Search
Clear search
Close search
Google apps
Main menu

Welcome to the help center for DoubleClick Search, a platform for managing search marketing campaigns.  While the help center is available to the public, access to the DoubleClick Search product is available only to subscribing customers who are signed in. To subscribe or find out more, contact our sales team.

About DoubleClick Search bid strategies

Bid adjustments in DS bid strategies

Some bid adjustments apply only to AdWords, Bing Ads, and Yahoo! Japan accounts

Bid adjustments increase or decrease bids depending on the device a customer searches from, membership in a remarketing list, or other scenarios. Engines vary in the scenarios and bid adjustments they support.

You can set up a Conversions, Revenue, or Advanced targeting DoubleClick Search Smart Bidding strategy to automatically optimize the bid adjustments that are available in some engine types. If you prefer a more hands-on approach, a bid strategy can simply recommend a bid adjustment, and you can periodically view and apply the recommendation when it suits your needs.

Some search engines such as AdWords can increase or decrease the bid you specify for specific types of devices, such as mobile, or specific types of targets, such as remarketing targets.

DS Smart Bidding strategies can find the optimal bid adjustment for your conversions or revenue goals because they use the same historical performance data to set the base bid and to adjust the bids for specific devices and targets. You can even set up a DS Smart Bidding strategy that focuses exclusively on optimizing bid adjustments. With this type of DS bid strategy you manually set bids, and the bid strategy automatically sets bid adjustments.

A DS bid strategy can only set or recommend bid adjustments for the campaigns and ad groups in its portfolio. A bid strategy doesn't set or recommend bid adjustments if the bid strategy is applied only to keywords or other biddable items.

Bid adjustment options

When you create an advertiser bid strategy, the goals page displays a list of all bid adjustments from all engine types. The bid adjustments you select will be applied only in the engine types that support them, as described in the table below.

Option

Applies to engine types

Description

Keywords and other biddable items

All supported engines

Automatically adjusts bids for keywords and product groups.

If you clear this check box:

  • The bid strategy focuses exclusively on optimizing bid adjustments when applicable. 
  • In all engine accounts, you'll need to manually set bids

Mobile bid adjustments

AdWords

Bing Ads

Yahoo! Japan

Automatically sets optimal bid adjustments for mobile devices.

If you don't select this check box, the bid strategy will still recommend mobile bid adjustments, and you can apply them manually.

Remarketing target bid adjustments

AdWords

Automatically sets optimal bid adjustments for AdWords remarketing targets.

If you don't select this check box, the bid strategy will still recommend bid adjustments for any AdWords remarketing targets you've set up, and you can apply the adjustments manually.

Location target bid adjustments

AdWords

Automatically sets optimal bid adjustments for geo-location targets, proximity targets, and location extension targets.

If you don't select this check box, the bid strategy will still recommend bid adjustments for any location targets you've set up, and you can apply the adjustments manually.

If a bid strategy uses an attribution model other than the last-click attribution model and Floodlight conversions, the bid strategy might not manage the bid adjustments. See list of conversion types, attribution models, and supported bid adjustments.

 

Changing the settings

After you create a DS Smart Bidding strategy, you can change most of the bid-adjustment settings. For example, if you start with a bid strategy that only recommends mobile bid adjustments,  you can change the bid strategy later to automatically apply the bid adjustments. Likewise, if you start with a bid strategy that automatically sets bid adjustments, you can change the bid strategy so that it only recommends bid adjustments.

However, once you set up a bid strategy to automatically set bids (that is, automatically setting the base bid, not just setting adjustments such as mobile bid adjustments), you cannot go back to a bid strategy that focuses exclusively on optimizing bid adjustments.

Was this article helpful?
How can we improve it?
Didn't find a solution? Try live chat

If there's a problem you can't solve with training resources or online help, choose "Live Chat" from the UI and get instant access to DoubleClick Search support. Chat is available on weekdays.