AdWords is an online advertising tool that helps businesses connect with their customers. AdWords shows you how many people see your ads, what % of them click to visit your website, how many clicks to call you, and actual sales your website is generating as a direct result of your ads. Try tweaking your ads, try new keywords, or pause your campaign and restart it whenever you’d like. The Google Network = Search and Display. Adwords can appear on Google sites, partner sites, and mobile phone apps.

  1. Text ads – Most common Search ad that includes a descriptive headline, website URL, and descriptive text like a call-to-action. Show: Search Network, Google Display Network.
  2. Ads with extensions – Provide additional information to your text with your business’s address or phone number; Show: Search Network, Google Display Network.
  3. Shopping ads – Shopping ads contain the product, image, and pricing information so users get a strong sense of the product you’re selling before they click your ad. Best for a large inventory of products. Show: Search Network.
  4. Image ads – Image ads capture people’s attention as they browse websites in the Google Display Network. Show: Search Network, Display Network, (*Image ads show on search partner networks, but not the Google Search Network).
  5. Video ads – Video ads are just what they sound like – a standalone video ad or a video ad that runs inside another streaming video. Search Network, Display Network, and Show on: Search partner networks, but not the Google Search Network.
  6. App promotion ads – Send your customers to an app store to download your app, or include a deep link directly into your app. Show: Search Network, Display Network
  7. Call-only ads – Call-only Allow your customers to call your business directly by clicking on your ad. They’re useful for driving phone calls to your business from devices that can make calls. Show: Search Network
  8. Rich media ads – Engaging ad formats that often include animation or other types of motion. Can show: Display NeTWORK. About the Google Search Network  


Text Ads:

  1. Headline – People are most likely to notice your headline text. Include one of your keywords in the headline to make the ad even more relevant to the customer’s search.
  2. Display URL – shows your website address. It gives people an idea of where they’ll go when they click your ad.
  3. Description – Use the description to highlight details about your product or service. On mobile, AdWords optimizes your ad to show the highest performing text.



Ad extensions


Ad extensions show additional information about your business by “extending” your text ads and increasing their relevance. They boost an ad’s visibility, which can lead to better clickthrough rates. sitelinks, call, and location extensions to enhance its ads. The more information they include in the ad, the more reason they give a consumer to click.


Sitelinks: Give customers quick access to multiple pages of your website.

Call extensions: Let people click a button to call you.

Seller ratings: Showcase customers’ reviews and ratings of their experience with your business.

App extensions: Display a link below your ad text that sends people to the app store or starts downloading your app.


Create a campaign specifically for mobile app installs where users can download your app right from the ad.

Campaign types and subtypes


With AdWords, you can choose different campaign types to help you achieve your business goals. Once you have decided on a type, you can choose a more specific subtype. Check out the benefits of each below:



  • Campaign type — determines factors such as where your ads can show to customers on Google’s advertising networks.
  • Campaign subtype — determines which options are available, such as the types of ads you can design.



  1. Search Network: your ads can appear throughout the Google Search Network’s sites. AdWords uses keywords to display your ads when people search for related terms. This campaign type is useful for advertisers who want to connect with customers at the very moment they’re searching for related products or services.
  2. Display Network only campaign: ads can appear throughout the Google Display Network. This campaign type works by matching your ads to related websites and other placements, like YouTube and mobile apps. This campaign type is useful for advertisers who want to generate awareness of their business and target audiences with specific interests.
  3. Search Network with Display Select: show your ads on the search results page of the Google Search Network and relevant placements on the Display Network. With this option, your budget is shared across both networks. This type allows you to reach people in more places who are seeking services like yours, Google Search or on a relevant website.
  4. Video campaign: video ads on YouTube and on sites across the Google Display Network. Lets you reach people near your restaurant visiting food-related websites, such as blogs about specific cuisines or websites that provide restaurant reviews.
  5. With a Shopping campaign type, you might see your ads across the web in Google Shopping (next to search results and separate from text ads). They could also show up on Google Search partner websites, like YouTube. This campaign type is useful for retailers who want to promote their online and local inventory, boost traffic to their website or local store, and find better qualified leads.
  6. Universal App campaign type, you can easily promote your app across Search, Display, and YouTube. Your ads and bids are automatically adjusted to get the most downloads for your app. All you need to do is provide some text, a starting bid and budget, and include the languages and geographic locations for your ads. Our system will then test different combinations and show the best-performing ads more often.



