Mastering Your GTM Pt 2: Techniques on How to Improve your GTM
In part 1 of this series, Master your GTM Pt 1: Auditing Your Google Tag Manager in 3 Steps, I showed you how…
Hello Fellow Advertisers! Today I will be showing you how to analyze which devices generate the highest conversion rates for your paid advertising campaigns. I’ll follow that up by showing you how to make bid adjustments to AdWords tablet, desktop, and mobile devices so that you can allocate funds from your lower performing devices to the ones that generate more revenue for your business. Enjoy!
Hello everybody, and welcome to another episode of my video blog series. I am your host, Nick Rennard and today we are going to be talking about AdWords Tablets, and other device bid adjustments. Mainly Google AdWords, but we’re going to be doing a little bit of Google Analytics today for analyzing out data. Let’s go ahead and get started.
For a long time we’ve been able to make bid adjustments on mobile devices, so if we wanted, let’s say that we are a company that is interested in getting people to download an app, we would obviously be more focused on mobile in that case than we would be on desktop. There are also cases where the inverse is true where maybe users who are converting from a desktop are significantly more likely than someone converting from a mobile. Usually mobile users are more likely to convert on kind of impulse buying situations. If you’re buying apparel or something like that, it’s easy to buy a $35.00 pair … or a piece of clothing. People will do that quickly on their phone where as on a desktop you’ll usually see conversions that take kind of longer to do. People looking for a home, or maybe looking for a lawyer, an insurance company, something that’s a little more long term has a longer sales cycle. Maybe people looking for a certain type of software, something like that. You’ll see a lot of those coming through desktop.
It’s going to be very industry dependent, I don’t want to say that one is more likely to do something than another because it’s obviously a case by case basis and every industry is different. The point is, is that we can bid more less aggressively on mobile devices depending on the performance. If mobile does well, we can bid up. If it does poorly, we can bid down. Pretty simple. Now, for the longest time AdWords has always merged desktop, they always had tablet as the separate category but you were never actually able to add a bid modifier for tablet. Now finally they came out with a bid modifier for tablet, so now what we can do is we can analyze the traffic that’s coming from tablet devices. If it’s good, we can bid up for those devices. If it’s bad, we can bid down for them. Honestly I’m surprised that they didn’t come out with this change sooner, but I guess it’s irrelevant because it’s out now, so yay.
Like I mentioned before, desktop, tablet used to both be merged. The question you have to ask yourself is, “First off, is your website setup for a responsive design?” A responsive design means that the dimensions of your website will adjust based on what device people are coming from. If your website is not setup for a responsive design, then people coming to your website on a mobile device, it’s going to be very zoomed in on the top left corner. It’s going to be hard for people to navigate your site. Just kind of putting it bluntly, if your website is not setup for a responsive design, you are very, very out dated. This is 2016, if you want to be competing in online marketing against your customer … or I’m sorry, against your competitors and you don’t have responsive design, it’s just not going to happen. You need to have it setup.
Let’s say you aren’t setup for a responsive design, what my recommendation would be, and let’s say you only care about desktop traffic and you want to ignore mobile, I highly recommend you put a -100% bid modifier on tablet so that way you’re bidding 0 for tablet devices, and also for mobile. Again, you should be setup for it but if you’re not, that’s kind of the next step that you’ll have to do here. What I want to do with you today is I first want to show you how we analyze the performance of tablet devices, and we’re going to do that in Google Analytics. I’m also going to show you how to make the bid adjustments in your AdWords campaigns in Google’s AdWords. We’re not going to do a ton of slides today, we’re actually just going to jump into analytics here.
Here’s the home screen of analytics. This is actually very simple. The first thing that we’re going to want to do is you want consider your date range. If we’re looking at a small date range, analytics is going to default to the last 30 days. What I would be concerned with if I were trying to analyze if tablet is good or bad over a period of time, we want to take into consideration statistical significance. A 30 day period is not necessarily going to be statistically significant, or at least it won’t be as significant as a … I keep saying significant. As a significantly longer date range. In this case it’s September now, so I think a really good date range to be analyzing would be all of 2016. Let’s go from January 1 to September 8, and then we get a much larger quantity of data here.
Now when we’re analyzing this data, we know that this is the performance over a very long period of time and not necessarily just like last month where we could have run into, you know … maybe it was a good season or a bad season, some kind of outlier and maybe if we were to make an adjustment based on just that data it wouldn’t be as accurate as it could be. After you set your date range the next thing you want to do is set a segment. In this case I’m actually just going to analyze all users, which I think is fine because it’s giving you an idea of what everybody does from any given device. Let’s say you have a pretty popular website and it has a lot of traffic. This example here doesn’t have a ton of traffic, but let’s say it does have a ton of traffic. What you can do is you can add a segment to narrow it down to maybe only the users that are coming from paid traffic, so Google AdWords, maybe Bing Ads or whatever.
