Simpler account structure, while still benefiting from device-level bidding. Show different ads per device. Target different keywords and manage device-specific negative keyword lists. Benefits of using bid modifiers and not splitting current ad groups: keep the account C Level Executive List structure much simpler. Maintain different bids per device. I do not C Level Executive List recommend using this new feature, duplicating all your campaigns or adgroups and breaking them down by device. This adds considerable complexity to your account. New keywords need to be added in multiple places, changes to promotions in ad text need to be made in multiple places, the way
You manage reporting will likely change, and so on. I recommend that you take a close look at your most important keywords and understand if there are performance differences between devices that warrant a change that goes beyond setting different bids. If so, consider using a new account structure for those keywords only. How bid management changes with C Level Executive List device-based bid modifiers the new bid modifier features on devices raised in my mind C Level Executive List an interesting possibility to simplify bid management. Bid management in adwords can be simple with portfolio bid strategies, but it can also become extremely complex for those who manage bids manually. Working with many agencies and having seen many bid
Management companies falter because producing great results with a black box system is difficult, I personally prefer auction methods that allow some human oversight while still taking advantage of machine learning, artificial intelligence and automation, something like optimized cpc bidding. We also learned that google's auction automation uses a period C Level Executive List of the complexity of auction management is mainly due to the fact that there are two C Level Executive List layers - cpcs and modifiers - and they control different things. So far the max cpc. Was used to set the bid for ads served on computers. Bid modifiers were used to turn this auction into a mobile device auction. This meant that an advertiser who recalculated their bids based on performance