  1. Standard subtype campaigns: use basic location and language targeting, bidding and budget settings, and common ad extensions. Standard is recommended.
  2. All features campaign subtype: ad scheduling, location, and ad delivery methods. For example, you could schedule your ads to show only when your store is open. All features is recommended for more experienced advertisers.


Use Display ads for promoting new blogs

About AdWords campaign types


Adwords components


  • Account – associated with a unique email address, password, and billing information.


  1. Campaign – has its own budget and settings that determine where your ads appear.
  2. Ad group – a set of similar ads as well as keywords, (the words and phrases that trigger your ads to show up).


Targeting Your Ads to Appear on the Search Network

  1. Keywords: are words or phrases that are relevant to your product or service.
  2. Location and language: Location targeting can help focus your advertising on the areas where you’ll find the right prospective customers, and restrict it in areas where you won’t. Restrict your ads to a country, individual region, a specific city, or a radius around a location. Language targeting shows your ads to customers who speak a particular language, based on  Google interface language settings.
  3. Device Targeting on the search network: Show your ads to the right people across all devices, based on their specific location, time of day, and device type.
  4. Audience targeting on the search network: Show your ads to people who have previously visited your site by using remarketing lists for search ads (RLSA). You can also target based on household income.


Targeting Your Ads to appear on the Display Network

  1. Audience targeting is based on ‘Who’ your audience is and therefore allows you to reach specific groups of people.
    1. Audiences: Depending on your advertising goals, you can choose the audience that best matches your prospective customers. To drive brand awareness, use affinity audiences to reach TV-like audiences on a broad scale.
    2. Interest categories: Show ads to people with specific interests, regardless of whether or not your ad correlates with the particular topic of the page they’re currently on, or the app they’re using.
    3. Remarketing: Reach people who’ve previously visited your website while they visit other sites on the Display Network.
    4. Demographics: Reach people based on age, gender, and parental-status demographic groups that you choose.
  2. Contextual targeting is based on ‘Where’ your audience is and will match your ads to sites or pages (also known as automatic placements) based on the keywords or topics you’ve chosen. Here’s how:
    1. Keywords: Choose words or phrases related to your product or service so Google can automatically target your ads to websites that your customers visit on the Display Network. When your keyword matches a webpage’s concepts or central theme, your ad is eligible to appear on that webpage.
    2. Topics: Similar to keywords, place your ads on website pages about the topics that you choose. Instead of developing a list of keywords, you choose categories of information.
    3. Managed placements: Choose where you’d like your ads to appear based on websites your customers visit on the Display Network. Google will only look at chosen sites (managed placements) when searching for relevant places to display your ads.
  3. Location and language targeting – Just like the Search Network, you can choose language and geographic locations such as a country, region, or city where your customers are located.
  4. Device targeting – Just like the Search Network, show your ads to the right people across all devices, based on their specific location, time of day, and device type.


Targeting your ads


Help Customers Find you by thinking like a customer, organizing by theme, knowing when to use specific vs general keywords, using negative keywords, and using the keyword planner or display planner.



You can use match types to control which variations of your keywords cause your ad to show to potential customers.

  1. Broad match
    1. Ad triggers: Keywords and close variations (synonyms, misspellings, etc.)
    2. Benefit: Shows ads most broadly with least amount of setup; Spend less time building keyword lists: You don’t have to think of every possible keyword variation — our system does the work for you. 20 percent of the searches Google receives each day are ones we haven’t seen in at least 90 days. This unpredictable search behavior can make it nearly impossible for you to create a keyword list using only exact match that covers all possible relevant searches. Spend your money on keywords that work: If your ad receives no clicks on a particular keyword variation, our system will quickly stop showing your ads for that and similar search terms. This prevents you from accruing click charges for keyword variations that aren’t working and helps you focus on the keywords that work.
    3. Do this: Do nothing – this is the default for all searches
    4. Cons: broad match keywords may contribute to a low Quality Score if your keywords appear relevant for too many search terms.
  2. Broad match modifier
    1. Ad triggers: Same as Broad match but excludes synonyms
    2. Benefit: More targeted, can increase clicks and conversions
    3. Do this: Add plus sign ( + ) before terms
  3. Phrase match
    1. Ad triggers: Exact phrase and close variations
    2. Benefit: More targeted; Clickthrough rate (CTR) with exact and phrase match because your ads include the exact terms your customers are searching on.
    3. Do this: Add quotes (“ ”) around term
  4. Exact keywords and close variations
    1. Benefit: Narrows ad’s potential audience the most
    2. Action: Add brackets ([ ]) around term
  5. Negative Keywords
    1. Benefit: Prevents ad from showing on unrelated searches or websites
    2. Action: Add minus sign ( – ) before terms that should never trigger ads
    3. Ad triggers: Searches and site visits that exclude keywords


