Is it necessary to adjust rates on mobile if the goal of the Republic of Kazakhstan is to receive maximum traffic?

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calvin_orange2018-08-02 00:19:41

Yandex

calvin_orange, 2018-08-02 00:19:41

I'm looking through the AC
Client's goal: to get MAX traffic
And I don't quite understand why mobile bid adjustment is set in it Does
that make sense ?
And by what formula and based on what metrics can it be calculated?

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3 answer(s)

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Alexey Denisov, 2018-08-02
@DeoZ

If the client's goal is to maximize the volume of traffic, regardless of its quality, then only positive bid adjustments for mobile devices can make sense. In this case, when your ads appear on mobile, your ads may rank higher or more prominently, thereby increasing your potential reach.

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Igor MASA Avksom, 2018-08-02
@masa_avksom

If the client's goal is maximum traffic, why use Direct at all?
You can just buy crowds of bots or schoolchildren for a penny ...
And an adjustment for a mobile phone is needed if the site is not optimized or mobile traffic is not needed, because it is often more informational and less converting than desktop.
The calculation is simply rate*XX% adjustment = final rate.

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Anton Kiselyov, 2018-08-02
@zamboga

Client's goal: to get MAX traffic
+++
A very stupid and unjustified goal.
The right goal is to get the maximum profit.
And I don’t quite understand why mobile bid adjustment is set in it. Does
that make sense?
this is an online women's clothing store and traffic needs to be more or less targeted?
+++
Women are more likely than men to make purchases from mobile devices than from the desktop. Accordingly, female mobile traffic is expected to be more conversion-oriented.
Further, this hypothesis is tested on a specific link of the AC (ad) + site, and each ad is analyzed separately (ideally)
+++
The simplest is to use end-to-end analytics services, such as roistat. Or consider everything "handles" in excel.
Traffic analytics is being carried out, first we look at failures. Depth and time are good, but this is an indirect indicator, the main thing is the conversion of a visitor into a lead, the conversion of a lead into a buyer.
You measure the average cost of a goal (the cost of a lead), the cost of a conversion to a lead, the cost of a lead to a buyer, and as a result, you understand how much the average buyer from one or another ad pool or a specific ad costs you in the end.
And then the magic =)
Provided that we figured out the "failures" and eliminated its cause, we add x% to the rates. Did the overall profit (not traffic!) increase, taking into account the cost of advertising traffic? Ok, let's add more. Grew? We add more. Didn't grow or fell? Therefore, no further adjustment is needed. Profit dropped? We reduce the ratio. Etc. this applies both to raising rates in general and to determining the multiplying factor.
Of course, finding the ideal coefficient and the ideal rate once and using them forever will not work - you must constantly continue to analyze the price of the lead and the buyer and profit, and based on this, adjust the rates and coefficients.