Introduction
Learn more about which bid adjustments are available for your Google Ads campaigns, depending on the bidding strategy used.
Google Ads Bid Adjustments allow you to display your ads more or less frequently depending on when, who, how and where searches are made! Basically, they will increase or decrease the bids for your keywords depending on the search. You can find out more about Bid Adjustments in this article.
Available Settings for Each Bidding Strategy
However, depending on the optimization strategy used for your campaigns, these adjustments may be overlooked. In some automatic strategies, for example, it is Google's algorithm that determines which bid should be given for each search and you, as the advertiser, end up not controlling these variations.
In the table below, we show which types of Bid Adjustments can be used in each of the strategies.
As the table shows, Bid Adjustments for Devices in the Desired ROAS, Maximize Conversions, Maximize Conversion Value and Desired Impression Share strategies are only allowed to be adjusted by -100%.
In addition, the Bid Adjustment for Devices in the Desired CPA strategy is on top of the configured CPA value.
Finally, it's worth noting that the Audience Bid Adjustment (remarketing audiences, interests, affinity, in-market) in the Desired CPA and Desired ROAS strategies work by prioritizing ad impressions for the audience with the highest bid. Thus, these adjustments work to establish a priority among your audiences, and not to interfere with bidding with percentages.
