Best practices for succeeding with mobile

New Mobile Playbook offers blueprint for winning over the constantly connected consumer

Consumers continue to embrace smartphones and constant connectivity at breakneck speed. Over the past two years, smartphone penetration in the US nearly doubled from 31% to 56%1 while smartphones as a percentage of new handset sales have surged from 50% to 85%.2

As people continue to make their smartphones a central part of their everyday lives, marketers have increasingly woken up to this consumer reality, but many still struggle with how to focus their efforts. To address this, we released The Mobile Playbook last year to help marketers better understand how they can win with mobile. And just as the industry has changed over the last year, we know that the best practices and considerations for winning in mobile have evolved too, which is why we’re relaunching The Mobile Playbook today.
We’ve spoken to hundreds of marketers to understand what mobile areas they still struggle with, talked with leaders from around the industry, and searched high and low for the best examples of businesses that have succeeded in creating great mobile experiences.

The Mobile Playbook outlines five questions every business should address when it comes to developing successful mobile strategies:
  • How does mobile change our value proposition?
  • How does mobile impact our digital destinations?
  • Is our organization adapting to mobile?
  • How should our marketing and attribution adapt to mobile?
  • How can we connect with multi-screening audiences?
The second edition also dives deeper into areas of concern for today’s advertisers, like:
  • How to address the showrooming challenge head on.
    Industry veteran Michael Scharff shares strategies on how retailers can address showrooming, where mobile consumers use physical stores to check out products in person but end up buying them online or somewhere else. Scharff touches upon strategies such as selective price-matching and ideas on how to enhance the in-store experience for mobile consumers.
  • The age-old question of when to build a mobile website and when to build a mobile app.
    A mobile site is still the #1 priority. Advanced marketers are now taking a step further by tapping into the full potential of apps to deepen customer relationships and drive repeat sales or customer loyalty.
  • What it really means to build multi-screen marketing campaigns.
    84% of all multi-screen shopping experiences involve mobile, and most of these interactions start on a mobile device.3 Marketers now need to see mobile as the first screen when it comes to integrated, multi-screen campaigns. Brands like American Apparel and My M&Ms share how they made mobile core to their broader digital marketing efforts.
  • How marketers can really understand the full value of their mobile efforts across devices, calls and in stores.
    Marketers now are realizing that mobile doesn’t have a conversion problem, but a measurement problem. We’re seeing more examples of companies, like Myntra, adidas and Extra Space Storage, identify and measure all of the ways that mobile is driving value for their businesses and building new attribution models to make sure they’re investing correctly in mobile.
The new Mobile Playbook is now available from Google’s Think Insights site. We hope that the playbook will give marketers more tools and insights on how to succeed in mobile, especially as we enter the holiday shopping season. In the coming months, we’ll also post new articles on Google’s Think Insights, going deeper on mobile best practices and examples of companies who are leading the way.

Posted by Jason Spero, Director of Global Performance Solutions

1 Google & Ipsos Our Mobile Planet, 2011-2013
2 Mary Meeker Internet Trends Presentation 2013
3 Google & Ipsos Multi-screen Consumer Research, 2012

Estimated Total Conversions: New insights for the multi-screen world

People are constantly connected, using multiple devices throughout the day to shop, communicate and stay entertained.  A September 2013 study of multi-device consumers found that over 90% move sequentially between several screens for everyday activities like booking a hotel or shopping for electronics.

As consumers are increasingly on the go and switching between devices, marketers are telling us they want to see a more complete and accurate picture of how their online advertising drives conversions.  Conversions can come in many forms: visits to stores, phone calls, app downloads, website sales or purchases made after consulting various devices.  Getting better insight into these complex purchase paths can help you optimize your online advertising and allocate budget more effectively.

Introducing Estimated Total Conversions

Today, we are introducing Estimated Total Conversions for search ads on  This is an exciting first step to give marketers more insight into how AdWords drives conversions for your business by showing you both the conversions you see today, like online sales, as well as an estimate of conversions that take multiple devices to complete.  Over time, we’ll be adding other conversion types like phone calls and store visits as well as conversions from ads on our search and display network.

