Still not convinced that you need to specifically target mobile and/or tablet devices in your AdWords campaigns? I would recommend that you run a Device Segmented report — under “Segment” click ‘Device’:
Your campaign performance data will be broken out by Computers, Mobile devices with full browsers and Tablets with full browsers like the screen shot below.
As you can see from the screen shot above, the average cost-per-click (CPC) for both mobile devices and tablets is considerably lower than the average CPC of a computer. By specifically creating campaigns for mobile and tablet devices, you will be able to lower your CPC bids for these campaigns, thus ultimately lowering your cost per conversion and advertising spend.
So now that you are ready to specifically target mobile devices and tablets, you will want to look at the Devices in your Settings tab. Make sure that your new campaign is only targeting mobile, and also note that you will want to remove Mobile devices as a selection from your Computers campaign. You can also target mobile devices based on their operating system.
For more information on mobile campaigns, click here. Happy segmenting!