Google Ads Bid Adjustments - How To Use Bid Modifiers Effectively In A Smart Bidding World

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Understand how smart bidding works in Google Ads and how you can still control your bids using modifiers for devices, locations, and more.

Mastering Google Ads Bid Adjustments: Devices, Locations & More

This video walks you through how to fine-tune your Google Ads bids—even when using automated strategies like Smart Bidding.

Here’s the big picture:

Google Ads operates like an auction. You bid to have your ads shown when people search online. In the past, you’d set these bids manually. Now, with Smart Bidding, Google uses machine learning to automatically adjust your bids in real time, helping you hit goals like driving more conversions or increasing sales value.

But here’s the good news: even with Smart Bidding, you still have some control through Google Ads bid adjustments.

What Are Bid Adjustments?

Bid adjustments are manual tweaks that let you raise or lower your bids based on specific criteria, giving you an edge even with automation. Some of the most useful types include:

• Google Ads device bid adjustments

Not all devices perform equally. You can increase or decrease bids depending on whether users are on mobile, desktop, or tablets. For example, if mobile users convert better, you might want to raise your bid just for those devices.

• Google Ads location bid adjustment

Performance can vary by region. Maybe your ads perform better in New York than in Chicago. With a bid adjustment by location, you can increase your bids in high-performing cities or exclude low-performing ones altogether.

• Time-based adjustments

Modify bids based on days of the week or hours of the day when your audience is more active.

Using both Smart Bidding and bid adjustments for location or device can boost your campaign’s effectiveness—if done right.

Limitations to Keep in Mind

Not all Smart Bidding strategies support bid adjustments. For example, strategies like "Maximise Clicks" offer more flexibility with bid modifiers, while others may restrict how much control you have.

Workarounds & Best Practices

If you find that Smart Bidding doesn’t allow the location bid adjustment in Google Ads or other modifiers, here are some pro tips:

• Choose the right bidding strategy that gives you more flexibility with adjustments.
• Use negative bid adjustments (up to -100%) to completely exclude poorly performing devices.
• Create separate campaigns for different locations or devices to gain more control over budgeting and performance.
• Use demographic and location exclusions to avoid wasting spend.
• Try value-based bidding to prioritise high-value customers.
• Monitor performance across devices and locations using tools like Adpulse to know when to increase or decrease your bids.

Free Resources

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👉The Ultimate Google Ads Keyword - https://offer.sfdigital.co.uk/keyword-planner

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Видео Google Ads Bid Adjustments - How To Use Bid Modifiers Effectively In A Smart Bidding World канала SF Digital Studios