Search Ads 360 intraday bid and budget bid strategies can automatically set bids to target devices, audience or remarketing lists, and locations. The bids for these items are called bid adjustments (or bid modifiers) because the bids are a percentage increase or decrease of a base bid.
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Bear in mind
- Support for auction-time bidding for bid adjustment varies. For more information, check Google Ads or Microsoft Advertising bid strategies.
- Bid adjustments increase or decrease bids depending on the device a customer searches from, membership in an audience (remarketing list) or location. Client accounts vary in the scenarios and bid adjustments that they support.
- You can manually set bid adjustments, however, they may or may not be used if you use auction-time bidding. If you use intraday bidding, bid adjustments can be set automatically by bid strategies.
- Auction-time bids and bid adjustments with Google Ads or Microsoft Advertising client accounts can’t be manually overwritten in Search Ads 360. Support for these campaigns varies by bid strategy type and publisher. For more information, check Google Ads or Microsoft Advertising bid strategies.
Bid adjustment options in bid and budget strategies
The bid adjustment options are available in the 'Locations', 'Ad schedule', 'Devices', 'Audiences' or 'Advanced bid adj.' sections in the Page menu. The bid adjustments that you select will be used only in the client accounts that don’t use Google Ads or Microsoft Advertising auction-time bidding, as described in the table below.
| Bid adjustment option | Applies to client accounts that don't use Google Ads auction-time bidding | Description |
|---|---|---|
| Device | Google Ads | Automatically sets optimal bid adjustments. Supported devices: Desktop, mobile and tablet |
| Microsoft Advertising | Automatically sets optimal bid adjustments. Supported devices: Desktop, mobile and tablet |
|
| Yahoo! JAPAN Ads | Automatically sets optimal bid adjustments. Supported device: Mobile |
|
| Remarketing or audience |
Google Ads Microsoft Advertising |
Automatically sets optimal bid adjustments for Google Ads audience (remarketing) targets and Microsoft Advertising audience (remarketing) targets. |
| Location target bid adjustments | Google Ads | Automatically sets optimal bid adjustments for Google Ads geographic location targets. |
Edit bid adjustment settings
Search Ads 360 bid and budget strategies can automatically set bid adjustments in some of the supported client accounts.
Learn how to create or edit a budget bid strategy.
To edit a bid or budget strategy so that it sets or removes bid adjustments for you:
- Sign in to your Search Ads 360 account.
- On the left navigation panel, select the Bidding and planning dropdown.
- Select Bid strategies.
- On the 'Bid strategies' page, select the conversion-based bid strategy or a budget bid strategy that you want to edit.
- At the top of the page, select the Edit bid strategy button.
- A pop-up window will appear. Scroll down to the bottom and select Intraday advanced options.
- You’ll be able to view 'Bid adjustments' options. Note that these settings are only for campaigns that don’t use Google Ads auction-time bidding.
- If you aren't able to view 'Bid adjustment options', make sure that you've selected target ROAS or target CPA as a bid strategy.
- Select the below tick boxes to set bid adjustments. Deselect options to remove bid adjustments:
- Device
- Audience (remarketing)
- Location
- Select Save.
You can view the bid adjustment and manually change it.