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Ad Group Level Mobile Bid Adjustments in AdWords Enhanced Campaigns

Google over the next weeks’ is rolling out Ad group mobile bid adjustment in AdWords enhanced campaings.

“The ad group mobile bid adjustment may be useful for large scale campaigns and found that your optimal bids for some keywords require different mobile bid adjustments. The majority of advertisers will still see the most value in using the existing campaign level bid adjustments in enhanced campaigns,” google explains.

“Bid adjustments in AdWords enhanced campaigns let you easily vary your bids depending on the user context — like location, time, and device — all within a single campaign. By optimizing for different contexts, you can get better results with AdWords.”

manage ad group level mobile bid adjustments in AdWords enhanced campaigns

Additionally, Google also makes it easier to change “bid adjustments for several locations, dayparts and devices at the same time.” “This handy feature is available for making changes across multiple campaigns when you’re in the “All online campaigns” view, as well as when you’re editing a single campaign,” Google added.

“Say you want to set a bid adjustment of +10% for three cities that you’re targeting. Just tick the checkboxes next to each location, then click the “Set bid adjustment” button. You’ll then be able to enter the +10% adjustment and apply the changes to all of the locations you’ve selected, rather than needing to enter the adjustments one at a time,” Google explained.

If you’re managing multiple campaigns and need to replicate lots of location bid adjustments or time-based bid adjustments from one campaign to another, available on Windows and Mac OS, AdWords Editor lets you easily copy and paste settings across campaigns, then review and post your changes.

Here are some best practices for prioritizing bid adjustments across location, time and device in enhanced campaigns. It will also suggest ways to optimize these adjustments over time, especially as outcomes and business conditions change.

Stacking bid adjustments. Bid adjustments can be stacked on top of each other to optimize reach for each campaign. “For example, if you operate a store in San Francisco and know that your campaign performs well on mobile devices on every day except Sunday, then you can set bid adjustments to increase bids for mobile and San Francisco; and decrease them for Sundays,” explains Google.

Prioritizing bid adjustments. “We recommend setting your most important bid adjustment type first (location, device or time). When you’re happy with your performance, you can add the second type of bid adjustments — and eventually the third,” Google added.

Iterate. Over time, you should iterate on each of your bid adjustments to achieve desired outcomes as your results and business conditions change. Google says it’s recommend reviewing these adjustments on a regular basis to capture seasonal changes and to ensure that you are optimizing for ROI.

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