What are bid adjustments?

Bid adjustments are percentage increases or decreases of your bid for certain situations, such as a device, location, time of day or audience. With +20 percent you bid 20 percent more, and with -100 percent on a device you exclude that device. They work mainly with manual bidding, because Smart Bidding ignores most of them.

Why are bid adjustments important?

Targeted bidding: you bid more where visitors convert more often.
Excluding devices: an adjustment of -100 percent on a device keeps working with Smart Bidding too.
Mainly for manual bidding: with Smart Bidding, targets, seasonality adjustments and data exclusions replace most adjustments.

Examples of bid adjustments

An installer bids +30 percent on mobile, because the phone calls come from there.
A store bids -20 percent late at night, when little is bought.
A B2B company excludes tablets with -100 percent.

How do you use bid adjustments?

Use bid adjustments with manual CPC and base them on your reporting: where do visitors convert better or worse? Adjust in small steps and give a change time. With Smart Bidding you steer with targets and seasonality adjustments. Read more about Google Ads campaigns.

Bid adjustments