Estimated Total Conversions will provide you with a holistic view of all of the conversions driven by your Google search advertising that can be used to make important decisions like how much to bid and how to assign budget across your various marketing channels.  For the last few years, many sophisticated advertisers have been using their own analysis to get to these insights.  Today, we are beginning to bring this level of insight and measurement to all advertisers.

Estimated cross-device conversions

Estimated cross-device conversions is the first new conversion type to launch as part of Estimated Total Conversions. Cross-device conversions start as a click on a search ad on on one device and end as a conversion on another device (or in a different web browser on the same device).

For example, say someone shops for “blue jeans” on her mobile phone while waiting for the morning train.  She clicks on a mobile ad for ABC Blue Jeans.  When she gets to her office, she goes directly to the ABC website to make a purchase.  This is an example of a cross-device conversion.  We calculate cross-device conversions using a sample of data from users who signed into multiple devices.  Learn more about how this works.

Estimated cross-device conversions will begin rolling out globally to all AdWords advertisers starting today and continuing over the next few weeks. To see these new statistics, you’ll need AdWords conversion tracking and a sufficient volume of conversions on which to base a reliable estimate.

In the last few months, we’ve analyzed data across thousands of AdWords advertisers to learn more about cross-device conversion patterns.

When advertisers in the travel industry use AdWords estimated cross-device conversions, they are able to measure 8% more conversions, on average, than they did before.  In addition, they can now measure 33% more conversions that originated on a mobile phone and later converted on different device.  This helps them attribute all those sales -- from customers who searched for flights and hotels on their mobile phones and then made a purchase from another device -- to the right ad.

Similarly, other verticals, like entertainment and retail are also seeing positive results.  Businesses in these industries are now able to measure 12% and 7% more conversions, respectively, than they could before using Estimated Total Conversions.

Sean Singleton, Marketing Manager at American Apparel noted that, "We always knew our online ad investment was influencing conversions across devices, but we didn't know how to begin estimating these numbers. Once we saw that 5.3% more conversions could be attributed to cross-device conversions in AdWords, we knew we could more accurately calculate the value we were receiving from each ad click.  We also learned that mobile ads are driving 16% more conversions than we thought, so we are now investing more into this channel to gain more sales.

More results from other verticals can be seen below.

Paving the way for marketers to measure the full value of their online advertising

We are committed to helping you gain insight into the new conversion types that are part of a constantly connected, multi-screen world so that you can make the best advertising decisions possible. In addition to cross-device conversions, both phone calls and store visits will be included as part of Estimated Total Conversions in the coming months. These are important conversions to consider — people make more than 40M calls to businesses each month directly from Google ads and are often looking for physical store locations when they search on Google, particularly on the go.

We look forward to your feedback on estimated cross-device conversions and are working hard to add new features.  Over the coming weeks we’ll dive into the new features with tips and best practices on the Inside AdWords blog and on the new Think Insights page for conversions. We hope you will join us.

Posted by Sridhar Ramaswamy, SVP, Ads and Commerce

New research shows that 70% of mobile searchers call a business directly from search results

E-commerce continues to grow quickly with people shopping across a variety of devices, but often times there is no comparison to talking with a live person. Phone calls are still an important channel for research and purchasing, with 70% of mobile searchers reporting they click to call directly from the search results to connect with a business. In fact, Google ads drive over 40 million calls each month. As a critical component of today’s digital path to purchase, it’s important for businesses to understand how, when, and why consumers use click to call features.

Click image to enlarge

Working with Ipsos Research, we surveyed 3,000 mobile searchers who had recently made purchases across different industries to understand the role that click to call - from paid or organic search results - played in the purchase process. We found that calls are not only an important channel for research and transaction, but also the presence of a phone number in search results can strongly influence the perception of a business’s brand.

Click to call is important to consumers across all verticals.

Across all seven of the verticals we researched (Travel, Restaurant, Auto, Local Services, Retail, Finance, Technology) click to call was an important feature for people looking to find information and make purchases.

