Big changes to device bidding in AdWords: What could they mean for your accounts?

Columnist Laura Collins discusses the impact of individual device bid adjustments in AdWords, an upcoming change recently announced during Google Performance Summit in San Francisco. Anyone who runs PPC campaigns will be well aware that behavior varies across devices. Even if you don’t manage PPC accounts, you need only to think about yourself as a user (and what device you turn to for which actions) to appreciate the difference between mobile and desktop behavior.

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