One Device Suddenly Started Taking Most of My Ad Spend

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mediavault

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Hi guys,
Something strange happend with oneof my ppc campaigns.
I noticed today that mobile is taking most of the ad spend, while desktop is getting much less than before. I have not changed the campaign recently, so I am not sure what caused the shift. would you wait and watch it for a few days,, or check the device settings right away?
 
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mediavault said:
Hi guys,
Something strange happend with oneof my ppc campaigns.
I noticed today that mobile is taking most of the ad spend, while desktop is getting much less than before. I have not changed the campaign recently, so I am not sure what caused the shift. would you wait and watch it for a few days,, or check the device settings right away?
Click to expand...

I would check the device breakdown now and compare mobile vs desktop clicks, cost, and conversions before making anyn changes.
 
Dont wait for a few days, check it now. any reason like changes in traffic, bidding, conversion behaviour can cause it. Compare your current analytics with the last few days and notice the differences. Then take appropriate action.
 
mediavault said:
Hi guys,
Something strange happend with oneof my ppc campaigns.
I noticed today that mobile is taking most of the ad spend, while desktop is getting much less than before. I have not changed the campaign recently, so I am not sure what caused the shift. would you wait and watch it for a few days,, or check the device settings right away?
Click to expand...

Check the device settings because there might be a new publisher at that network with fake/bot traffic which is draining your balance quickly.

GCS
 
check it now, but I wouldn’t change the device settings yet

break mobile down by publisher/placement/source and compare CPC, CTR and conversion rate with the previous period. if one new source suddenly started taking most of the spend, it should stand out pretty quickly and you can deal with that placement instead of cutting mobile as a whole
 
mediavault said:
Hi guys,
Something strange happend with oneof my ppc campaigns.
I noticed today that mobile is taking most of the ad spend, while desktop is getting much less than before. I have not changed the campaign recently, so I am not sure what caused the shift. would you wait and watch it for a few days,, or check the device settings right away?
Click to expand...
Before calling it a bidding issue, I’d break the device data down a bit further — device + hour + geo, and IP range if you have the click data.

I’d mainly look for whether the clicks from that device are concentrated around a specific time period and whether the on-site behaviour is different from the rest.

From what I’ve seen, low-quality or generated traffic often has a couple of pretty obvious signals: users bounce much faster, and the user-agent mix tends to be much narrower than normal traffic.

So if spend suddenly increases on one device type while conversion rate drops on that same device, I’d look at traffic quality before changing bids. A device-level bid adjustment might reduce the impact, but it doesn’t really address the underlying issue.

How does dwell time look when you break it down by device
 
mediavault said:
Hi guys,
Something strange happend with oneof my ppc campaigns.
I noticed today that mobile is taking most of the ad spend, while desktop is getting much less than before. I have not changed the campaign recently, so I am not sure what caused the shift. would you wait and watch it for a few days,, or check the device settings right away?
Click to expand...
Review device settings and recent performance changes immediately, then allow some time before making major adjustments.
 
If mobile leads are still good, I would not worry too much about the higher spend.
 
Check mobile and desktop results first. If mobile spend went up but conversions went down, the traffic quality may have changed.
 
I would check the performance of the devices, quality of traffic, and conversion figures first. If there’s a device that is spending a lot without producing any results, I would reduce the bids for it or even exclude it from my campaign.
 
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