Now that advertisers are once again able to create mobile-specific campaigns, it's worth asking if a breakout is worth it. Because mobile bid modifiers can be set at the campaign and ad group level, and advertisers can use IF statements to craft mobile-specific ads, device-specific campaigns are no longer as necessary as they once were. My general rule of thumb is to test a mobile-specific campaign if around 70% of impressions come from mobile devices. There are still benefits to creating mobile-specific campaigns, including the ability to:
Set keyword-level bids at the mobile level instead of using a bid modifier. Write mobile ads without using IF statements or ad customizers. Write mobile-specific jewelry retouching service ad extensions without having to check the mobile preference option. I'm amazed that mobile isn't taken more seriously, but an audit should reveal actionable insights that will point the account in the right direction. 4. Not running a search term cross-pollination report
Continuing the theme of digging below the surface, cross-pollination reports list queries that trigger ads in multiple ad groups. Let's look at a scenario where I have two ad groups around "coffee tables" and "oval coffee tables". Ad groups Each of the keywords is modified broad match. Therefore, a search for "oval coffee tables" could trigger an ad to appear in either ad group. The solution would be to add "oval" as a negative keyword in the "