About keyword matching options

  1. The AdWords auction: Each time an AdWords ad is eligible to appear, it enters the auction to determine whether or not it will actually show, the position in which it will appear on the page, and how much the advertiser will pay. The most you’ll pay is what’s minimally required to hold your ad position and any ad formats shown with your ad, such as sitelinks. The auction ensures advertisers get the most value by ensuring consumers see ads that are most relevant to them.\
  2. Quality Score: The 1-10 Quality Score reported for each keyword in your account is an estimate of the quality of your ads and associated landing pages. A landing page is the first page a user lands on after clicking your ad. A high Quality Score means that our systems think your ad and landing page are relevant and useful.
  3. Ad Rank: value that’s used to determine your ad position and whether your ads will show at all. Ads with the highest Ad Rank get the most desirable placements on the page.; Bid + Format Impact + Quality = Ad Rank; Raise your bid, enable ad extensions, or refine your keyword list to better match your ads. Your Ad Rank is a score that’s based on your bid, auction-time measurements of expected CTR, ad relevance, landing page experience, and the expected impact of extensions and other ad formats.

To improve your ad position, you can:

  • increase your bid
  • improve the quality of your ads
  • Improve the quality of your computer and mobile landing page experience


Understanding ad position and Ad Rank


Media Cost Models


    1. I want to raise brand awareness: CPM: Pay every time the publisher serves your ad: Cost per thousand impressions.
    2. I want to drive traffic to my site/increase sales: CPC: Pay each time someone clicks on your ad, regardless of what happens after the click.


  • I want to increase sales: CPA: Pay only if a user sees an ad on the publisher’s site and later makes a purchase or completes some other desired action on your website. Publishers take on more risk when using the CPA model, since there’s no guarantee that someone will click the ad; Pricier but higher returns. To use CPA bidding, you’ll need to either set up conversion tracking, cross-account conversion tracking, or be importing data from Google Analytics. You’ll also need to turn on Conversion Optimizer. Conversion Optimizer uses historical information about your campaign, and automatically finds the optimal equivalent CPC bid for your ad each time it’s eligible to appear.


  1. I want to raise brand awareness but only pay for impressions measured as viewable: vCPM: Pay every time your ad is displayed on screen. The “v” means the ad is viewable, which is defined as 50% of the ad being shown on the screen for over one second.
  2. I want to increase video views: CPV: Pay for people watching or interacting with your video ad, like clicking on a call-to-action overlay or companion banner ad.This is the default option for video ads.


  1. Search terms report – lists the searches and terms that triggered your ad and drove traffic to your website. Add terms from this list to your keyword list.
  2. Where your users were (user locations) report – shows only your customers’ physical locations (regardless of any locations they may have shown interest in). If customers in a certain region are gravitating to you, update your campaign to directly target them.
  3. What triggered your ad (geographic) report – shows your customers’ physical locations and locations they had shown interest in through searches or content they had viewed. If customers interested in certain locations are finding you, update your campaign to directly offer something they’re looking for.
  4. Landing page experience report – estimates the quality of your landing page — which is part of your AdWords quality score and strengthens or weakens your ad position. If you have a weak landing page, a link is provided with tips to make it better.
  5. Paid and organic report – shows how people got to you through Google’s free organic search results vs. your paid AdWords ads. Learn the ways customers are looking for products and services like yours and update your own keyword list to directly target them.
  6. Overall AdWords performance: Sign in to your AdWords account, Click the Campaigns tab, Click the Dimensions tab, and Click the View button to select the time period that you’d like to use to organize your statistics. Once your statistics table looks the way you want, just click the download button to download it as a report.
  7. campaign performance data: Sign in to your AdWords account, Click the Campaigns tab, Click the name of the campaign that interests you to see how its ad groups are performing. To view specific campaigns for your report, click the Filter button to set up a campaign filter. Once your statistics table looks the way you want, just click the download button to download it as a report.
  8. Ad group performance data: Sign in to your AdWords account, Click the Campaigns tab, and Pick the ad groups that interest you. To include all the ad groups from a specific campaign, click the campaign name in the table. You’ll be taken to the “Ad groups” tab for that campaign. To include all the ad groups in your account, click the Ad groups tab while viewing “All campaigns.” To include specific ad groups from different campaigns, first click the Ad groups tab while viewing “All campaigns.” Then click the Filter button to set up an ad group filter. Ad group details reports provide a way to see which features and settings are enabled in each of your ad groups. View ad group details reports: Sign in to your AdWords account, Click the Campaigns tab, and Click the Dimensions subtab. Campaign details reports provide a way to see which features and settings are enabled in each of your campaigns. Here’s how to view campaign details reports: AdWords account, click Campaigns tab, and Click the Dimensions subtab, finally From the “View” drop-down, choose Campaign details.



