You can adjust your bids for specific days and times. By setting bid adjustments, your spending on individual clicks may vary, but your overall average daily budget won't change.
This article explains how to set up an ad schedule bid adjustment.
Keep in mind
If you also opt to set bid adjustments for mobile devices or locations, all of your adjustments will be multiplied together to determine the resulting bid adjustment. Learn more About bid adjustments.
Instructions
- Sign in to your Search Ads 360 experience.
- Navigate to a Google Ads client account.
- From the page menu on the left, click on the Audiences & content drop down.
- Click Ad schedule.
- Locate the row for the scheduled time that you want to adjust, and click the pencil icon
in the "Bid adj." column.
- Choose Increase or Decrease from the dropdown, and enter a number. You can increase the bid by up to 900% or decrease the bid by up to 90%.
- Click Save.
in the "Bid adj." column.Ad scheduling bid adjustments are not available for campaigns using an automated bid strategy. Learn more About bid adjustments.
Example
You run a dog-sled touring business in Alaska, and you have an existing ad group max CPC bid of $1.00. You've scheduled your ad to show on Tuesdays between 8 and 11 a.m. You decide to set a bid adjustment of +10% on Tuesdays between 8 and 10 a.m. So, your maximum bid for that time period would be $1.00 x (+10%) = $1.10.
Because many of the customers that love your dog-sled tours live in Anchorage, you decide to set an additional +20% adjustment for Anchorage. Your maximum resulting bid for a search that occurs on Tuesdays at 9:30 a.m. for a customer in Anchorage will be $1.32. Here's how it works:
Starting bid: $1.00
Tuesdays, 8 to 10 a.m. adjustment: $1.00 x (+10%) = $1.10
Anchorage adjustment: $1.10 x (+20%) = $1.32
Maximum bid for Tuesdays, 8 to 10 a.m., in Anchorage: $1.32
Keep in mind
The bid adjustment affects all bids in the campaign. When the time period of your bid adjustment is over, your normal campaign bids will be restored unless you've set other adjustments (for devices or locations, for example).
Using the example above, at 10:01 a.m. on Tuesday, your maximum bid will become $1.00 x (+20%), or $1.20 for a search that occurs in Anchorage, until your ads stop showing at 11 a.m.