It’s not news that mobile traffic is on the rise, and it’s becoming well known that conversion rates are typically much lower than desktop conversion rates – a trend very evident in our analysis of mobile traffic for Google PLAs. Consequentially, allowing mobile traffic to go on unchecked in paid search campaigns is a surefire way to hurt your COS.

Unlike Google Product Listing Ads, Bing Product Ads allows some more granular segmentation options for mobile traffic (can separate smartphone and tablet traffic). It’s actually very simple to do this, yet we’ve seen many advertisers gloss over this step. Let’s take a look:

1. Create a new Campaign

(I’m just quickly running through this 1st page for the sake of getting us to the 2nd setup page, where the targeting happens.)


2. Go to Advanced Targeting Options > Device

You can do 2 things from here: remove mobile traffic completely (tablet + smartphone) OR keep mobile traffic for certain Operating Systems.


Mobile Traffic Analysis – Android vs. OS

By now, you’re probably wondering how mobile traffic differs by device – tablet vs. phone – and by operating system. In an analysis of our clients’ store traffic over Black Friday weekend last year, we uncovered a couple trends:


Mobile Traffic Analysis – Tablet vs. Smartphone


For more best practices like mobile-bid modifiers and insights into how to get the most out of your paid campaigns,

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About the AuthorJon Gregoire is the Director of Demand Generation at CPC Strategy. Jon heads up email marketing, content strategy, co-marketing, and revenue cycle efficiency. A UC San Diego grad, Jon is a Chicago native and full-time San Diego tourist. He enjoys Bear Grylls-like backpacking trips, archery, weekend getaways in Southern California, watching his beloved Chicago Bears, and bidaily coffee consumption. Want to pitch a story? Reach out directly at jon(at) See all posts by this author here.