  • 62% of consumers searching for auto parts and services would be very likely to use click to call, and 57% would use click to call to compare pricing.
  • 60% of those searching for car rental information on their phone would use click to call, and 44% would call to make a reservation.
  • Within local services, 76% would use call features to schedule an appointment for professional services.
  • 61% of people searching for financial services on their smartphones are likely to use click to call to make changes to their bank accounts. 

Consumers rely on calls for research and transacting.

We broke down the purchase process into its component phases - Inspiration, Research, Purchase, and Post Purchase Experience – to see when consumers are most likely to call a business. We found that calling is most important during the research and purchase phases, where 52% and 61% of mobile searchers respectively say it’s important to have the ability to call. This means that a large number of calls happen when someone is ready to buy or helps a consumer move closer in purchase consideration.

Calls originating from the search results page are valuable for businesses. 

88% of mobile searchers indicated that the length of the call is important to them, so we took a look at our our own internal data and found that almost 3 out 4 calls resulting from mobile search ads lasted longer than 30 seconds, and that calls from ads lasted on average six minutes. This suggests that the majority of calls generated by mobile search ads are not quick informational calls, but instead are more substantive research or transactional calls.

Adding click to call can also boost the effectiveness of your ad, whether it's because users feel more confident in your business or because of the larger ad size due to the call button. On average, AdWords advertisers that implement click to call see an increase of 8% in the click through rates of their ads.

The call button influences brand perception.

The ability to call a business directly from the search results not only helps to drive purchase, but is also an important factor in brand perception. Nearly half of mobile searchers, indicated that the lack of a call option would lead them to be both frustrated with the business and more likely to turn to another brand. Additionally, 33% said that they would be less likely to refer the brand to others and would be less likely to use the brand in the future.


It’s clear from our findings that driving phone calls should still be a priority for businesses in every industry. Businesses can easily help mobile searchers get in touch by attaching call extensions to their mobile search ads. While the presence of the call button in organic results depends on a number of factors, you can schedule your mobile search ads and call extensions to show only at relevant times or only in specific searches. Advertisers can also view call specific reporting metrics from their call extensions to identify areas to further optimize performance.

Additionally, businesses should measure and assign value to the calls driven by their advertising. With AdWords, businesses can now measure calls as conversions, allowing them to assign value to calls that their ads drive.

To explore more of the findings from our calls research visit the Think with Google site or click here to learn how to get started with call extensions now.

Posted by Adam Grunewald, Mobile Marketing Manager

Capturing the mobile opportunity - being present and bidding well

This year, for the first time, the majority of people in the US own a smartphone.1  This means that more people than ever are constantly connected, using their phones throughout the day to search for information, shop, or stay entertained.  As a result, we are seeing growth in mobile searches across many verticals.  For example, year on year, we have seen mobile searches grow by 117% for entertainment, 91% for auto and 90% for finance. And for seasonal terms like “back to school,” we saw a 96% year on year increase.

As mobile continues to grow, it's more important than ever for every business to understand how to engage their customers on mobile. For advertisers who are just getting started, make sure you are showing up when potential customers are searching for keywords related to your business.  Opt into mobile and set a mobile bid adjustment that meets your business goals.  By using mobile bid adjustments, you can influence your ad position, clicks and cost on mobile devices.  For a bit of perspective, here are a few of examples of how advertisers have set their mobile bids as a percentage of desktop within the last several months (actual CPCs may vary):

  • On average, advertisers in the Japan finance sector set mobile bids to 117% of desktop.
  • On average, advertisers in the US dining and entertainment sector set mobile bids to 90% of desktop.
  • On average, advertisers in the Canadian auto sector set mobile bids to 87% of desktop.

An example of a marketer who has recognized the importance of mobile and created a clear strategy is My M&M’s.  In this video, the My M&M’s team notes that mobile is often the entry point for their customers.  Even though the final conversion may happen in the store or on another device, it’s been important for My M&Ms to make sure they are on mobile to capture these leads.  After optimizing their search and display campaigns, MyM&M’s reported a 15% increase in overall ROI.

