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Bid Adjustments For Better AdWords Targeting

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Reading Time: 3 minutes


I love AdWords. It’s a great way to get your business in front of potential customers and make sales. But if you’re not setting up your campaigns correctly, you’re wasting money on impressions that aren’t converting into sales. That’s why it’s so important to have a solid understanding of how bid adjustments work if you want to get the most out of your PPC spend—and win the auction for clicks that matter most to your business.

Location Bid Adjustments

Location bid adjustments are used to account for local competition. A location bid adjustment is a way to increase or decrease your bids for specific locations based on your business goals. For example, if you have a brick and mortar store in New York City and want to drive more traffic there, you can increase the default bid of keywords with NYC in them by 25% because it’s so competitive. You might also consider decreasing your bids on keywords related to products or services that aren’t relevant to the local area (like “snowboard” or “skiing”).

Device Bid Adjustments

Device bid adjustments are a powerful tool that allow you to increase or decrease bids for specific devices, operating systems and browsers.

This can be useful if you are advertising on a mobile device and want to see whether or not your ads perform better with users who have iPhones versus Android phones. You might also want to test whether or not your ads perform better on desktop computers versus laptops, or even just mobile phones as opposed to tablets.

Using this feature can help improve ad performance by increasing bids for the right devices while decreasing them for others. For example, if you’re selling products in brick-and-mortar stores and people often purchase your products on their smartphones while they are waiting in line, then you may want to increase bids for mobile users so that those customers will receive more relevant ads from Google before reaching the store counter!

Ad Scheduling Bid Adjustments

Ad scheduling is a powerful tool that allows you to run ads at specific times of day (like only on weekends) or on specific days of the week. You can also use ad scheduling to run different ads for different locations, such as running one set of ads in New York City and another set for San Francisco.

Because ad scheduling allows you to tailor your campaigns to specific audiences, it’s important that you have bid adjustments in place so that you’re paying the right amount for each audience.

You can use these bid adjustments when using ad scheduling:

  • Enhanced CPC (eCPC) bidding – eCPC uses historical data from your account and adjusts bids based on performance across multiple keywords and devices. This helps ensure that your lowest-performing keywords don’t waste money while giving more money to high-performing ones. It also prevents low bids from preventing optimal exposure for high-value keywords;
  • Manual bidding – manual bidding lets advertisers manually adjust their bids based on factors like competition or product seasonality;

Demographic Bid Adjustments For Search Campaigns

Demographic bid adjustments are used to target a specific demographic (like age, gender, or parental status) with your ads. To do this, you’ll need to create a custom audience for each of these demographics and then use the relevant demographic bid adjustment for each campaign that needs to be targeted.

For example, say you’re creating a new campaign called “Babies” and want it to show up only on mobile devices in Manhattan and San Francisco. You could create an audience of people who’ve viewed similar products from your site as well as their zip code information, then set up a campaign with the relevant location-targeting bid adjustment for both locations.

Conversion Optimizer Tool

One of the most powerful tools for improving your AdWords ad performance is the Conversion Optimizer Tool. This free tool allows you to test different bids for your keywords, ad group and ads. It’s particularly useful when trying to optimize for conversions because it allows you to see which bid has the highest number of conversions at a specific cost per conversion value.

For example, let’s say that I’m running an AdWords campaign called “SEO Services” and I want to improve my CTR for this keyword: “SEO services Houston.” To do this, I would use the conversion optimizer tool by changing my keyword bid from $1 all the way up to $10 while keeping all other settings exactly as they are currently set up (i.e., same daily budget, same CPC/CPA goals). The tool will then give me a report that shows me which bid performed best based upon its average cost-per-click (CPC) and conversion rate goal (CPA).


While bid adjustments are a powerful tool for anyone who uses AdWords, it’s important to remember that they’re not the only way to improve your Google AdWords performance. There are many other things you can do with the bid adjustment tool, including bidding on ad groups and keywords when there isn’t enough data available from other sources. It’s also important to keep in mind that these changes can take effect immediately or over time depending on how often you want them implemented!

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