AdWords Enhanced Campaigns: New Bidding Tools Announced

Google AdWords has begun providing more specifics about the new bidding tools and mobile bid settings for enhanced campaigns.

The AdWords interface for enhanced campaigns includes a new bid adjustment calculator designed to show you what the final bid adjustment will be when using multiple bid settings. Bid adjustments for mobile, day, time of day and location are made within the Campaign Settings tab. The calculator shows you what the implications will be when applying multiple bid adjustments.

AdWords Bid Adjustment Calculator










You’ll find the calculator icon when you’re in the Campaign level next to  “Active bid adjustments”:

AdWords Bid Adjustment Calculator Icon

The campaign-level bid adjustments are then applied on top of your keyword or ad group bids. Bid adjustments for location, days and time of day and any ad group-level targeting methods can be set from -90% to +900%. For mobile devices, bid adjustments can be set at -100% if you don’t want to run on mobile at all, or between -90% and +300%.

When you convert an existing campaign to enhanced, AdWords will often show you the estimated change in impressions, clicks and cost depending on the mobile bid adjustment you select. This estimate is based on how advertisers with similar keywords in their accounts bid on mobile compared to other devices. Note that if there is not sufficient data from similar advertisers, AdWords will suggest a bid adjustment based on information from all advertisers.

For campaigns with sufficient data, AdWords will show a pop-up with the 7-day estimated changes in clicks, impressions and cost on mobile and desktop/tablet.

The AdWords documentation does not mention this, but for campaigns that haven’t been running recently or don’t have enough comparison data for other reasons, the pop-up will include the mobile bid adjustment recommendation only.

AdWords Bid Adjustment PopUp

Under the Campaign Settings tab, there are new sub-tabs for Locations, Ad Schedule and Devices that make it easier to navigate when making changes and bid adjustments.

AdWords Bid Adjustment PopUp


Related Topics: Channel: SEM | Google: AdWords | Google: AdWords: Enhanced Campaigns | Search Marketing: Mobile | Top News


About The Author: writes about paid online marketing topics including paid search, paid social, display and retargeting. Beyond Search Engine Land, Ginny provides search marketing and demand generation advice for ecommerce companies. She can be found on Twitter as @ginnymarvin.

Connect with the author via: Email | Twitter


Get all the top search stories emailed daily!  


Other ways to share:

Read before commenting! We welcome constructive comments and allow any that meet our common sense criteria. This means being respectful and polite to others. It means providing helpful information that contributes to a story or discussion. It means leaving links only that substantially add further to a discussion. Comments using foul language, being disrespectful to others or otherwise violating what we believe are common sense standards of discussion will be deleted. Comments may also be removed if they are posted from anonymous accounts. You can read more about our comments policy here.
  • salem shami
  • Jerry Nordstrom

    The few remaining small businesses trying to use adwords on their own just left the building. This may seem good for agencies, but unfortunately these types of self serve businesses do not have the budget to hire a PPC management company.

    Jury is still out on Enhanced, but it is certain the closing arguments against it were pretty harsh.

Get Our News, Everywhere!

Daily Email:

Follow Search Engine Land on Twitter @sengineland Like Search Engine Land on Facebook Follow Search Engine Land on Google+ Get the Search Engine Land Feed Connect with Search Engine Land on LinkedIn Check out our Tumblr! See us on Pinterest


Click to watch SMX conference video

Join us at one of our SMX or MarTech events:

United States


Australia & China

Learn more about: SMX | MarTech

Free Daily Search News Recap!

SearchCap is a once-per-day newsletter update - sign up below and get the news delivered to you!



Search Engine Land Periodic Table of SEO Success Factors

Get Your Copy
Read The Full SEO Guide