Julian wants to reach potential customers based on the type of device they’re using, but he doesn’t know how his campaign performs on different devices
Correct Answer
Segment his campaign statistics table by device
Why is this the correct answer?
Julian should segment his campaign statistics table by device to accurately evaluate how his campaign performs across different devices before attempting to reach specific customer segments. In Google Ads, segmentation allows advertisers to split their data into rows based on the criteria that matter most, such as the device type—including mobile phones, desktops, and tablets. This mechanical process does not change the underlying campaign settings; instead, it provides a granular view of existing performance metrics like click-through rate, conversions, and cost-per-click for each specific category. By analyzing these segmented reports, Julian can identify which platforms are driving the highest return on investment and which are underperforming. This data-driven insight is the essential first step in Julian's journey to optimize his reach, as it provides the necessary evidence to make informed adjustments to bid modifiers or creative assets specifically tailored to the hardware his potential customers use most frequently.
Why are the other options incorrect?
Create multiple ad groups that target different devices, and monitor the results
This approach is inefficient and creates unnecessary account complexity because Julian can already view device-level performance within a single ad group. Monitoring multiple ad groups for this purpose leads to data fragmentation and makes it harder to manage overall campaign consistency.
Set up an experiment to test which device he should target
Setting up an experiment is premature because Julian first needs to understand his baseline performance through existing data. Experiments are designed to test changes in strategy, whereas segmentation is the correct tool for simply viewing how current campaigns are functioning across different hardware.
Create multiple campaigns that target different devices, and monitor the results
Creating multiple campaigns to target different devices is an outdated practice that complicates budget management and reporting. Google Ads provides built-in segmentation and bid adjustment features that allow Julian to reach customers on various devices more effectively within a single campaign structure.
Real-World Example
A boutique fitness studio noticed their "New Member" campaign was generating high traffic but few sign-ups. By choosing to segment his campaign statistics table by device, the marketing manager discovered that while desktop users had a 5% conversion rate, mobile users were bouncing immediately due to a slow-loading registration page on smartphones. Armed with this specific insight, they optimized the mobile landing page and applied a +20% bid adjustment for tablets, where engagement was unexpectedly high. This data-driven shift, powered by device segmentation, resulted in a 35% increase in total monthly memberships.