An ad group is a collection of ads that are all triggered by a shared set of keywords. When you create a new ad group, we'll prompt you to create an initial ad and its keyword list, and to enter a default ad group bid (max CPC). This default bid is a convenient way to manage the bids for all of the keywords in your ad group. You can override the default ad group bid for individual keywords by raising or lowering their max CPC on the Keywords page.
Instructions
How to set your bid when creating a new ad group
- Sign in to your Google Ads account.
- Click Campaigns in the page menu.
- Click the name of a campaign that you’d like to add a new ad group to.
- Click the plus button
to create a new ad group.
- Select a campaign, and click Create ad group.
- Enter your ad group name, default bid and keywords on the page that follows.
- Click Save and continue.
How to edit the default bid of one or more ad groups
- Sign in to your Google Ads account.
- Click Ad groups in the page menu.
- Tick the tick box next to any ad group with a default Max. CPC that you’d like to edit.
- In the Edit drop-down menu that appears, click Change bids.
- Enter a new default Max. CPC bid amount.
- Click Apply.
Keyword-level bids override your ad group's default bid
If you set individual keyword or placement bids, the individual bids override the ad group default bid. For example, if your default ad group bid is £0.50, but you increase one keyword's bid to £0.60, the keyword bid applies any time that one keyword triggers your ad.
Set bid adjustments for your campaign
You can set bid adjustments that increase or decrease your bids when your ad is competing to appear on mobile devices, in specific locations and at particular days and times. You can also set ad group-level bid adjustments for targeting methods like topics or placements if your campaign is running on the Display Network. Bid adjustments can give you more control over when and where your ad appears.
With automated bidding, we set the default bids for you
If you've chosen manual bidding for your campaign, you can edit your default bids at any time.
If you’re more of a hands-off account manager, then an automated bid strategy may be right for you. Automated bidding takes the heavy lifting and guesswork out of setting bids to help meet your performance goals. Each type of automated bid strategy is designed to help you achieve a specific goal for your business, such as maximising clicks, conversions or conversion value. Learn more About automated bidding.