For best practices on how to set your mobile bid adjustment, we encourage you to review our bidding best practices whitepaper which includes a chapter dedicated to mobile bids.  You can also use the full value of mobile calculator to estimate the overall value that mobile drives for your business.  People are using mobile for many kinds of activities across all business types.  Mobile is where your customers are, whether you are a restaurant owner, retailer or financial institution.  Therefore, it’s more important than ever before to make sure that your message is where people are looking.

Posted by Andy Miller, Head of Global Mobile Search Solutions

1 PEW Research Center, May 2013.

Stepping into the future together

Our two most important goals for AdWords are to make ads more relevant and useful for users, and more effective and simple to manage for advertisers. That's why I was so excited to announce enhanced campaigns this past February. With enhanced campaigns, we're making it easier to reach people in the moments that matter with ads that are more relevant to their intent and context.

We’ve written a lot about enhanced campaigns in the past four months.  In addition to our help center articles and dedicated website, you can see lots of best practices, customer stories, webinar recordings and details about new features in the “enhanced campaigns” label on our blog.

Since we introduced enhanced campaigns, advertisers have upgraded over 6 million legacy campaigns, representing almost 75% of active campaigns. And starting today, we will begin upgrading all remaining campaigns automatically, bringing everyone onto the new AdWords platform. As with many product launches, the rollout will be gradually completed over several weeks.

Results with enhanced campaigns
Many advertisers who've upgraded and optimized their enhanced campaigns have already reported positive results and time savings. Here are a few recent examples:
  • Pizza Hut reported that mobile ROI increased by 20% since upgrading to enhanced campaigns. They've also found that mobile CTR has increased by more than 60% while their cost per order on smartphones has dropped by 17%.
  • Autobytel, a site for car buyers and owners, grew conversions by 10% at the same CPA after upgrading and optimizing their enhanced campaigns. They now manage 30% fewer campaigns, leaving the marketing team with more time to focus on optimizing the user experience. “We are getting the right conversions at the right price, while marketing efforts are more focused on user experience rather than managing the account,” said Billy Ferriolo, Senior Vice President, Consumer Acquisition and Product Development. (download .pdf)
  • Miller's Bakery, a thriving family-run business in New Jersey, generated more custom cake orders using features like location and mobile bid adjustments, upgraded sitelinks, and upgraded call extensions. After upgrading, the bakery’s in-store visits increased by 10-20%, business during peak hours nearly doubled, and web clicks from nearby cities climbed 20-35%. “Our customers interact with our business using multiple screens,” said owner Dwight Miller. "If we didn’t advertise on both desktop and mobile, we’d miss out on a lot of customer touch points.” (download .pdf
Tips for success after upgrading
All AdWords campaigns benefit from good set-up and regular optimization. So whether you upgraded your campaigns yourself or let it happen automatically, we encourage you to review and optimize all newly transitioned enhanced campaigns. Here are a few tips (details are in this Help Center article):
  1. Review your mobile bid adjustments. For most campaign types, the auto-upgrade default is based on bids from similar advertisers. Visit the campaign ‘Settings’ tab to optimize for your business
  2. Identify unwanted keyword duplication in overlapping campaigns. If you previously had similar legacy campaigns for each device type, we suggest identifying matching campaigns and eliminating unwanted duplicate keywords in your enhanced campaigns.
  3. Review Display Network campaigns. Verify that your display ads are reaching users on desired devices and that you're using your desired bidding strategies.
  4. Start taking advantage of the powerful enhanced campaign features. We recommend trying out upgraded sitelinks and upgraded call extensions to start. Then you can further boost results by creating mobile preferred ads and setting bid adjustments for location and time.
You can visit our enhanced campaigns website for more success stories and best practices, including a guide on how to bid like a pro with enhanced campaigns. And please contact us if you have questions or need help.

Stepping into the future together
Consumers will continue to have access to more screens and be able to switch between them as they shop, play and communicate. Enhanced campaigns are an important step towards helping advertisers connect with consumers more simply and smartly in this multi-screen world. We've been inspired by advertisers and partners around the world who are already embracing this new opportunity. Thank you for joining us on the journey and stepping into the future together.

