Ultimate Guide To Device Bid Adjustments
Device bid adjustments let you control how much you’re willing to pay for ads on different devices – computers, mobiles, tablets, or even TVs. By tweaking bids (from -100% to +900%), you can focus your budget where it performs best. For example, a +20% adjustment on a £1.00 bid increases it to £1.20, while a -100% adjustment stops ads on that device entirely.
Key takeaways:
- Why it matters: Devices influence user behaviour. Mobile users often act quickly, while desktop users may research more thoroughly. Adjust bids to target the most valuable devices for your goals.
- How it works: Changes can be made at the campaign or ad group level. Ad group settings override campaign ones unless the campaign is set to -100%.
- Best practices: Start with small adjustments (10–15%), monitor performance weekly, and refine based on metrics like CTR, CPA, and ROI.
To get the most from your PPC campaigns, focus on data-driven adjustments, consistent monitoring, and aligning bids with device-specific user behaviour.
How to Adjust Device Bids in Google Ads | Google Ads Device Bid Adjustments 2025
How Device Bid Adjustments Work
Understanding device bid adjustments is crucial for managing effective PPC campaigns. These adjustments allow you to modify your base bid by a certain percentage depending on the user’s device, ensuring your bids are tailored to each device type. Let’s break down how these adjustments work, the ranges they operate within, and how they can be applied at different levels.
Bid Adjustment Ranges
Device bid adjustments can range from –100% to +900%. This flexibility lets you either completely exclude certain devices or increase your bid to target others more aggressively.
- A –100% adjustment prevents ads from appearing on a specific device. For instance, if mobile traffic doesn’t convert well or your site isn’t mobile-friendly – like when a checkout process doesn’t work properly – you can avoid wasting your budget by excluding mobile users entirely.
- Positive adjustments increase your bid for devices that perform better. For example, if your base bid is £1.00 and you add a +50% adjustment for mobile traffic, your bid increases to £1.50.
This range gives advertisers the ability to optimise campaigns by focusing spend where it’s most effective.
Campaign vs Ad Group Level Settings
Device bid adjustments can be applied at both the campaign and ad group levels.
- Campaign-level adjustments affect all ad groups within a campaign, making them ideal for broad strategies.
- Ad group-level adjustments allow for more detailed targeting, as they only influence the specific ad group where they are set.
If both levels have adjustments, the ad group-level setting takes priority. However, if a campaign-level adjustment is set to –100%, it overrides any ad group-level settings, ensuring that ads won’t appear on that device.
Bid Adjustment Examples
Here’s how these adjustments look in practice:
- A £2.00 bid increased by 20% becomes £2.40.
- A £1.00 base bid with a +50% adjustment for mobile users results in a final bid of £1.50.
"Bid adjustments are a vital component in managing effective Pay-Per-Click (PPC) campaigns, giving you the control to fine-tune your ad strategy for optimal performance." – Linear Design
The secret to success with bid adjustments lies in consistent testing and analysis. Start with small adjustments based on initial performance data, then fine-tune as you learn which devices contribute most to your goals.
Setting Up Device Bid Adjustments
Creating device bid adjustments in Google Ads is a straightforward process. It involves selecting the right campaign or ad group, entering your desired adjustment values, and regularly reviewing performance. By combining these adjustments with routine performance checks, you can ensure your pay-per-click (PPC) strategy is guided by real data.
Google Ads Setup Process
To configure device bid adjustments in Google Ads, you can work at either the campaign or ad group level. Start by navigating to the relevant campaign or ad group within your account. In the edit panel, locate the "Device bid adjustment" section, where you can input specific percentages for Desktop, Mobile, and Tablet. Keep in mind that if adjustments exist at both levels, the ad group settings will override the campaign settings – unless the campaign-level adjustment is set to –100%, which excludes that device entirely.
Device bid adjustments are compatible with manual bidding strategies like manual CPC and CPM but don’t work with Smart Bidding options. Once you’ve set up your adjustments, it’s important to monitor their impact and make refinements as needed.
