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Device Targeting Optimization for Google Ads Campaign

Hey, everyone! Welcome to today’s blog post, where we’ll dive into the world of device targeting in Google Ads. 

Device targeting optimization is essential because it allows advertisers to tailor their campaigns to specific devices, enhancing user experience and efficiency.

By analyzing performance metrics, advertisers can allocate resources to the most effective platforms, leading to better conversion rates and cost-effective strategies.

Understanding Device Targeting

Device targeting within Google Ads empowers advertisers to handpick the devices on which their ads are displayed. 

By analyzing the performance data collected from your campaigns, you gain insights into which devices are driving better results. 

This knowledge allows you to tailor your ad campaigns to specific devices and optimize user experiences accordingly.

Analyzing Metrics and Optimizing

Within the device targeting setup area, you’ll find detailed metrics for each specific campaign device. 

Google presents three primary device categories: computer or desktop, mobile, and tablet. 

By carefully examining the performance metrics, you can determine which devices are delivering the best results and allocate your resources accordingly.

If we observed that tablet devices only generated one conversion but at a significantly higher cost compared to mobile and desktop. Based on the data, it’s evident that targeting tablets may not be the most cost-effective strategy. 

To exclude tablet devices from your ad reach, simply click on the pencil icon, decrease the bid adjustment for tablets by 100%, and save the changes. 

This ensures your ads are no longer displayed on tablets.

Bid Adjustments for Device Optimization

On the flip side, if you notice certain devices performing exceptionally well, you can increase bid adjustments to give them higher priority. 

Let’s say desktops are driving superior results. 

You can increase the bid adjustment for desktops by, say, 5%. 

This means that any bid set at $10 will now be $10.50 for desktop placements, increasing their visibility in search results.

Understanding Your Target Market

It’s essential to note that the effectiveness of device targeting depends on your industry and target market. 

Before making bid adjustments, ensure you have a solid understanding of how your target market behaves across devices. 

Collect data for at least 30 to 60 days to gain actionable insights into user behavior. 

For example, if your business primarily aims to drive phone calls, tablet devices may not be a priority as they typically have lower call conversion rates.

Strategic Decision-Making

By comprehending your target market’s preferences and behaviors, you can make informed adjustments to your device targeting strategy. 

If you’re unsure about your target market’s device preferences, it’s recommended to initially set up your campaign without bid adjustments and allow data collection to guide your decision-making process. 

After analyzing the data, you’ll have a clear understanding of the adjustments required to optimize your campaign’s performance.


Congratulations! You’ve now mastered the art of device targeting in Google Ads. 

By utilizing this powerful feature, you can fine-tune your advertising campaigns, ensuring optimal performance across different devices. 

You can read more about it from the Google help center here.

Also, remember to continuously monitor and analyze your campaign’s data to make informed decisions and adapt your strategy as needed.

We recommend continuing your learning with our article on the role of quality score in Google Ads.


What is device targeting in Google Ads?

Device targeting allows advertisers to select specific devices where their ads will be shown. This means you can choose to display your ads on desktops, mobiles, tablets, and even TV screens (for Display and Video campaigns).

How can I set up device targeting?

By navigating to the “Devices” option in your Google Ads menu, you can set targeted bid adjustments for tablets, mobile phones, desktop computers, and even TV screens (the latter is available only for Display and Video campaigns).

What are the device categories provided by Google for targeting?

Google primarily offers 4 categories:
1. Computers (desktop or laptop devices with screens larger than 7″ in diagonal)
2. Mobile (hand-held devices that include a phone)
3. Tablet (devices that don’t necessarily include a phone)
4. TV screens (devices streaming TV content such as smart TVs, gaming consoles, and devices like Chromecast).

What is the “Other” section in the Device tab?

The “Other” section captures devices that don’t fall under the primary categories, such as feature phones or mid-range phones. These devices often access the internet via browsers.

Are there any advanced targeting options available?

Yes, for Display and Video campaigns, you can target specific device types, operating systems, device models, and even certain ad inventory or spaces. This allows, for instance, ads tailored to owners of a specific mobile device model.

What is optimized targeting?

Optimized targeting goes beyond manually-selected audience segments to identify and reach audience segments that might have been overlooked but could improve campaign performance. This targeting type is based on real-time conversion data and can differ significantly from the initial manually-selected audience segments

How is optimized targeting different from audience expansion?

While audience expansion expands to segments similar to manually-selected ones, optimized targeting seeks to find individuals most likely to convert, even if they don’t belong to the original targeted segment. It uses a broader range of data, including landing page information and ad assets, to define potential converters.

Should I use optimized targeting for my campaigns?

The decision depends on your campaign goals. It’s often suggested for prospecting or trying to acquire new customers. If you decide to test it, it’s advised to do so with a tight budget or specific bid strategies, such as target CPA or target ROAS, to ensure cost efficiency.

When shouldn’t I use optimized targeting?

Avoid using optimized targeting with remarketing campaigns as it can serve ads to users outside of your predefined remarketing audience. Essentially, adding optimized targeting to a remarketing campaign changes its nature from remarketing to prospecting.

How do I optimize my ad campaigns for different devices?

Analyze the performance metrics in the device targeting setup area to understand which devices deliver the best results. Allocate your resources based on these insights. Adjustments can be made by either decreasing or increasing the bid adjustment for specific devices.

Michael Schroder

Michael Schroder

Michael Schroder is a Google Ads and SaaS marketing consultant. He has been managing $700k+ monthly ad spend and has worked with 200+ SaaS companies. The thing that makes him unique is his data-led approach and his focus on SaaS businesses.