    1. Clicks = how many clicks your ad has received.
    2. Impressions = how often your ad was shown on a search result page or site on the Google Network.


  • Website Visits = Clickthrough rate (CTR) = the percentage of people who could see your ad and clicked on it.


  1. Conversions = how many people clicked from your ad to your site and did something you valued, such as a purchase, sign-up, phone call, or download.
  2. Cost per conversion = how much each ad conversion cost you (cost per acquisition or CPA).
  3. Conversion rate = how many conversions on your site resulted from an ad click. Example: 50 conversions from 1000 clicks, 50 ÷ 1000 = 5% conversion rate.


ROI is calculated with this formula: (Revenue-Cost)/Cost. If your ad resulted in $1200 of sales for a product that cost $600 to make, and your advertising cost was $200, then your ROI is [$1200 – ($600 + $200)] / ($600 + $200) = 50% ROI.

Sales = Conversions; Conversion rate; Cost per acquisition

Connect your goals to data



Increase mobile bids for ad groups with strong mobile conversion rates. You can create a draft of your campaign and set different mobile bid adjustments for those ad groups — without impacting your campaign.


About drafts and experiments


Antoine calculated Fiona’s return on investment for a month’s period by subtracting her overall costs from the number of conversions (or revenue driven by her campaign) and dividing that number by her overall costs: (US$9500 – US$8000) / US$8000 = .18 or a 18% return on investment.

To improve Fiona’s ROI, Antoine takes a closer look at which keywords are resulting in the highest cost-per-conversion and lowers the bids for those that aren’t meeting her goals. Then, Antoine uses data from the Search terms report to identify keywords that are highly relevant to Fiona’s products and adds them to the campaign. Antoine also makes some changes to Fiona’s ads, including a clear call-to-action to drive purchases and changing the landing page so it’s more relevant to people who are ready to make a purchase.


Advanced Search Advertising

  • oogle Shopping (in select countries)
  • Google Search, next to search results and separate from text ads
  • Google Search Partner websites, including YouTube and Image Search in some countries (if your campaign is set to include search partners)

Your Shopping ads can appear at the same time as text ads, because we want to give shoppers access to the full variety of products that match their search. This means that shoppers can find the best match before clicking through to make a purchase, which might help you close the sale.


If you sell ballet slippers and have a text ad for ballet equipment and a Shopping ad for ballet shoes, a customer could see both of your ads on the same Google Search results page.

