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Bid adj. (Bid adjustments)

Bid adj. (Bid adjustments)

Bid adj. allow you to show your ads more or less frequently based on where, when, and how people search. For example, sometimes a click is worth more to you if it comes from a smartphone, at a certain time of day, or from a specific location.

Bid adjustment eligibility 

– Use Bid adj. (Bid adjustments) for Audiences, Demographics, Location, Devices and Ad Scheduling to increase or decrease your bids according to results. If you don’t see the Bid adj. column: COLUMNS > Modify columns > Attributes > Bid adj.

Bid Adj. for Audiences
– You can use Bid adj. with Campaigns and Ad Groups.
Audiences > Select your audience > Bid adj. > Increase or Decrease % > Enter a number. Range is: -90% to +900%.

Bid Adj. for Demographics
– You can use Bid adj. with Campaigns and Ad Groups.
Demographics > Select Age, or Gender, or Parental Status, or Household income >
Select your Demographic > Bid adj. > Increase or Decrease % > Enter a number. Range is: -90% to +900%.

Bid Adj. for Locations
– You can use Bid adj. with Campaigns.
Locations > Select your Location > Bid adj. > Increase or Decrease % > Enter a number. Range is: -90% to +900%.

Bid Adj. for Devices
– You can use Bid adj. with Campaigns and Ad Groups.
Devices > Select the Device > Bid adj. > Increase or Decrease % >Enter a number. Range is: -100% to +900%.

Bid Adj. for Ad scheduling
– You can use Bid adj. with Campaigns.
Ad scheduling > Select your day or hour > Bid adj. > Increase or Decrease % > Enter a number. Range is: -90% to +900%.


Extract from my Book ‘Making Google Ads Work’.

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