Julian wants to reach potential customers based on the type of device they’re using, but he doesn’t know how his campaign performs on different devices. How can Julian find meaningful data that will help him decide which devices to target?
Create multiple ad groups that target different devices, and monitor the results
Set up an experiment to test which device he should target
Create multiple campaigns that target different devices, and monitor the results
Segment his campaign statistics table by device
EAdWords has many powerful which lets you analyze and optimize PPC campaigns. One of the great features is segments.
Use segments to sort what’s the most important to you. With segments, you can split your data into rows, isolating exactly what you want to see. Segments you choose will depend on which table of your AdWords account you’re viewing but may include periods of time, click type, or device.
In this case, Julian can segment his data by device and know how his campaign performs on different devices. This will be very helpful setting bid adjustments for different devices for example. Note that Some segments are only available on particular tabs, you may need to download a report to apply a particular segment to your data.
A category (like ad type or day of the week) that you can add to your campaign’s tables and charts in order to organize your performance data around that criteria.
Read more here: https://support.google.com/adwords/answer/2370266?hl=en