Availability by country

  1. Shopping ads can appear on Google Shopping, Google Search, and some Google Search Partners in these countries: Australia, Austria, Belgium, Brazil, Canada, the Czech Republic, Denmark, France, Germany, Italy, Japan, Mexico, Norway, Poland, the Netherlands, Russia, Spain, Sweden, Switzerland, Turkey, the UK, and the US. Shopping ads only appear on Google Search and some Google Search Partners in India. Shopping ads are in beta for Argentina, Chile, Colombia, Ireland, Malaysia, New Zealand, Philippines, Portugal, Singapore, South Africa, and United Arab Emirates.
  2. Dynamic Search Ads: Instead of keywords, Dynamic Search Ads use content from your website to target your ads to searches. To do so, we use Google’s organic search index of your website to determine which searches might be relevant to your products and services. Dynamic Search Ads can have longer headlines than other search ads, which improves their visibility. Choose which landing pages to scan. You can choose whether your entire website or just specific pages are used to target your ads. The default way to set up Dynamic Search Ads is to use category targets generated from your website. These customized categories, based on the content and structure of your site, will help you reach groups of people who are most relevant for your business goals. Dynamic Search Ads Here are some of the benefits of using Dynamic Search Ads: Save time. No more mapping keywords, bids, and ad text to each product on your website; Frequent, automatic updates to your ads. When you make changes to pages in our index, we’ll crawl your website again to help ensure that your ads are as up to date as possible; Show relevant, dynamically generated headlines with your ads. When a customer’s search is relevant to your product or service, we’ll dynamically generate an ad with a headline that includes words from that customer’s search phrase and the landing page in the ad.
  • Control your campaign. You can show ads based on your entire website, or specific categories or pages. Or, prevent your ads from showing for products that are temporarily out-of-stock; Capture additional traffic. Dynamic Search Ads can help you gain additional traffic and sales by promoting your business to more customers than you can reach with a keyword-targeted campaign.


Campaign types and ad formats

The ad formats available to you depend on your campaign type (Search Network only, Display Network only, Search Network with Display Select) and campaign sub-type (for example, Standard or All features). Learn more about the different campaign types available.

Mobile ads and campaigns

Some campaigns types only show ads on mobile, such as app promotion campaigns and call-only campaigns. To see how these ads appear to customers on the go, learn more about the different types of mobile ads

Here you can see which ad formats are available with each campaign type.

Campaign type Text ad Image ad App promotion ad Shopping ad Dynamic Search Ad Video ad Call-only ad
Search Network with Display Select – Standard
Search Network with Display Select – All features
Search Network only – Call-only
Search Network only – Mobile app installs
Search Network only – Standard
Search Network only – All features
Search Network only – Dynamic search ads
Display Network only – All features
Display Network only – Marketing objectives > Install your mobile app
Display Network only – Marketing objectives > Buy on your website

Keep in mind

If you select “Search Network with Display Select – All features” or any of the “Display Network only” campaign types, you’ll have access to the Ad gallery, an ad-creation tool. However, the actual ad formats available to you in the Ad gallery depend on the specific campaign type you select. Learn more about the Ad gallery.


Mobile Ads

Where mobile ads can appear

On mobile phones or tablets

Within apps on mobile phones or tablets

  • Text ads
  • Image ads
  • App promotion ads
  • Image app promotion ads
  • Video app promotion ads
  • TrueView for app promotion ads

Call-only ads show only on devices that can make calls

Mobile image ads requirements

To create image ads, your campaign must be opted into the Display Network, either as “Display Network only” or “Search Network with Display Select”. If you’re using 3rd party ad serving to create ads, make sure to use the accepted sizes for images and follow the requirements:

  • Mobile phone: 320 x 50, 300 x 250, 336 x 280 Interstitial
  • Tablet: 300 x 250, 728 x 90, 468 x 60, 336 x 280 Interstitial

Best practices

Read the Google Best Practices guide about growing your business with mobile ads. Topics include:

  • Mobile ad creatives and extensions in AdWords
  • Measuring the value of mobile ads
  • Mobile advertising without mobile-optimized sites

Create Effective Mobile Ads: Google Best Practices

Mobile devices

Mobile devices are products people use while they’re on the go. New mobile devices are constantly being released, so we don’t have a comprehensive list of all of them. However, here are a few common types:

Mobile phones

“Mobile phones” usually refers to smartphones that have a screen smaller than 7 inches. Keep in mind that in AdWords, mobile phones are sometimes to as “mobile devices” or “mobile devices with full browsers.”


Tablets resemble both mobile phones and computer in many ways. But unlike mobile phones, tablets typically have a screen that’s 7 inches or larger. And unlike computers, tablets have touch screens. Keep in mind that in AdWords, “Mobile devices” is sometimes used to refer to mobile phones and tablets.


Wearables—like smartwatches—are devices that people can use to connect to the internet on the go but are typically smaller than mobile phones. At this time, AdWords doesn’t show ads on devices that don’t have a screen.

Types of mobile ads

Customize ads with real-time updates: Tailored messaging: Ads are hyper-specialized to each search or webpage being viewed.

  • Time-sensitive calls to action: The COUNTDOWN function can say that time’s running out to take advantage of a promotion.
  • Scalability: Customizers let a single text ad have hundreds of variations, and show the most relevant variation to each potential customer.
  • Reporting: The automatic updates that happen when an ad is triggered don’t reset the ad’s performance data.

