Managing AdWords display and mobile traffic

Seems the job of managing display network traffic has become increasingly difficult recently. Google introduced "enhanced campaigns" which arguably have reduced the level of control we have over traffic types. And personally we are finding increasing amounts of poor quality mobile traffic flooding our display ad groups.

Bryant Garvin posted on the same subject yesterday on Get Found First, but I can't post URLs yet.

I'm also wondering if any BHW AdWords experts have any tips and tricks to add?

Use the following tips to solve your problem. I feel that in a way enhanced campaign makes the user experience with Adwords interface much easier.

1. You can always choose to exclude mobile traffic
2. You can always choose the right targeting methods to streamline your traffic.
3. Use site and category exclusion tool to remove the display networks that are not converting.
4. You can even choose location targeting for mobile traffic.

That's true, guess I just need to get used to the new enhanced world.

If you do not want mobile traffic from display then set your bid adjuster to (-100%) negative 100% in the campaign settings and make sure you do not have any mobile preferred ads. While this is no guarantee that you will ONLY show on desktops/laptops/tablets its what you need to do. Best practices of course dictate you separate your search from display into separate campaigns. I agree with category exclusions on display as a good filter for unwanted and wasteful traffic. Google has expanded their Topic and Interest categories so I would be surprised to if you couldn't find a more targeted audience for your campaigns.

I would you the display planner to really get an idea of your audience and the right targeting available that fits exactly who you are going after. (Tools and Ayalysis > Display Planner).

You can also bid adjust by Geo's incase you see a particular location not getting your the results you were expecting.

Good luck and let us know if you have any other questions