With more users consuming content on mobile, it’s crucial to be competitive on mobile by staying on top of your product data quality and bids. You may be missing out on mobile traffic simply because you are being outbid or your ads aren’t as compelling in the auction. Follow these tips to optimize your Shopping campaigns to capture more mobile shoppers.

Set the right mobile bid

Are you undervaluing your mobile performance with a low bid? Understand how your Shopping campaigns are performing on mobile devices and set the right mobile bid adjustment modifiers to be competitive on mobile. Learn how to determine the right bid adjustment modifiers by device.

• Download the Devices report under the Campaign or Ad group tab to understand how your Shopping campaigns are performing by device. Once you have sufficient conversion data, start analyzing your mobile performance in comparison to your desktop and tablet performance.
• If you’re seeing strong performance on mobile, increase your mobile bid adjustment modifier to capitalize on your results and be more competitive in the auction.
• If you’re not seeing good results, find ways to improve your mobile performance, like optimizing your product landing pages for mobile devices to drive better conversion rates. Read more about how to create an ideal end-to-end mobile shopping experience for your shoppers.
• Look at your click share to identify opportunities to drive more clicks in comparison to other retailers participating in the same auction. Read more about click share.
• Use the mobile Bid Simulator to understand what your performance would look like if you increased your mobile bid adjustment modifiers based on your performance from the last 7 days. Evaluate the opportunity to be competitive on mobile and raise your modifiers where the potential performance lift will help drive your campaign goals. Find out more about the Bid Simulator.

Layer eCPC on top of your mobile bid adjustment modifiers

eCPC improves mobile conversions by an average of 6% for the same cost.¹ You can enable the enhanced cost-per-click (eCPC) feature on top of your mobile bid adjustment modifiers to adjust your product bids in real time based on the likelihood of a search query to convert. Read more about eCPC.

Drive mobile shoppers to local stores

Mobile shoppers are often on-the-go. Take advantage of this opportunity to drive your mobile traffic to your physical stores.

• Download the Geographic Locations report to segment your performance data by location. Start tracking and including store visit conversions into your report to assess your offline impact. Learn more about store visit conversions.
• For locations that have high store visits, make sure your mobile and location bid adjustment modifiers are strong, to capture and drive mobile shoppers to your stores. Though eCPC already factors in location, you may layer mobile bid adjustment modifiers to drive stronger performance if you’re seeing high mobile conversions and store visits.
• Use Local Inventory Ads to highlight local information to mobile users. For example, if a mobile shopper is searching for a product, you can show that you have this product in stock at your store nearby. Learn more about Local Inventory Ads.

Differentiate your mobile Shopping ads

Since mobile shoppers are searching and viewing your ads on smaller displays, differentiating your mobile ads from other retailers’ becomes even more critical. Convince your customers to choose your product by highlighting your unique offers.

• Show promotions or discounts to entice your mobile shoppers with Merchant Promotions.
• Activate additional programs, like Product Ratings, Customer Reviews and Local Inventory Ads, to be competitive on mobile and give your customers more reasons to make the final purchase with you.

¹ Google Internal Data, 2016

* Nguồn: Google