Which is the best bidding option for an advertiser who wants to drive more clicks from mobile devices?
Correct Answer
Mobile bid adjustments
Why is this the correct answer?
Mobile bid adjustments are the best bidding option for an advertiser who wants to drive more clicks specifically from mobile devices. Bid adjustments allow advertisers to increase or decrease bids by a percentage for specific device types. By setting a positive mobile bid adjustment — for example, +30% — the advertiser's bids are automatically increased for searches on mobile phones, making their ads more competitive and more likely to appear prominently on mobile devices without changing bids for desktop or tablet.
Why are the other options wrong?
Target return on ad spend (ROAS)
Target ROAS optimises for return on ad spend across all devices — it does not specifically prioritise or increase visibility on mobile devices.
Target search page location flexible bidding strategy
Target search page location bidding optimises for ad placement position on the search results page — it does not target specific devices.
Cost-per-acquisition (CPA)
Target CPA bidding optimises for conversion volume at a target cost — it does not specifically increase mobile visibility or click volume.
Real-world example
A pizza delivery company sets a +50% mobile bid adjustment after analysing that mobile users convert at twice the rate of desktop users. Their mobile ads now win more competitive positions, increasing mobile clicks by 65% month-over-month while maintaining the same desktop and tablet spend.
Official documentation: https://support.google.com/google-ads/answer/2732132
Topics in this question
About the Google AdWords Fundamentals Exam (Retired)
The AdWords Fundamentals exam was retired when AdWords became Google Ads.
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