![\"device](\"https:\/\/www.mgb2b.com\/blog\/wp-content\/uploads\/2016\/11\/roads-to-success-58069_1920-EDIT.jpg\")
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The hottest word in digital marketing is \u201cmobile.\u201d This is nothing new, of course. For years we\u2019ve been seeing that mobile search traffic growth is increasing<\/a>. As the screens we carry in our pockets become more and more integrated into our personal and professional lives, this trend will just continue. And now Google has made mobile content the first indicator for search rankings<\/a>.\u00a0This makes \u201cmobile first\u201d a necessity more than a suggestion. Now\u00a0is the perfect time to start optimizing your B2B marketing efforts for searches across multiple devices.<\/p>\n Thankfully, Google AdWords now allows\u00a0marketers to make device-based bidding choices on all three device categories: Desktop, Mobile devices with full browsers, and Tablets with full browsers. For years, we\u2019ve had the ability to make bid adjustments for our mobile search traffic, but Desktop and Tablet bidding had always been grouped together. That\u2019s no longer the case. Now we can set our base bid for any of the three devices, and then make bid percentage adjustments for the other two. This is a fantastic change to the AdWords bidding landscape — a leap forward for many B2B marketers, who for years have seen\u00a0the differences in traffic performance from each of the device groups in their segmented data.<\/p>\n <\/p>\n You\u00a0can read about the \u201cmobile first\u201d traffic trend all day. But how searches from different devices affect your B2B marketing efforts can vary wildly depending on your industry. Luckily, you\u00a0can find a wealth of data on how Desktop, Mobile, and Tablet traffic perform specifically for your business\u00a0right in your Google AdWords reports. By segmenting your historical AdWords data by device, you\u00a0can see where the majority of your clicks and impressions are coming from, and how they perform compared to one\u00a0other.<\/p>\n For instance, you might find that while the majority of your paid search traffic still comes from desktop, the traffic that comes from mobile devices typically comes in at a better Position and Click-thru-rate\/Conversion rate at a lower Cost-per-click. This would suggest you should increase your\u00a0mobile bid to take advantage of this trend. Or, you might see that mobile and desktop searches make up the bulk of your traffic, but when searches come from tablets they perform far worse. From here you might\u00a0decide to reduce your bid for tablets\u00a0and allocate more of your budget to the higher-performing mobile and desktop searches. Whatever the data tells you, you\u00a0now have the tools to make informed decisions.<\/p>\n While the trend towards \u201cmobile first\u201d is obvious and inevitable, at the end of the day, the device-bidding actions you\u00a0take now should be based on what works best for your brand. When you combine these new tools with your deep insights into your markets, the possibilities are endless. Keep\u00a0in mind that all the bidding adjustments\u00a0you make might\u00a0be in vain if you\u00a0haven’t created a mobile-friendly version of your site. It’s also\u00a0important that it\u00a0loads quickly and is easy for customers to navigate across different screen sizes — a good reason to have a responsive design if you don’t already.<\/p>\n The routes customers take\u00a0to reach your business are constantly evolving. Make sure your company is taking advantage of every available road to success.<\/p>\n","protected":false},"excerpt":{"rendered":" The hottest word in digital marketing is \u201cmobile.\u201d This is nothing new, of course. For years we\u2019ve been seeing that mobile search traffic growth is increasing. As the screens we carry in our pockets become more and more integrated into our personal and professional lives, this trend will just continue. And now Google has made […]<\/p>\n","protected":false},"author":8,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[273,600],"tags":[264,381,190,232,601,459,458,214],"class_list":["post-13424","post","type-post","status-publish","format-standard","hentry","category-content","category-seo","tag-b2b-digital-marketing","tag-b2b-lead-generation","tag-b2b-marketing","tag-b2b-marketing-strategy","tag-device-bidding-for-b2b-marketing","tag-google-adwords","tag-sem","tag-seo"],"_links":{"self":[{"href":"https:\/\/www.mgb2b.com\/blog\/wp-json\/wp\/v2\/posts\/13424","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.mgb2b.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.mgb2b.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.mgb2b.com\/blog\/wp-json\/wp\/v2\/users\/8"}],"replies":[{"embeddable":true,"href":"https:\/\/www.mgb2b.com\/blog\/wp-json\/wp\/v2\/comments?post=13424"}],"version-history":[{"count":26,"href":"https:\/\/www.mgb2b.com\/blog\/wp-json\/wp\/v2\/posts\/13424\/revisions"}],"predecessor-version":[{"id":13463,"href":"https:\/\/www.mgb2b.com\/blog\/wp-json\/wp\/v2\/posts\/13424\/revisions\/13463"}],"wp:attachment":[{"href":"https:\/\/www.mgb2b.com\/blog\/wp-json\/wp\/v2\/media?parent=13424"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.mgb2b.com\/blog\/wp-json\/wp\/v2\/categories?post=13424"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.mgb2b.com\/blog\/wp-json\/wp\/v2\/tags?post=13424"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}The Best Ways\u00a0to Use Device Bidding for B2B Marketing<\/h4>\n