Edit your bid

For most advertisers, your bid is the most that you're willing to spend per click on your ad. If you're using cost per thousand impressions (CPM) bidding, your bid is the maximum amount that you're willing to pay per thousand views of your ad. By managing your bids, you may influence the amount of traffic your ads receive, as well as the return-on-investment ROI they generate.

There are several ways to edit your bids, depending on the type of bid:

  • You can change the bid for specific keywords or placements that perform well for you.
  • You can change the default bid that's used for all elements in your ad group.
  • You can change special bids, like the amount that you'd pay for clicks on the Display Network.

We'll walk you through each process below.

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

Tip

You can also 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.

Edit your bid across a whole ad group

What it does: The default bid (Max. CPC) lets you set a single bid amount for all the keywords, placements or audiences in your ad group. If you set specific bids for individual keywords or placements, these will override your default bid amount. For example, if your default ad group bid is £0.50, but you increase one keyword's bid to £0.60, the keyword bid applies any time that one keyword triggers your ad.

How to do it: On your Campaigns tab, click the name of the appropriate campaign and then ad group on the left side of the page. Then click the edit link next to "Ad group default bids (Max. CPC)" to enter a new bid amount.

See detailed instructions
  1. Click the Campaigns tab. On the left-hand side of the page, click the name of the campaign and then the ad group where you want to make bid changes.
  2. Next to the ad shown, you'll see "Ad group default bids (Max. CPC)" and your current default bid. Click the Edit link.

  3. Don't see that link in your account? If you're using automatic bidding, you won't be able to edit your ad group default bid. Instead, you can set a bid limit for automatic bidding on your Settings tab.
  4. Default bid: Set the amount that you want to use for all keywords, placements and other methods in your ad group that don't have more specific bids. This bid applies to search and display.
  5. Here are some other types of bids that you're able to change here:
    • Display Network bid: Available only for "Search & Display Networks campaigns". Set the amount that you want to bid for ad clicks on Display Network sites whenever the ad was triggered by placements or audiences that don't have an individual bid already set. If you don't set a Display Network bid and you haven't added an individual keyword or placement bid, we'll use the default ad group bid whenever your ad is shown on the Display Network.

    • Managed placements bid: Set the amount that you want to bid when your ad appears on managed placements (Display Network placements that you picked) that don't have an individual bid already set.
    Note: If the managed placements bid or the Display Network bid is marked Off, it means that you're opted out of the Display Network in your campaign settings.

Edit your bid for multiple ad groups

If you want to change your bid for multiple ad groups:

  1. Sign in to your AdWords account at https://adwords.google.co.uk.
  2. Click the Campaigns tab.
  3. Click the Ad groups tab.
  4. Tick the box next to any ad group that you want to edit. You can also select all ad groups by ticking 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.
  7. Click Preview changes to see what your edits will look like, or click Make changes to edit your selected ad groups.

Edit your bid for individual keywords or other targeting methods

What it does: When you are using manual bidding, you can set a different bid amount to use whenever a certain keyword, placement or other targeting method triggers your ad. That bid will then be used rather than the ad group default amount. Here's how you do this:

On your Campaigns tab, click the appropriate tab (like the Keywords tab to edit a specific keyword's bid). In the "Max. CPC" column of the table, click the bid that you want to change and enter a new bid amount.

Note

If you want to change a bid back to the ad group's default, click the bid and delete the text, leaving the field blank.

How to change keyword bids
  1. Sign in to your AdWords account at https://adwords.google.co.uk.
  2. Click the Campaigns tab.
  3. Click the ad group or campaign that you want to edit.
    • If your campaign targets the Search Network only or the Search and Display Networks, click the Keywords tab.
    • If your campaign targets the Display Network only, click the Display Networks tab, and then the Display keywords tab.
  4. To make changes to individual keywords, click the bid amount in the “Max. CPC” column for that keyword. If you want to make changes to multiple keywords at once, select the boxes next to those keywords, then from the Edit menu, select Change Max. CPC bids....

  5. Enter your new bid or bid adjustment and click Save.
How to change placement bids
  1. Sign in to your AdWords account at https://adwords.google.co.uk.
  2. Click the Campaigns tab.
  3. Go to the Display Network tab.
  4. Click the Placements tab.
  5. Click Managed placements to expand that section.
  6. To make changes to individual placements, click the bid amount in the “Max. CPC” column for that placement. If you want to make changes to multiple placements at once, selectthe boxes next to those placements, then 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.
How to change audience bids
  1. Sign in to your AdWords account at https://adwords.google.co.uk.
  2. Click the Campaigns tab.
  3. Go to the Display Network tab.
  4. Click the Interests & Remarketing tab.
  5. To make changes to individual audiences, click the bid amount in the “Max. CPC” column for that audience. If you want to make changes to multiple audiences at once, select the boxes next to those audiences, then from the Edit menu, select Change Max. CPC bids..., Change Max. CPM bids... or Change bid adjustment....
  6. Enter your new bid or bid adjustment and click Save.
How to change topic bids
  1. Sign in to your AdWords account at https://adwords.google.co.uk.
  2. Click the Campaigns tab.
  3. Go to the Display Network tab.
  4. Click the Topics tab.
  5. To make changes to individual topics, click the bid amount in the “Max. CPC” column for that topic. If you want to make changes to multiple topics at once, select the boxes next to those topics, then from the Edit menu, select Change Max. CPC bids..., Change Max. CPM bids... or Change bid adjustment....
  6. Enter your new bid or bid adjustment and click Save.
How to change gender bids
  1. Sign in to your AdWords account at https://adwords.google.co.uk.
  2. Click the Campaigns tab.
  3. Go to the Display Network tab.
  4. Click the Gender tab.
  5. To make changes to individual gender groups, click the bid amount in the “Max. CPC” column for that gender. If you want to make changes to multiple gender groups at once, select the boxes next to those gender groups, then from the Edit menu, select Change Max. CPC bids..., Change Max. CPM bids... or Change bid adjustment....
  6. Enter your new bid or bid adjustment and click Save.
How to change age bids
  1. Sign in to your AdWords account at https://adwords.google.co.uk.
  2. Click the Campaigns tab.
  3. Go to the Display Network tab.
  4. Click the Age tab.
  5. To make changes to individual age groups, click the bid amount in the “Max. CPC” column for that age group. If you want to make changes to multiple age groups at once, selectthe boxes next to those age groups, then from the Edit menu, select Change Max. CPC bids..., Change Max. CPM bids... or Change bid adjustment....
  6. Enter your new bid or bid adjustment and click Save.