Bid adjustments allow you to show your ads more or less frequently based on where, when, and how people search. This article shows you how to add or remove bid adjustments.
Instructions
Add or remove a bid adjustment on a Search campaign
- Sign in to your Search Ads 360 experience.
- Navigate to a client account.
- From the page menu, click on the Audiences & content drop down depending on your advertising platform and campaign type.
- Click Advanced bid adjustments.
- Clicking Advanced bid adj. opens the Interactions page, where you can set your bid adjustments for calls.
- You can edit the following on your Audiences page:
- Audience segments: Click Show table on the “Audience segments” card to edit a bid adjustment (see below).
- Demographics: Adjust your bid to target potential customers of either gender and/or in certain ranges of age and incomes. Click Show table on the “Demographics” card to edit bid adjustment (see below).
Not all bid adjustments are compatible with all advertising platforms or all campaign types. For example, for Microsoft Advertising, bid adjustments are only supported for geographic locations, age range, gender, audiences, and devices.
- Select the row you’d like to adjust and click the pencil icon
under the “Bid adj.” column. If you want to set bid adjustments for Devices under Insights, you also have the option to choose an ad group.
- Choose Increase or Decrease from the dropdown and enter a percentage. To remove a bid adjustment, delete the value in the field.
- Click Save.
Add or remove a bid adjustment on the Google Display Network
- Sign in to your Search Ads 360 experience.
- Navigate to a client account.
- From the page menu, click on the Audiences & content drop down.
- Click Advanced bid adjustments.
- Locate the row you’d like to adjust and click the pencil icon
- To change multiple rows, select the checkboxes of the rows you want to edit, click Edit in the bar above the table, and then select Change bid adjustments from the dropdown.
- Select Increase or Decrease from the dropdown and enter a percentage. To remove a bid adjustment, delete the value in the field.
- Click Save (or Apply if you are changing bid adjustments for multiple rows).
Exclude your ad from a certain location, time, or device
Decrease a bid by 100% (not 0%) to completely exclude your ad from a certain location, time, or device. For device bid adjustments, note that the ad group bid adjustment won’t be used if the campaign bid for the same device is decreased by 100%.