So you have set up a PPC campaign for your business, and are targeting all devices. Great! Now your PPC ads will show whenever people search for your keywords, regardless of whether they are on a laptop, PC, mobile or tablet. Not always. You may notice that the search results on a mobile and tablet are displayed differently to a desktop device. This means that quite often, there are fewer PPC spots available for you to show in, therefore the bids need to be higher to ensure your ads get shown.
You'll see that there are only 2 paid for ads at the top and 3 at the bottom. Therefore competition is strong and to make sure you are in top spot you'll want to increase your max CPC. That's fine, but will also mean you are higher than maybe you want to be on desktop searches. The simple solution is to duplicate your campaign so one targets just desktop campaigns and the other targets mobile and tablets. You could even have a separate campaign for mobile and another for tablet. This is great if you have large campaigns and big budgets. You can dedicate more time and play around with the targeting for larger campaigns. If your budgets are smaller then you can still target different devices for different campaigns, but you may spend longer than you want changing bids and altering settings.
Here at PaulSearch we can sort all this for you. We can manage all aspects of your Pay Per Click campaign and ensure you are getting as much exposure as possible for your budget. Please visit the website, or email firstname.lastname@example.org if you have any questions.