With the increasing shift to Mobile, Google is once again allowing advertisers better control over Mobile and Tablet device bidding. Google removed the ability to bid directly on mobile and tablets several years ago with the introduction of Enhanced Campaigns and implemented Bid Modifier for these devices to give some control; however, mobile bids placed on top of desktop bids made management and optimization clunky.
What this means for marketers: Advertisers can now use mobile as the base bid and set desktop and table bids based on those mobile bids. This change is very welcome by both agencies and advertisers as mobile traffic has continued to become more important and a larger piece of the digital pie. With more than half of all search coming on mobile devices, Google has realized they have to evolve their system to ensure mobile is properly leveraged. Through optimizations and bidding on mobile devices and mobile-optimized sites, Harmelin can maximize performance and efficiency from ad dollars for clients without having to mold mobile and desktop traffic. This may be the first of many changes in the coming months as Google works to help advertisers better leverage mobile.