Performance Monitoring Schedule
After setting up your adjustments, establish a schedule for tracking performance metrics. A weekly review is often a good starting point, as it balances responsiveness with the need to gather enough data. For campaigns with higher traffic, more frequent checks might be necessary. Focus on metrics such as click-through rates (CTR), conversion rates, return on investment (ROI), and return on ad spend (ROAS) to guide your decisions.
To spot meaningful trends, analyse performance over longer intervals – such as 30, 60, or 90 days. This approach helps you distinguish genuine patterns from short-term fluctuations.
Management Best Practices
When managing device bid adjustments, take a gradual and measured approach. Start with small adjustments – around 10–15% – to minimise disruptions to your campaign’s stability.
Ian Dawson suggests, "Incremental testing and avoiding automated bidding until query quality is proven are essential for maximising ad spend."
Make decisions based on the relevance of your keywords and the likelihood of users completing desired actions, such as filling out forms, making purchases, subscribing to newsletters, or requesting information. Before making any major changes, ensure you have statistically significant data, especially if your campaign sees lower daily traffic.
Regularly review campaign performance and use Google Ads reports to identify strong-performing segments. Adjust bids based on actual results rather than assumptions. Remember, device bid adjustments are just one piece of the puzzle. Factors like landing page quality, Quality Score, user intent, and seasonal trends also play a crucial role in your campaign’s success.
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Advanced Device Bid Strategies
Building on the basics of device bid adjustments, advanced strategies take targeting precision to the next level. These methods rely on detailed data analysis, thoughtful campaign planning, and combining multiple bid adjustments for a more dynamic approach. Let’s dive into how these strategies can transform your campaigns.
Device Performance Analysis
To truly understand how devices impact your campaign performance, you need to move beyond surface-level metrics like click-through rates (CTR). Instead, focus on data that directly affects your bottom line, such as conversion rates, cost per acquisition (CPA), and return on ad spend (ROAS). For e-commerce campaigns, revenue per click is another key metric to monitor.
For example, the average conversion rate in Google Ads is 3.75%, but your campaign may show significant variances across devices. If mobile conversions are double those on desktop, that’s a clear sign to adjust your strategy. Regularly comparing performance metrics by device can highlight these gaps. A performance dashboard can help you track trends over time. Here’s an example of how you might structure your analysis:
| Metric | What It Tells You | How to Use It for Device Analysis |
|---|---|---|
| Click-Through Rate (CTR) | Measures ad engagement | Compare CTR across devices to identify where engagement is strongest |
| Conversion Rate | Tracks how many clicks lead to desired actions | Identify devices with the highest likelihood of converting users |
| Cost Per Click (CPC) | Shows the average cost per click | Optimise device-specific bids to control costs |
| Cost Per Acquisition (CPA) | Reflects the cost of acquiring a new customer | Pinpoint the most cost-effective devices for conversions |
For instance, if mobile users engage with your ads but fail to convert, it might signal issues with your mobile landing pages rather than audience quality. These insights lay the groundwork for more advanced strategies, such as segmenting campaigns by device.
Device-Specific Campaign Segmentation
Segmenting campaigns by device type gives you the flexibility to tailor your approach. If conversion rates vary widely between devices – say, mobile conversions are twice as high as desktop – it could make sense to create separate campaigns. This allows you to craft messaging and user experiences that resonate with each audience.
For mobile campaigns, focus on simplicity. Mobile users are often on the go, so they respond best to quick, actionable information and clear calls to action. Use tappable buttons and highlight immediate benefits. On the other hand, desktop campaigns can accommodate more detailed messaging and multi-step conversion paths, as these users are more likely to be conducting in-depth research.
An example of this in action comes from third-party sellers on Amazon. By creating mobile-specific campaigns with tailored ad copy, they reduced wasted ad spend and boosted profitability. Consistent naming conventions across campaigns can also streamline management and reporting.
