Search ads.
Recently, we talked about the fact that Yandex Direct has fully independent betting management for displaying ads on desktop and mobile.
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Today we will continue the topic in more detail.
Once again, displaying ads is important on all types of devices so as not to lose audience and conversions.
Now, a little bit of analytics. Users already spend the most time online from smartphones, it’s the most popular video-watching device, and 35% go online only from mobile.
Less than 2% of customers use both desktop and mobile in the order process, but these users generate more than 10% of conversions and revenue, and the combined share of conversions involving mobile devices is more than 36%.
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By banning impressions on smartphones, you’re forgoing good sites and potential conversions.
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Advertising campaigns for different types of devices will help to adjust bets, so that ads are shown only on mobile, desktop rates should be reduced by 100%, and for a desktop campaign – add an adjustment of minus 100% for smartphones, this is necessary for targeted traffic purchase.
Separate management with the help of rate adjustments and targeted work with different types of devices will help to align the economics of traffic purchases and balance costs relative to their payback.
The funnel can be improved separately for desktop and mobile users, and check cross-device scenarios to make sure that wherever your potential customer comes from, he will be able to leave a request and get the result.
If Direct has enough data about what targeted user actions your business needs, the automatic strategy will optimize the rates so that you get the most conversions at the right price.