To alter your bids when your ads appear on desktops, tablets, and mobile devices, you can specify a desktop, tablet, or mobile bid adjustment at the campaign level or at the ad group level.
If you set a device bid adjustment at the campaign level and at the ad group level in a single campaign, the ad group device bid adjustment is used when determining your bid. However, if the campaign device bid adjustment is -100%, then the ad group device bid adjustment isn't used.
Set device bid adjustments
- In Campaigns or Ad groups, select the campaigns or ad groups that you'd like to modify.
- Under "Device bid adjustment" in the edit panel, enter a value for “Desktop”, “Mobile,” and “Tablet” from -90% to +900%, inclusive. You can also enter -100% to opt out of a device for the selected campaigns or ad groups.
- When importing bid adjustments in bulk, you don't need to include the percent sign(%). For instance, a +90% adjustment can be represented by the number 90.
A bid adjustment of -90% reduces the bid by 90%, to 10% of the original bid. Likewise, +900% increases the device bid to ten times the original amount. For example, suppose your ad group bid is $2.00, and the campaign has a device bid adjustment of -50%. When ads from that ad group serve on those devices, the bid is reduced to $1.00.