Bid adjustment

On manual and some automated strategies, adjustments let one campaign pay more where results are better and less where they are worse, without splitting the campaign.

With Smart Bidding most of them stop working, because Google sets each bid from many signals at once. Two still apply: a minus 100% device adjustment, which excludes the device, and on Target CPA a device adjustment, which changes the target for that device.

1. Open a campaign and look at Devices, Locations, Ad schedule or Audiences.
2. The Bid adj. column shows the percentage on each line.
3. Check the campaign's bid strategy to know whether adjustments apply.
4. Segment results by the same dimension to see whether an adjustment is justified.

On manual CPC, desktop costs twice as much per conversion as mobile in one campaign. A minus 20% desktop adjustment lowers those bids, and the gap is checked again a month later.

• Setting adjustments on a Smart Bidding campaign and expecting them to work.
• Stacking several large adjustments that multiply into extreme bids.
• Adjusting on a handful of conversions.

The audit checks Oppy runs on this, each with its own page.

• A device paying much more per conversion than the rest of its campaign
• A day of the week costing much more than the rest
• Hours of the day that take money and return nothing

• Bid: The most you are willing to pay for a click, or the target a Smart Bidding strategy aims at.
• Smart Bidding: Google's automated bid strategies that set a bid for each auction toward conversions or conversion value.
• Ad schedule: The days and hours a campaign may show.