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 start

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

Instructions

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

How to edit your campaign bid strategy

Sign in to your AdWords account.
In the Campaigns tab, click on the name of the campaign that you want to edit.
Click on the Settings tab.
Scroll down to the "Bid strategy" section. Click Edit then Change bid strategy.
Select your new bid strategy.
Click on Save.

Tip: Save time managing your bids with portfolio bid strategies

Portfolio bid strategies group multiple campaigns, ad groups and keywords into a single automated bid strategy. You’ll be able to apply bid optimisation more strategically to entire campaigns or specific ad groups and keywords (where applicable) of your choice. Find out how to Create a portfolio bid strategy.

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.

Sign in to your AdWords account.
Click on the Ad groups tab.
Select multiple ad groups from the table.
Click on the Bid strategy drop-down menu.
Click on Change ad group bid strategy.
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.
(Optional) Click on Preview changes. Note: If you’ve created a new portfolio strategy, a preview won’t be available.
Click on Make changes.

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.

Sign in to your AdWords account.
Click on the Keywords tab.
Select multiple keywords from the table.
Click on the Bid strategy drop-down menu.
Click on Change keyword bid strategy.
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. Bear in mind, Target CPA and Enhanced CPC are unavailable at the keyword level.
(Optional) Click on Preview changes. Note: If you’ve created a new portfolio strategy, a preview won’t be available.
Click on Make changes.