Bid adjustment % column

Applies to Google Ads and Microsoft Advertising

Displays the percentage that bids are changed from the default bid for the following targets:

You can manually enter an adjustment from -90 to 900. A value of 0 makes no adjustment to the default bid. A negative adjustment decreases the bid.

Google Ads only

For Google Ads remarketing targets, this column is available only if you have created a remarketing list in Google Ads, and then applied the remarketing list to a Google Ads campaign or ad group in Search Ads 360 or in Google Ads.

Automatically set location target or remarketing target bid adjustments

If you apply a Search Ads 360 bid strategy or conversion goal to a Google Ads campaign, Search Ads 360 can automatically set or recommend the location target or remarketing target bid adjustments.  

Search Ads 360 uses a conversion goal or a Search Ads 360 bid strategy goal to set or recommend ad group-level remarketing target bid adjustments. Learn more.
 
You can specify location targets in Google Ads campaigns, but not in Google Ads ad groups. Location targets are inherited by ad groups. If you apply a conversion goal or Search Ads 360 bid strategy to the campaign, the goal can be used to set or recommend the campaign-level location targets. Learn more.

View location or remarketing target bid adjustments in Google Ads campaigns

View this column in a report

  1. Navigate to a Google Ads engine account or campaign.
  2. Click the Targets ▼ tab, and then click one of the following:
    • Location targets
    • Remarketing targets

    The column appears in the reporting table by default.

View this column in a bid strategy report
  1. Navigate to an advertiser.

  2. In the left navigation panel, click Bid strategies.
  3. In the table, click a conversions or revenue bid strategy that is applied to a Google Ads account.
  4. Click the Targets ▼ tab and then click one of the following:

    • Location targets

    • Remarketing targets

    The column appears in the reporting table by default.

 

View Google Ads demographic target bid adjustments

  1. Navigate to a Google Ads ad group.
    Steps for navigating to an ad group
    1. In the left navigation panel, click All accounts.
      What if the left navigation pane isn't visible?

    2. Click the navigation bar to display navigation options.

    3. In the "Agency" list, click the agency that contains the advertiser. You can search for an agency by name or scroll through the list.

    4. In the "Advertiser" list, click the advertiser that contains the engine account.

    5. In the "Account" list, click the engine account that contains the campaign.

    6. In the "Campaign" list, click the campaign that contains the ad group.

    7. In the "Ad group" list, click the ad group.

    8. Click Apply or press the Enter key.

    Search Ads 360 displays the ad group page.

  2. Click the Targets ▼ tab, and then click one of the following:
    • Age targets 
    • Gender targets

    The column appears in the reporting table by default.

 

View Microsoft Advertising location target bid adjustments

View this column in a report

  1. Navigate to a Microsoft Advertising engine account or campaign.
  2. Click the Targets ▼ tab, and then click Location targets.
  3. Click the Campaign location targets tab or click the Ad group location targets tab.
    The column appears in the reporting table by default.

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