More consumers are using multiple devices when researching and shopping online, which has an impact on mobile advertising and conversion tracking. A recent study by Google and Ipsos Media CT found that almost 40% of online shoppers start their research on a smartphone and make their final purchase on a computer or tablet.
Earlier this year, DoubleClick introduced cross-device measurement to help provide the total number of conversions influenced by a specific keyword, regardless of the device where the conversion occurred. For example, if a user clicks a mobile advertisement on their phone and then completes a purchase on a desktop computer, that can be measured to more accurately report on the value of search ads.
Now, bid strategies in the DoubleClick Search Performance Bidding Suite can use cross-device advertising conversion estimates to automatically calculate the mobile advertising bid adjustment that can help achieve campaign goals and maximize the impact of mobile ads.
If a bid strategy is enabled in the Performance Bidding Suite to use cross-device conversion estimates, it can consider these ad conversions to determine how much to bid for mobile advertising. The bid strategy can then recommend or automatically apply the optimal bid adjustment for mobile ads based on conversion or revenue goals.
Currently, bid strategies use cross-device estimates only for mobile bid adjustments. Other enhancements, such as adjusting bids based on membership in an AdWords remarketing target, will follow in future updates.