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What is the order of bids on the Display Network?

The general order of bids, from most specific and highest priority to lowest is:
1. Customs bid.
2. Ad group default bid.

If your ad is eligible to show on the Display Network, Google Ads first looks for your custom bid.

If you set an individual keyword, placement, or audience bid, the individual bid overrides the ad group default bid.

You’re prompted to set a Display Network bid each time you create an ad group. If you don’t set this bid, or you don’t have a custom bid, Google Ads uses the default bid.

Placement Bids
If you’ve set up a bid for a specific placement, it will overrule the ad group default bid when your ad runs on the placement you’ve selected.

This specific bid affect your ad rank, so you should consider increasing bids for placements on which you would like to rank higher.

Bid adjustments
After you set the initial bid, you can apply Bid adjustments.

With Bid adjustments you can increase or decrease the bid amount. Bid adjustments allows you more control over when/where your ad appears.

Bid adjustments correspond to a percentage change in your bids.

You can apply Bid adjustments to your custom bids or to your ad group bids.

Bid adjustments for any ad group-level targeting methods range from -90% to +900%.

Bid adjustments at campaign level
Ad scheduling.
Locations.
Devices.
Targeting methods (Topics, Placements, and other targeting methods in campaign types that show ads on the Display Network and the Search Network.)
RLSA (Remarketing Lists for Search Ads).
Interactions (call adjustments).
Demographics (Age, Gender & Household income).

Bid adjustments at ad group level
Devices.
Top content.
Targeting methods (Topics, Placements, and other targeting methods in ad groups that show ads on the Display Network and the Search Network.)
RLSA (Remarketing Lists for Search Ads).

Note: you can’t use bid adjustments and custom bids for the same targeting method.


Extract from my Book ‘Making Google Ads Work’.

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