Bounce rates and other metrics can vary significantly between search and display within the same device category. The emulator view seeks to explain why. Also, learn about bid adjustment in this regard.
- [Narrator] To really understand the analytic results you get from mobile display versus search campaigns, I'm going to demonstrate this in an emulator view. If you'd like to replicate this, open up Google Chrome, then look towards the top right area. Here's a drop down. From the menu, look at more tools. Once you're in more tools, then just choose developer tools. Now let's open up two screens.
One would be for Google search. Another one would be for travel magazine. We're just going to pick the first result from Google here for travel magazine. We're going to repeat this step and put this in an emulator view as well. Great, now you'd have two screens, one for your travel magazine and another one for Google search. Now let's quickly switch this to a mobile phone. I'll just use a Galaxy S5.
I'll do the same for the magazine so that we've got relatively small screens. Great, now if we are in Google and we type a search query for hotels, and we hit the search button, the first thing that we notice is that you're going to see much less ads compared to a desktop device. We've only got two ads here because we've got a smaller screen. This will surely have an impact on your cost per click because to be one of the only two results we would require a higher bid adjustment.
Else, you would need to keep a low bid and scoop traffic from the bottom. Now if we scroll down and we look at the results, sometimes you have one more ad. Other times, when you scroll down all the way to the bottom, let's just drag it down all the way, and when you get there, you will see that there could be one more paid result. Now in this case we've got one more paid result.
Now the last position here is great for high volume searches but it's unlikely to give you sufficient results if there is a low volume of searches for your particular keyword. With these mobile search results, as opposed to a display, the user intent for finding something is very strong. Now let's flip back to the screen where we are reading on a travel magazine about flights or holidays, or hotels indeed.
Immediately, the user intent will be different because they are not searching for something. This is why display usually has a much lower conversion rate. But what really complicates this for campaign managers could be click quality. Notice, as we scroll down, ads would appear, but they may also appear in parts of our screen. For example, here, where we would use our thumb to browse.
Which means that users may often click without intending to do this. Due to what we've just discussed here, our conclusion is that it is to be expected that search users have a high intent to buy, but you do need a top two position in the search results to get a serious amount of traffic, which will require a much higher bid. The higher cost will come despite the fact that a desktop device will produce a much lower bounce rate.
On display advertising, we can expect to run with a lower cost per click, especially since publishers have multiple banners on one page. With programmatic, you do have the option to bid higher on header banners to make sure of course that you're the first ad that will appear on the page for a particular magazine. Whichever way you bid, do expect lower conversions from mobile display, and be prepared, of course, to audit these accounts.
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