Device Bid Adjustments - User Guide
Geetanjali Tyagi avatar
Written by Geetanjali Tyagi
Updated over a week ago

Google Ads Bid Landscape data has been discontinued for all accounts by the Google Ads API team w.e.f., July 10th,2023. Intelligent suggestions can no longer be supported and this tool is being deprecated.

You can still optimize device bid adjustments by adjusting bids manually, utilizing rule-based strategies, or exploring our instant strategies here.

On this page:

What is it?

The Device Bid Adjustment tool analyzes performance by devices to make bid adjustment recommendations, allowing the analysis for suggestions to be by either campaign or ad group level. 

Note: The tool doesn't show suggestions for bid adjustments for TV Screen as it's restricted by the API.

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 those devices that have already seen bid modifications through Optmyzr in the last 14 days.  

Strategy Settings

Bid Adjustment Level

Select the level at which you want to set bid adjustments. By default, it is set to Campaign, but you can change it to AdGroup.


  • Intelligent Suggest (deprecated): This method uses machine learning and factors in a lot of attributes (including Device Bid Landscapes information) to make a bid recommendation. Since Google Ads API deprecated the report, this option is no longer supported by Optmyzr.

  • 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 like to increase clicks, increase conversions, reduce cost/conversion, increase conversion value, or increase ROAS, you'd choose it here.

    To help you get started you can explore some of our instant strategies like -

    • Set Device Bid Adjustments to target Cost / Conv.

    • Find Expensive Devices: Save money on devices with higher Cost/Conv or those spending too much on non-converting clicks.

    • Modify Device Bid Adjustments at the ad group level: Get bid adjustment ideas to boost performance on the best-performing devices and bid more efficiently on expensive ones.

You can find more such Rule Engine Strategies here.

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, and 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 projected change in cost, change in clicks, change in Avg CPC, and which campaigns - if any - are limited by budget. These changes are based on the date range selected for analysis. 

For example, if you set the date range to analyze selected campaigns for the last 30 days, then the change in Cost, Clicks, and Avg. CPC will be on a 30-day projection. 

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.

Bid Adjustments on Automated Bidding

If you are using automated bidding strategies, then the bid adjustments will charge the target CPA for each device. For example, if your Target CPA is $10 and you have a +25% mobile adjustment, then for mobile your Target CPA will be $10 + 25% = $12.50.

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.

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