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’.