Manual Extensions: Apps, Calls, Locations, Reviews, Sitelinks, Callouts

Automated Extensions: Consumer Ratings, Previous Visits, Seller Ratings, Dynamic sitelink extensions, Dynamic structured snippets,


Customizers fill in your ad text using ad customizer data that you upload, the COUNTDOWN function, or both.

  • Ad customizer data: This is a data set you upload to AdWords in a spreadsheet file. Customizers reference the name of this data set, as well as an attribute it includes. For example, the customizer {=Discounts.PercentOff} references a data set named “Discounts,” and one of its attributes, named “PercentOff.”
  • The COUNTDOWN function: Customizers with a COUNTDOWN function include arguments, or directions, for that function within parentheses (like this). The customizer {=COUNTDOWN(Discounts.CountdownDate,’fr’)}, for example, includes a COUNTDOWN function with 2 arguments.
    • The first argument (Discounts.CountdownDate) tells the customizer what date and time to count down to, which is specified in a file named “Discounts.”
    • The second argument (“fr“) tells the customizer to display that time in a particular language (French).

Customizer data can include anything you like

Customizers work like the keyword insertion feature, which uses the {keyword:default text} parameter to put the keyword used for targeting into your ad text. Ad customizers can insert any type of text at all.

  • Are you running a sale? Customizers can display certain discounts with certain products, for sales that change periodically, or that are limited to a specific time period.
  • Are you managing a large inventory? Customizers can use brand-related keywords to display specific details about the product someone’s looking for.
  • Do you sell your products in multiple cities and regions? Customizers can use someone’s physical location (or the location they’re interested in) to show location-specific pricing, product availability, or calls to action.

When you use customizers well, they give people confidence that you have what they’re looking for, as well as an incentive to buy it from you.

Enhancements: A product must have at least 3 reviews in order for product ratings to be eligible to show on “Special offers” with Merchant Promotions, Product Ratings, and Trusted Stories.


How to check your landing page experience

Choose the AdWords experience you’re using. Learn more.

  1. Sign in to your Adwords account.
  2. Go to your Keywords tab.
  3. In your Keywords tab, place your cursor over the speech bubble next to the status of any keyword. You’ll see one of three rankings: above average, average, or below average.

Your Quality Score includes a measure of your landing page experience, so you can get a sense of how well you’re doing by checking your Quality Score as well.

What happens after I make improvements?

The AdWords system visits and evaluates landing pages and websites on a regular basis. If you make significant changes to improve your landing page experience, you may see higher ad quality (and higher Ad Rank) over time. You might not see an immediate impact, but you may see results within days or weeks.

decrease your landing page loading time and mobile-friendly

ite policies refer to the advertising policies that must be followed on your landing pages and website in order to advertise on AdWords.


How similar keywords match

Using Google tools to help you decide CPC bids


  • Bid Simulator runs “what-if” scenarios like, “How many more impressions would I have gotten if my bid had been $0.10 higher last week?”
  • Keyword Planner shows you how often some keywords get searched, and gives you cost estimates at a glance.
  • First-page bid estimates helps you see how much you may need to bid to put your ad on the first page of Google search results.


How is ECPC different from Target CPA?

Both ECPC and Target CPA work to get you more conversions. Target CPA needs no max. CPC, though it does require you to set a target CPA. Target CPA gives you the very best chance to improve your results, but ECPC provides a level of control and comfort that some people prefer.

Both ECPC and Target CPA

Use conversion tracking or Google Analytics data from your account. Predict a conversion rate for each auction. Adjust your bids to help you win the most promising clicks.


  • ECPC


  • Works with all your campaign settings and max CPC bids
  • Can raise your max CPC bids by up to 30 percent
  • Works with third-party bidding systems

2. Target CPA


  • Is based on a target CPA you set
  • Has full freedom to set your CPC bid for each auction
  • May not work with some API-based bid management solutions


The Include in “Conversions” setting lets you decide whether or not to include individual conversion actions in your “Conversions” reporting column. The data in this column is used by bid strategies like target CPA, target ROAS, and ECPC, so your bid strategy will only optimize based on the conversions that you’ve chosen to include. The Include cross-device conversions setting lets you include cross-device conversions in your “Conversions” column and in your conversion-based bid strategies.

