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I would say yes. The reason is the mobile is going to eat up or take up most of the budget for any campaign you run because mobile devices have the most traffic nowadays. And we see across all the campaigns that mobile will get the most clicks. Now whether the mobile clicks are converting or performing or not, that's a different matter, because in some industries or niches, the mobile works really well, but in some, it really doesn't work very well. So for example, locksmith or plumber, or anywhere, somebody who is in an emergency, let's say your car has broken down and you need a recovery people to come and help you. So you will be on your mobile device, you want to talk to somebody, not fill in a form and then wait for somebody from that company to call you back.
You need instant help and mobiles perform really well for those niches. It's so good in some of these niches that we don't even run campaigns on the desktop, because we know we're not going to get any conversions and re-allocate all the budgets to the mobile campaigns. And what you also want to do is, when you see and find that the mobile devices campaign is performing really well, then you also set up call ads as well. So try call ads, as well as the text ads, which are the normal expanded text ads, and the responsive search ads, or the dynamic search ads as well; to see which ones perform well, but then separating the campaigns out by devices will then enable you to allocate certain budgets to the best performing campaign. So I would recommend that you try and separate them out. Although obviously there is more work, you know three acts in your work, but your results you will find that you can get some very granular data for each one of these campaigns and then shift budgets from the better performing to the better performing campaigns.
