Set device bid adjustments in a Google Ads campaign or ad group

You can set bid adjustments in a campaign and an ad group to target mobile, tablet, and desktop devices.

Set or edit device bid adjustments in a campaign

1. Navigate to a Google Ads campaign.

   Steps for navigating to a campaign

   1. In the left navigation panel, click All accounts.
      What if the left navigation pane isn't visible?

   2. Click the navigation bar to display navigation options.

   3. In the "Agency" list, click on the agency that contains the advertiser. You can search for an agency by name or scroll through the list.

   4. In the "Advertiser" list, click on the advertiser that contains the engine account.

   5. In the "Account" list, click on the engine account that contains the campaign.

   6. In the "Campaign" list, click on the campaign.

   7. Click Apply or press the Enter key.

   Search Ads 360 displays the campaign page.

2. Click the settings icon .
3. In the Targeting section, choose the following settings to specify bid adjustments for each device:
   • Under Mobile bid adjustment, click the arrow ▼ to display the list. Select one of the following:
     • Decrease by and specify a percent to decrease bids.
     • Increase by and specify a percent to increase bids.
     • No bid adjustment for this device
   • Under Tablet bid adjustment, click the arrow ▼ to display the list. Select one of the following:
     • Decrease by and specify a percent to decrease bids.
     • Increase by and specify a percent to increase bids.
     • No bid adjustment for this device
   • Under Desktop bid adjustment, click the arrow ▼ to display the list. Select one of the following:
     • Decrease by and specify a percent to decrease bids.
     • Increase by and specify a percent to increase bids.
     • No bid adjustment for this device
4. Click Save.

 

Set or edit device bid adjustments in an ad group

1. Navigate to a Google Ads ad group.

   Steps for navigating to an ad group

   1. In the left navigation panel, click All accounts.
      What if the left navigation pane isn't visible?

   2. Click the navigation bar to display navigation options.

   3. In the "Agency" list, click the agency that contains the advertiser. You can search for an agency by name or scroll through the list.

   4. In the "Advertiser" list, click the advertiser that contains the engine account.

   5. In the "Account" list, click the engine account that contains the campaign.

   6. In the "Campaign" list, click the campaign that contains the ad group.

   7. In the "Ad group" list, click the ad group.

   8. Click Apply or press the Enter key.

   Search Ads 360 displays the ad group page.

2. Click the settings icon .
3. In the Targeting section, choose the following settings to specify bid adjustments for each device:
   • Under Mobile bid adjustment, click the arrow ▼ to display the list. Select one of the following:
     • Use campaign bid adjustment. The ad group inherits the campaign's mobile device bid adjustment.
     • Decrease by and specify a percent to decrease bids.
     • Increase by and specify a percent to increase bids.
     • No bid adjustment for this device
   • Under Tablet bid adjustment, click the arrow ▼ to display the list. Select one of the following:
     • Use campaign bid adjustment. The ad group inherits the campaign's tablet device bid adjustment.
     • Decrease by and specify a percent to decrease bids.
     • Increase by and specify a percent to increase bids.
     • No bid adjustment for this device
   • Under Desktop bid adjustment, click the arrow ▼ to display the list. Select one of the following:
     • Use campaign bid adjustment. The ad group inherits the campaign's desktop device bid adjustment.
     • Decrease by and specify a percent to decrease bids.
     • Increase by and specify a percent to increase bids.
     • No bid adjustment for this device
4. Click Save.

 

Bid adjustment settings

Setting	Description
Decrease by	Specifies the percentage by which to decrease the keyword bid to target a device. Enter a percent between -90% and -1% (-91% to -99% are excluded). Specify -100% if you don't want ads to appear on the device. For example, if you want to bid 20% less than the keyword bid to target tablets, you would set the tablet bid adjustment to decrease by 20%. If the keyword bid is $1.00,  the tablet bid would be 80 cents.
Increase by	Specifies the percentage by which to increase the keyword bid to target a device.  Enter a percent between 1% and 900%. For example, if you want to bid 50% more than the keyword bid to target desktop devices, you would set the desktop bid adjustment to increase by 50%. If the keyword bid is $1.20, the desktop bid would be $1.80.
No bid adjustment for this device	Specifies that the bid to target the device is the same as the keyword bid. If this setting is selected, the device bid adjustment column displays 0%.
Use campaign bid adjustment (ad groups only)	Sets a device bid adjustment in an ad group to inherit the campaign's device bid adjustment.