Combining Multiple Bid Adjustments
Once you’ve analysed performance and segmented campaigns, combining bid adjustments can take your strategy even further. Google Ads allows you to layer adjustments, multiplying their effects for highly specific targeting. For instance, advertisers who combine multiple adjustments have seen a 32% increase in conversion rates compared to those who use single adjustments.
However, it’s important to keep Google Ads’ limits in mind: bid increases are capped at 900%, while decreases bottom out at -90%. These thresholds help maintain stability and prevent extreme fluctuations.
Here’s how you might combine adjustments in practice:
- A restaurant could increase mobile bids by 25% during lunch hours (11:00 to 14:00) while also applying location-based adjustments for nearby areas.
- Retailers could boost mobile bids by 30% during Black Friday weekend to capture the surge in mobile shopping activity.
Start with conservative adjustments and monitor the results closely. Regular reviews will help you identify which combinations are driving results and which might be adding unnecessary complexity.
The secret to effective bid layering lies in understanding your audience. By analysing when and where users are active and which devices they prefer for specific actions, you can design bid strategies that align naturally with their behaviour.
Common Problems and Solutions
Navigating device bid adjustments can be tricky, even for seasoned advertisers. Missteps in this area can lead to wasted budgets and missed opportunities. Here, we’ll look at some common challenges and actionable ways to address them, helping you optimise your campaigns effectively.
Preventing Over-Segmentation
One of the biggest pitfalls in device bid management is over-segmentation. Breaking campaigns into too many small segments can dilute your data, making it harder for algorithms to identify patterns and optimise bids. This often results in inconsistent performance and wasted ad spend.
To avoid this, aim for a balance between granularity and performance. Consolidate your campaigns to ensure there’s enough data for Google’s machine learning to work effectively. Fewer, broader campaigns allow the algorithm to spot trends and optimise bids automatically.
Start with general device segments, and only get more specific when there’s clear evidence of performance differences. For example, use modified broad match keywords to gather insights across devices without overcomplicating your campaign structure. Regularly monitor your campaigns for signs of over-segmentation, such as low impression volumes or inconsistent conversion data. If you spot these issues, consider merging similar campaigns to improve data flow and allow for better optimisation.
Managing Conflicting Adjustments
Conflicting bid adjustments are another common issue, particularly when adjustments are applied at both the campaign and ad group levels. This can lead to confusion and undermine your bidding strategy. Remember, ad group-level adjustments override campaign-level settings, unless a campaign adjustment is set to -100%.
To streamline your approach, establish a consistent bidding hierarchy. Decide whether to primarily use campaign-level or ad group-level adjustments and stick with that strategy across your account. If you need more granular control for specific ad groups, ensure those adjustments align with your overall plan.
Regularly review your bid adjustments at both levels to avoid conflicts. The Google Ads interface makes this simple – navigate to "Devices" in the page menu to view and manage adjustments. Setting up a weekly review process can help you catch and resolve inconsistencies quickly. Additionally, document and share your bidding strategy with your team to prevent accidental conflicts, especially in larger organisations where multiple people manage campaigns.
Data Interpretation Guidelines
Once you’ve resolved bid conflicts, the next step is interpreting your device data accurately. Misreading performance metrics can lead to poor decisions. Many advertisers focus too heavily on surface-level metrics like click-through rates, without considering the broader conversion funnel.
To get a clearer picture, segment your data to identify areas that need deeper analysis. For example, while mobile users might initially show lower conversion rates, they could have higher lifetime value or follow a different conversion path. Understanding these nuances can help you make smarter adjustments.
Regularly check approval statuses, review search term reports, and update your negative keyword list to maintain clean and reliable data.
When analysing trends, compare performance over different timeframes. Look for consistent patterns over at least 30 days before making major changes. Also, adjust bids and ad copy for each device based on its performance, keeping external factors like seasonality and competitor behaviour in mind.
Lastly, review Search Partners’ performance and exclude low-performing queries. Device performance often varies between Google Search and its Search Partners, so analysing these separately can prevent skewed data and improve overall campaign results.
