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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.
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
Analyze performance by devices to get bid adjustment recommendations, allowing the analysis for suggestions to be by either campaign or ad group level.
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.
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.
The Segment Scorer 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
The 'Optimize Value Rules' 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 Segment Scorer.
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 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.
Reduce Bids - 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.