Target customers with bid adjustments

Bid adjustments increase or decrease your bid for specifically targeted customers.

For example, let's say you want to improve the odds of showing your ads to customers who are 25-34 years old. Your bid on the keyword "shoes" is $1.00. You add a 20% bid adjustment for the age group 25-34. Now, when a search user of the targeted age searches for "shoes", your bid is $1.20 and you're more likely to have a winning bid that gets your ads displayed. To learn how to apply targets and add bid adjustments, see How to target customers.

Multiple bid adjustments

If more than one of your target criterion is met and your ad is clicked, you pay for each of the bid adjustments that match (but not for those that don't match). For example, let's say you have set up the following bids and targeting:

  • Keyword bid = $3.00
  • Target location = Chicago, Bid adjustment = Bid + 20%
  • Target days = Saturday, Bid adjustment = Bid + 10%
  • Target device = Tablet, Bid adjustment = Bid - 20%

Given the above data, the potential maximum amount for your bid using the new method is as follows:


Lives in Chicago Searching on Saturday Using a tablet device Max bid
Search user #1

Multiply by 120%

1.20

Multiply by 110%

1.10


$3.00 X 1.20 X 1.10 = $3.96
Search user #2

Multiply by 110%

1.10


$3.00 X 1.10 = $3.30
Search user #3

Multiply by 120%

1.20


Multiply by 80%

0.80

$3.00 X 1.20 X 0.80 = $2.88
Search user #4 (No matches) (No matches) (No matches) $3.00

Some items to be aware of when using bid adjustments:

  • Bid adjustments are rounded down to the nearest cent.
  • Bid adjustments for devices can range, in 1% increments, from – 90% to +300% and for all other demographics from -90% to + 900%.
  • As per above, negative bid adjuments for most targets can go to -90%. However, if you are using a negative bid adjustment for mobile devices, you can go to -100%. Using -100% would effectively opt you out of displaying your ads on mobile devices.
  • When you place a bid adjustment for geographical location, day of the week, or time of day, you can use targeting to choose whether to display your ads only to target customers or to all customers. When you place a bid adjustment for age or gender, your ads are displayed to all customers, but your adjusted bid can increase the likelihood of your ad being displayed to the specified gender and age segments. In all cases, you pay the adjusted bid only when one or more of the target criterion is met and your ad is clicked.
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