Change your keyword bids

You can manually change your keyword bid to help improve your ad position. In this article, you’ll learn how to change the amount you bid for each keyword.

Note: Keyword bids aren’t applicable to smart bidding. They are applicable to manual CPC bidding for Search and eCPC bidding for search and display campaigns.

Before you begin

If you’re new to bidding, learn About adjusting your keyword bids.

If you prefer an automated bid strategy, learn About Maximise clicks bidding.

Instructions

If you'd like to replace some of your original bids with new bids, here's how: 

  1. Sign in to your Google Ads account.
  2. Click on Keywords.
  3. In the "Max. CPC" column of the table, click on the bid that you want to change. 
  4. Enter a new bid amount.
  5. Click on Save.
Edit keyword bid

Tip

If you have a Search Network campaign that's opted into the Display Network, we use your keyword bid for both networks. We encourage you to keep this setting. However, if you prefer, you can set a Display Network bid that will override all keyword bids for the Display Network.

If you have a Display Network campaign, we suggest setting ad group bids. We also encourage you to set specific bids for your keywords based on how they're performing.

Using Google Trends for keyword bidding insights

While Google Trends can help compare potential keywords, there are caveats to using this tool to plan your keyword bidding strategy because Trends data contains normalised, not total, search volumes. Learn how Trends data is normalised

For example, Carrie owns a bakery in Birmingham and wants to build a second location in Worcester. She uses Trends to compare searches for “bakery” in both cities and finds that the search numbers are nearly identical. This indicates that customers in Birmingham and Worcester are equally likely to search for a bakery. However, this doesn’t indicate that an equal number of total searches were performed in both cities for this term because Worcester’s population is approximately 1/10th of Birmingham’s. On the other hand, Carrie can use Trends to compare searches for “red velvet cake” and “carrot cake” in Birmingham to determine which search term is more popular in that city.

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