- [Instructor] Bid adjustments are a way for us
to automatically increase or decrease
how much we're willing to pay
when various factors are at play.
You might want to adjust your spend,
depending on the device someone is using,
where they're located,
what time of day it is, or even using demographic data
and bid adjustments are incredibly helpful
at optimizing the performance of your campaign
especially once you get the hang of them.
Now, there are many places you can make bid adjustments.
So let's look through a few common areas.
The first step is to select the campaign
that you'll be modifying.
So also like the campaigns here on the left-hand side
and we'll drill in to our winter discount campaign.
So the first place that we can look is devices.
So towards the bottom left-hand side of the screen,
I'll select devices
and now there is a column labeled bid adjustment
and we're able to increase or decrease our bids
for each of these devices.
Let's say that we don't want to show ads
to anyone on mobile,
I can select the edit icon for the row of mobile phones,
I can choose decrease from the dropdown menu
and I can set that to 100%.
You'll see an example at the bottom
to help you understand the outcomes.
In this case, a $10 bid becomes zero,
so we should have no mobile phone traffic for this campaign.
From here, we can select locations on the left-hand menu
and you'll notice that we now have a bid adjustment
for San Francisco, California.
This is the only targeted location that we have available,
but let's say we've done some market research
that tells us that people in Santa Barbara
really love traveling to San Francisco
and they tend to opt in for more expensive hotels.
So what we might want to do is bid a little higher
for traffic coming from Santa Barbara
because we think they're more likely to convert
and our hotel is more their style.
So what we can do is add a new location,
I'll select the edit icon and we'll enter in Santa Barbara.
I'll simply select the county, I'll choose target
and then I'll select save.
Now, we can see the location has been added,
I'll select the pencil icon
next to the Santa Barbara location
in the bid adjustment column
and we can increase that by say 25%
and then I'll choose save.
Now, this can also go both ways.
Let's say that after running the campaigns,
we find out that people from Santa Barbara
are not actually booking the hotel very often.
I could come back and adjust that bid adjustment
and choose to say decrease it by 25%.
Now, another great area that you can modify your bids
is through ad scheduling.
So here on the left-hand side, I'll choose ad schedule.
It's here that we can create a custom ad schedule.
Now, right now, our ads are eligible to show all the time,
but let's say that we have a solution for insomnia,
and we want to target people during the day,
but at night we know they're much more likely to convert
because they're suffering from the effects right then.
So what we'll need to do is add a new ad schedule.
I'll select the edit icon
towards the bottom left of the screen,
and we can select all days
and then we'll set a start time of 10:00 p.m
and we are in the 24-hour clock here
and we can choose our end time
to just a little before midnight and then I'll select save.
So now I can select all of these times, choose edit
and select change bid adjustments from the dropdown menu
and then we can increase those bids by say, 100%.
Once I choose apply,
it will now be effective for all of those days and time.
Now, in this case, we're now not running our ads
for this remaining period of time.
So we need to go back and include a time block
that allows the ad to run from 12:00 a.m until 10:00 p.m
and then we would not set a bid adjustment for that one.
Hopefully you're beginning to think
about how you can use bid adjustments
to get a leg up on your competition,
save money, or even do creative advertising.