One campaign for all devices and keywords still works, to some degree. However, if you want to make the most out of your budget and maximize profits, you will need to create separate ones. Doing so will enable you to reach specific audiences using a particular device or those that search for a certain set of terms.
SEO Werkz and other Utah-based SEO consultants cite the following reasons to segregate your PPC or pay-per-click campaigns.
What works for one may not work for another
The dynamics of mobile devices are different for those using a desktop. A general approach may only cost you more in the long run and hold the effectiveness of your strategies back.
The numbers do not lie when it comes to clicks and conversions. Recent statistics show that approximately 45 percent of all clicks come from mobile devices while around 27 percent are conversions from such platforms. If you want to improve the effectiveness and conversion rates of your AdWords campaigns, separate them for mobile and desktops.
Keywords have different effects
Other than segmenting for specific devices, you should also consider separating certain sets of keywords. Search terms vary in terms of their effectiveness to convert or at least get a click. This is so because when a potential customer initiates a search, they are on a particular level along the sales funnel. They may be at the curious and comparing stage or are ready to buy. Separating a keyword and making distinct sets allow you to reach a potential customer and elicit the response you want, whether it is to purchase or move further down the funnel.
Habits vary for a particular platform
Potential customers’ habits differ when they use their mobile devices or if they still use a desktop. Understanding these behaviors allow you to customize a campaign and get the results you want.
Separating campaigns for mobile, desktop or a set of keywords allows you to reach your intended audience effectively. Implementing this strategy enables you to maximize profits and resources.