I have a campaign using managed placements successfully showing ads on a number of specific sites and providing a good enough click thru rate. However, all the traffic hitting my landing page are mobile browsers.
I have the campaign settings to display to all devices. If I restrict this to only computers, then I get a hundredth of the number of impressions. The sites I am targeting for my ads are not mobile-specific (I will link them here if that is allowed?). So what is going on? What settings am I missing?
There can be a few scenarios as to why this may be happening. But first lets see if your ads were eligible to be shown more often in those managed places, but for some reason adwords choose to not display the ad.
We will add some "competitive metrics" data into your regular dashboard.
Click on the "campaign" or "ad group" that you contain these managed placements.
Click on "Columns" then "Customize columns" (Should be around the middle of your screen)
Add [Competitive metrics] / [Impr. share]
Add [Competitive metrics] / [Lost IS (rank) ]
Add [Competitive metrics] / [Lost Is (budget) ]
and then save.
You should be seeing a lot of percentage signs under those 3 columns.
If you are showing a low percentage for "Impr. Share" then we need to check why. Check the Lost Is (rank) and Lost IS (budget) to determine which is the cause.
From experience, my guess is that other advertisers are being displayed ahead of you for non mobile users (Low imr share & high Lost Is (rank). Some may have opted out of the mobile network, which could explain why most of your traffic is coming from mobile.
You will need to bring your ad rank up
1. Increase your bid
2. Fine tune your ad text to bring the CTR up
3. target only the most relevant pages / keywords on those sites
4. A combination of all the above. Increasing your bid will most likely show if the hypothesis is true or not the quickest