I find it absolutely ridiculous you can't separate tablets. My tablet CPA is 3X my desktop CPA on a significant amount spent. I sincerely hope they reconsider this, I've had to lower my overall bids campaign wide to adjust for this tablet crap traffic.
Well I used to only run desktop, now forced to run tablets... I tried conversion optimizer back on desktop only and it did terrible. This is a campaign with 75-100 conversions/day.
Tablet CPA is absolutely out of control and I am forced to lower all bids to compensate. How this is even legal to force you to advertise on something you don't want to is beyond me. At least on mobile I can do -100%.
Our tablet traffic rocks, across a broad range of clients. It seems their disposable income is higher, generally speaking. Are you selling something that causes people on tablets to not convert? Are tablet folks being redirected properly (if you have a tablet version of your site)? Don't mean to pry, but time after time, we've seen tablets outperform desktop traffic - so am wondering if you've got an unusual case that is causing this... Tune us into the issue at hand, maybe we can collectively help. Do some further segmenting (segment button, and dimensions tab) to see if you can isolate the nature of the elevated CPA on tablets. How does your tablet CPC compare to your desktop CPC?
This is a really interesting topic, and I am facing this issue as well - I am seeing an increase in CPC's for tablet in some campaigns, whereas others are cheaper - but conversion rates on tablets are all around much, much lower for tablets (as are the overall impressions and clicks to be fair).
Our product is better suited to convert on a desktop, but it's fine for tablet too - I am guessing a lot of our customers are surfing on the tablet, then choosing to convert on their laptops/desktops. Our Google rep also mentioned the beta for multi-device conversion tracking has closed, and when it reopens we might be able to get into it.
I think it's ridiculous that Google pushed the enhanced upgrade, forcing people onto devices they might not want to advertise on, without at the very least providing individual device bidding options, but that's just my opinion.
Rhino - I've done that stuff and it just my audience does not convert on tablets (I am guessing due to the demo of my audience). Google forces me to advertise though when the CPAs are WAY WAY off. That is the crux of the problem - being forced to advertise on a way different device than one I want to advertise on. They are using their monopoly to their advantage to raise tablet CPC and it's screwing a lot of people. Hope FTC looks at this.
I disagree about their monopoly, people can freely and easily switch to other search engines, both as searchers, and as advertisers.
That said, I was, and am, against what Google did - we are optimizers of ROAS - we need as many gas pedals as we can get. The idea that taking away controls is enhancing anything we do, or for that matter, for the consumer [we should be able to push harder where they like (buy) it], is bunk. But FTC? Not my way, not all all. It's their product, they have a right to make work they way they want it.
I had a great remarketing campaign going until I went to Enhanced. The tablet traffic was so bogus I had to kill all my display campaigns entirely. I won't even consider activating them again unless I can exclude tablets.
@Rhino - tablet CPC varies campaign to campaign - in some instances we are paying 1.00 or more per click vs. desktop, in other instances the opposite - overall tablet and desktop are probably on par in terms of overall CPC, what's drastically different, however, is the conversion rate.
Yes, I am talking about straight search - no display.
Uctqnde, if the CPCs aren't involved, and it's purely the Conv Rate, and if you still believe it should convert well enough on tablets, the only thing I can think of is to use segmenting (segment button, dimensions tab, Analytics) to see if you can isolate the nature of the lowered CR on tablets.
This was not a move on Google's part to bump up tablet CPC's or make advertisers take tablet clicks. For MOST advertisers, you cannot get ENOUGH tablet clicks and again for MOST, tablets are the highest ROAS. This is 100% about getting more revenue out of smartphone ads. Most advertisers don't want smartphone clicks regardless of the CPC. Sure, you CAN try and adjust things so that you receive very little mobile/smartphone clicks, but the average advertiser is not savvy enough to figure out all the "workarounds". If you don't know this was about smartphone revenue you haven't been following digital advertising lately.