¿Cómo se usan los ajustes de puja para dirigirse a audiencias, dispositivos o ubicaciones específicos en las campañas de búsqueda?

Here is a practical example: we work with a luxury home builder and remodeler who really only does business with the top few percent of earners. While you could restrict your keyword strategy to only include keywords that include things like "luxury", "custom", or "premium", this method would artificially reduce your reach, as only a small subset of searchers will actually add those modifiers to their search. Instead, we applied large negative bid adjustments to all income levels below the top 10% of earners (this is as high as Google will let you go). This ensured that our client's ad spend reached the right people without an overly restrictive keyword strategy. Pro tip: always validate your leads via 3rd-party tools or CRM! Good luck!

In search campaigns, bid adjustments are vital for targeting specific audiences, devices, or locations effectively. By adjusting bids, advertisers can increase or decrease their maximum CPC (cost-per-click) bids based on factors like device type (mobile, desktop), audience demographics (age, gender), or geographic location (city, region). This strategic approach ensures ads are more likely to appear to the desired audience at the right time and place, maximizing campaign relevance and performance. For instance, higher bids on mobile devices can target on-the-go users, while geographic bid adjustments can optimize spending in high-converting regions, tailoring the campaign for optimal return on investment (ROI).

Bid adjustments are a feature in search engine marketing (SEM) that allows advertisers to increase or decrease their bids for specific targets without altering their base bids across the campaign. These adjustments can be applied based on various criteria such as the device used by the searcher (mobile, desktop, tablet), the location of the searcher, the time of day, and the type of audience (like demographics or past website visitors). This enables more precise control over where and how ads are shown.

En ajustant les enchères pour les utilisateurs mobiles pour une chaîne de restaurants, nous avons observé une augmentation de 25% des réservations en ligne, démontrant l'importance de cibler les appareils spécifiques.

The primary reason to use bid adjustments is to optimize the performance of your campaigns by focusing more on segments that perform well and less on those that do not. For example, if you notice that mobile users convert more frequently at a lower cost, you might increase your bids for impressions on mobile devices to capture more of this traffic. Similarly, if certain geographic locations or times of day yield better results, adjusting bids for these can enhance campaign effectiveness.

Setting bid adjustments in most SEM platforms like Google Ads or Bing Ads involves the following steps: Select the Campaign or Ad Group: You start by choosing the campaign or ad group where you want to apply the adjustments. Navigate to Settings: Go to the settings tab where you can find options for devices, locations, ad scheduling, and audiences. Choose the Target: Select the specific target (device, location, etc.) for which you want to set an adjustment. Set the Adjustment Percentage: Enter a positive percentage to increase bids or a negative percentage to decrease bids for the selected target. For example, a 20% increase or a -15% decrease.

Optimizing bid adjustments involves regular review and analysis of campaign performance data. Here are some steps to consider: Analyze Performance Data: Regularly review the performance metrics by device, location, time, and audience. Look for trends where adjustments could optimize spending. Test Adjustments: Implement adjustments based on your data analysis, but start with small changes to avoid significant impacts on your budget and performance. Monitor and Iterate: Continuously monitor the impact of your adjustments and refine them over time. Optimization is an ongoing process.

Some common bid adjustment pitfalls. - Making adjustments too frequently - Using bid adjustments with smart bidding (they don't work unless it's -100%) - Not using bid adjustments with automated bid strategies like max clicks

Avoiding common pitfalls with bid adjustments involves careful planning and continuous monitoring: Over-Adjusting: Avoid making large adjustments too quickly based on limited data. This can lead to significant fluctuations in campaign performance. Neglecting Other Factors: Bid adjustments are just one part of a successful campaign. Ensure you're also optimizing your ad copy, landing pages, and keyword strategies. Failing to Account for Interaction: Adjustments can interact in complex ways, especially when you set multiple adjustments within the same campaign. For example, a bid adjustment for mobile devices in a particular city might interact with a time-of-day adjustment.

What Else to Consider? Budget Impact: Be mindful of how adjustments might impact your overall spending. Higher bids in one area may require budget cuts in another. Strategic Fit: Ensure your adjustments align with your overall business goals and marketing strategy. For instance, if brand visibility in certain areas is a priority, you might accept a lower ROI there for greater visibility. Cross-Platform Consistency: If you're running campaigns on multiple platforms, try to maintain a consistent strategy across all of them, adjusting for platform-specific features and performance.