"Exclude Device" is an Opteo Improvement that identifies when desktop, mobile, or tablet traffic consistently underperforms and recommends completely removing that device type from your campaigns.

Device performance is one of the biggest variables in PPC success, yet it's often overlooked. The same ad and landing page can perform completely differently across devices due to user behaviour, technical limitations, or design issues.

Your mobile traffic might generate lots of clicks but few conversions due to checkout friction, or your tablet users might browse but never purchase. This wastes budget that could be redirected to converting traffic.

While Google Ads lets you adjust device bids, this doesn't work with smart bidding strategies. Google's algorithms ignore your device bid adjustments and continue sending traffic to underperforming devices.

That's where device exclusion becomes powerful. Instead of hoping Google will eventually optimise performance, you can completely stop traffic from problem devices and redirect that budget to your best converters.

For smart bidding campaigns (Target CPA, Target ROAS, Maximise Conversions), exclusion is often your only way to control device performance.

We analyse device performance across your campaigns, looking at cost per acquisition (CPA) and return on ad spend (ROAS) for desktop, mobile, and tablet traffic.

Here's how we identify devices worth excluding:

When we find a consistently underperforming device, we'll show you the comparison data and let you exclude it with one click.

We examine multiple time periods - from recent 30-day performance back to a full year - to ensure we're recommending based on persistent problems, not temporary fluctuations.
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When you apply this improvement, Opteo sets the device criterion bid modifier to 0% in your Google Ads account, which completely excludes that device type from triggering your ads.

This is applied at the most specific level possible - ad group level where available, otherwise at campaign level.