Create budget plans

Bid adjustments in a budget bid strategy

Configure a budget plan

By default, a budget bid strategy only recommends bid adjustments. You can set up a budget bid strategy to automatically set bid adjustments for devices, remarketing targets, and location targets. Note that some bid adjustments are only supported in certain search engine accounts.

In search engines such as Google Ads and Microsoft Advertising, a budget bid strategy can set or recommend device and location target bid adjustments. In Yahoo! Japan, only device bid adjustments are managed.  

Bid adjustment options

 

Option

Applies to engine types

Description

Device bid adjustments

Google Ads

Microsoft Advertising

Yahoo! Japan

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

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

 

Remarketing target bid adjustments

Google Ads

Automatically sets optimal bid adjustments for Google Ads remarketing targets.

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

Budget bid strategies and bid strategies use many of the same features to optimize remarketing targets even though different steps are required to apply them to campaigns. For example, auto-tagging must be enabled for both types of bid strategies. Note that conversion goals, which are used in the budget plans required by budget bid strategies, don't support all of the conversion sources used by a bid strategy. 

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 checkbox, the budget bid strategy will still recommend bid adjustments for any location targets you've set up, and you can apply the adjustments manually.

Budget bid strategies and bid strategies use many of the same features to optimize location targets even though different steps are required to apply them to campaigns. For example, auto-tagging must be enabled for both types of bid strategies. Note that conversion goals, which are used in the budget plans required by budget bid strategies, don't support all of the conversion sources used by a bid strategy. 

These options don't apply to budget bid strategies that target clicks.
 
Learn more about how to view and apply the bid adjustments that are set or recommended by a budget bid strategy.

 

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