What is it?
The Audience Bid Adjustment tool analyzes 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.
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 the audiences that have seen bid modification through Optmyzr in the last 14 days.
Turbo Mode: You can enable the Turbo Mode to remove the data threshold that the optimization imposes.
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.
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.
Select the strategy you would like the tool to use to make bid recommendations. For example, if you would you like to increase clicks, increase conversions, reduce cost/conversion, increase ROAS or increase conversion value, you'd chose it here.
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.
The suggestions in the Audience Bid tool works 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 it 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.