Conclusion
Device bid adjustments are a key part of your PPC toolkit, offering a way to fine-tune your strategy and boost ROI across various devices. This guide has highlighted how percentage multipliers – ranging from -100% to +900% – can lead to noticeable improvements in your advertising performance.
Key Points Summary
Managing device bids effectively starts with understanding how these adjustments work. They function as percentage multipliers, with ad group-level adjustments overriding campaign-level settings (unless the campaign is set to -100%). It’s wise to begin with manual bidding to gather data, then transition to automated strategies as your expertise grows.
Long-term success lies in regular monitoring and tweaking. Keep an eye on performance metrics like click-through rates and conversion rates, but avoid splitting your data too much, as this can weaken machine learning’s ability to detect patterns. Ensure you maintain enough data volume for accurate optimisation.
These principles set the stage for refining your campaigns further.
Next Steps for Your Campaigns
To take your strategy to the next level, start by reviewing your device performance data. Look for consistent trends over a 30-day period before making any major changes. Test small bid adjustments – like 1%, 5%, or 10% – to find the sweet spot for your campaigns.
PPC success hinges on consistent refinement. Set up a regular review schedule to assess performance metrics that align with your goals, whether that’s increasing conversions, improving return on ad spend, or boosting brand visibility. Regular reviews, as previously discussed, are crucial for keeping your device-specific bids on track.
As your campaigns evolve, explore advanced tactics like segmenting campaigns by device type or combining multiple bid adjustments for greater precision. Over time, the data you collect will become a powerful resource, guiding you toward smarter decisions that drive better results.
If you’re looking for extra support, the PPC Team offers auditing and optimisation services to uncover hidden opportunities in your device bidding strategy. Their expertise in conversion rate optimisation and data analysis can help you make the most of your advertising budget across all devices.
Success in PPC requires ongoing effort, but with device bid adjustments in your arsenal, you’re well-prepared to adapt to the ever-changing digital advertising world and achieve lasting results.
FAQs
How do I set the best device bid adjustments to achieve my campaign goals?
To fine-tune your device bid adjustments, start by analysing your campaign data to determine which devices – mobile, desktop, or tablet – are delivering the best results. If a particular device is driving more conversions or proving to be more cost-effective, consider increasing your bids for that device. On the flip side, for devices that are underperforming, you might want to lower your bids or even exclude them altogether.
Keep a close eye on your campaign metrics to ensure your adjustments are working as intended. Make changes as necessary to stay aligned with your goals, whether that’s boosting conversions, improving your return on investment, or controlling costs. A flexible, data-driven strategy will help you achieve the best outcomes.
What mistakes should I avoid when setting device bid adjustments in Google Ads?
When setting device bid adjustments in Google Ads, it’s easy to make missteps that can derail your campaign’s performance. Here are a few pitfalls to watch out for:
- Making things too complicated: Piling on too many bid adjustments can turn campaign management into a headache and lead to inconsistent outcomes. Simplicity often works best.
- Neglecting regular check-ins: If you’re not reviewing performance data regularly, your adjustments might become outdated and lose their effectiveness.
- Basing decisions on guesswork: Always rely on clear performance metrics and seasonal patterns instead of making assumptions. Data should guide your strategy.
- Going to extremes with bids: Setting aggressive adjustments, like -100% or +900%, without proper analysis can do more harm than good.
The key to success? Stick to data-driven decisions and keep refining your adjustments to stay aligned with your campaign goals.
How do device bid adjustments work with manual CPC and automated Smart Bidding strategies?
Device bid adjustments let advertisers tweak their bids based on how well ads perform on specific devices – like mobiles, desktops, or tablets. This feature is especially handy when using manual CPC bidding, as it offers more control over how much you’re willing to pay for clicks from each device type.
On the other hand, if you’re using Smart Bidding strategies like Target CPA or Maximise Conversions, device bid adjustments usually aren’t supported. These automated strategies use machine learning to optimise bids across various factors, including device type, to meet your campaign goals. Making manual adjustments here could interfere with the system’s optimisation process. Instead, focus on feeding the system accurate, high-quality conversion data to help it perform at its best.
