Data for your client shows that more estimated total conversions are coming from mobile devices versus computers and tablets.
Correct Answer
Set a mobile bid adjustment to increase bids for searches on mobile devices
Why is this the correct answer?
If you find that more estimated total conversions are coming from mobile devices versus computers and tablets, you should set a mobile bid adjustment to increase bids for searches on mobile devices. This manual bidding strategy allows you to increase your base bid by a specific percentage to compete more aggressively in auctions occurring on smartphones. When your data indicates that mobile traffic is the primary driver of performance, applying a positive adjustment ensures your ads achieve higher visibility and better placements where they are most likely to be converted by high-intent users. Mechanically, this optimizes your campaign budget by prioritizing the device category that has proven to deliver the highest value for your client. It is a critical optimization step in Google Ads to align your bidding intensity with the specific return on investment observed across different hardware platforms, ensuring you maximize reach on the most productive channel.
Why are the other options incorrect?
Use target search page location to help get your client’s ads to the top of mobile search page results
Target search page location is an automated strategy that focuses on ad position rather than optimizing for the specific mobile device success identified in the conversion data. It lacks the device-level granularity required to scale the high volume of mobile conversions effectively compared to computers.
Set a mobile bid adjustment to decrease bids for searches on computers and tablets
A mobile bid adjustment only affects mobile devices and cannot be technically applied to decrease bids for searches on computers and tablets. To reduce bids on those devices, you would need to set specific computer and tablet bid adjustments, making this an incorrect application of the tool.
Use enhanced cost-per-click (ECPC) to increase bids that are likely to result in conversions from mobile devices
Enhanced cost-per-click (ECPC) is a semi-automated bidding feature that looks for conversion signals across all auctions but lacks the explicit device-level priority required in this scenario. It does not allow you to force a higher bid specifically for mobile traffic to capitalize on the performance gap identified in the data.
Real-World Example
A local emergency locksmith noticed that 85% of their estimated total conversions were originating from smartphone searches, as users frequently require immediate assistance while away from a computer. To capitalize on this trend, the business decided to set a mobile bid adjustment to increase bids for searches on mobile devices by 50%. This adjustment allowed their ads to appear in the top position during high-stress search moments. Consequently, they saw a 30% increase in mobile conversion volume and a significant improvement in their lead-to-call ratio. By aligning their bidding strategy with the device preference of their most valuable customers, they optimized their spend for maximum local impact.