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Gender, Age Range, Device & Geo 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.
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.
Device Bid Adjustments
The Device Bid Adjustments tool is being deprecated. This is because, as of July 10th, 2023, the main report we used for Intelligent Suggestions stopped being supported in the latest version of the Google Ads API.
We recommend using the Rule engine to optimize your device bid adjustments.
To help you get started you can explore some of our pre-built 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.
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:
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.
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.
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.
Score Traffic Segments
The Score Traffic Segments helps you score segments of your audience based on how valuable they are to your business.
The tool provides you with the Analytics data that could be assessed while scoring a segment. It serves to consider other important business aspects like Customer Long Term Value or Expected Contract Value while making value adjustments.
Optimize Value Rules - VBB
The 'Optimize Value Rules - VBB' tool suggests conversion value rules that you can set up in your Google Ads account. It gives you these suggestions by using the data from the segments you scored in Score Traffic Segments.
Tools for Manual Bidding
Please note that for Manual Bidding tools, you may not see some campaigns on automated bidding in the scope, as changing bids for them is not supported by Google Ads. You can read more about this in our Blog Post.
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.
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.
This optimization looks for keywords in your Google Ads account that 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.
Find 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.