Posted by Sridhar Ramaswamy, Senior Vice President, Ads and Commerce

New research shows that 88% of ad clicks from mobile search are incremental to organic clicks

This year, for the first time, the majority of people in the US (56%1) own a smartphone.  In this constantly connected world, people use mobile search throughout the day to find information, shop, and stay connected.  Businesses, therefore, are making mobile a central part of their business and marketing strategy: from building better websites across screens to optimizing mobile ads.  When speaking with advertisers we often hear questions like “What would happen to my organic clicks if my mobile search ads were paused?” They want to know how much of a role their ads play in driving people to their website.

In 2011, we ran the “Search Ads Pause Studies,” and learned that an average of 89% of clicks on search ads are incremental - meaning that this traffic is not replaced by organic clicks when ads are paused, and therefore is missed.

This year, we carried out the same studies on mobile search and learned that 88% of site visitors driven by mobile search ads would not otherwise click on the business’s organic listing when ads are paused. From March 2012 - April 2013, we conducted Mobile Search Ads Pause studies on more than 300 US AdWords accounts from 12 key verticals. The research focused on search terms that had an organic listing on the first page and adjusted for factors like seasonality. Similar to our previous study of search ads across all devices, we found that an average of 88% of clicks generated by mobile ads were incremental.

Results were consistently high across all verticals: 97% of mobile ads clicks are incremental for classified and local advertisers, 86% for retail advertisers, and 90% for technology brands, just to name a few.  Today consumers use mobile search to connect with businesses across a wide variety of industries and trust both organic and paid results to help accomplish their goals. The infographic below shows the percentages across all 12 verticals.

Mobile ads can help consumers connect with all types of businesses. This study continues to show the importance of advertising on mobile whether you are a restaurant owner, a sporting goods retailer or automobile brand.  People are searching all the time, across devices.  Therefore, it’s more important than ever before to make sure that your message is where people are looking. AdWords enhanced campaigns makes this easy for advertisers.  By upgrading to enhanced campaigns, advertisers can effectively reach consumers using mobile devices based on contextual signals like their location and time of day.

Posted by Andy Miller, Head of Global Mobile Search Solutions

1Our Mobile Planet 2013

Introducing the Google Databoard: A new way to explore research

It’s important for businesses to stay up to date about the most recent research and insights related to their industry. Unfortunately -- with so many new studies and with data being updated so often -- it can difficult to keep up. To make life a bit easier, we created the Databoard for Research Insights, which allows people to explore and interact with some of Google’s recent research in a unique and immersive way.

The Databoard is our response to three big challenges facing the vast majority of research released today.
  1. Ease of consumption: The databoard introduces a new way of sharing data, with all of the information presented in a simple and beautiful way. Users can explore an entire study or jump straight to the topics or datapoints that they care about. The Databoard is also optimized for all devices so you can comfortably explore the research on your computer, tablet, or smartphone.
  2. Shareability: Most people, when they find a compelling piece of data, want to share it! Whether its with a colleague, client, or a community on a blog or social network, compelling insights and data are meant to be shared. The databoard is designed for shareability, allowing users to share individual charts and insights or collections of data with anyone through email or social networks.
  3. A cohesive story: Most research studies set out to answer a specific question, like how people use their smartphones in store, or how a specific type of consumer shops. This means that businesses need to look across multiple pieces of research to craft a comprehensive business or marketing strategy. To address this need, the Databoard allows users to curate a customized infographic out of the charts or data points you find important across multiple Google research studies. Creating an infographic is quick and easy, and you can share the finished product with your friends or colleagues.
The databoard is currently home to four research studies including The New Multi-screen World, Mobile In-store shopper research, Mobile search moments, and more. New studies will be added frequently so be sure to check back often. To get started exploring the Databoard and creating your own infographic visit

Posted by Adam Grunewald, Mobile Marketing Manager

Get a Head Start with Enhanced Campaigns: Why to Upgrade Now

Enhanced campaigns offer an array of new features to drive better performance and efficiency. With more than three million campaigns already upgraded, we’ve heard many great examples of advertisers finding new pockets of revenue and reaching new customers with enhanced campaigns – all while saving time. As the the auto-upgrade approaches on July 22, we’re introducing some new features in the Upgrade Center today to make the process of upgrading even easier. Upgrade today to start realizing the benefits right away.