You could segment organic, you could take certain things out. That’s just the point of segment is it allows you to zoom in on the data that you are interested in. Again, the same lecture about statistical significance comes into play. If you narrow it down too much and you’re looking at too small of a pool of data, just be careful on how many users you’re looking at. Make sure you have a good chunk of users to look at before you make a decision on how you’re going to increase or decrease bids. For this example I’m just going to leave it as all users. Where do we find, how do we analyze the performance of tablet? Under audience here, there is a drop down box called, “Mobile.” Go ahead and click that, and then click overview. This has actually always been here in analytics, but we’ve just never been able to make adjustments on tablet, we’ve always just done it on mobile.
If we scroll down here, I’m going to go to all goals here. You want to make sure that you set the conversions that you’re interested in. Let’s say you’re trying to get a trial download, or you can see in this case an E-book, or webinar registration, et cetera, contact us form. The main thing that I’m going to be interested in with this data here is conversion rate. This is going to be true for pretty much any client. There’s a bunch acute statistics here like bounce rate for example. You could say the bounce rate on mobile is higher than desktop, so that makes mobile better. The truth is something like bounce rate, or time on site, or average session duration, or pages per session, those things don’t actually equate to dollars where as the conversions that you’ve setup, like webinar registrations, those are actually leads that you can follow up with. That’s actually going to turn into revenue for your company, which is why we use that data as our KPI in this case.
We can see it broken up into here’s desktop traffic, here’s mobile traffic, and here’s tablet traffic. Now, not surprising that desktop is the dominant one. That’s generally going to be the case. There’s actually very small quantity of tablet traffic, and then a little bit of mobile as well. If we look at the conversion rate, so you can see the conversion rate for desktop is 14%, the conversion rate for tablet is about half that, 7.5%, and mobile is even lower than that at 5%. In this kind of case what I would do is I would … and I’ll show you this in a second here, I would want to reduce my bids on mobile and tablet. It’s going to reduce the cost per click on those, and what we want to do is if mobile and tablet have significantly lower conversion rates, we don’t want to be paying as much per click because it’s just not as profitable as desktop. We would much rather allocate our bids towards desktop so that we can be funneling our funds towards our highest converting campaigns, which is pretty straight forward.
Yes it’s going to lower your traffic on mobile and tablet, but that’s a good thing because again, if the conversion rates are lower we want to keep the dollars that our company is making in mind. We’re going to be making more money on desktop so we want to funnel our funds there. Let’s say in this case tablet, we want to reduce bids by 40% and mobile we want to reduce bids by 50% because mobiles a little bit worse. Well what we would do next is go over to AdWords. Right now I don’t think you can do this in the AdWords editor. I poked around there in there a little bit and I haven’t seen it yet, but I might have just missed it. If they haven’t added it yet I’m sure it’s going to come in one of their updates coming up, but you can do it through the browser interface, which is what we’re going to do here.
What we do is you have to click on any campaign. You’re going to have to do this for every campaign that you have, so if you have 30 campaigns you’re going to have to do this for 30 campaigns. Maybe if it’s in the editor it will be a little simpler, but honestly it isn’t that hard to do here either. You’ll click on your campaigns, so let’s say this re-marketing campaign is the one that we want to adjust for. Go to settings, this tab right here. Then go to devices. Now if we scroll down this computer, which is the equivalent of desktop, and tablets used to be merged together. Now you can see that they’re broken up. Mobile still has it’s own thing, so what we can do is we just click on these little dashed lines here, and we tell it to increase or decrease the bids by a certain amount. In this case we’re going to decrease bids by 50%. Then tablets, we want to decrease bids by 40%.
Now we can do the inverse of that, let’s say tablets performed extremely well, the data was turned around. We could do the inverse of that, and increase by 40%. I mean, you can really do whatever you want here. With computers you could do the same thing, we obviously saw that computers had more than double the conversion rate of some of our other devices. Maybe we want to add a little bit here and increase our bids by a certain amount as well. That’s going to be a judgement call for you. However you want to make these adjustments is really up to you. You’ll just kind of have to … again it’s going to be specific to your industry, your performance, your quality scores, everything’s going to be specific to you. It is going to be a judgement call, but if you analyze the data, you have a large period of time that has statistical significance, you see that one is performing better or worse than another, and then you try adding a bid modifier here. I can assure you that is going to have a positive effect on your campaign. How large of an effect is a different question entirely, but you’ll just kind of have to test to find out.
That’s kind of the overview of the new tablet bid adjustments that we can do on AdWords. It’s such an easy thing to check in on, I highly recommend that you go into analytics, see what your tablet, mobile, desktop performance looks like, and then make those bid adjustments in AdWords. It should increase your conversion rates and make you a little more efficient with your money and your campaigns. Anyways, thanks for watching guys and I will plan on seeing you guys in my next video blog.
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