What are bid adjustments and why do they matter for Google Ad campaigns?


One of the great things about using Google Ads, is that you can plan to have your content show more or less frequently depending on how, when or where people are searching.

It might make sense that you don’t want your ads to show up at the weekend.

The people you want to see your ads aren’t searching for them.

But you’re still paying and the people who do click them are less likely to convert.

Maybe you’re more interested in your ads showing up on searches in mobile, and you want to increase your mobile visibility.

This is known as bid adjustments.

And it’s a great tool to know for your Google Ad campaigns.

Bid adjustments also allow you to adjust your keyword bids based on how your ads perform.

You can easily bid more or less depending on the type of traffic you’re generating and how many leads you’re creating as a result.

If you’re concerned about getting ROI from Google Ads and aren’t sure about this form of content marketing, it can be a great way to test the waters.

Your daily budget won’t change (you’d need to adjust that separately), but by increasing or decreasing your bids the amount you spend on individual clicks will change accordingly.


How to set your bid adjustments in Google Ads

To set bid adjustments in Search, all you have to do is log in to your Google Ads account, click the option you’d like to adjust – be it location, device, demographics etc – and click the icon under the bid adjustments column.

Then you just need to select increase or decrease, and type the percentage you want to use, and then click save.

And you’re done.

For display ads, the only difference is the options you can choose to adjust.

In your Ads account you can choose audiences, demographics or placements, and then selection to increase or decrease your bid and the percentage you want to change it by.


Understanding advanced bid adjustments

As well as increasing or decreasing adjustments on your ads based on basic details like device or location, it is also possible to use more advanced parameters to adjust your Google Ads.

If you have a remarketing campaign, you could, for instance, increase your bids for ads to show more for people who have visited your website in the last week.

Another option is one labelled “top content” by Google, and means you can adjust bids for content that proves more popular with more impressions and engagements.

Again this is a good way of showing your ads more for the people more likely to engage with your company and puts more emphasis on your popular content.


How to make bid adjustments work for you

Now that you have a better understanding of bid adjustments, here’s a few simple ways you can use them to make your Google Ads work harder.

As with anything to do with digital advertising, keep an eye on the data you get back from your campaigns as this is the information you’ll use to adjust your bids and overall ad strategy moving forward.

But these are some adjustments to make to get started.

Increase bids during your peak sales hours so you generate more opportunity. This could be during your entire working day (9-5) or at particular times in the day, depending on what the data tells you.

Decrease your bids during quiet times. If people aren’t viewing your ads at the weekends, late at night or early in the morning, consider reducing your bids and then ramping them up later.

Use device and location to target local buyers. Lots of commercial searches on Google are related to local business searches so try focusing some of your ad spend on them.

Focus your ads on areas with higher conversions. If you’re looking to target specific areas or your data tells you you’re getting more conversions from a particular part of the country, increase your bids accordingly.

Optimise your website for mobile if you’re targeting mobile devices. If you have a poor mobile experience for your users, consider decreasing bids for mobile searches until you’ve improved your mobile website.


Improving your Google Ad performance with bid adjustments

Ultimately, focusing your bids more on content that will drive conversions and putting more of your Google Ad spend on distributing ads to those who will engage with them will increase your ROI and help you drive more business through Google Ads.

Understanding how bid adjustments work will help you save money in the long run and improve the performance of your ads account.

If you want help with your Google Ads and PPC campaigns, or are looking for guidance with your overall PPC management strategy, get in touch with us today and one of our PPC consultants will be able to help you.

If you want to get a free marketing audit, you can request one here.

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