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Change how you bid

From Manual CPC bidding to a number of automated bid strategies, AdWords offers many different ways for you to set your bids. Each is designed to help you achieve a specific business goal. In some cases, your goals may change, and you’ll need to update your bid strategy to match. 

This article explains how to change your bid strategy at three levels: campaigns, ad groups, and keywords. The instructions in this article apply to Search, Display, and Shopping campaigns.

Before you begin

If you’re not yet familiar with the different ways to bid, learn how to Determine a bid strategy based on your goals.

Instructions

Choose the AdWords experience you're using. Learn more

How to edit your campaign bid strategy

  1. Sign in to your AdWords account.
  2. In the page menu on the left, click Campaigns.
  3. Select the campaign you want to edit.
  4. Click Settings in the page menu for this campaign.
  5. Open Bidding and then click Change bid strategy.
  6. Select your new bid strategy from the drop-down menu.
  7. Click Save.

How to edit bid strategies for ad groups

Note: You can only change your bid strategy for ad groups if your campaign is using a portfolio bid strategy or Manual CPC.

  1. Sign in to your AdWords account.
  2. In the page menu on the left, click Ad groups.
  3. Select multiple ad groups from the table.
  4. Click the Edit drop-down menu.
  5. Click Change bid strategy.
  6. Choose one of the following options:

    1. Use campaign bid strategy: This option removes the bid strategies for the ad groups selected, and defaults to their campaign bid strategy.
    2. Use another bid strategy: This option allows you to add a portfolio bid strategy, or use manual bidding for the selected ad groups. You can apply an existing portfolio bid strategy or create a new one.
  7. (Optional) Click Preview. Note: If you’ve created a new portfolio strategy, a preview won’t be available.
  8. Click Apply.

How to edit bid strategies for keywords

Note: You can only change your bid strategy for keywords if your campaign is using Manual CPC or a portfolio bid strategy. 

  1. Sign in to your AdWords account.
  2. In the page menu on the left, click Keywords.
  3. Select multiple keywords from the table.
  4. Click the Edit drop-down menu.
  5. Click Change bid strategy.
  6. Choose one of the following options:

    1. Use campaign or ad group bid strategy: This option removes the bid strategies for the keywords selected, and defaults to their ad group or campaign bid strategy.
    2. Use another bid strategy: This option allows you to add a portfolio bid strategy, or use manual bidding for the selected keywords. You can apply an existing portfolio bid strategy or create a new one. Keep in mind, Target CPA and Enhanced CPC are unavailable at the keyword level.
  7. (Optional) Click Preview. Note: If you’ve created a new portfolio strategy, a preview won’t be available.
  8. Click Apply
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