Change how you bid

From Manual CPC bidding to a number of automated bid strategies, Google Ads 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 campaign's bid strategy. 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.


The new Google Ads experience is now the exclusive way for most users to manage their accounts. If you’re still using the previous AdWords experience, choose Previous below. Learn more

How to edit your campaign bid strategy

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

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.

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