What is It?
The Audience Bid Adjustment tool analyzes your Google Ads account performance to make bid adjustment recommendations based on targeted audiences, where the analysis can be done at either ad group or campaign level. It displays the bid adjustment options and the details of how the metrics would vary with each adjustment option.
Why Use It?
The tool lets you:
Analyze audience performance at both campaign and ad group levels to identify optimization opportunities.
Receive data-driven bid adjustment recommendations using machine learning or your own custom rules.
Preview the impact of different bid adjustment scenarios on key metrics like cost, clicks, CPC, and conversions before applying changes.
The tool helps you make smarter, data-driven bidding decisions by combining performance insights with flexible recommendation methods. It ensures that your audience targeting remains optimized, aligned with your goals, and easy to manage at scale.
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 the last 14 days: By default, the system doesn't calculate new bid adjustments for the audiences that have seen bid modifications through Optmyzr in the last 14 days.
Turbo Mode: You can enable the Turbo Mode to remove the data threshold that the optimization imposes.
Strategy Settings
Bid Adjustment Level
Select the level at which you want to set bid adjustments. By default, it is set to AdGroup, but you can change it to Campaign.
Method
You have the options to choose from on how the system makes bid recommendations. The two methods are explained below:
Intelligent Suggest: This method is selected by default. It uses machine learning to make bid recommendations, and factors in a lot of attributes (including industry vertical).
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.
Goal
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 or increase conversion value, you'd chose it here.
Detected Vertical
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, Avg CPC, Conversions, Cost / Conv, Conv Value, Cost / Conv Value. 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 Change 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 Bid Adjustment % column shows the existing bid adjustment, and the Bid Adjustment New % column shows the new recommended bid adjustment.
Targeting
The suggestions in the Audience Bid tool work on both targeted and observed audiences. The results will display which type of setting is defined for each campaign/ad group in the Targeting column.
Keep in mind that the “Targeting” setting narrows your ad group to specific audiences, whereas with the “Observation” setting, the reach of your campaign or ad group isn’t affected. These settings are defined in your Google Ads account; you can read more about them here.
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.
Use Cases
1. Improve Performance for High-Value Audiences
Problem: You notice that certain audience segments are driving more conversions, but you are not sure how much to increase bids without overspending or hurting overall efficiency.
Solution: With the Audience Bid Adjustment tool, you can analyze performance at the ad group or campaign level and use "Intelligent Suggest" to generate data-backed bid recommendations. The tool shows how metrics like conversions and cost/conv will change with each adjustment option, helping you make informed decisions.
2. Test Bid Strategies Without Risk
Problem: You want to experiment with different bid adjustments, but you are unsure how those changes will impact key metrics like clicks, CPC, or conversions.
Solution: The tool provides multiple bid adjustment scenarios with projected changes in performance metrics. You can review variations in cost, clicks, and conversions before applying any changes, ensuring a low-risk testing approach.
3. Customize Bidding with Your Own Strategy
Problem: Your account follows a specific bidding logic, but default machine learning recommendations do not fully align with your strategy.
Solution: Using the Rule-Based method, you can define your own formulas and rules for bid adjustments. This allows you to tailor recommendations based on your unique performance goals and business logic.
Demo Video