Desktop and Mobile traffic behave completely different; and if we think about it there’s a logical explanation to this. When a person is on desktop, they have more screen space, it’s easier to fill out forms, and perform actions like entering a credit card number – compare that to mobile, where the screen is usually tiny, you have to enter things by touch typing (prone for mistakes, even for the fastest and best typists) – it just becomes stressful at times, and tedious to fill out long forms and/or complete offers/checkouts, etc.
When it comes to advertising on adwords, the partial key to success lies in segmenting your campaigns into mobile and desktop, separating them. A great way to do this is to exclude mobile traffic. If your traffic jumps, but your conversion tanks at the same time – you might want to look into blocking mobile traffic on your campaign.
Currently, you can do one of two things to do just that:
#1) Click on your campaign, then click the settings tab, and click devices and apply a bid adjustment of -100% (decrease) to Mobile devices with full browsers
#2) You can click your campaign, then DISPLAY NETWORK, followed by the big TARGETING button, selecting one ad group, scrolling down and looking for campaign exclusions, and here excluding 1 placement by the name adsenseformobileapps.com