5 reasons to upgrade now
By upgrading now and becoming a pro with the new features before the auto-upgrade, you can get a head start on driving better performance – and a jump start on the competition. Here are some of our advertisers’ top reasons for upgrading:
  • Discover local opportunities: Use the location bid adjustment to easily and effectively engage with users based on location and proximity. This allows you to find and optimize for pockets of revenue you may not have even known existed.

    After upgrading to enhanced campaigns and leveraging geo bid adjustments, Peter Hughes, Manager of SEM at Constant Contact stated, “Suddenly, we realized that California has a great cluster of small and medium sized businesses.  Cool - we’ve already geo-targeted that.  But guess what?  Who knew that North Dakota had such a great ROI.  In the old, legacy world, I never would have figured it out because it did not fit into my selective scaling model.”

  • Expose the true power of mobile: Implement a mobile bid adjustment to make sure you’re driving the right value for on-the-go consumers while gaining better insight into the results mobile can drive for you.

    American Apparel upgraded early to reach customers across all screens. They started by setting mobile bid adjustments at 100% and saw impressive results.  Since the upgrade, mobile conversions have grown 2X and aggregate click-through-rate has increased 7%.  Sean Singleton, Marketing Manager, stated, “We are going from trial to fine-tuning the way we execute our multi-device marketing strategy.  With enhanced campaigns, it’s very easy to test and iterate so we are quickly establishing internal best practices in terms of how to best run enhanced campaigns.”

  • Drive more leads through calls: Use call extensions and measure calls as conversions to drive cost-efficient leads while providing a better ad experience for your customers.

    Woodbridge, a financial investment firm, took advantage of upgraded call extensions and new reporting features, increasing the volume of calls from smartphones from 20% to 57%, with overall smartphone leads almost doubling.  In addition, conversion rates from both desktop and mobile devices increased by 6%.

  • Reach new audiences on the Google Display Network with powerful bidding:  Drive impression share to a specific audience using custom display bids across characteristics like demographics, interest categories or topics.

    Stathis Konstantinidis, who runs Global Marketing at Westwing, said, “With the upgrade to enhanced campaigns we have greater insight into how our converting audience looks on adgroup level. This is very important to us as we have quite a distinct idea of our target group. We can use this information in order to push the impression share of our ads within the converting audience and decrease the impressions within the less performing audience for driving conversions & decreasing the CPLs.”

  • Manage campaigns in less time: Dive into enhanced campaigns to see how the powerful features work together to streamline your workflow and get you to happy hour sooner.

    Dutch shoe retailer, Schuurman Schoenen, reduced its total number of campaigns by 60% and dramatically cut its marketing team’s workload.  “I used to spend twice as much time to maintain and fine-tune campaigns,” says Kayo Klein Obbink, Schuurman Schoenen’s online marketer.
Improvements to the upgrade center
In April, we announced the enhanced campaigns upgrade center to help you transition from legacy campaigns to enhanced campaigns. We’re introducing some additional features, rolling out over the next week, that will make upgrading even easier and give you greater control over the merging process:
  • Increased flexibility when copying keywords: When merging campaigns, have increased control over how keywords are copied (or not copied) from the mobile to the desktop campaign.
  • Automatic labelling of newly copied keywords: When keywords, ads, or ad groups are copied or merged, they will be labelled as having been modified by the upgrade center.
  • Uninterrupted keyword level tracking: When you have two matching campaigns with different mobile and desktop keyword-level destination URLs, they will be merged automatically. The mobile URL will show on mobile phones and the desktop URL will show on non-mobile.
  • ... and coming soon: Bulk upload functionality: Ad extensions and ad groups will soon be exportable to AdWords Editor.
We hope that the Upgrade Center and other resources we’ve shared will give you the tools you need to ease the transition to enhanced campaigns.

Don’t wait to upgrade
We will begin automatically upgrading all legacy campaigns on July 22nd, 2013.  Please continue to share your feedback with us as you are going through the upgrade process.

