Ad Scheduling Bid Adjustments for your Campaigns in Google AdWords

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We have seen how to setup and use device level bid adjustments and location based bid adjustments. This blog is focused on ad scheduling bid adjustments. You can use ad scheduling bid adjustments to increase or decrease your bids for campaigns that show only on certain days or during certain hours. But before we get to ad scheduling bid adjustments, let’s revise the fundamentals of bid adjustments quickly.

What are Bid Adjustments?

Bid adjustments allow you to set the frequency of your ads. You can adjust the bid based on the time of the day, the location of the user, the device that the user is on when using Google search and more. Bid adjustments come in handy when you want to target certain audiences from a particular geography, a specific device or a particular time to show your ads.

In this blog, we will learn to setup a custom ad schedule followed by bid adjustments for the ad schedule.

How to setup a Custom Ad Schedule?

Note: Ad scheduling is available only for campaigns with “all features” enabled.

  1. Pick a campaign you want to setup a custom ad schedule for.
    ad scheduling bid adjustments
  2. Switch to setting after selecting the campaign.
    ad scheduling bid adjustments
  3. Select the ad scheduling tab under setting menu.
    ad scheduling bid adjustments
  4. If you have never scheduled an ad before, click on +ad schedule button.
    ad scheduling bid adjustments
  5. You will be prompted to choose a campaign.
    ad scheduling bid adjustments
  6. Once you choose the campaign ro schedule ads for, click on + create custom schedule.
    ad scheduling bid adjustments
  7. Now you can schedule your ads from the available options and hit save.
    ad scheduling bid adjustmentsThis is how you setup a custom ad schedule for a campaign of your choice. There a few thing you need to keep in mind though. The ad schedules you set are based on your account’s time zone. Therefore, you should adjust your ad schedule keeping in mind the time zone your target customers are in.
    The ad schedule is based on a 12-hour or 24-hour clock. Therefore, to schedule an ad to run from the end of one day through a portion of the next day, you should create an ad schedule for each day. If you are using a 12-hour clock, for example, to run an ad from Monday 11:00 P.M to Tuesday 7:00 A.M, your ad schedule for Monday should extend from 11:00 P.M to 12:00 A.M, while your Tuesday ad schedule should run from 12:00 A.M to 7:00 A.M.

    How to set Ad Scheduling Bid Adjustments?

    Once you have scheduled ads for your campaign following the steps above, adjusting bids for the same comes as a continuation. To create a new ad schedule and adjust its bid, you can start from step 1. If you want to adjust bids for an already existing ad schedule, you can start from step 8 (see below).

  8. From the list of ad schedules, select the row of the schedule that you want to set a bid for.
    ad scheduling bid adjustments
  9. Once you have selected the ad schedule, click on set bid adjustment tab.
    ad scheduling bid adjustments
  10. You can either increase the bid or decrease it. Enter a value in the box and click make changes to set the adjustment.
    ad scheduling bid adjustments
  11. You can leave the box empty to remove the bid adjustments.
    ad scheduling bid adjustments

An example of Ad Scheduling Bid Adjustment –

Let’s say you are advertising on AdWords to promote your new Art Exhibition that you are hosting at your home in Bakersfield, California. You are open from 10 AM to 4 PM on weekdays and from 11 AM to 8 PM on weekends. You have scheduled to show your ads on weekdays from 10 AM to 4 PM. Similarly, ads will show from 11 AM to 8 PM on weekends. You want to promote your weekend ads as there are other exhibitions open on weekends too. Now you use ad scheduling bid adjustment to increase the bids for the 11 AM to 8 PM ad schedule.

You increase your bid by 30% for 11 AM to 8 PM ad schedule.

Your starting bid: $5
Ad scheduling bid adjustment: + 30%
Resulting bid: $5 + (30% x $5) = $6.5

Hence, for any user searching for an art exhibition on weekends, your bid will be $6.5.

Note: Ad scheduling bid adjustments are not available for campaigns using an automated bid strategy.

The above example illustrates the usage of ad scheduling and ad scheduling bid adjustments. You can combine ad scheduling with location based and device level bid adjustments too.

Let’s see how you can combine two or more bid adjustments.

From the above example, we know that your bid for weekends is $6.5. You are adding location based bid of 20% for users who are in Bakersfield.

Your bid after ad scheduling bid adjustment: $6.5

Location based bid adjustment: +20%
Your total bid: $6.5 + (20% x $6.5) = $7.8

Hence, for any user searching for an art exhibition on weekends from Bakersfield, your bid will be $7.8.

Similarly, you can add more bid adjustments for your campaigns to improve the targeting of your campaigns. To understand how bidding in AdWords work, please read our AdWords auctions blog. And for more AdWords concepts, visit our AdWords and PPC blog.

About the author

Mantha Sai Praveen

Content marketer by day, a poet by night.

By Mantha Sai Praveen

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