In conclusion: what effects can you expect?

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That’s an 80.3% increase in tablet traffic! In this scenario, too, actual costs are expected to be higher, as tablet traffic increases and the change increases competition for tablet advertising.

Scenario 3: You already advertise on tablets, target desktop, laptops and tablets
You are already advertising on tablets (not mobile) and targeting desktop and laptops and tablets in the same campaigns, and enable enhanced campaigns with mobile bids at -100%. In this scenario, we assume you are targeting tablets and both desktops and laptops in the same campaigns. You are not targeting mobile devices. Enabling enhanced campaigns has little impact on your spend in this scenario. However, in this scenario, you also need to take into account increasing costs. Traffic on tablets is increasing and the number of advertisers on tablets is increasing.


Especially advertisers who are not yet advertising on tablets can expect a significant increase in advertising expenditure. If the conversion rate is lower on tablets, this will have a negative impact on the results and ROI. Advertisers who have split campaigns in AdWords by device type (so that they can adjust the bidding strategy for tablet campaigns in connection with lower conversion rates) can expect a significant increase in costs for tablet traffic. This scenario also leads to a worse result in most cases.

Advertisers currently targeting tablets and desktop/laptop ukraine phone data campaigns in the same campaigns are expected to see the least impact from the change, but they too can expect higher costs.

tablet desktop

Advice: create scenarios & think of your new strategy
Create scenarios of the expected additional costs by enabling enhanced campaigns. But more importantly: also calculate the additional turnover you expect to realize based on average order values ​​and device conversion rates. Enhanced campaigns will cost more, but also offer opportunities to improve your results!

Are you working with a limited budget? You may need to scale your bidding strategy downwards, focus on conversion optimization, and improve the quality of your traffic. Do you have sufficient budget? Then you can focus on device conversion optimization and experiment with local or regional mobile bidding.

Of course, many other strategies are conceivable. What are your idea.