Platform & Device Targeting is a great way to narrow in your most profitable audiences, which can raise your ROI and lower your CPA.
What does Platform & Device Targeting do?
Platform & Device Targeting is available at the ad group level. Platform & Device Targeting is a great way to narrow the focus of your ad groups and target the specific audiences who are more likely to convert, which can raise your ROI and lower your CPA. By targeting or excluding traffic from specific target types (either sites or apps), operating systems, device types, browsers, connection types, or mobile carrier, you're telling RTX Platform exactly which users you'd like to see your ad.
How can I use Platform & Device Targeting to make more money?
Presenting your offer to the right people is the key to a successful campaign. Conversion rates can vary widely depending on the traffic's target type, operating system, device type, browser, and connection type. With Platform & Device Targets, you can refine your reach to the traffic that performs best for your unique offer.
Platform & Device Targeting also opens the opportunity to break into new niches. By customizing your Platform & Device Targets, you can run affiliate offers that are restricted to certain types of traffic or only provide payouts for conversions from certain types of users.
TIP: Try A/B testing different Platform & Device targeting in separate ad groups within your campaign. If one ad group performs better, raise its bids to increase volume from high quality traffic.
Here are some common reasons for using Platform & Device Targets:
Your offer is restricted to traffic from specific target types, operating systems, device types, browsers, or connection types and you want to display your ad only to the type of traffic your offer allows.
You're tracking conversions per target type, operating system, device type, browser, and/or connection type and discover that certain types of traffic convert better than others, so you want to target those high-converting audiences in a separate ad group with higher bids to maximize ROI.
You have multiple creatives and/or landing pages optimized for specific target types, device types, or browsers, and you want to run them in separate ad groups that target the appropriate audience.
You're promoting an app that is only compatible with specific device types or operating systems, and you only want to target audiences who are using the device types or operating systems that support your app.
You have data-heavy content on your landing page, like video or interactive content, which loads slowly on certain connection types, so you want to exclude traffic from those connection types to ensure your content loads quickly.
What types of audiences can I reach with Platform & Device Targets?
With Platform & Device Targeting, you can target or exclude traffic that matches specific criteria. The following targeting options can be targeted or excluded from your ad group:
Target Types: Apps, Sites
Operating System (OS) Targets: Mac OS, Windows, iOS, Android, Other
Device Type Targets: Desktop, Mobile, Tablet, Other
Browser Targets: Chrome, Firefox, Edge, IE, Safari, Opera, Other
Connection Type Targets: Cable/DSL, Cellular, Corporate, Dial-Up, Unknown
Mobile Carrier: Verizon Wireless, T-Mobile USA, Sprint PCS, etc.
How can I track performance for the different types of users I can target?
Use RTX Platform reporting to measure performance for target types, operating systems, device types, browsers, and connection types.
If you're using a third-party tracking platform to track your campaigns' performance, you can append the {target_type} (the target type the impression was served on - site or app), {os}, {device_type}, {browser}, and {connection} macros to your creative URL to capture that information for each impression.
Customizing your ad group’s Platform & Device Targets on the ad group settings page:
1. Log into your RTX Platform account and click the Push tab in the navigation bar.
2. Navigate to a the ad group you're customizing either by clicking the name of the campaign that contains the ad group, then clicking the name of the ad group, OR by clicking the Ad Groups tab, then clicking a particular ad group’s name.
3. Click Settings and scroll down to the Platform & Device Targets section. By default, your ad group targets all traffic. To customize the traffic you're targeting, select the Target Specific Platforms & Devices radio button.
NOTE: You can also customize your Platform & Device Targets when you create a new ad group.
4. Choose whether to include or exclude certain traffic types. By default, All should be selected in the dropdown menu to the right of each traffic type. Click this menu to open it and select Is if you want to include specific types of traffic, or Is Not if you want to exclude certain types.
5. Choose the specific types of traffic you want to include or exclude in the box that appears to the right of the dropdown. Click the "X" on any traffic type to remove it from the box. When customizing mobile carrier targeting, begin typing the name of the carrier and select the carrier you want to include or exclude when you see it populate in the results.
EXAMPLE: If you only want Mac OS traffic, you would set OS Is Mac OS. If you want all browser traffic except Firefox and IE, you would set Browser Targets Is Not Firefox and IE. See below for this example.
6. When you've customized the traffic types in these boxes so they contain only the types of traffic you want to target or exclude, scroll to the bottom of the page to save your settings.
NOTE: To target or exclude a traffic type after you've removed it, click a blank area in the box to display a scrollable list of available traffic types, then click the type of traffic you want to add. See below for this example.
TIP: RTX Platform will remember your custom Platform & Device Targets if you decide to target all of them, then want to reapply your custom settings later. If you select Target All Platforms & Devices after you've customized and saved your Platform & Device Targets, you can always switch back to Target Specific Platforms & Devices to restore the Platform & Device Targets you'd previously applied.