Edit your CPC and CPM bids

  • You can edit your bid for an entire ad group (this is your ad group default bid) or for individual keywords. For campaigns that target the Display Network only, you can also edit your bid for other targeting methods, like placements.
  • We'll show you how to edit your cost-per-click (CPC) bids and your cost-per-thousand impressions (CPM) bids. Note that most advertisers will be using CPC bidding.
  • Editing your bids based on how your campaigns perform may influence the amount of traffic your ads receive, as well as the return-on-investment (ROI) they generate.

Video: How to change your bids

Video length: 2:18

Note

Video instructions are up-to-date, but don't show the latest AdWords design.

Tip

Here are some other bidding options you might not know about:

  • You can set bid adjustments for better control over when and where your ad appears. They can be used to bid more competitively for mobile devices, locations, days, and times.
  • AdWords also offers automated bid strategies that can set CPC bids on your behalf.
How to edit your ad group default bid

Your ad group default bid lets you set a single bid for all of the keywords, placements, audiences, and other types of targeting in your ad group. Unless you enable custom bids for any of your targeting methods and set specific bids, AdWords will use your ad group default bid. For example, if your ad group default bid is US$0.50, and you enable custom bids for keywords and increase the bid for a keyword in that ad group to $0.60, we'll use your keyword bid when the keyword triggers your ad to show.

Edit the ad group default bid for a single ad group:

  1. Click the Campaigns tab. Click the name of the campaign and the ad group where you want to edit your bid.
  2. You’ll see the current bid type and default bid for this ad group next to the ad shown. Click the Edit link.

    Edit your ad group default bid

  3. Enter one of the following:

    • For "Search Network only" campaigns: enter the default bid amount that you want to use for all keywords in your ad group that you haven't already set more specific bids for.
    • For "Search & Display Networks" campaigns: enter the default bid amount that you want to use for all keywords, placements, and other targeting methods in your ad group that you haven't already set more specific bids for. You can also enter a Display Network bid to use a different bid for clicks on the Display Network. Display Network bids are only available with this campaign type.
    • For "Search Network with Display Select" campaigns: enter the default bid amount that you want to use for all keywords, placements, and remarketing lists in your ad group that you haven't already set more specific bids for.
    • For "Display Network only" campaigns, enter the default bid amount that you want to use for all keywords, placements, and other targeting methods in your ad group that you haven’t already set more specific bids for.

      Ad group default bids

Tip

If you're using automatic bidding, you won't be able to edit your ad group default bid.

Edit your bid for multiple ad groups:

  1. Sign in to your AdWords account at https://adwords.google.com.
  2. Click the Campaigns tab.
  3. Click the Ad groups tab.
  4. Check the box next to any ad group you want to edit. You can also select all ad groups by checking the box in the menu bar.
  5. Click Edit, then choose Change bids....
  6. In the window that appears, you can set your bid to a specific amount, or increase or decrease your bid by a percentage or specific amount. See ad group bulk edit options
  7. Click Preview changes to see what your edits will look like, or click Make changes to edit your selected ad groups.
How to edit your bid for individual keywords or other targeting methods

If your campaigns are using manual bidding, you can set your own max. CPC bid amount. It will be used instead of the ad group default bid whenever a certain keyword, placement, or other targeting method triggers your ad.

Keep in mind that to set a max. CPC for a specific targeting method, you must have set your custom bid on that same targeting method. For example, if you want to set a specific bid for the website example.com, you need to set your custom bids on placements. Learn how to enable Display Network bidding features.

Edit individual keyword bids for your campaign type:

  1. Sign in to your AdWords account at https://adwords.google.com.
  2. Click the Campaigns tab.
  3. Click the ad group or campaign you want to edit.
    • For "Search Network only," “Search Network with Display Select,” or "Search & Display Networks" campaigns: click the Keywords tab.
    • For "Display Network only" campaigns: click the Display Network tab, and then the Display keywords tab.
  4. Click the bid amount in the "Max. CPC" column for the keyword whose bid you want to change. To make changes to multiple keywords at once, select the boxes next to those keywords.
  5. From the Edit menu, select Change Max. CPC bids… Set a keyword bid
  6. Enter your new bid and click Save.

Tip

If you’re not sure how much to bid, try adding the “Est. first page bid” column to your statistics table. It shows you an estimate of the bid you likely need to set in order for your ad to be shown on the first page of search results.

Edit bids for managed placements, topics, interests & remarketing, gender, or age:

  1. Sign in to your AdWords account at https://adwords.google.com.
  2. Click the Campaigns tab.
  3. Go to the Display Network tab.
  4. Click the tab for the targeting method you want to change bids for. For example, if you want to change your managed placement bids, you'd click the Placements tab.
  5. Make sure your bidding setting is set to “Enable custom bids.” Click the bid amount in the “Max. CPC” column for the targeting method whose bid you want to change. To make bulk changes, check the boxes next to those targeting methods.
  6. From the Edit menu, select Change Max. CPC bids..., Change Max. CPM bids... or Change bid adjustment....
  7. Enter your new bid or bid adjustment and click Save.

Tip

To change the bid for an individual keyword, placement, or other targeting methods back to the ad group default bid, click the individual targeting method bid and delete the text, leaving the field blank.