Google Ads: How to Adjust Bids for Demographics, Ad Schedule, Location and Device

Google Ads: How to Adjust Bids for Demographics, Ad Schedule, Location and Device

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How to customize device usage: 1:11

How to customize ad schedule: 4:12

How to customize location: 6:11

How to customize demographics: 7:26

Hey all!

In this video, I tell you how to actually apply the changes to our account based on the data we looked at in the previous video (https://www.youtube.com/watch?v=jK4wL2tWHN0&list=PLS46f4aLJ2hNH0RJi21DWAXeCdCT1Lhy6&index=8&t=25s). There is a lot of information we need to filter and maximize our profitable areas, and remove or change our least profitable ones.

In this video, we look at device, demographics, location, and ad schedule changes that we can make upon finding out that a certain area works better for us than another!

– Changing device settings: to change these, you will have to go into your campaigns list, and then click on settings. From here, you should click on the ‘devices’ tab, and this is where we can change our settings for devices. Suppose from our previous video, we have determined that you are getting 100 clicks to your desktop view website, and 10 conversions. Let’s suppose you are also getting 200 clicks to your mobile view website, and getting 0 conversions. Should you keep on spending money on mobile clicks? I would argue no. You may want to remove the mobile device entirely from being seen by your customers (you cannot ‘remove’ a device, so we will need to work around that by adjusting our bids). But I would also advise against that as you would be losing a lot of valuable traffic. What I would suggest is for us to actually decrease the bid of our mobile device to -100% until we fix whatever it is seems to not be working properly for us on our page. So in order to change the settings here, we need to adjust the bids. Decrease the bid to lessen the chance your ad will be seen, and increase the bid to increase the chance it will be seen. You will be paying more for bids you increase however, so keep that in mind when you increase bids for a specific device!

– Changing demographics: to change these settings, we would have to go into the ‘audience’ tab, and add ‘ad retargeting’ to a specific ad group. You can change the age and gender by checking whatever group you want to see your ad, and unchecking whatever group you don’t want to see it. After you do that, you should be able to see the new list on the same page below the settings. Don’t be intimidated if it shows way more results than you would expect. Focus only on the ad group that actually had the changes applied to it and you should see your new list there!

– Changing location settings: to change these settings, you would follow the same steps as for device settings, but click on the ‘location’ tab instead. From here on, you can also either adjust the bids (up to 90%), or completely remove or add a certain geographic area.

– Changing ad scheduling: to change these settings, you would follow the same steps as for device settings, but click on the ‘ad schedule’ tab instead. From here on, you should be able to also either adjust the bids (up to 90%), or add/remove certain times. If you found that your ads run the best on Mondays from 8-10 am and then from 12-2 pm, you can set those times by clicking on ‘+add’.

That’s it!

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3 thoughts on “Google Ads: How to Adjust Bids for Demographics, Ad Schedule, Location and Device”

  1. If you have decided to remove a certain campaign/ad group/ad because of the low performance, I would suggest pausing it instead of deleting so that you can always refer back to the numbers later on to see how it performed against your new sets.

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