Types of Bid Adjustments

  1. Device: show your ad more or less frequently for searches that occur on specific devices: computers, tablets, or mobile devices; Where you can use them: Campaigns, Ad groups. If you’ve set a device bid adjustment for a campaign and an ad group within that campaign, the ad group bid adjustment will be used to determine your bid; Range: -90% to +900%; To opt out of showing ads on a certain device, decrease your bid by 100% for that device. If you’ve decreased a campaign’s bid by 100% for a particular device, then the ad group-level adjustment for the same device won’t be used.
  2. Location: show your ad more or less frequently to customers in certain countries, cities, or other geographic areas. You can also use location extension targeting to set different bids for customers who are located around your business. You can use them in campaigns and keep them in the range of -90% to +900%.
  3. Ad Scheduling: increase or decrease your bids for campaigns that show only on certain days or during certain hours. To do this, you’ll first need to set up a custom ad schedule. You can use them in campaigns.  Range is -90% to +900%
  4. On YouTube and the Display Network, you can set bid adjustments for content that has been measured by our system to be more popular, tends to have a greater number of impressions per day, and gets a higher level of traffic and viewer engagement. When your ad is eligible to appear on this content, AdWords will use your bid adjustment to raise your bid. You can bid on content on YouTube or the Google Display Network of apps and websites. You can use them in ad groups in the range of 0% to +500%.
  5. Targeting methods (advanced): Set bid adjustments for topics, placements, and other targeting methods in campaign types that show ads on the Display Network. Learn how to add audiences (interests and remarketing lists) to an ad group. You can use them in ad groups with a range of -90% to +900%.
  6. Remarketing lists for search ads: You can set bid adjustments for remarketing lists in your ad groups if you’d like to show ads to people on these lists. For example, you could increase your bid by 25% for those who previously viewed your website in the last 30 days. If you don’t yet have a remarketing list set up, read about AdWords remarketing lists for search ads. You can use them in ad groups with the range of -90% to +900%.


Bid adjustment eligibility

Campaign type Device Location Ad scheduling Top content (Display Network, YouTube) Targeting method (Display Network) Remarketing lists for search ads (Search Network)
Search Network only: Standard Yes No No No No No
Search Network only (All features) Yes Yes Yes No No Yes
Display Network only (All features) Yes Yes Yes Yes Yes No
Display Network only (Mobile apps) Yes Yes Yes Yes Yes No
Display Network only (Remarketing, Engagement) Yes Yes Yes Yes Yes No
Search Network with Display Select: Standard Yes No No No No No
Search Network with Display Select: All features Yes Yes Yes No Yes Yes
Shopping Yes Yes Yes No No No
Video Yes Yes Yes Yes No No


Automated bidding

  • If your campaign is using an automated bid strategy other than Maximize Clicks, it’s not possible to set ad scheduling bid adjustments.
  • For Target CPA and Target ROAS bid strategies, the only device bid adjustment that can be used is a decrease of 100%.

Multiple bid adjustments

When you set more than one bid adjustment in your campaign, those adjustments are typically multiplied together to determine how much your bid will increase or decrease. However, multiple device and location bid adjustments behave differently. Keep in mind that combined bid adjustments cannot exceed a 900% bid increase. For example, a $1 bid with a device increase of 900% combined with a location increase of 900% will result in a bid of only $10.

Multiple device bid adjustments

If you set a device bid adjustment at the campaign level and an adjustment for the same device at the ad group level, the ad group device bid adjustment will be used to determine the resulting bid adjustment. However, if the campaign-level device bid adjustment is a 100% decrease, then the ad group level device bid adjustment won’t be used.

Multiple location bid adjustments

Multiple adjustments that apply to the same location won’t be combined. If you set an adjustment of +50% for France, and +100% for Paris, only the adjustment for Paris, the most specific location, will be used for traffic from users in Paris.

