For anyone yet to take advantage of Google's 'target by device' settings, you could be missing out on improved CTRs and stronger return by not separating your PPC campaigns by device type. One of our travel clients got improved CTRs of approximately 10% on mobile devices following the segregation and specific targeting of mobile devices.
With traffic from tablets having grown 300% in the past six months, Google has responded by giving PPC managers more precise control over this traffic stream by adding the option of targeting 'tablets with full browsers'. We'll be monitoring onsite behaviour of this group for our clients in order to identify any discernable traits around which we can build a specific strategy. However, with Google publishing the below insights from a recent survey, clearly, tablet users engage in a certain way with tablets:
- 1 in 3 respondents spends more time with their tablet than they do watching TV,
- 69% of respondents said they use their tablet more frequently on weekdays, and
- 62% of respondents use their tablet more frequently at night