Gender, Age Range & Device Bid Adjustments

Geo Bid Adjustments

Get recommendations for bid adjustments on locations based on performance. This tool analyzes the performance for each location your ads show in and makes recommendations at a campaign level. You can set bid adjustments at country, region, city, and zip code/pin code level.

You can access the tool here and the detailed user guide here.

Audience Bid Adjustments

Analyze performance to get bid adjustment recommendations based on targeted audiences, at either ad group or campaign level. This tool displays the bid adjustment options and the details of how the metrics would vary with each adjustment option.

You can access the tool here and the detailed user guide here.

Device Bid Adjustments

Analyze performance by devices to get bid adjustment recommendations, allowing the analysis for suggestions to be by either campaign or ad group level.

You can access the tool here and the detailed user guide here.

Using Rule Engine to make Bid Adjustments

The Rule Engine lets you create custom optimizations that can make bulk changes to your Google Ads, Amazon Ads, and Microsoft Ads accounts. The suggestions can be reviewed and applied immediately, and the process can also be automated by running the strategies on a schedule. The following scopes are available for bid adjustments:

  • Device Bid Adjustments in Rule Engine (Campaign Level) (User Guide)

  • Gender, Age Range & Device Bid Adjustments in Rule Engine (Ad Group Level) (Use Guide)

Tools for Automated Bidding

Optimize Target ROAS

This optimization was created using the Rule Engine. As automated bidding doesn't allow any external modification, the way to optimize the campaign's performance is by modifying the target Return on Ad Spend (ROAS) values at the ad group level.

You can access the tool here and the detailed user guide here.

Optimize Target CPA

This optimization was created using the Rule Engine. As automated bidding doesn't allow any external modification, the way to optimize the campaign's performance is by modifying the target Cost-per-Acquisition (CPA) values at the ad group level.

You can access the tool here and the detailed user guide here.

Optimizing converting ad groups that are losing impression share due to low ad rank, allows Google Ads to set a better bid at the time of auction.

Tools for Manual Bidding

Hour of Week Bid Adjustments

The Hour of the Week Bidder recommends time-based bid adjustments based on the performance of KPIs. Unlike Google Ads where you have to create time slots first, and then set bid adjustments one by one, this optimization recommends and lets you set bid adjustments with a single click. You can also create custom time slots to analyze performance and create ad schedules.

You can access the tool here and the detailed user guide here.

First Page Bridger

This optimization analyzes the performance data for each keyword and gathers the ones with a high Quality Score but with a bid that's slightly below the first-page bid (up to 20% lower). It'll then display the list of keywords that would have the largest impact through a minimum bid increase.

You can access the tool here and the detailed user guide here.

Conversion Grabber

This optimization looks for keywords in your Google Ads account which have had conversions, but which are currently losing impression share due to ad rank. It'll then recommend selective bid increases for the keywords that would have the most positive impact on conversions.

You can access the tool here and the detailed user guide here.

Reduce Bids for Expensive Keywords

This optimization was created using the Rule Engine to help you find expensive keywords and reduce their bids. The keywords suggested are ones with a higher CPA than a keyword would typically have in the campaign, or keywords without conversions but which have still undergone more clicks than normally required to get at least 1 conversion.

You can access the tool here and the detailed user guide here.

Did this answer your question?