About Search Ads 360 bid strategies

About bid adjustments in Search Ads 360 bid strategies

Some bid adjustments apply only to Google Ads, Bing Ads, and Yahoo! Japan accounts

Bid adjustments increase or decrease bids depending on the device a customer searches from, membership in a remarketing list, or location. Search engines vary in the scenarios and bid adjustments they support.

You can set up a Conversions, Revenue, or Advanced targeting Smart Bidding strategy to automatically optimize the bid adjustments that are available in some engine types. If you prefer a more hands-on approach, a bid strategy can recommend a bid adjustment, and you can periodically view and apply the recommendation when it suits your needs.

Some search engines such as Google Ads can increase or decrease the bid you specify for specific types of devices, such as mobile, or specific types of targets, such as remarketing targets.

Smart Bidding strategies can find the optimal bid adjustment for your conversions or revenue goals because they use the same historical performance data to set the base bid and to adjust the bids for specific types of devices and targets. You can even set up a bid strategy that focuses exclusively on optimizing bid adjustments. With this type of Search Ads 360 bid strategy you manually set bids, and the bid strategy automatically sets bid adjustments.

A Search Ads 360 bid strategy can only set or recommend bid adjustments for the campaigns, ad groups, and biddable items in its portfolio.  
 

Bid adjustment options

When you create a bid strategy, the Goal page displays a list of all bid adjustments from supported search engines. The bid adjustments you select will be applied only in the engine types that support them, as described in the table below.

Option

Applies to engine types

Description

Keywords and other biddable items

All supported search engines

Automatically adjusts bids for keywords and product groups.

If you clear this check box:

  • The bid strategy focuses exclusively on optimizing bid adjustments when applicable. 
  • In all engine accounts, you'll need to manually set bids

Device bid adjustments

Google Ads

Bing Ads

Yahoo! Japan

Automatically sets optimal bid adjustments for desktop, mobile, and tablet devices.

If you don't select this check box, the bid strategy will still recommend bid adjustments for the devices, and you can apply them manually.

Learn more about device bid adjustments.

Remarketing target bid adjustments

Google Ads

Automatically sets optimal bid adjustments for Google Ads remarketing targets.

If you don't select this check box, the bid strategy will still recommend bid adjustments for any Google Ads remarketing targets you've set up, and you can apply the adjustments manually.

Learn more about remarketing target bid adjustments.

Location target bid adjustments

Google Ads

Automatically sets optimal bid adjustments for geo-location targets, proximity targets, and location extension targets.

If you don't select this check box, the bid strategy will still recommend bid adjustments for any location targets you've set up, and you can apply the adjustments manually.

Learn more about location target bid adjustments.

If a bid strategy uses an attribution model other than the last-click attribution model and Floodlight conversions, the bid strategy might not manage the bid adjustments. See list of conversion types, attribution models, and supported bid adjustments.

 

Changing the settings

After you create a bid strategy, you can change most of the bid-adjustment settings. For example, if you start with a bid strategy that only recommends device bid adjustments,  you can change the bid strategy later to automatically apply the bid adjustments. Likewise, if you start with a bid strategy that automatically sets bid adjustments, you can change the bid strategy so that it only recommends bid adjustments.

However, once you set up a bid strategy to automatically set bids (that is, automatically setting the base bid, not just setting adjustments such as device bid adjustments), you cannot go back to a bid strategy that focuses exclusively on optimizing bid adjustments.

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