When using Google Adwords there are different ways to target your target audience. Sometimes you want to target people through a specific device they are using, or at a certain time during the day or by their location and Google AdWords’ bid adjustment feature lets you do exactly that. It allows more control to increase or decrease the frequency of ads based on the device, location or time.
For those who are not familiar with this feature, here is a simple explanation:
If you run an HVAC business, you probably want to target the people who live nearby because when a furnace issue strikes, people want an immediate solution & they search for the HVAC company who can come to their rescue ASAP. Or if you are a restaurant owner & offer a great happy hour deal, it’s better to increase the frequency of your ad during the evening.
However, using bid adjustments are not for everybody. Be aware that this does increase the amount of work since if you’re targeting specific devices, say three different devices; you will have to develop and then run three campaigns at the very same time! That adds up to be a lot of work, especially if you handle it on your own!
But for those who have an in-house team or dedicated person, we have a good news for you. Google is now allowing you to add bid adjustments specifically for phone calls – Big news for businesses that CAN answer phone calls. A phone call is and always will be the best call to action because it connects the leads with you instantly and on a personal level. Hence boosting your conversion rates.
You can click this link https://goo.gl/nohNk to learn how it works or you can
watch this video by Google which provides a good demo and does a nice job of explaining it.