Are your sales numbers higher on certain days of the week? Are your customers located near your business? If yes, why not raise the bid for those times or locations? With AdWords Bid Adjustments you can increase or decrease your bid across devices, locations, times, and more. If you adjust your bid by percentages based on your ad performance, your spending on each click may differ but your overall daily budget will stay the same. Use Bid Adjustments to gain more control over when and where your ads are shown and improve your return on investment (ROI).
Types of Bids Adjustments
There are five different types of bid adjustments.
Device bid adjustment
You can set device bid adjustments for a whole campaign or single ad groups. This feature allows you to bid more or less aggressively for searches on mobile devices. The search behavior of users on devices with larger screens (e. g. desktops, laptops, tablets) is similar, which is why they are grouped together when you modify your bidding.
Location bid adjustments
You can adjust your location bidding on the campaign level. Go to Bid Adjustments and increase or decrease your bid depending on your customers’ countries, cities, or certain geographic regions that converted well. In order to target customers close to your business more aggressively, use location extension targeting to set different bids.
Ad scheduling bid adjustments
Time bidding is also available at the campaign level. You can select the days of the week that performed best for you and increase your bid for those days or vice versa. Ad scheduling allows you to modify your bid according to certain days or hours of the day. This way, your ads will be shown more frequently at those times.
Targeting methods bid adjustments
On the ad group level, you can make bid adjustments for topics and placements. Targeting methods bid adjustments can also be set for Display Network campaign types (cf. table below for details).
Remarketing lists for search ads bid adjustments
Remarketing lists bid adjustments are available at the ad group level. This feature allows you to increase your bid for users who have visited your website before but didn’t convert. The people on your remarketing list will then be targeted more competitively.
The range refers to how much you can increase/decrease the bids percentage wise.
- Locations / ad scheduling (campaign-level): -90% to +900%
- Mobile devices (campaign and ad group-level): -90% to +300%, or you can set to -100% to opt out of mobile ads. Note: For call-only ads on mobile devices, this +300% cap does not apply.
- Targeting methods (ad group-level): -90% to +900%
- Remarketing lists for search ads (ad group-level):-90% to +900%
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