There has been some recent insight in particular to some suggestions on how Google themselves might build upon some particular changes to their platform that are even more valuable to their advertisers. In more detail in particular to this aspect one of the suggestions being made is for them to bring back their operating system as an additional bid modifier.
- For many advertisers — particularly larger ones spending in excess of $100,000 per month — it’s well worth the hassle to calculate and re-calculate the bid modifiers
- many of the more sophisticated marketers also use bid modifiers based on location, time of day and audience
- With operating system available as a bid modifier, device control won’t be needed
“With operating system available as a bid modifier, device control won’t be needed. Why? Because there are major situational differences between the smartphone, tablet and desktop searchers — and that’s just the beginning of audience differentiators. For tablet, smartphone or desktop, audience differences are often characterized as being due to where the search is located in the “buying funnel” (which is a bit of an over-simplification, even if the buying funnel still exists in its original form).”