Multiple Display Network content bid adjustments

For Display campaigns, you can set a bid adjustments at the ad group level on a specific targeting method in the Display tab, as well as on Top content in the Settings tab. This means that when your ad is eligible to appear on a specific placement that also qualifies as top content, AdWords could use two bid adjustments. One bid adjustment could be based on a specific targeting method, such as topic, and the second could be set for top content. Learn more about Display Network bidding


Say you’re running a campaign that targets the U.S. and is scheduled to run all days of the week. And, you’ve set an ad group max CPC bid of US$1. You decide to increase your bid by 20% for California, and decrease your bid by 50% for Saturday. Your resulting bid for a search that occurs in California on a Saturday will be US$0.60. Here’s the math:

Starting bid: $1

California adjustment: $1 + ($1 x 20%) = $1.20

Saturday adjustment: $1.20 + ($1.20 x -50%) = $0.60

Resulting bid for searches in California on Saturday: $0.60

Resulting bid for searches in California on Sunday through Friday: $1.20

Resulting bid for searches in other states on Saturday: $0.50

Resulting bid for searches in other states on Sunday through Friday: $1.00

The power of AdWords Smart Bidding

Smart Bidding is a set of conversion-based bid strategies—Target CPA, Target ROAS and Enhanced CPC—that use advanced machine learning to help you tailor the right bid to each and every auction. It factors in a wide range of auction-time signals including device, location, time of day, remarketing list, language, and operating system to capture the unique context of every search.

If you don’t yet know what type of automated bid strategy is right for you, read About automated bidding first.

Before you can set up a Target CPA bid strategy, you’ll need to set up conversion tracking.

To maximize results and give machine learning algorithms enough data to make informed bidding decisions, we recommend that you have at least 30 conversions in the past 30 days. It also helps if your ad group or campaign has received conversions at a similar rate for at least a few days.

About target return on ad spend.

“Standard” delivery (default option)

Aims to evenly distribute your budget across the entire day (12 a.m. – 11:59 p.m.) to avoid exhausting your budget early on. Recommended for new advertisers, this delivery method is useful if you want to reach customers evenly throughout the day. If you have a small budget, this method can also help you avoid spending your entire budget in the morning. Since your ad delivery occurs throughout the day, you might not see your ad appear every time you look for it, particularly if your campaign is limited by budget.

“Accelerated” delivery (not recommended for most advertisers)

Accelerated delivery is optimized less. It spends your budget more quickly, usually at the start of the day (i.e., 12:00 am). Because of this, accelerated delivery isn’t recommended for most advertisers. So if your campaign is limited by budget, your campaign may exhaust its average daily budget early in the day, causing your ad to stop showing for most of the day. Though not recommended for most advertisers, you can use this method if it’s important to you that your ads start showing in the morning and more quickly thereafter, until your average daily budget is reached — even if that means they might not show throughout the entire day. If your campaign is limited by budget, your ads will stop showing once you’ve reached the average daily budget allocated for that day. If you reach your budget limit early in the morning, your ad won’t run again until the next day, so you might not see your ad appear every time you look for it, particularly at night.


You have four options for ad rotation:


  • Optimize for clicks (default): Ads expected to attract more clicks are delivered more often into the ad auction than other ads in the ad group. These higher-quality ads gain more impressions than other ads in the ad group, resulting in higher ad-served percentages. With this option, your ad group will likely receive more impressions and clicks overall, since higher-quality ads attain better positions and attract more user attention.
  • Optimize for conversions: Ads expected to provide more conversions are delivered more often into the ad auction than other ads in the ad group. Although this option may result in your ad group receiving fewer clicks than the previous option, it’s more likely to receive more conversions, which can result in an improved return on investment.
  • Rotate evenly: Delivers your ads more evenly into the ad auction. In general, rotating evenly allows ads with lower clickthrough rates and conversion rates to show more often, so this option could result in a lower average position or fewer clicks and conversions.


  1. Rotate indefinitely: Similar to the “Rotate evenly” setting, this option delivers your ads more evenly into the ad auction, but does so for an indefinite amount of time and does not optimize. This option is not recommended for most advertisers.

Setting a frequency cap on impressions for Display Network ads

Frequency capping limits the number of times your ads appear to the same unique user on the Google Display Network. It doesn’t apply to the Search Network. Only impressions that were viewable count towards frequency caps.  An ad is counted as viewable when 50% or more of the ad shows for one second or longer for display ads and two seconds or longer for video ads. If you turn on frequency capping for a campaign, you specify a limit for the number of impressions you’ll allow per day, per week, or per month for an individual user. You also choose whether the cap applies to each ad, ad group, or campaign. If you’re advertising on websites that see a lot of repeat visitors (like The New York Times), this helps you avoid showing your ad too much to the same folks.



Leave a Reply

Your email address will not be published. Required fields are marked *