have sufficient information from similar advertisers, we’ll suggest a default bid based on information from all advertisers’ bids. While we suggest a bid to help get you started, we recommend that you review the performance of individual campaigns and set a specific bid adjustment based on your advertising goals.
Keep in mind that the bid suggestions we provide are based on traffic estimates from the Search Network only. For campaigns targeting both the Search and Display Networks we’ll only show data from the Search Network.
If you’re upgrading a mobile-only or mobile/tablet-only campaign, you’ll see a default bid of +0% to help you keep the same bid once you start using enhanced campaigns. This means that you’ll start out with the same bid for desktop and mobile, but you can choose your own bid later.
Why bid differently for mobile?
Today, people can be on up to 3 devices every day, and most people switch across multiple devices in one day to accomplish a task. So, to make sure you’re reaching your potential customers at the right time, it’s important to get your message across all of the devices they’re on.
Recently, when we took a look at our top-performing advertisers, we saw that when they bid for mobile-specific campaigns they were bidding as much as 85% to 100% of their bids for campaigns showing ads on desktops and tablets. In many cases, they were bidding even more for mobile. Therefore, we recommend reviewing the performance data for each campaign to make sure that you’re getting your ad to show for your keywords on mobile devices.