Google Ads

Device bid adjustment

Paying more or less for a click from mobile, desktop or tablet.

A device bid adjustment raises or lowers what you pay for clicks from mobile phones, desktops or tablets, from −100% (switch the device off) to +900%. The device report shows why you might want one: the same keyword can cost twice as much per result on one device as another, because the landing page is slow on a phone or because desktop users are the ones who fill in the long form. The adjustment is a lever, not a fix, if mobile converts badly, the page is usually the reason, but while the page is being fixed it stops the account paying full price for clicks that do not work. With fully automated bidding the adjustment is ignored except at −100%.

Augusta Bhardwaj

Built Admiral · runs the audits on real accounts