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Add or remove a bid adjustment

Bid adjustments allow you to display your ads more or less frequently based on where, when and how people search. If you are using the newer AdWords experience, you can also adjust bids for certain ad interactions, such as calls to your business. This article shows you how to add or remove bid adjustments on both the Search Network and the Display Network.

Before you start

Note that not all bid adjustments are compatible with all campaign types. If you’re not familiar with bid adjustments, then read about bid adjustments first.

Instructions

Select the AdWords experience that you're using. Learn more

 

Add or remove a bid adjustment on the Search Network

  1. Sign in to your AdWords account.
  2. Click the Campaigns tab at the top.
  3. Click the campaign that you want to adjust. If you want to set bid adjustments for devices, then you also have the option to choose an ad group.
  4. Click on the Settings tab.
  5. Choose the Locations, Ad schedule or Devices subtab.
    Set bid adjustment
  6. Choose what you'd like to adjust.
    • To set a location or ad schedule bid adjustment, select the rows that you’d like to adjust and click on Set bid adjustment.
    • To set a device bid adjustment, select the rows for devices you'd like to adjust, and click Set bid adjustment.
  7. Choose Increase by or Decrease by from the drop-down menu, and enter a number.
    • To remove a bid adjustment, delete the value in the field.
    • To opt out of showing ads at a particular time or location or on a certain device, decrease the bid by 100%.
  8. Click on Save.

Guide me: Set a device bid adjustment

Click on the "Guide me" button below to go to your account and be guided through setting a bid adjustment for mobile devices. Or you can read how to add or remove a bid adjustment
Guide me

Add or remove a bid adjustment on the Display Network

  1. Sign in to your AdWords account.
  2. Click on the Campaigns tab.
  3. Go to the Display Network tab.
  4. Click the Topics, Placements, Interests & Remarketing, Gender or Age subtab, depending on which type of targeting method you want to change.
  5. Tick the boxes of the rows that you want to change. You can select multiple rows at once.
  6. From the Edit menu, select Change bid adjustment.
  7. Choose Increase by or Decrease by from the drop-down menu, and enter a number. If you're not familiar with the bid adjustment ranges, then read about bid adjustments.
    • To remove a bid adjustment, delete the value in the field.
  8. Click on Save. Your bid adjustment will appear in the “Bid adj.” column.

Tip: exclude your ad from a certain location, time or device

Decrease a bid by 100% (not 0%) to completely exclude your ad from a certain location, time or device. For device bid adjustments, note that the ad group bid adjustment won’t be used if the campaign bid for the same device is decreased by 100%.

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