Bid Adjustments
Bid adjustments raise or lower your bid by a percentage based on context such as device, location, time of day, audience, or demographics. A positive adjustment increases your bid when a condition is met, a negative one reduces it, letting you spend more on segments that convert and less on those that do not.
Why It Matters
Not every click is worth the same. Bid adjustments let you pay a premium for high-converting contexts, like mobile users in your top city on a weekday, without raising bids across the board, sharpening return on every dollar.
Common Mistake
Stacking large adjustments across many dimensions at once, which compound unpredictably and distort spend. Change one lever at a time, base each adjustment on enough conversion data, and note that some automated bid strategies ignore manual adjustments.