Posted by Andy Miller, Head of Mobile Search Solutions

Webinar Next Thursday 5/30: Measuring Success in a Multi-Device World

The digital journey has grown more complex, giving customers the option to move seamlessly across media and devices. This shift in technology can make it challenging to get a complete picture of customers’ interactions.  As a marketer, your success depends on gaining visibility into your customers’ preferences and behaviors.

Next Thursday, join Sara Jablon Moked, Product Marketing Manager for Google Analytics, for a detailed look at effective measurement for today's multi-device world. We will discuss strategies and best practices for measuring customer behavior, and we’ll look at how Google Analytics and other Google tools can help you measure and respond to the evolving customer journey.

The webinar will include live Q&A.

Date: Thursday, May 30, 2013
Time: 10am PST / 1pm EST/ 6PM GMT
Duration: 1 hr
Level: 100 / Beginner
Register: Register here

Bidding Best Practices (Part 3) - Calculating mobile bid adjustments

Today’s post about calculating mobile bid adjustments is the third in a bidding best practices series. The previous post covered improving your results with location bid adjustments.

People are now constantly connected and switching seamlessly between devices. In fact, more than 38% of our daily media interactions occur on mobile1. This presents advertisers with new opportunities to reach customers anytime, anyplace, on any device. At Google, we want to help you capitalize on these opportunities and develop new strategies for your business to win on mobile.

Mobile bid adjustments in AdWords enhanced campaigns give advertisers the power to optimize bids across devices — all from a single campaign. In today’s post, we’ll help you understand how to calculate a mobile bid adjustment that accounts for the total conversion value your mobile ads drive for your business.

Review your current desktop and mobile performance
Before calculating your mobile bid adjustment, you can run an AdWords report to review your current desktop and mobile performance. While online conversions, app downloads, and calls are easy to track in AdWords, other conversions such as in-store visits may be harder to attribute directly to your ads. For those conversions, you may need to estimate their value. The closer you can estimate the value of these conversions, the more optimized your bid will be on mobile.

Calculate your mobile bid adjustment
The key to optimizing your mobile bid adjustment is to identify the ratio of mobile vs desktop (and tablet) conversion value. This is calculated by dividing your value per click on mobile by your value per click on desktop.

We’ll illustrate this calculation using the table below. Let’s say this data belongs to a national retailer with mobile and desktop websites as well as physical stores. In the past month, this retailer saw 10,000 clicks from her mobile ads and 10,000 clicks from her desktop and tablet ads.  Her mobile ads drove $900 of revenue from phone calls to her stores, $5,000 from online sales and $5,000 from in-store visits for a total of $10,900. During this same month, her desktop and tablet ads drove $100 of revenue from calls, $10,000 from online sales, and $2,000 from in-store visits for a total of $12,100.

With this information, the retailer calculates the value per click (for mobile and desktop) by dividing the total value (i.e., the total revenue from all conversion types) by the total number of clicks, respectively. In this case, the mobile value per click is $1.09 and the desktop value per click is $1.21.

The retailer’s mobile bid adjustment is the ratio of these two values: she divides the value per click on mobile by the value per click on desktop and then subtracts 1. In this case we have (1.09/1.21) - 1, or a -10% mobile bid adjustment that can be entered into AdWords.

Iterate and test
As with all online marketing techniques, mobile bid adjustments aren’t something you should just “set and forget.” Frequent iteration and testing will help you account for changes in seasonality or business operations.  Due to varying screen sizes on mobile, we also recommend that you keep a close eye on your mobile impression share so that your ads show in the top positions.

Learn more
To learn more about mobile bid adjustments, visit the AdWords Help Center or watch this recording of this hangout on air, “Enhanced Campaigns: Optimizing Mobile Strategy.

To use mobile bid adjustments, you’ll need to upgrade your campaigns to enhanced campaigns. Starting on July 22, 2013, we will begin automatically upgrading all campaigns.

Next week, we’ll dive deeper into ways you can use tools like conversion optimizer and eCPC to automate your bid settings based on specific business goals like ROI.

Posted by Andy Miller, Head of Mobile Search Solutions