What is it?
The Geo Bid Adjustment tool makes recommendations for bid adjustments on locations based on performance. It analyzes the performance for each location your ads show in and makes recommendations at a campaign level. Even if you're not directly targeting a location, you can analyze the performance and the tool will add it as a target, and set the bid adjustment. You can set bid adjustments at country, region, city, and zip code/pin code level.
How to use it?
Campaigns and Date Range
Scope: View suggestions for the whole account. For large accounts, you can filter campaigns by label or name.
Date Range: Choose your own date range to analyze selected campaigns. Set to Last 30 days by default.
Update bids changed in last 14 days: By default, the system doesn't calculate new bid adjustments for locations or devices whose bid adjustments were changed through Optmyzr in the last 14 days.
Bid Adjustment Level
Select the level at which you want to set bid adjustments. By default, it is set to region, but you can change it to country, city, or zip code/pin code.
You have the options to choose from on how the system makes bid recommendations. The two methods are explained below:
Intelligent Suggest: This method uses machine learning and factors in a lot of attributes (including industry vertical) to make a bid recommendation. It is the method selected by default.
Rule-Based: This method lets you build your own rules and use your own formulas to set bid adjustments. We recommend using this only if you have a clear strategy that you want to use to set your bid adjustments. For example, you can create a rule that only looks at locations that have a ROAS > 200% and Avg. Position >3 and then set bid adjustments for them. You'll also find some pre-defined strategies here, which can be tweaked by changing aggressiveness (low, medium, high).
Select the strategy you would like the tool to use to make bid recommendations. For example, if you would like to increase clicks, increase conversions, reduce cost/conversion, increase ROAS, etc, you'd chose it here. Based on the selected strategy, the tool will recommend bid increases and decreases for each campaign + location combination.
This tool uses industry data to recommend bid adjustments. This is why it is important to make sure that the industry vertical that the tool has detected for you is correct. You can change the vertical from the top right corner.
Understanding The Results
When pressing on Compute Suggestions, you'll see a first row displayed with your current state for Cost, Clicks, CPC, Conversions, CPA, Revenue, and ROAS. Right underneath you'll find four different rows for bid adjustment options. Here you can preview the variation in cost, clicks, etc, along with the percentage of change each of them would undergo.
The Bid Adj column on the far right shows how aggressively the bid recommendations are made. For example, "-15 to 15" means the suggestions won't be 15% higher - or lower - than the current bid. Click on a row to see the recommendations.
Once you select a row with recommendations, you'll see the change in cost, change in clicks, change in Avg CPC, and which campaigns - if any - are limited by budget.
In the results below, the Location Targeted column refers to whether the location is already added as a target location in the account (yes) or not (no), the Bid Adjustment % column shows the existing bid adjustment, and the Bid Adjustment New % column shows the new recommended bid adjustment.
Next to each "Bid Adjustment New %", you can find the details on how each item weighed in to generate the suggested bid adjustment.
Uploading Changes To Google Ads
After selecting the changes to be applied, click on 'Apply Bid Adjustment Changes'. You'll be asked to confirm the changes, and the new bid adjustments will be uploaded to Google Ads in real-time. Only selected changes are applied. If a location is not already added as a specific target location, it will be added as a target location and the bid adjustment will be applied to it.