To alter your bids when your ads appear on desktop, tablet and mobile, you can specify a desktop, tablet or mobile bid adjustment at campaign level or at ad group level.
If you set a device bid adjustment at campaign level and at ad group level in a single campaign, the ad group device bid adjustment is used when determining your bid. However, if the campaign device bid adjustment is -100%, the ad group device bid adjustment isn't used.
Set device bid adjustments
- In Campaigns or Ad groups, select the campaigns or ad groups that you'd like to modify.
- Under 'Device bid adjustment' in the edit panel, enter a value for 'Desktop', 'Mobile' and 'Tablet' from -90% to +900%, inclusive. You can also enter -100% to opt out of a device for the selected campaigns or ad groups.
- When importing bid adjustments in bulk, you don't need to include the percent sign (%). For instance, a +90% adjustment can be represented by the number 90.
A bid adjustment of -90% reduces the bid by 90%, to 10% of the original bid. Likewise, +900% increases the device bid to ten times the original amount. For example, let's say that your ad group bid is £2.00 and the campaign has a device bid adjustment of -50%. When ads from that ad group serve on those devices, the bid is reduced to £1.00.