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Set up an ad schedule bid adjustment

You can adjust your bids for specific days and times. By setting bid adjustments, your spending on individual clicks may vary, but your overall daily budget won't change.

This article explains how to set up an ad schedule bid adjustment.

Keep in mind

If you also opt to set bid adjustments for mobile devices or locations, all of your adjustments will be multiplied together to determine the resulting bid adjustment. Learn more About bid adjustments.

Instructions

Choose the AdWords experience you're using. Learn more

  1. Sign in to your AdWords account.
  2. Click the Campaigns tab at the top.
  3. Under All campaigns, click the name of the campaign to be scheduled.
  4. Click the Settings tab, then click Ad schedule.
  5. Locate the row for the scheduled time that you want to adjust and click the cell in the "Bid adj." column.
  6. Choose "Increase by" or "Decrease by" from the drop-down, and enter a number.
  7. Click Save.

Note

Ad scheduling bid adjustments are not available for campaigns using an automated bid strategy. Learn more About bid adjustments.

Example

You run a dog-sled touring business in Alaska, and you have an existing ad group max CPC bid of $1.00. You've scheduled your ad to show on Tuesdays between 8 and 11 a.m. You decide to set a bid adjustment of +10% on Tuesdays between 8 and 10 a.m. So, your maximum bid for that time period would be $1.00 x (+10%) = $1.10.

Because many of the customers that love your dog-sled tours live in Anchorage, you decide to set an additional +20% adjustment for Anchorage. Your maximum resulting bid for a search that occurs on Tuesdays at 9:30 a.m. for a customer in Anchorage will be $1.32. Here's how it works:

Starting bid: $1.00
Tuesdays, 8 to 10 a.m. adjustment: $1.00 x (+10%) = $1.10
Anchorage adjustment: $1.10 x (+20%) = $1.32
Maximum bid for Tuesdays, 8 to 10 a.m., in Anchorage: $1.32

Keep in mind

The bid adjustment affects all bids in the campaign. When the time period of your bid adjustment is over, your normal campaign bids will be restored unless you've set other adjustments (for devices or locations, for example).

Using the example above, at 10:01 a.m. on Tuesday, your maximum bid will become $1.00 x (+20%), or $1.20 for a search that occurs in Anchorage, until your ads stop showing at 11 a.m.

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