Bid Adjustments

Bid Adjustments are not really a thing anymore since they don’t apply to automated bidding. So doing sub-locations and ad schedules for that reason doesn’t really apply anymore.

But it is sometimes a good idea to add smaller locations within larger locations if you’re wanting to collect data for that specific area and see how it’s performing. So if I’m targeting Utah County, I could add Eagle Mountain and Provo, then later compare conversion rates between those to see if we should exclude Eagle Mountain from our targeting.

Same with Ad Schedules. If there is a reason we want to see how certain days or time of days perform, you can add the ad scheduling. Automated bidding already does a good job at optimizing toward the best times of day, but it can give you some info to look at.

Bid adjustment equation:

(unique CR/avg. campaign CR) – 1

This video uses an old version of Google Ads but the content is good. To find where to do this currently, follow these instructions:

1. Click “Campaigns” on the Left
2. To find Devices, click “Insights and Reports”
   1. Click “When and where ads showed”
   2. Make sure you have selected a campaign at the top. If you have it showing the whole account, it won’t always show devices and it won’t show the bid adj editor
3. To find Audiences, Locations, and Ad Schedule, click “Audiences keywords and content”
   1. Click the thing you want to see
   2. Make sure you have selected a campaign at the top. If you have it showing the whole account, it won’t show the bid adj editor