Add or remove a bid adjustment

Bid adjustments allow you to display your ads more or less frequently based on where, when and how people search. If you are using the newer Google Ads experience, you can also adjust bids for certain ad interactions, such as calls to your business. This article shows you how to add or remove bid adjustments on both the Search Network and the Display Network.

Before you start

Note that not all bid adjustments are compatible with all campaign types. If you’re not familiar with bid adjustments, then read about bid adjustments first.

Instructions

Add or remove a bid adjustment on the Search Network

  1. Sign in to your Google Ads account
  2. Click Locations, Ad Schedule, Devices or Advanced bid adj.
  3. Select the row you’d like to adjust and click the pencil icon Edit under the “Bid adj.” column. If you want to set bid adjustments for Devices, you also have the option to choose an ad group. 
  4. Choose “Increase” or “Decrease” from the drop-down and enter a percentage. To remove a bid adjustment, delete the value in the field.
  5. Click on Save.

Add or remove a bid adjustment on the Display Network

  1. Sign in to your Google Ads account
  2. Click Audiences, Demographics, Topics or Placements.
    • To adjust your bids for specific demographic groups, click on the desired group after clicking Demographics and continue from step 3.
    • To adjust your bids for Placements, click on manual and continue from step 3.
  3. Click the campaign or ad group you’d like to change.
  4. Select the row you’d like to adjust and click the pencil icon Edit under the “Bid adj.” column. If you’d like to change multiple rows, click the boxes before clicking the pencil icon.
  5. Choose “Increase” or “Decrease” from the drop-down and enter a percentage. To remove a bid adjustment, delete the value in the field.
  6. Click on Save.

 

Tip: exclude your ad from a certain location, time or device

Decrease a bid by 100% (not 0%) to completely exclude your ad from a certain location, time or device. For device bid adjustments, note that the ad group bid adjustment won’t be used if the campaign bid for the same device is decreased by 100%.

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